Virginia Youth Insights

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
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Table of Contents
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Purpose of the Study

• To better understand Virginias 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 nations youth.

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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.

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Executive Summary
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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.
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Executive Summary

• Smoking Experiences and Attitudes
• According to the Centers for Disease Controls
  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.

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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.

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Executive Summary

• Traditional and Online Media Use
• Any media messages directed at tweens and teens
  must compete for their attention. Todays 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
  IMd someone in the past week.

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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.

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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 dont 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.

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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.

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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.

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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 (n623)
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 (n623)
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 (n623)
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Smoking Attitudes and Experiences
19
Older Teens Less Likely to Reject Smoking
Teen Smoking Status
Current/ Potential
Rejectors
(N413) (N222) (N191) (N201) (N212)
Age
Gender
Q750 BASE Respondents aged 13-17 years old
(n413)
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) (N332) (N291) (N210) (N201) (N212)
Age
Gender
Q745 BASE All respondents (n623)
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
(N623) (N120) (N75) (N385) (N103) (N310)
Mothers Education
Teen Smoking Status
Q745 BASE All respondents (n623)
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 (n623)
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?
(N623) (N210) (N201) (N212) (N103) (N310)
Smoking Status
Age
Q730 BASE All respondents (n623)
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?
(N623) (N210) (N201) (N212)
Age
Q725 BASE All respondents (n623)
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 (n623)
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 (n623)
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
(N623) (N332) (N291) (N210) (N201) (N212)
Gender
Age
Q310 BASE All respondents (n623)
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 (n623)
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 (n623)
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 (n623),
Current/Potential (n103), Rejectors (n310)
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 (n623)
33
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 (n623)
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 (n623)
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 (n623)
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 (n623),
Current/Potential (n103), Rejectors (n310)
37
Three-quarters of Virginia Tweens and Teens Have
Used Internet in Past Week
Q405 BASE All Respondents (n623)
38
Virginias 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 (n503)
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
(N503) (N139) (N174) (N190)
Q460 BASE Those who went on the Internet last
week (n503)
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 (n503)
43
Last week, how many HOURS did you spend in chat
rooms?
Small Minority of Online Tweens and Teens Visit
Chat Rooms
1 Hour or More (Net) 14
Q425 BASE Those who went on the Internet last
week (n503)
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 (n59)
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 (n503)
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 (n623)
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 (n623)
50
Nearly Half Had Received An Email
YESTERDAY, how many DIFFERENT people did you get
an email from?
Q511_4 BASE All respondents (n623)
51
As In Virginia, Tweens and Teens Across the
Nation Receive More E-mails Than They Send
Average number of e-mails sent/received per day
Youth Pulse SM National Findings
Q885/890 BASE
52
Nearly Half of Teens Instant Messaged (IM) the
Previous Day More Than Twice As Many As Tweens
YESTERDAY, how many DIFFERENT people did you send
an Instant Message to?
Q511_3 BASE All respondents (n623)
53
Connectedness Increases Markedly From Tween to
Teen Years
Telephoning, Emailing or Instant Messaging (IM)
more than 10 different people a day
(N623) (N210) (N201) (N212)
Age
Q510 BASE All respondents (n623)
54
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
(N332) (N291) (N103) (N310)
Gender
Teen Smoking Status
Q510 BASE All respondents (n623)
55
Boys and Older Teens Tell More People About New
Things They Like
The last time you found a new thing you really
liked, how many other people did you tell about
it?
Q515 Base All respondents (n623)
56
Sensation Seeking Attitudes and Behaviors
57
Most Tweens and Teens Enjoy Maximizing
Experiences and Having Artistic Friends
Yes
Q606 BASE All respondents (n623)
58
Boys Have Higher Affinity Than Girls For Driving
Motorcycles and Acquiring New Experiences
Yes
Q606 BASE All respondents (n623)
59
Older Teens Enjoy New Experiences and Risk-Taking
More Than Younger Kids
Yes
Q606 BASE All respondents (n623)
60
Central Virginia Tweens and Teens Most Likely to
Want to Drive Motorcycle Least Likely to Want
Varied Experiences
Yes
Q606 BASE All respondents (n623)
61
Current/Potential Teen Smokers Like to Do Scary
Things and Have New Experiences Even if They
Break Rules
Yes
Q606 BASE All respondents (n623),
Current/Potential (n103), Rejectors (n310)
62
Self-Image
63
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?
Very Important
Q611 BASE All respondents (n623)
64
Most Tweens and Teens Do Not Value Looking Like A
Movie Star
Is it very important, somewhat important or not
at all important that you are a person who?
Not At All Important
Q611 BASE All respondents (n623)
65
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?
Very Important
Q611 BASE All respondents (n623)
66
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?
Very Important
Q611 BASE All respondents (n623)
67
Northern Virginia Tweens and Teens Least Likely
to Value Being A Leader Tidewater Tweens and
Teens Least Likely to Value Sports Performance
Is it very important, somewhat important or not
at all important that you are a person who?
Very Important
Q611 BASE All respondents (n623)
68
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?
Very Important
Q611 BASE All respondents (n623)
69
According to Tweens and Teens Smokers Dont 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 (n623)
70
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 (n623),
Current/Potential (n103), Rejectors (n310)
71
Test Messages

• Statement 1 With all thats going on in the
  world, its 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 dont smoke than do smoke? Maybe its
  because theyre 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. Its 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)

72
Empowerment Messages Three Times More
Believable Than Socially Unacceptable Message
For Girls and Boys Tweens and Teens
Very Believable
Serious About Future (Empowerment)
Smokers Not Normal (Socially Unacceptable)
The Truth Campaign (Empowerment)
Q771 BASE All respondents (n623)
73
Empowerment Messages More Likely To Prompt
Behavior Change - Particularly Among Tweens
Think a Lot
Serious About Future (Empowerment)
Smokers Not Normal (Socially Unacceptable)
The Truth Campaign (Empowerment)
Q771 BASE All respondents (n623)