News

PR- Teenagers Maintain Moviegoing Desire

Note from author Robert Marich. OTX Research is one of the three leading trailer, TV commercial and audience testing venders to movie distributors. This survey indicates teenagers today maintain a strong desire for out-of-home moviegoing, despite the pull of in-home new technologies.

TEENS CHOOSE REALITY OVER VIRTUAL REALITY - New Research from OTX  and eCRUSH Looks at Teens and Dating

 

LOS ANGELES, CA – July 12, 2007 – OTX (Online Testing eXchange), the leading global consumer research and consulting firm, released results of its teen study today revealing new facts about teens’ attitudes toward socialization. This first study is part of a new syndicated offering by OTX and partner eCRUSH, a leading PG-13 social networking site. The Teen Topix survey taps into the complex lives of the 13 -17 year old set – what’s important to them, their behaviors, and their outlook on life. 750 teens across the country were surveyed.  

One of the key findings of the study was the insight into the ‘teen media swap.’ The study found that 58% of teens sacrifice watching TV for going on dates, with Internet surfing (54%), playing video games (47%), and listening to music (42%) taking hits as well.

But “reality” only extends so far.  When teens go out on those dates, they’re eschewing free options like cruising (53%) or school events (53%) for the marketing-laden options of movie theaters (87%), malls (64%) and restaurants (58%). 

“It’s this kind of information marketers are looking for,” said Bruce Friend, President of Media and Entertainment Insights for OTX. “Insight into how and why teens are swapping one activity for another, and where they’re spending their dollars, helps advertisers target them effectively.”

What Teens Sacrifice for Dating / Where Teens Go

Watching TV

58%

Movie Theater

87%

Surfing the Internet

54%

Mall

64%

Playing video games

47%

Restaurant

58%

Listening to music

42%

School Dance

53%

Hanging out with Friends

39%

Drive/walk around

53%

Reading

39%

Park

51%

Homework

37%

School event (sports, play, etc.)

49%

Sleep

34%

Concert/live music

34%

Family time

32%

Coffee shop

22%

Playing sports

26%

Professional sporting events

14%

Going to religious services

20%

Town recreational center

12

 
When it comes to rules of dating, gender differences become clear – while 66% of all teens say their parents impose dating rules, only 49% of boys are subjected to rules, compared with 83% of girls.  As to the rules of attraction, jocks, bad boys, and adventure seekers rule the hearts of today’s teens. 31% of all teens said they’re attracted to “jocks” such as Nathan on the CW’s One Tree Hill or Claire on NBC’s Heroes. 30% of girls also prefer “bad boys” like Michael on Fox’s Prison Break, and 28% of boys like adventurous women such as Veronica on the CW’s Veronica Mars.

“Teens are ready and willing to speak their minds.  The challenge is reaching them at the right time, on their terms, to gain relevant insights for a marketers’ business,” said Amy Gibby, President of eCRUSH. “The OTX/eCRUSH collaboration is totally unique – tapping into the power of eCRUSH’s teen social networking engine and stewarded by OTX, the teen research market leader – to deliver faster, cost-efficient and in the end more useful teen research.”   

The Teen Topix study is designed to take the pulse of teenagers on hot topics of the day. Future studies will focus on topics such as a summer movie wrap-up, teen buzz for the new fall TV shows, and holiday shopping plans.  

The syndicated teen study is only one portion of the partnership between the two companies, who will also be conducting custom studies and jointly building a teen mobile panel for real-time, efficient access to this demo.

“In this ever-evolving technological landscape, we have to constantly invent new ways to reach teens. This partnership between OTX and eCRUSH offers The N and teen marketers a cool, new way to research this elusive demographic,” said Radha Subramaniyam, Vice President, Research and Planning, MTV Networks Kids and Family.

About OTX (Online Testing eXchange)

OTX (Online Testing eXchange) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research. The company specializes in providing innovative, cutting-edge online technology, products and analysis to the marketing, entertainment and advertising communities. OTX has developed the most innovative products available for online research today — products that work to uncover deeper and more profound consumer insight. Today, the company is one of the fastest growing research companies in the United States and has offices in Los Angeles, New York, Cincinnati, Miami, Chicago and London, with strategic partners in Australia and China. 

About eCRUSH

The eCRUSH Network, acquired by Hearst Magazines Digital Media in January 2007, is a group of PG-13 sites related to universal truths of crushing, flirting, and all forms of teen connectivity.

  • eCRUSH® is the original "crush" site –- a way for users to find out anonymously if someone they like feels the same about them, with no chance of rejection. The site launched on Valentine's Day 1999, and has matched close to 1MM users. eSPIN® is a profile-based site that offers the old junior-high game with a modern twist. Designed with safety in mind (all youth submissions are screened to remove any personally identifiable information and inappropriate content before they can be posted), this is the premier way for gen-Y to connect, flirt and make new friends online. Launched in 2001, eSPIN-the-Bottle™ has over 2,500,000 users and is growing rapidly. HighSchoolStyleBoard is a photo-rating site with a few new twists. Users can post photos in numerous categories, such as "Best Hair" and "Preppiest." Multiple votes per page and an extensive "Top 500" list in each category keeps users returning to this site. Surveys4Teens is an email based resource for teens who are interested in age-appropriate research.  Surveys4Teens has a unique audience of over 250,000 teens.

    www.otxresearch.com

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