Teens Select Media Laden Destinations for Dating
Online Testing eXchange recently released results of its teen study today revealing that 58% of teens sacrifice watching TV
for going on dates. Internet surfing, playing video games, and listening to music take losses as well. But when teens go on those dates, they sacrifice free social options like cruising or school
events for the marketing-laden options of movie theaters (87%), malls (64%) and restaurants (58%).
Bruce Friend, President of Media and Entertainment Insights for OTX, said "It's this
kind of information marketers are looking for... how and why teens are swapping one activity for another, and where they're spending their dollars... "
What Teens Sacrifice for Dating |
Activity | % of Respondents |
Watching TV | 58% |
Surfing the Internet | 54% |
Playing video games | 47% |
Listening to music | 42% |
Hanging out with Friends | 39% |
Reading | 39% |
Homework | 37% |
Sleep | 34% |
Family time | 32% |
Playing sports | 26% |
Going to
religious services | 20% |
Source: OTXresearch, July 2007 |
Where Teens go on
Dates |
Activity | % of Respondents |
Movie Theater | 87% |
Mall | 64% |
Restaurant | 58% |
School Dance | 53% |
Drive/walk around | 53% |
Park | 51% |
School event (sports, play, etc.) | 49% |
Concert/live music | 34% |
Coffee shop | 22% |
Professional sporting events | 14% |
Town recreational center | 12% |
Source: OTXresearch, July 2007 |
Gender differences are clear for the rules of dating, according to the report:
- 66% of
all teens say their parents impose dating rules
- 49% of boys are subjected to rules
- 83% of girls are subjected to rules
And, when "influencers"
are selected, the study finds:
- 31% of all teens are attracted to "jocks" such as Nathan on the CW's One Tree Hill or Claire on NBC's Heroes
- 30% of girls also prefer "bad boys" like Michael on Fox's Prison Break
- 28% of boys like adventurous women such as Veronica on the CW's
Veronica Mars
Amy Gibby, President of eCRUSH, collaborator in the study, said "Teens are ready and willing to speak their minds... (but) the challenge is reaching them at
the right time, on their terms, to gain relevant insights for a marketers' business."
For more information, please visit OTXresearch
here.