Oh happy days...

An advance release of the Teen Topix study by OTX and the Intelligence Group in the United States finds that 81% of teens (13-17) say they are at least somewhat happy, and over a third say they are very happy.

America's teens report to be happiest with their relationships with friends, their talents, their abilities, and their school performance. In addition, more than three-quarters are happy about how they "look" Online.

In recognising the importance of their physical appearance, 61% of teens said they worry about their looks, and 48% said they compare the way they look with friends and peers. 50% of teens said looks and physical appearance were very important when it comes to being respected by others, says the report, but appearance is considerably less important in being liked by others, getting ahead in the workplace, and making lots of money.

The survey found that teens spend an average of US$27 (about R215) per month on health and beauty products. Deodorants were the most commonly used products on a daily basis, with whitening toothpastes, lip balms, perfumes, and facial scrubs, also making the top of the list.

Bruce Friend, President, Media and Entertainment Insights, OTX, says "Teens are an important consumer group... we have to look not just at what they buy... (but) what motivates them... their aspirations... (and) what makes them tick."

Teens cited a number of positive influences on self-image. Asked, "when it comes to those things that influence how you feel about yourself would you say these usually make you feel better about yourself, worse about yourself or make no difference how you feel about yourself."

When teens were asked to choose from a pair of related, yet conflicting statements, Jane Buckingham, President of the Intelligence Group, reviewing the responses, notes that "The answers to our questions have surprised many in the marketing community and have caused them to rethink how they need to appeal to this demographic."

When asked if they would rather get a college degree' or win American Idol, 90% selected college degree. Moreover, three-quarters of the respondents would rather have friends than lots of money.

Article courtesy of MediaPost