Who’s Next?

1. Who’s Next? Youth Intelligence 9 West 10th Street New York, NY 10011 212.982.5428/212.982.5937

2. Who are they? • Gen X (24-35) • College students (18-24) • Gen Why (12-23) • Tweens (7-11)

3. Teens Today • Approximately 30 Million Xers • 57.7 Million Why’s • Growing 2X as fast as overall population • Over $200 Billion in spending • Expected to spend $690 million on the internet in 2000!

4. Trend Behavior Bleeding Edgers Create Trends

5. Trend Behavior Bleeding Edgers Create Trends Innovators Select Trends

6. Trend Behavior Bleeding Edgers Create Trends Innovators Select Trends Late Bloomers Adopt Trends

7. Trend Behavior Bleeding Edgers Create Trends Innovators Select Trends Late Bloomers Adopt Trends Mainstream Culture Accept Trends

8. What Influences a Trend • Media: Print, TV, Movies, Radio • Advertising • Internet • Travel • Politics

9. Finding Trends • Varying groups • Found in alternative locations • Asked behavioral questions • Macro Trends Vs. Micro Trends Vs. Fads

10. Who are they?

11. GENERATION X Breakdown of the Traditional Household

12. GENERATION X A World in Decay

13. GENERATION X Threat of Death

14. GENERATION X Video Savants

15. GENERATION X Living In Boomers Shadows

16. GENERATION X Grew Up in the 80’s; Graduated into the 90’s

17. GENERATION X Independent Realistic & Pessimistic Savvy & Skeptical No permanence or trust Nostalgic Newer better different New definitions of happiness and success

18. GENERATION WHY? Living in Xers shadows

19. GENERATION WHY? Protecting the “children” era

20. GENERATION WHY? Empowerment of the young

21. GENERATION WHY? • Stress Test

22. GENERATION WHY? • The Real Computer • Whiz Kids

23. GENERATION WHY? • What they do online: • Communication • Library • Music • Hobbies • What’s hot • Shopping • Stocks, weather, news • Company sites

24. napster.com adcritic.com vivianlives.com newgrounds.com ebay.com mtv.com wb.com alloy.com Askjeeves.com Girlshop/purpleskirt.com bolt.com reflect.com snowball.com comedycentral.com mp3.com espn.com yahoo.com hotmail.com gurl.com GENERATION WHY?

25. GENERATION WHY? “I want to be like…”

26. GENERATION WHY? Diversity reigns

27. GENERATION WHY? Realistic and optimistic Individuals Trust friends over others “Smarter than you” Empowered Entrepreneurs Hopeful

28. Where does it go from here?

29. Neo Traditionalism

30. SEXPLOSION

31. Cashe

32. Inside-Out

33. FANTERIENCE

34. LIFESTYLING

35. Music trends • Music is their number one passion • Enjoy the excitement of technology and big stars • Radio is still an easy option • But lacks emotional connection, interaction & fun • Fuse technology and music (MP3 on website ) • Call in shows • National presence is helpful—facilitates connection and consistency • Don’t forget local news and events • Power of the DJ • Power of comedy, celebrity, late breaking events • Audience driven • Lifestyling on the radio

36. Music trends • Talent/insight is key • Music is fragmented & complicated – no one sound, no one “right” sound • Part of why “pop” is so universal – easy, fun, optimistic, fantasy • Fusion makes it harder • Technology and ethics raise questions • Return of rock • International influences • UK Garage, France & Germany, Latin America • Needs integrity

37. two activities you do most often trendsetter males mainstream males listen to cd’s 45% talk on the phone 34% watch tv 32% use the internet 32% do activities outdoors 20% listen to the radio 16% read magazines 12% read books 10% listen to cd’s 61% do activities outdoors 35% use the internet 24% talk on the phone 20% read books 18% watch tv 18% listen to the radio 17% read magazines 8% listen to cd’s 53% read books 32% watch tv 28% read magazines 23% use the internet 23% do activites outdoors 14% talk on the phone 14% listen to the radio 12% 47% do activities outdoors 43% watch tv 35% listen to cd’s 27% use the internet 25% talk on the phone 18% listen to the radio 4% read magazines 2% read books 56% do activities outdoors 44% watch tv 36% listen to cd’s 27% use the internet 14% listen to the radio 12% talk on the phone 9% read books 4% read magazines 48% watch tv 47% do activities outdoors 37% use the internet 26% listen to cd’s 13% listen to the radio 9% talk on the phone 8% read books 8% read magazines 14-18 19-24 25-30

38. two activities you do most often trendsetter females mainstream females listen to cd’s 36% watch tv 34% talk on the phone 34% read books 25% listen to the radio 24% do activities outdoors 18% use the internet 18% read magazines 12% listen to cd’s 52% read books 32% talk on the phone 24% use the internet 24% do activities outdoors 21% watch tv 20% read magazines 13% listen to the radio 12% listen to cd’s 40% watch tv 33% talk on the phone 33% read books 30% use the internet 23% read magazines 18% do activities outdoors 12% listen to the radio 10% 44% talk on the phone 37% watch tv 35% listen to cd’s 28% do activities outdoors 26% listen to the radio 20% use the internet 4% read books 4% read magazines 42% watch tv 34% talk on the phone 32% listen to cd’s 27% use the internet 26% do activities outdoors 18% listen to the radio 15% read books 6% read magazines 46% watch tv 33% read books 32% talk on the phone 29% do activities outdoors 26% use the internet 16% listen to cd’s 12% listen to the radio 6% read magazines 14-18 19-24 25-30

39. activities done on-line in the past month trendsetter males mainstream males send/receive e-mail 57% surf various sites 55% school related research 53% shop/browse but don’t buy 49% instant messaging 47% download music 45% play games 45% buy products 45% participate in chats 33% read magazines 33% read current news 31% conduct research for fun 27% work related research 22% visit company/corp. site14% banking 8% post bulletin boards 6% gamble 6% tracked investments 4% bought/soldstocks 4% none of these 4% 55% send/receive e-mail 48% school related research 41% surf various sites 34% participate in chats 33% download music 33% play games 31% instant messaging 26% conduct research for fun 19% shop/browse but don’t buy 17% read current news 10% buy products 7% read magazines 5% visit company/corp. site 3% post bulletin boards 1% gamble 0% banking 0% tracked investments 0% work related research 0% bought/sold stocks 20% none of these 14-18

40. activities done on-line in the past month trendsetter females mainstream females send/receive e-mail 68% school related research 60% instant messaging 50% surf various sites 50% shop/browse but don’t buy 48% download music 46% play games 46% read current news 40% read magazines 36% participate in chats 36% conduct research for fun 34% buy products 32% work related research 10% visit company/corp. site 6% post bulletin boards 6% tracked investments 6% banking 4% bought/soldstocks 4% gamble 4% none of these 2% 60% send/receive e-mail 54% school related research 35% participate in chats 33% surf various sites 26% instant messaging 21% shop/browse but don’t buy 21% conduct research for fun 21% download music 20% play games 13% read current news 6% buy products 4% read magazines 3% visit company/corp. site 2% post bulletin boards 1% work related research 0% banking 0% tracked investments 0% gamble 0% bought/sold stocks 22% none of these 14-18

41. Success today • Biggest indicators of success today • The top of the list: • Good friends (75%) • Fulfilling career (75%) • Good relations with family (72%) • Happy marriage (67%) • Pursuing passions (59%) • Balanced life (59%) • The bottom of the list: • Nice vacations (43%) • Nice car (30%) • Second home (19%) • Strong stock portfolio (21%)

42. What’s hot TV malcolm in the middle the tom green show dragon ball z the powerpuff girls that 70’s show popular millionaire mad tv Iron chef Also: west wing the simpsons the sopranos sex and the city will & grace buffy the vampire slayer jack & jill Magazines in style EW vibe teen people cosmogirl flaunt nylon Surface face wallpaper espn: the mag blaze source Nova Also honey maxim XXL Actors jude law chris klein wes bentley ryan phillipe freddie prinze jr ashton kutcher chris rock phillip s. hoffman angelina jolie drew barrymore penelope cruz mena suvari amy smart amanda peete chloe sevigny marley shelton c. zeta jones rachel l. cook

43. Music moby angie stone/macy gray Insane clown posse Slipknot Dj dara Dmitri/paul van dyk ian brown leona ness Eminem Mos def Blink 182 The roots dmx d’angelo dr dre da brat moby zap mama lenny kravitz/eve les nubians belle & sebastian Clothing 555 soul ecko unimited christian dior roza nichols Volcom maharisi trina turk polo YMC diesel juicy earl porn Star/fresh jive Also anthropologie abercrombie akademik fubu diesel katayone adeli levis red line/engineered What’s hot

44. Activities make-out parties staying in martial arts bowling karaoke dance lesssons keeping journals board games starting businesses investing video games bowling grinding sewing/knitting yogalates making art Other 80’s Textures/colors dvd players outdoors in sheens/textures purple black/white/beige brazil/iceland Spain/Tel-aviv 2 way pagers casio mp4 watch swatch/nike/levis comebacks charm bracelets shoppertainment stiletto boots What’s hot

45. Who’s Next? Youth Intelligence 9 West 10th Street New York, NY 10011 212.982.5428/212.982.5937