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Virginia Youth Insights

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. Table of Contents. To better understand Virginia’s tweens and teens in terms of their:

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Virginia Youth Insights

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  1. 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

  2. Table of Contents

  3. 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. Purpose of the Study

  4. 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.

  5. Executive Summary

  6. Executive Summary Overview In 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 Attitudes Fully 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.

  7. 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.

  8. 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.

  9. 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.

  10. 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.

  11. 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.

  12. 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.

  13. 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.

  14. Health Attitudes

  15. 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…? % “Very Important” Q716 BASE: All respondents (n=623)

  16. 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…? % “Very Important” Q716 BASE: All respondents (n=623)

  17. 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…? % “Very Important” Q716 BASE: All respondents (n=623)

  18. Smoking Attitudes and Experiences

  19. Older Teens Less Likely to Reject Smoking Teen Smoking Status Current/ Potential Rejectors (N=413) (N=222) (N=191) (N=201) (N=212) Age Gender Q750 BASE: Respondents aged 13-17 years old (n=413)

  20. One-quarter of Virginia Tweens and Teens Lives With A Smoker Not including yourself, does anyone who lives in your home smoke cigarettes? % “Yes” (N= 623) (N=332) (N=291) (N=210) (N=201) (N=212) Age Gender Q745 BASE: All respondents (n=623)

  21. 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? % “Yes” (N=623) (N=120) (N=75) (N=385) (N=103) (N=310) Mother’s Education Teen Smoking Status Q745 BASE: All respondents (n=623)

  22. 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)

  23. 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? (N=623) (N=210) (N=201) (N=212) (N=103) (N310) Smoking Status Age Q730 BASE: All respondents (n=623)

  24. 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? (N=623) (N=210) (N=201) (N=212) Age Q725 BASE: All respondents (n=623)

  25. Traditional and Online Media Use

  26. Nationwide, Multitasking Media Use Is Common Among Tweens and Teens Youth Pulse SM: National Findings % Reporting doing something else at the same time Q2140/2175/2160/2260/2320/2360 BASE: All respondents (n=623)

  27. 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...? 92% Multitask (Net) Q310 BASE: All respondents (n=623)

  28. 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...? % Multitask (N=623) (N=332) (N=291) (N=210) (N=201) (N=212) Gender Age Q310 BASE: All respondents (n=623)

  29. 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)

  30. 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)

  31. 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)

  32. 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...? 90% Multitask (Net) Q325 BASE: All respondents (n=623)

  33. (N=623) (N=332) (N=291) (N=210) (N=201) (N=212) Age Gender 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)

  34. 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)

  35. 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)

  36. 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)

  37. Three-quarters of Virginia Tweens and Teens Have Used Internet in Past Week Q405 BASE: All Respondents (n=623)

  38. Virginia’s Tweens and Young Teens More Likely Than Those Nationwide to Be Online % Accessing the Internet at least once in past month Youth Pulse SM: National Findings

  39. 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)

  40. Search Engines, Music and Games Also Top Teens’ List Nationwide 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

  41. Health Sites Are Most Popular Among Older Online Teens LAST WEEK, which types of websites did you visit? % Health Sites (N=503) (N=139) (N=174) (N=190) Q460 BASE: Those who went on the Internet last week (n=503)

  42. 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)

  43. Small Minority of Online Tweens and Teens Visit Chat Rooms Last week, how many HOURS did you spend in chat rooms? 1 Hour or More (Net) 14% Q425 BASE: Those who went on the Internet last week (n=503)

  44. 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)

  45. Majority of Online Tweens and Teens Use Instant Messaging Last week, how many instant messaging or IM sessions did you have? Mean = 10.1 sessions 1 or more (Net) 63% Q435 BASE: Those who went on the Internet last week (n=503)

  46. Nationwide, IM Increases In Popularity During Teen Years Youth Pulse SM: National Findings Q900 BASE

  47. Social Connections

  48. Number of Phone Connections Increases With Age YESTERDAY, how many DIFFERENT people did you talk on the telephone with? Q511_1 BASE: All respondents (n=623)

  49. One-third of Tweens and Teens Sent an Email the Previous Day, But… YESTERDAY, how many DIFFERENT people did you send an email to? Q511_2 BASE: All respondents (n=623)

  50. Nearly Half Had Received An Email YESTERDAY, how many DIFFERENT people did you get an email from? Q511_4 BASE: All respondents (n=623)

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