GfK Roper Youth Report

The definitive look at the Youth Market…
brought to you by GfK Roper Consulting.

Clients have been turning to the GfK Roper Youth Report^TM since 1990 to understand the key questions within the youth market in the United States.

For example:
How are new technologies reshaping
the way young people communicate,
how they receive messages, how they multitask and ultimately behave?
What does this mean for your product
or service, or brand?

What are the different “defining moments” of this generation of American youth? How does that impact their outlook, their confidence and what will
it mean as they grow up?

How has it been used?

• A leading television network uses the GfK Roper Youth Report to further understand their core audience and inform their advertising sales.
  
• A leading national youth organization disseminates GfK Roper Youth Report to key council members around the country as
  a basis for program development and marketing communications strategy.
  
• A major telecommunications provider relies on the GfK Roper Youth Report’s long-term trends perspective to track the ways in which behavior and attitudes have changed over time.

• A Burgeoning Target Market—the largest young generation in US history.
• Greater Purchasing Power—disposable income rising steeply.
• Passionate Brand Loyalty—favorites far outpace all other choices.
• A Force of Influence—influential in schools, families andcommunities.

• Create new products
• Speak to young consumer values
• Plan product, advertising and channels strategies
• Understand their perceptions of home, school, media and society
• Recognize key influences in their lives and their outlook
• Start a lifelong relationship with new customers
• Tap into the first generation that has always had the Internet

GfK Roper Youth Report^TM provides a multifaceted view of kids and teens

• Mood of young America—personal and societal concerns, aspirations, status symbols, values and plans for the future
• Consumer behavior—favorite brands, spending, savings, influence on household purchases, ownership and shopping

• Attitudes and opinions—advertising, media, self-perceptions, favorite personalities, style and personal appearance
• Lifestyles—free time, sports, clubs, games, interests and activities, volunteerism, family life, vacations and theme park visits
• Media–—TV, cable, radio, books, magazines, classroom media and comics
• Technology—computers, videogames and cellphones, the Internet
• Relationships—parental rules and influences, giving and getting advice

• Only youth product to combine both quantitative and qualitative research
• In-home, in-person interviews fielded each year to a total of 1,000 young people ages 8-17 with online data refresh to keep perspective current
• Age-appropriate questionnaires designed for “tweens” (ages 8-12) and teens (13-17)
• Long-term trend analyses from over a decade of annual GfK Roper Youth Report studies help you understand behavioral, attitudinal and lifestyle shifts for building successful youth marketing strategies
• Qualitative bulletin board technique to get the “whys” behind today’syouth trends

• Two major reports (PPT)—executive summary, implications for marketers and detailed demographic breakouts
• Electronic library—includes summary, data, analysis, trend and demographic detail
• Annual on-site briefing—in-person presentation targets opportunities for your business and your brand