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Harris Interactive Inc.
Virginia Youth Insights
Conducted for
Work, Inc.
Prepared by:
Dana Markow, Ph.D., Senior Research Manager
Marc Scheer, Research Associate
December 4, 2001
Field Dates:
November 1 – 11, 2001
J15162
Page 2 Harris Interactive Inc.
Table of Contents
Purpose of the Study ............................................................................................... 3
Methodology .............................................................................................................4
Executive Summary..................................................................................................5
Health Attitudes ......................................................................................................14
Smoking Attitudes and Experiences.......................................................................18
Traditional and Online Media Use ..........................................................................25
Social Connections.................................................................................................47
Sensation Seeking Attitudes and Behaviors ..........................................................56
Self-Image ..............................................................................................................62
Test Messages .......................................................................................................71
Page 3 Harris Interactive Inc.
Purpose of the Study
To better understand Virginia’s tweens and teens in terms of their: Traditional media and online activities; Attitudes about self-image and health; Social connections and networks; and Attitudes and experiences related to smoking.
To test believability and possible impact of anti-smoking messages.
To understand Virginia youth in the context of the nation’s youth.
Page 4 Harris Interactive Inc.
Methodology
The questionnaire was fielded online and averaged about 15 minutes per respondent.
Sample was drawn randomly from a targeted list obtained from Survey Sampling Inc. of households with children aged 10 - 17 in Virginia.
623 qualified respondents completed the interview.
Interviews were conducted November 1-11, 2001.
Data were weighted by key demographic variables (age, sex, race/ethnicity, region) to be representative of 10-17 year olds in Virginia.
Page 6 Harris Interactive Inc.
Executive Summary
OverviewIn many ways, Virginia youth reflect the tweens and teens in the nation as a whole. Tweens and teens multitask – engaging in many media activities at the same time. Most are using the Internet, and instant messaging (IM) is increasingly popular. This report examines the attitudes and activities of Virginia tweens (10 – 12 year olds) and teens (13 – 17 year olds), particularly focusing on issues to help guide the development of an anti-smoking campaign. Such issues include an understanding of traditional and online media use, social connections and networks, attitudes about health and well-being, smoking attitudes and behaviors, and an examination of how current or potential smokers differ from those who do not plan to smoke.
Health AttitudesFully half of Virginia tweens and teens regard being physically fit and getting enough sleep as very important. The importance placed on getting enough sleep is less among older teens. Girls value getting enough sleep and eating healthy foods more than do boys.
Page 7 Harris Interactive Inc.
Executive Summary
Smoking Experiences and Attitudes According to the Centers for Disease Control’s Youth Risk Behavior Survey (1999), 70% of
high school students have tried cigarette smoking. Furthermore, frequent cigarette use among high school students has been increasing since 1991, from 12.7% to 16.8% in 1999. A recent (October, 2001) Gallup Youth Survey of 13 – 17 year olds found that 12% smoked cigarettes in the past week and that the average starting age for smoking was 12.4 years. Given the young starting age for smoking, the tween segment is an important population to reach.
Measures of smoking behavior and experiences vary greatly depending on the questions asked and the methodology used. The current study revealed lower levels of teen smokers in Virginia. However, this study was conducted by telephone, with many parents listening to the interview. In addition, teens were asked about whether they described themselves as “smokers” or not. The recent Roper report prepared for Work, Inc. found that smoking was less than a daily habit for most Virginia youth. Therefore, some youth who do smoke cigarettes on occasion, may not have identified themselves as smokers. For the purposes of additional analyses in the current study, “current/potential smokers” are defined as those who currently smoke, have smoked in the past or would consider smoking in the future. “Rejectors” are those teens who say they will never smoke.
Page 8 Harris Interactive Inc.
Executive Summary
As also revealed in national studies, youth in Virginia who live with a smoker are more likely to smoke or consider smoking. One-quarter of Virginia tweens and teens report that they live with someone who smokes. Half of older teens (15 – 17 year olds) have a close friend that smokes. On average, older teens have 2 close friends who smoke. In contrast, only one in eleven tweens (10 – 12 year olds) have a close friend who smokes. This finding again emphasizes the critical juncture that the tween years represent in terms of decision-making and experiences regarding smoking.
The majority of tweens and teens believe that it is very difficult for someone who smokes a few cigarettes a day to quit smoking. However, older teens are less likely to think this to be a difficult task. Furthermore, teens who smoke or would consider smoking are also less likely to believe it is very difficult to quit, although a plurality (44%) does believe it would be very difficult.
According to a plurality of tweens and teens, smoking among young people is increasing. This finding is especially common among teens; more than half believe that smoking is increasing among people their age.
Page 9 Harris Interactive Inc.
Executive Summary
Traditional and Online Media Use Any media messages directed at tweens and teens must compete for their attention.
Today’s youth, in Virginia and the nation as a whole, are media multi-taskers. When tweens and teens watch TV or listen to the radio, they are usually doing something else – most likely talking on the phone or doing homework. While watching TV, three in ten 10 – 17 year olds are involved in other media activities such as reading a magazine, listening to the radio or surfing the web. While listening to the radio, four in ten 10 - 17 year olds are reading a magazine or surfing the web.
These findings emphasize the competition for tweens’ and teens’ attention and that media messages are not received in isolation. But this multitasking behavior also represents opportunities to layer messages across media.
Virginia tweens and teens are online – particularly in the northern and Tidewater regions of the state. Overall, Virginia youth appear to be slightly more connected than youth nationwide. Most online tweens and teens in Virginia and the nation are visiting music, gaming and search engine websites. Online youth in Virginia cite the information they receive as what they like most about their favorite sites, although games, pictures and music are also important.
Only a small minority of tweens and teens overall visit health websites, and 15 – 17 year olds account for the majority of this activity.
Most Virginia tweens and teens have not spent time in chat rooms in the previous week. As in the nation as a whole, instant messaging is popular among Virginia youth – six in ten have IM’d someone in the past week.
Page 10 Harris Interactive Inc.
Executive Summary
Social Connections On any given day, tweens and teens connect with many different people in many different
ways. On average, they talk on the phone with 3 different people, they send an email to one person and receive emails from 3 people, and they instant message with 2 people. Three in ten Virginia youth connect in these ways with 11 or more people a day. On average, tweens and teens will tell 6 people about a new thing they like. Boys and older teens tell more people when they discover something they like. Tweens’ and teens’ connectedness and their willingness to discuss new finds with others has important implications for any viral messaging campaign.
Sensation Seeking Many teenagers value such sensation seeking attitudes as having varied experiences and
having creative friends, even if they are wild. Half of tweens and teens like new experiences and even breaking the rules, as well as doing scary things. The enjoyment of sensation seeking activities increases slightly with age, particularly when it comes to breaking the rules.
Page 11 Harris Interactive Inc.
Executive Summary
Self-Images For tweens and teens, trustworthiness is a key part of their self-image, seconded by being
fun to be around. Four in ten tweens and teens believe it is very important that they don’t care what other people think about them --- only two in ten say this is not at all important.
Boys are more likely than girls to value being good at sports and easily getting a romantic partner. Girls are more likely than boys to value being trustworthy. The value placed on being a leader, being independent and being fun to be around all increase with age.
Images of Smokers and Non-Smokers Tweens and teens consider the dominant characteristics of a smoker to be not caring what
others think and being thin. The image of non-smokers is that they are good at sports, trustworthy, fun and leaders.
Page 12 Harris Interactive Inc.
Executive Summary
Current/Potential Teen Smokers vs. Rejectors Current/potential teen smokers differ from those teens who reject smoking in several
important ways. Current/potential teen smokers are more likely to: Live in a household with a smoker; Watch TV and talk on the phone at the same time; Listen to the radio and talk on the phone at the same time; Be highly connected to others by phone, email or IM; Enjoy doing scary things; Enjoy new and exciting experiences, even if it involves breaking rules; Get bored seeing the same people each day; View a smoker as someone who knows the latest trends, looks like a movie star,
is good at sports and is fun to be around.
They are less likely to believe it is very difficult to quit smoking.
Page 13 Harris Interactive Inc.
Executive Summary
Test Messages Tweens and teens are three times as likely to view the “empowerment” messages of “getting
serious about the future” and “the Truth campaign tells only half the truth” as very believable, compared to the “socially unacceptable” message of “non-smokers are not weird”. Tweens and teens are also more likely to report that the “empowerment” messages would make them stop and think a lot about their decision to smoke.
A Note About YouthPulseSM
Harris Interactive YouthPulseSM is a large-scale, national study of youth lifestyles and attitudes. Respondents are youth aged 8 - 24 years. The study is conducted online, twice a year -- in January and July. Data referred to in this report are based on the July, 2001 wave.
Page 15 Harris Interactive Inc.
Physical Fitness and Sleep Are Highly Valued by Half of Tweens and Teens
Is it very important, somewhat important or not at all important that you are a person who…?
Q716 BASE: All respondents (n=623)
52%
50%
45%
32%
Is physically fit
Gets enough sleep everynight
Eats healthy foods
Is physically strong
% “Very Important”
Page 16 Harris Interactive Inc.
Tweens Value Healthy Eating More Than Teens; Sleep Less Valued Among Older Teens
Is it very important, somewhat important or not at all important that you are a person who…?
Q716 BASE: All respondents (n=623)
50%
59%
55%
37%
56%
53%
39%
24%
51%
39%
43%
34%
Is physically fit
Gets enough sleepevery night
Eats healthy foods
Is physically strong
10-12 year olds
13-14 year olds
15-17 year olds
% “Very Important”
Page 17 Harris Interactive Inc.
Boys Are Twice As Likely As Girls to Value Physical Strength; Girls Emphasize Healthy Foods
Is it very important, somewhat important or not at all important that you are a person who…?
Q716 BASE: All respondents (n=623)
50%
55%
52%
22%
54%
45%
38%
41%
Is physically fit
Gets enough sleepevery night
Eats healthy foods
Is physically strong
Female
Male
% “Very Important”
Page 19 Harris Interactive Inc.
Older Teens Less Likely to Reject Smoking
Teen Smoking Status
Q750 BASE: Respondents aged 13-17 years old (n=413)
66%
87%75%77%76%
26%19%17%18%
3% 3% 3%
3%
3%
9%4%0%2%3%2%
15-17years
13-14years
FemaleMaleTotal
I am a smoker
I am not a smoker, buthave tried a cigarettein the past
I am not a smoker, butmight try smoking inthe future
I am not a smoker andwill never trycigarettes
AgeGender
(N=413) (N=222) (N=191) (N=201) (N=212)
Current/
Potential
Rejectors
Page 20 Harris Interactive Inc.
One-quarter of Virginia Tweens and Teens Lives With A Smoker
Not including yourself, does anyone who lives in your home smoke cigarettes?
28%25%25%26%26%26%
15-17 Years13-14 Years10-12 YearsFemaleMaleTotal
Q745 BASE: All respondents (n=623)
Gender
(N= 623) (N=332) (N=291) (N=210) (N=201) (N=212)
% “Yes”
Age
Page 21 Harris Interactive Inc.
Smoking More Common in Homes Where Mother Has Only High School Degree; Current/Potential Teen Smokers Twice As Likely to Live With Smoker
Not including yourself, does anyone who lives in your home smoke cigarettes?
22%
42%
19%
32%
44%
26%
RejectorsCurrent/PotentialCollege or moreSome collegeHS or lessTotal
Q745 BASE: All respondents (n=623)
Mother’s Education
(N=623) (N=120) (N=75) (N=385) (N=103) (N=310)
% “Yes”
Teen Smoking Status
Page 22 Harris Interactive Inc.
15-17 Year Olds Are Six Times As Likely As 10-12 Year Olds to Have Friends Who Smoke
How many of your close friends smoke cigarettes?
Q740 BASE: All respondents (n=623)
Gender Age Teen Smoking
Status
Total Male Female 10-12 Years
13-14 Years
15-17 Years
Current/ Potential Rejectors
Base 623 332 291 210 201 212 103 310 % % % % % % % %
0 66 62 71 91 64 47 20 66
1 or more (net) 33 36 29 9 33 53 80 32
1 7 7 6 2 5 12 16 7
2 9 10 8 3 11 11 12 11
3 5 6 4 1 6 7 14 4
4-5 7 6 7 - 6 14 25 5
6 or more 6 7 5 3 5 9 16 5
Mean 1.4 1.5 1.2 0.4 1.5 2.1 3.5 1.3
Page 23 Harris Interactive Inc.
(N=623) (N=210) (N=201) (N=212) (N=103) (N310)
Older Teens and Current/Potential Smokers Are Least Likely to Think Quitting Smoking Is Very Difficult
How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking?
Q730 BASE: All respondents (n=623)
16%
32%
40%40%
28%16%
29%
59%
41%49%
62%75%
61%
2% 5% 1% 1% 1% 1%7% 3% 7% 10%
6%
RejectorsCurrent/Potential15-17 years13-14 years10-12 yearsTotal
Very difficult
Somewhatdifficult
Not verydifficult
Not at alldifficult
Age Smoking Status
Page 24 Harris Interactive Inc.
Plurality of Tweens and Teens Report That Smoking Among Young People Is Increasing
Do you think smoking among people your age is increasing, deceasing or staying about the same?
Q725 BASE: All respondents (n=623)
32%27%
26%29%
11%13%
34%
19%
56%58%
28%
48%
5% 12% 1%2%15-17 years13-14 years10-12 year oldsTotal
Increasing
Decreasing
Staying about thesame
Not sure
Age
(N=623) (N=210) (N=201) (N=212)
Page 26 Harris Interactive Inc.
Nationwide, Multitasking Media Use Is Common Among Tweens and Teens
32%
69%
72%
63%
72%
30%
49%
69%
40%
64%
Videos/DVD's
TV
Magazines
Newspaper
Radio
10-12 Year Olds
13-18 Year Olds
Q2140/2175/2160/2260/2320/2360 BASE: All respondents (n=623)
Youth Pulse SM: National Findings
% Reporting doing something else at the same time
Page 27 Harris Interactive Inc.
Most Tweens and Teens Talk on the Phone or Do Homework While Watching Television
On a typical day, when you WATCH TV, what do you do at the SAME TIME? When you watch TV, do you...?
Q310 BASE: All respondents (n=623)
62%
54%
33%
31%
29%
24%
24%
12%
6%
2%
Talk on the telephone
Do homework
Read a magazine
Listen to the radio
Surf or access the Internet
Do something else
Write or read emails
Read a newspaper
Do nothing else
I do not watch TV
92% Multitask (Net)
Page 28 Harris Interactive Inc.
92% 90% 94%87%
97% 92%
Total Male Female 10-12 yearsold
13-14 yearsold
15-17 yearsold
High Degree of Multi-Tasking While Watching Television, Slightly Higher Among Teens Than Tweens
On a typical day, when you WATCH TV, what do you do at the SAME TIME? When you watch TV, do you...?
Q310 BASE: All respondents (n=623)
% Multitask
(N=623) (N=332) (N=291) (N=210) (N=201) (N=212)
Gender Age
Page 29 Harris Interactive Inc.
While Watching TV, Girls More Likely Than Boys to Talk on Phone and Listen to Radio
On a typical day, when you WATCH TV, what do you do at the SAME TIME? When you watch TV, do you...?
Q310 BASE: All respondents (n=623)
53%
51%
22%
31%
31%
71%
58%
40%
35%
27%
Talk on the telephone
Do homework
Listen to the radio
Read a magazine
Surf or access theInternet
Male
Female
Page 30 Harris Interactive Inc.
Teens More Likely Than Tweens to Watch TV and Talk on the Phone
On a typical day, when you WATCH TV, what do you do at the SAME TIME? When you watch TV, do you...?
Q310 BASE: All respondents (n=623)
65%
59%
35%
34%
69%
53%
28%
37%
36%
51%
51%
29%
28%
24%
27%
Talk on thetelephone
Do homework
Listen to the radio
Read a magazine
Surf or access theInternet
15-17 years old
13-14 years old
10-12 years old
Page 31 Harris Interactive Inc.
Current/Potential Teen Smokers More Likely Than Rejectors to Talk on Phone While Watching TV
On a typical day, when you WATCH TV, what do you do at the SAME TIME? When you watch TV, do you...?
Q310 BASE: All respondents (n=623), Current/Potential (n=103), Rejectors (n=310)
75%
55%
36%
30%
64%
57%
30%
38%
31%
32%
Talk on thetelephone
Do homework
Listen to the radio
Read a magazine
Surf or access theInternet
Current/Potential
Rejectors
Page 32 Harris Interactive Inc.
Most Tweens and Teens Do Homework and Talk on the Phone While Listening to the Radio
On a typical day, when you LISTEN TO THE RADIO, what do you do at the SAME TIME? When you listen to the radio, do you...?
Q325 BASE: All respondents (n=623)
67%
54%
37%
37%
31%
27%
24%
11%
6%
3%
Do homework
Talk on the telephone
Read a magazine
Surf or access the Internet
Write or read emails
Watch TV
Do something else
Read a newspaper
Do nothing else
I do not listen to the radio
90% Multitask (Net)
Page 33 Harris Interactive Inc.
90% 86%95%
87%93% 91%
Total Male Female 10-12 yearsold
13-14 yearsold
15-17 yearsold
Multitasking While Listening to Radio is High Overall, but Higher Among Girls
On a typical day, when you listen to the radio, what do you do at the SAME TIME? When you listen to the radio, do you...?
(% of respondents indicating that they multitask while listening to the radio)
Q325 BASE: All respondents (n=623)
(N=623) (N=332) (N=291) (N=210) (N=201) (N=212)
Gender Age
Page 34 Harris Interactive Inc.
While Listening to the Radio, More Girls Than Boys Do Homework and Talk on the Phone
On a typical day, when you listen to the radio, what do you do at the SAME TIME? When you listen to the radio, do you...?
Q325 BASE: All respondents (n=623)
61%
44%
35%
35%
73%
65%
38%
38%
Do homework
Talk on the telephone
Read a magazine
Surf or access theInternet
Male
Female
Page 35 Harris Interactive Inc.
While Listening to the Radio, Tweens Less Likely to Do Homework Than Teens
On a typical day, when you listen to the radio, what do you do at the SAME TIME? When you listen to the radio, do you...?
Q325 BASE: All respondents (n=623)
58%
48%
32%
20%
74%
56%
46%
47%
68%
57%
33%
42%
Do homework
Talk on thetelephone
Read a magazine
Surf or access theInternet
10-12 years old
13-14 years old
15-17 years old
Page 36 Harris Interactive Inc.
While Listening to Radio, Current/Potential Teen Smokers more Likely Than Rejectors to Talk On Phone, Less Likely to Read Magazines
On a typical day, when you listen to the radio, what do you do at the SAME TIME? When you listen to the radio, do you...?
Q325 BASE: All respondents (n=623), Current/Potential (n=103), Rejectors (n=310)
65%
30%
32%
32%
54%
42%
25%
21%
Talk on thetelephone
Read a magazine
Watch TV
Do something else
Current/Potential
Rejectors
Page 37 Harris Interactive Inc.
Three-quarters of Virginia Tweens and Teens Have Used Internet in Past Week
Q405 BASE: All Respondents (n=623)
Gender Age RegionTeen Smoking
Status
Total Male Female10-12Years
13-14Years
15-17Years Northern
South-west Central
Tide-water
Current/Potential Rejectors
Base 623 332 291 210 201 212 161 155 157 150 103 310% % % % % % % % % % % %
0 22 19 25 32 18 17 14 30 29 19 12 20
1 or more (net) 77 81 74 67 82 83 85 69 70 82 88 80
1-2 13 9 19 19 13 9 14 13 8 18 8 12
3-4 15 15 16 16 16 14 20 8 11 20 13 16
5-6 15 13 18 13 16 17 9 11 16 25 15 17
7-10 19 23 15 12 20 24 22 21 24 10 33 19
11-20 11 16 6 7 13 12 17 12 9 5 12 13
21 or more 3 5 1 1 3 5 4 4 2 2 8 3
Mean 5.9 7.6 4.2 4.1 6.3 7.1 7.2 6.2 5.5 4.8 8.7 6.2
Page 38 Harris Interactive Inc.
Virginia’s Tweens and Young Teens More Likely Than Those Nationwide to Be Online
48%
57%
69%
80%
59%
8-9 10-12 13-15 16-18 All Adults 18+
% Accessing the Internet at least once in past month
Youth Pulse SM: National Findings
Page 39 Harris Interactive Inc.
For Online Tweens and Teens, Most Popular Websites Include: Music, Games, Search Engines
LAST WEEK,which types of websites did you visit?
Q460 BASE: Those who went on the Internet last week (n=503)
58%
50%
47%
39%
30%
29%
24%
24%
7%
6%
4%
Music
Interactive games
Search engines
Sports
Homework
News
Your school's website
Shopping
Community
Health
None of these
Page 40 Harris Interactive Inc.
Search Engines, Music and Games Also Top Teens’ List Nationwide
12%
3%
17%
10%
8%
14%
29%
48%
49%
6%
8%
9%
17%
21%
29%
39%
42%
66%
Health Sites
Financial Services
Community Sites
eCommerce Sites
Sports Sites
News
Interactive Games Sites
Music Sites
Search Engines
Boys
Girls
Youth Pulse SM: National Findings
Last week, which types of sites did you visit?(13-18 Year Olds)
Q923/924 BASE: Respondents aged 13-18 years old
Page 41 Harris Interactive Inc.
Health Sites Are Most Popular Among Older Online Teens
LAST WEEK, which types of websites did you visit?
Q460 BASE: Those who went on the Internet last week (n=503)
6%
1%2%
12%
Total 10-12 years 13-14 years 15-17 years
% Health Sites
(N=503) (N=139) (N=174) (N=190)
Page 42 Harris Interactive Inc.
Online Tweens and Teens Like Information, Games, Pictures and Music on Websites
What do you like MOST about your favorite websites?
Q470 BASE: Those who went on the Internet last week (n=503)
47%
40%
37%
37%
19%
16%
9%
8%
4%
The information you get
Games
Pictures/Animation
Music
Your friends visit those sites
Jokes
Able to buy things on the sites
Chat rooms/Bulletin Boards
Something else
Page 43 Harris Interactive Inc.
Last week, how many HOURS did you spend in chat rooms?
Small Minority of Online Tweens and Teens Visit Chat Rooms
3 or more hours
4%
2 hours4%
0 hours85%
1 hour6%
Q425 BASE: Those who went on the Internet last week (n=503)
1 Hour or More (Net)
14%
Page 44 Harris Interactive Inc.
Entertainment, Sports, and Hobbies Are Most Popular Chat Topics
What were the topics of the chat rooms that you visited in the last week?
Q430 BASE: Those who chatted on the Internet last week (n=59)
57%
55%
46%
32%
29%
23%
21%
14%
1%
15%
Entertainment
Sports
Hobbies or groups
Gaming
Relationships / Lifestyles
Shopping
News / Current events
Family / children
Health issues
Something else
Page 45 Harris Interactive Inc.
Majority of Online Tweens and Teens Use Instant Messaging
Last week, how many instant messaging or IM sessions did you have?
Q435 BASE: Those who went on the Internet last week (n=503)
1-5 sessions27%
6-10 sessions13%
11-20 sessions11%
21 or more sessions12%
0 sessions36%
Mean = 10.1 sessions
1 or more(Net)63%
Page 46 Harris Interactive Inc.
Nationwide, IM Increases In Popularity During Teen Years
% using the Internet in past week to...
23%
29%
9%
35%
59%
5%
Chat IM Do schoolwork
10-12 year olds
13-18 year olds
Youth Pulse SM: National Findings
Q900 BASE
Page 48 Harris Interactive Inc.
Number of Phone Connections Increases With Age
YESTERDAY, how many DIFFERENT people did youtalk on the telephone with?
Q511_1 BASE: All respondents (n=623)
Gender Age
Total Male Female10-12Years
13-14Years
15-17Years
Base 623 332 291 210 201 212% % % % % %
0 15 18 12 24 10 12
1 or more (net) 84 82 88 75 90 88
1 15 14 16 23 12 11
2-3 42 39 46 39 41 46
4-5 13 15 10 9 16 13
6-10 13 12 14 4 19 17
11 or more 1 1 1 1 1 1
Mean 3.0 3.1 3.0 2.0 3.7 3.4
Page 49 Harris Interactive Inc.
One-third of Tweens and Teens Sent an Email the Previous Day, But…
YESTERDAY, how many DIFFERENT people did yousend an email to?
Q511_2 BASE: All respondents (n=623)
Gender Age
Total Male Female10-12Years
13-14Years
15-17Years
Base 623 332 291 210 201 212% % % % % %
0 65 67 63 76 59 60
1 or more (net) 35 33 37 24 41 40
1 9 11 8 6 7 15
2-3 16 14 18 10 20 17
4-5 5 3 7 5 5 4
6-10 3 3 2 2 2 4
11 or more 2 2 3 * 7 *
Mean 1.3 1.1 1.6 0.7 2.3 1.1
Page 50 Harris Interactive Inc.
Nearly Half Had Received An Email
YESTERDAY, how many DIFFERENT people did youget an email from?
Q511_4 BASE: All respondents (n=623)
Gender Age
Total Male Female 10-12 Years
13-14 Years
15-17 Years
Base 623 332 291 210 201 212 % % % % % %
0 50 49 51 70 41 40
1 or more (net) 46 49 45 29 54 55
1 8 11 6 5 13 7
2-3 16 17 15 10 17 21
4-5 9 9 9 6 9 11
6-10 6 5 8 5 4 10
11 or more 7 7 7 3 12 6
Mean 3.1 2.8 3.5 1.6 4.5 3.3
Page 51 Harris Interactive Inc.
As In Virginia, Tweens and Teens Across the Nation Receive More E-mails Than They Send
1.3
3.7
18.3
0.3 1.1 1.62.5
4.73.3
23.2
30.0
12.2
8-9 10-12 13-15 16-18 19-21 22-24
E-mails received
E-mails sent
Average number of e-mails sent/received per day
Q885/890 BASE
Youth Pulse SM: National Findings
Page 52 Harris Interactive Inc.
Nearly Half of Teens Instant Messaged (IM) the Previous Day – More Than Twice As Many As Tweens
YESTERDAY, how many DIFFERENT people did yousend an Instant Message to?
Q511_3 BASE: All respondents (n=623)
Gender Age
Total Male Female10-12Years
13-14Years
15-17Years
Base 623 332 291 210 201 212% % % % % %
0 62 60 65 81 54 53
1 or more (net) 46 49 45 19 46 47
1 4 5 3 4 5 4
2-3 13 11 15 9 15 15
4-5 9 11 6 3 11 12
6-10 6 7 6 1 9 9
11 or more 5 5 5 1 6 7
Mean 2.3 2.5 2.1 0.7 2.9 3.2
Page 53 Harris Interactive Inc.
31%
14%
37% 39%
Total 10-12 years 13-14 years 15-17 years
Connectedness Increases Markedly From Tween to Teen Years
% Telephoning, Emailing or Instant Messaging (IM) more than 10 different people a day
Q510 BASE: All respondents (n=623)
(N=623) (N=210) (N=201) (N=212)
Age
Page 54 Harris Interactive Inc.
31% 30%
48%
35%
Males Females Current/Potential Rejectors
Current/Potential Teen Smokers Are More Likely Than Rejectors to Be Highly Connected
% Telephoning, Emailing or Instant Messaging (IM) more than 10 different people a day
Q510 BASE: All respondents (n=623)
(N=332) (N=291) (N=103) (N=310)
Gender Teen Smoking Status
Page 55 Harris Interactive Inc.
Gender AgeTeen Smoking
Status
Total Male Female10-12Years
13-14Years
15-17Years
Current/Potential Rejectors
Base 623 332 291 210 201 212 103 310% % % % % % % %
0 7 7 7 5 10 5 2 9
1 or more (net) 90 89 90 92 87 92 94 87
1 8 5 11 10 5 8 14 5
2-3 23 21 24 25 23 20 24 21
4-5 26 24 29 34 24 21 15 25
6-10 20 22 17 14 23 22 30 20
11-20 11 14 8 7 10 16 10 14
21 or more 2 3 1 3 1 3 2 2
Mean 6.3 7.3 5.3 5.5 5.9 7.4 6.9 6.6
Q515 Base: All respondents (n=623)
Boys and Older Teens Tell More People About New Things They LikeThe last time you found a new thing you really liked, how many other people did you tell about it?
Page 57 Harris Interactive Inc.
Most Tweens and Teens Enjoy Maximizing Experiences and Having Artistic Friends
% “Yes”
Q606 BASE: All respondents (n=623)
89%
79%
49%
47%
36%
25%
I think it is important toexperience as many different
things as possible in life
I like friends who are artisticor creative, even if they are
wild
I like new and excitingexperiences, even if I have
to break the rules
I like to do scary things
I would like to drive amotorcycle
I get bored seeing the samepeople every day
Page 58 Harris Interactive Inc.
Boys Have Higher Affinity Than Girls For Driving Motorcycles and Acquiring New Experiences
Q606 BASE: All respondents (n=623)
90%
83%
38%
41%
22%
23%
88%
75%
59%
52%
50%
27%
I think it is important to experience as manydifferent things as possible in life
I like friends who are artistic or creative, even ifthey are wild
I like new and exciting experiences, even if I haveto break the rules
I like to do scary things
I would like to drive a motorcycle
I get bored seeing the same people every day
Female
Male
% “Yes”
Page 59 Harris Interactive Inc.
Older Teens Enjoy New Experiences and Risk-Taking More Than Younger Kids
Q606 BASE: All respondents (n=623)
82%
80%
37%
43%
29%
25%
92%
80%
46%
45%
36%
20%
92%
77%
61%
51%
42%
29%
I think it is important to experience as manydifferent things as possible in life
I like friends who are artistic or creative, even ifthey are wild
I like new and exciting experiences, even if Ihave to break the rules
I like to do scary things
I would like to drive a motorcycle
I get bored seeing the same people every day
10-12 year olds
13-14 year olds
15-17 year olds
% “Yes”
Page 60 Harris Interactive Inc.
Central Virginia Tweens and Teens Most Likely to Want to Drive Motorcycle; Least Likely to Want Varied Experiences
Q606 BASE: All respondents (n=623)
90%
52%
36%
95%
50%
38%
82%
49%
45%
89%
35%
26%
I think it isimportant to
experience asmany different
things as possiblein life
I like to do scarythings
I would like todrive a motorcylce
Northern
Southwest
Central
Tidewater
% “Yes”
Page 61 Harris Interactive Inc.
Current/Potential Teen Smokers Like to Do Scary Things and Have New Experiences – Even if They Break Rules
Q606 BASE: All respondents (n=623), Current/Potential (n=103), Rejectors (n=310)
90%
86%
66%
62%
42%
33%
93%
76%
51%
44%
39%
22%
I think it is important to experience as manydifferent things as possible in life
I like friends who are artistic or creative, even ifthey are wild
I like new and exciting experiences, even if Ihave to break the rules
I like to do scary things
I would like to drive a motorcycle
I get bored seeing the same people every day
Current/Potential
Rejectors
% “Yes”
Page 63 Harris Interactive Inc.
Most Tweens and Teens Want to Be Trustworthy and Fun
Is it very important, somewhat important or not at all important that you are a person who…?
Q611 BASE: All respondents (n=623)
92%
69%
41%
38%
31%
19%
13%
12%
2%
Other people can trust
Is fun to hang around
Is a leader
Doesn't care what other people think about them
Is good at sports
Knows what the latest trends are
Is thin
Can easily get a boyfriend or girlfriend
Looks like a movie star
% “Very Important”
Page 64 Harris Interactive Inc.
Most Tweens and Teens Do Not Value Looking Like A Movie Star
Q611 BASE: All respondents (n=623)
1%
4%
18%
20%
26%
39%
48%
45%
84%
Other people can trust
Is fun to hang around
Is a leader
Doesn't care what other people think about them
Is good at sports
Knows what the latest trends are
Is thin
Can easily get a boyfriend or girlfriend
Looks like a movie star
% “Not At All Important”
Is it very important, somewhat important or not at all important that you are a person who…?
Page 65 Harris Interactive Inc.
96%
73%
43%
39%
18%
19%
14%
4%
1%
87%
66%
38%
38%
42%
19%
13%
20%
2%
Other people can trust
Is fun to hang around
Is a leader
Doesn't care what other people think about them
Is good at sports
Knows what the latest trends are
Is thin
Can easily get a boyfriend or girlfriend
Looks like a movie star
Female
Male
Girls Value Trustworthiness More Than Do Boys; Boys More Likely to Value Being Good At Sports and Getting a Romantic Partner
Is it very important, somewhat important or not at all important that you are a person who…?
Q611 BASE: All respondents (n=623)
% “Very Important”
Page 66 Harris Interactive Inc.
15-17 year-olds Value Leadership and Self-Assuredness to a Greater Extent Than Do 10-12 year-olds
Is it very important, somewhat important or not at all important that you are a person who…?
Q611 BASE: All respondents (n=623)
92%
63%
32%
28%
30%
15%
16%
9%
5%
90%
71%
42%
39%
37%
19%
10%
15%
93%
73%
47%
46%
25%
22%
14%
12%
0%0%
Other people can trust
Is fun to hang around
Is a leader
Doesn't care what other people think about them
Is good at sports
Knows what the latest trends are
Is thin
Can easily get a boyfriend or girlfriend
Looks like a movie star
10-12 year olds
13-14 year olds
15-17 year olds
% “Very Important”
Page 67 Harris Interactive Inc.
Northern Virginia Tweens and Teens Least Likely to Value Being A Leader; Tidewater Tweens and Teens Least Likely to Value Sports Performance
Q611 BASE: All respondents (n=623)
26%
29%
18%
44%
34%
8%
43%
42%
17%
51%
19%
7%
Is a leader
Is good atsports
Is thin
Northern
Southwest
Central
Tidewater
Is it very important, somewhat important or not at all important that you are a person who…?
% “Very Important”
Page 68 Harris Interactive Inc.
90%
75%
46%
49%
31%
17%
17%
14%
0%
92%
71%
44%
41%
31%
21%
10%
14%
0%
Other people can trust
Is fun to hang around
Is a leader
Doesn't care what other people think about them
Is good at sports
Knows what the latest trends are
Is thin
Can easily get a boyfriend or girlfriend
Looks like a movie star
Current/Potential
Rejectors
Teens’ Self-Images Do Not Differ By Their Smoking Status
Is it very important, somewhat important or not at all important that you are a person who…?
Q611 BASE: All respondents (n=623)
% “Very Important”
Page 69 Harris Interactive Inc.
According to Tweens and Teens: Smokers Don’t Care What Others Think and Non-Smokers Are Athletic, Trustworthy, Fun and Leaders
Tweens and teens report that the following describe a smoker (and not a non-smoker):
Tweens and teens report that the following describe a non-smoker (and not a smoker):
Q736 BASE: All respondents (n=623)
47%
31%
23%
20%
13%
8%
7%
4%
3%
Doesn't care what other peoplethink about them
Is thin
Knows what the latest trends are
Looks like a movie star
Can easily get boy/girlfriend
Is fun to hang around
Is a leader
Is good at sports
Other people can trust
93%
86%
85%
85%
78%
71%
64%
54%
46%
Is good at sports
Other people can trust
Is fun to hang around
Is a leader
Can easilty get a boy/girlfriend
Looks like a movie star
Knows what the latest trends are
Is thin
Doesn't care what other people thinkabout them
Page 70 Harris Interactive Inc.
Current/Potential Teen Smokers More Likely to Say Smokers Know the Latest Trends and Look Like Movie Stars
Teens report that the following describe a smoker (and not a non-smoker):
Teens report that the following describe a non-smoker (and not a smoker):
Q736 BASE: All respondents (n=623), Current/Potential (n=103), Rejectors (n=310)
8%
18%
6%
49%
16%
36%
38%
13%
28%
1%
8%
8%
48%
1%
19%
28%
10%
16%
Is someone other people cantrust
Is fun to hang around
Is a leader
Doesn't care what other peoplethink about them
Is good at sports
Knows what the latest trendsare
Is thin
Can easily get a boy/girlfriend
Looks like a movie star
Current/PotentialRejectors
76%
66%
81%
36%
82%
40%
48%
77%
65%
87%
88%
86%
47%
97%
71%
57%
81%
75%
Is someone other people cantrust
Is fun to hang around
Is a leader
Doesn't care what other peoplethink about them
Is good at sports
Knows what the latest trendsare
Is thin
Can easily get a boy/girlfriend
Looks like a movie star
Harris Interactive Inc.
Test Messages
Statement 1: With all that’s going on in the world, it’s time to get serious about your future. Some things, like smoking, just get in the way of being ready for whatever challenges the future might bring.
(Serious About Future – Empowerment)
Statement 2: Why are there so many more people who don’t smoke than do smoke? Maybe it’s because they’re not weird. They know that smoke coming out of their noses is not normal.
(Smokers Not Normal – Socially Unacceptable)
Statement 3: The Truth campaign tells only half the truth. It’s true that tobacco companies try to get people to smoke. But the real truth is that the
decision is yours, not theirs.
(The Truth Campaign – Empowerment)
Page 72 Harris Interactive Inc.
“Empowerment” Messages Three Times More Believable Than “Socially Unacceptable” Message For Girls and Boys; Tweens and Teens
Q771 BASE: All respondents (n=623)
60% 59% 60% 61%68%
51% 49%
62%
Serious About Future (Empowerment)
18% 17% 18% 18% 18% 18%13%
19%Smokers Not Normal (Socially Unacceptable)
61% 60% 62% 64%54%
65% 61% 59%
The Truth Campaign (Empowerment)
% Very Believable
Total Male Female 10-12 13-14 15-17 Current/ RejectorsPotential
(N=623) (N-332) (N=291) (N=210) (N=201) (N=212) (N=103) (N=310)
Gender Age Teen Smoking Status
Page 73 Harris Interactive Inc.
“Empowerment” Messages More Likely To Prompt Behavior Change - Particularly Among Tweens
Q771 BASE: All respondents (n=623)
48% 43%53% 58%
49%38%
32%
47%Serious About Future (Empowerment)
25% 23%28%
41%
27%
10% 10%21%Smokers Not
Normal (Socially Unacceptable)
42% 42% 41%47% 47%
33% 31%42%
The Truth Campaign (Empowerment)
% Think a Lot
Total Male Female 10-12 13-14 15-17 Current/ RejectorsPotential
(N=623) (N-332) (N=291) (N=210) (N=201) (N=212) (N=103) (N=310)
Gender Age Teen Smoking Status