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Prepared by:
A Look Back & At The FutureVTSF RESEARCH AS PRELUDE TO FY04 CREATIVE DEVELOPMENT
JULY 23, 2003
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PURPOSE:
Ensure effective and efficient creative development process.
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Grounding ourselves in past and new research.
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Original Positioning Research Harris Tracking Research
Look-Look May, 2003 Report Harris June, 2003 Virginia Kids Insights
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KIDS
Trusting of everyone,
parents are perfect,
idealists, crave attention and approval of
parents, recognize authority, want to be tweens.5 6 7 8 9
Skeptical of parents, stressed out, self-critical, extremely
dependent on peers, gaining independence from parents—but still
need them to take them to the malls, want to be
teens.
9 10 11 12 13 14
Emotional rollercoasters,
question authority, peers set the culture,
test all the limits, want to be unique.
14 15 16 17 18
Focus on Tweens
Boys and Girls ages 10 - 14
Generally grades 5 - 8
Why Focus on Tweens?
It’s a period of great transition characterized by rapid
changes in maturation, both physically and psychologically. Loosening parental bonds
Hormonal changes
Emerging sexuality
Increased stress - academic, social, household chores, extra-curricular
Increase in peer influence
Why Focus on Tweens? (con’t)
Middle school offers special challenges Less protective environment
Peer groupings more defined
Desire to “fit in at all costs” - attach or be left out
Contact with cigarettes increased dramatically
Interdicting behavior important, because teen smokers start early
(83% before age 15, 20% by age 10)
Why Focus on Tweens? (con’t)
Tweens are less likely to have tried tobacco 60 - 70% 15-17 year olds
35% 13-14 year olds
14% 10-12 year olds
Tweens are less likely to believe they will become smokers After one year, 35% 15-17 year olds, 10% 10-12 year olds
Why Focus on Tweens? (con’t)
Tweens are less likely to obtain cigarettes from family
members 25% 15-17 year olds
5% 10-14 year olds
Tweens are more influenced by anti-smoking messages More believable 67% vs. 49%
Encourage to talk 47% vs. 33%
Less likely to try 56% vs. 36%
Why Focus on Tweens? (con’t)
Tweens are less prone to sensation seeking behavior, more likely
to “play it safe” (92% vs. 41%)
Tweens are more likely to accept the influence of parents/adults
(80% vs. 40%)
Tweens are easy to reach with traditional media
Youth Involvement Front and Center
The Research
Roper Survey A: Quantitative study exploring Virginia youth’s
attitudes, influences, activities and Internet and computer
usage
Roper Survey B: Quantitative look at sensation-seeking
behavior, brands, media and entertainment habits, smoking
attitudes and behaviors, initial positioning testing.
Harris Interactive Virginia Youth Insights Study: Quantitative
study examining youth media and on-line activities, self-
images and health attitudes, smoking attitudes and
experiences, believability and impact of anti-smoking message
exploratory.
Youth Involvement Front and Center (con’t)
The Research
Look - Look Man On The Street Interviews: Qualitative peer-to-peer (tween and
teen) anti-smoking idea development exploratory
Look - Look Audience Culture and Tobacco Insight Studies: On-line research
to look at youth identity and lifestyle, passion zones, what’s hot, and tobacco insights.
Look - Look: Staged qualitative studies based upon the maintenance of on-line panels of
tweens and teens to conduct real-time and continuous research on cultural currency,
topical issues, positioning and advertising messaging testing from now through 2003.
In all, over 2200 Virginia kids took part in this research
All studies were designed to accommodate Virginia’s regionality, audience age, gender, and ethnicity breaks.
Parental consent was obtained for all respondents under age 13, in compliance with COPPA laws.
In some respects, kids are kids…
Virginia Kids vs National Kids
At the same time, Virginia’s kids are different in some revealing ways
In some respects, kids are kids…
They’re more confident More likely to think they’re cool (79% vs. 64%)
Less concerned with others’ opinions of them (55% vs 34%)
Want to stand apart from the crowd, to be unique (57% vs. 41%)
And more socially active They give or go to the best parties (33% vs. 14%)
More likely to have a girlfriend/boyfriend (38% vs. 23%)
More likely to be in a club or organization at school (80% vs 53%)
Many more belong to groups outside of school (67% vs. 46%)
More likely to take part in church groups (33% vs. 24%)
But, they look forward to school less (53% vs. 69%), and, what
interests them most about school is being with friends
At the same time, Virginia’s kids are different in some revealing ways
In some respects, kids are kids…
They seem less interested in sports at school Rank junior varsity and varsity sports as only their #4 school-related
activity (It’s #1 across the US)
They’re more connected They go on-line at home (77%) and at school (72%), and a third use
the computer in their room
More use the Internet for purposes other than e-mail (70% vs. 61%)
Using the Internet for homework ranks only #7 with them. (It’s #1 in the
US)
They like certain kinds of music more - and less They’re very into mainstream styles like rap, hip-hop, and reggae
Less into fringe styles like alternative, heavy metal, and techno
Youth Profile (School/Non-School Activities)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female
Values in %
School Activities
Types participated in:
Band/Orchestra/Choir 34.5 18.1 22.8 29.7 21.6 35.3
Intramural or club sports 28.7 24.1 23.9 28.0 31.1 22.8
Academic group or club 21.7 29.4 19.8 26.1 21.1 28.1
Varsity or Jr. varsity sports 13.8 32.8 28.6 19.1 26.1 15.5
Volunteer work 16.8 23.7 20.9 19.1 12.8 25.9
Non-school Activities
Types participated in:
Church group 34.7 29.9 25.3 35.0 32.1 33.7
Other organized sports team 25.1 18.2 14.6 24.4 22.9 22.2
Music group 11.7 24.8 26.7 14.3 18.7 14.4
Little league or youth baseball 12.7 7.3 8.5 11.1 16.2 5.2
Fan Club 2.8 2.2 5.2 1.7 2.0 2.8
Youth Profile (School/Non-School Activities)
Northern Southwest Central Tidewater
Values in %
School Activities
Types participated in:
Band/Orchestra/Choir 24.9 29.8 37.123.1
Intramural or club sports 26.3 35.4 26.822.5
Academic group or club 28.0 23.3 22.024.2
Varsity or Jr. varsity sports 21.1 25.1 16.522.1
Volunteer work 20.4 19.2 18.918.7
Non-school Activities
Types participated in:
Church group 27.9 43.3 40.324.6
Other organized sports team 25.9 21.9 24.117.7
Music group 14.3 16.6 15.520.1
Little league or youth baseball 4.7 18.8 11.611.4
Fan Club 2.7 1.9 1.5 3.5
Youth Profile (Sports)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female
Values in %
Team Sports
Basketball 40.1 35.8 34.9 38.9 49.4 27.5
Swimming 31.7 24.7 30.7 28.5 25.6 32.6
Football 27.9 29.7 33.6 27.0 46.7 10.4
Soccer 26.5 17.3 17.5 24.3 21.7 24.4
Baseball 18.6 18.4 17.3 18.3 30.5 6.5
Individual Sports
Roller Blading/Inline Skating 14.8 12.1 10.8 14.6 14.6 13.0
Skateboarding 11.7 10.9 19.5 9.1 18.0 4.9
Wrestling 6.5 6.3 12.1 4.8 11.0 1.8
Skiing 5.5 7.2 9.0 5.5 6.2 6.2
Hunting 5.2 4.7 8.8 4.0 9.0 1.1
Surfing 2.9 6.1 9.1 2.8 6.1 2.1
Youth Profile (Sports)
Northern Southwest Central Tidewater
Values in %
Team Sports
Basketball 35.8 39.1 39.8 39.7
Swimming 33.5 38.2 25.4 21.9
Football 31.2 29.5 22.6 30.9
Soccer 29.0 21.0 22.9 17.9
Baseball 14.8 24.2 18.7 18.9
Individual Sports
Roller Blading/Inline Skating 14.3 14.1 15.9 11.0
Skateboarding 11.3 16.8 6.5 12.9
Wrestling 3.9 10.4 5.1 7.9
Skiing 4.2 9.6 10.7 1.7
Hunting 4.5 12.3 4.2 1.9
Surfing 3.9 3.0 3.8 5.3
Youth Profile (Brands)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female
Values in %
Importance
Very/Somewhat Important 74.4 79.6 74.4 77.4 76.0 76.6
Favorite Brands
Nike 47.2 39.3 32.9 46.3 47.3 41.1
Adidas 37.4 31.7 41.3 33.7 32.9 37.6
Tommy Girl 30.4 24.9 23.7 29.3 7.6 48.9
Polo 29.6 29.7 30.9 29.2 31.9 27.4
The Gap 28.2 30.6 24.0 30.2 22.8 35.3
FUBU 27.8 20.7 15.9 26.6 29.3 21.1
McDonald’s 27.7 18.9 17.9 25.8 25.7 23.1
Pepsi 27.5 15.4 19.7 23.6 23.6 22.4
Playstation 27.3 25.7 28.8 25.6 40.7 12.8
MTV 22.5 27.8 22.1 25.3 23.5 25.4
Tommy 21.3 16.5 15.4 20.7 25.4 13.6
Coke 20.6 21.9 22.5 20.1 27.7 14.5
Youth Profile (Brands)
Northern Southwest Central Tidewater
Importance
Very/Somewhat Important 77.4 75.5 72.9 78.9
Favorite Brands
Nike 52.4 46.4 38.2 39.8
Adidas 38.9 45.0 32.5 27.8
Tommy Girl 24.5 36.9 27.3 28.2
Polo 28.4 21.3 32.4 33.5
The Gap 20.8 29.4 32.2 34.8
FUBU 15.8 36.3 29.4 24.1
McDonald’s 22.8 21.9 23.8 28.3
Pepsi 22.4 25.0 14.8 30.5
Playstation 29.1 24.5 25.8 26.4
MTV 23.3 32.6 23.6 21.4
Tommy 16.8 19.7 21.8 20.0
Coke 16.6 21.8 23.8 22.7
Values in %
Youth Profile (Connectedness-1)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female
Values in %
Places the internet is accessed
Home 75.7 78.1 69.9 78.4 75.6 77.6
School 70.0 75.4 69.3 73.2 71.4 72.6
What do you use the internet for?
Send or receive e-mail 49.0 61.5 56.1 53.7 42.6 64.7
Play on-line games 48.9 33.2 33.6 45.8 49.9 36.2
“Chat” with people 45.6 57.5 55.3 49.0 44.4 55.6
Download music or audio 41.8 50.9 48.7 44.5 44.4 46.0
Just surf the net 38.2 40.2 39.7 38.8 39.7 38.2
Info on TV shows, movies, etc… 37.7 34.0 28.2 38.5 32.0 40.7
Help on homework 37.6 37.5 30.1 39.4 33.3 41.8
Info about things I like to buy35.0 47.4 34.5 41.0 41.2 38.1
Instant messaging/buddy lists 31.8 40.5 37.3 34.6 26.8 43.3
Sample or listen to music 29.0 39.7 35.0 32.7 31.0 34.9
Youth Profile (Connectedness-1)
Northern Southwest Central Tidewater
Values in %
Places the internet is accessed
Home 83.6 74.2 72.074.8
School 80.0 75.7 71.561.2
What do you use the internet for?
Send or receive e-mail 61.0 63.9 43.748.7
Play on-line games 46.0 42.5 37.745.4
“Chat” with people 58.2 54.8 40.847.0
Download music or audio 48.4 46.5 41.144.9
Just surf the net 45.0 42.3 30.438.5
Info on TV shows, movies, etc… 36.9 39.7 33.636.2
Help on homework 35.4 43.5 37.436.3
Info about things I like to buy 39.6 42.3 39.438.2
Instant messaging/buddy lists 36.4 37.9 32.534.2
Sample or listen to music 35.9 33.3 35.527.1
Youth Profile (Connectedness-2)
Tween Teen(10-14) (15-17) Male Female
Values in %
How many times did you go online
last week? Avg.
Five (5) or more times 42.5 58.0 57.0 40.0
What types of sites did you visit?
Interactive game sites 62.5 32.0 56.0 44.0
Music sites 56.0 60.0 53.0 63.0
Sports sites 38.0 40.0 61.0 15.0
Search engines 37.5 62.0 52.0 42.0
Health news 1.5 12.0 5.0 6.0
Youth Profile (Connectedness-2)
Northern Southwest Central Tidewater
Values in %
How many times did you go online
last week? Avg.
Five (5) or more times 52.0 48.0 51.042.0
What types of sites did you visit?
Interactive game sites 47.0 41.0 55.055.0
Music sites 47.0 57.0 60.068.0
Sports sites 36.0 39.0 49.035.0
Search engines 53.0 48.0 40.046.0
Health news 5.0 9.0 3.0 7.0
Youth Profile (Connectedness-3)
Tween Teen(10-14) (15-17) Male Female
Values in %
How many different people did you
talk with on the telephone
(yesterday)?
More than three (3) 25.0 31.0 28.0 25.0
How many different people did you
send an email to yesterday?
Two (2) or more 25.5 25.0 22.0 30.0
How many different people did you
receive an email from yesterday?
More than three (3) 19.5 27.0 21.0 24.0
How many different people did you
instant message yesterday?
Two (2) or more 27.5 43.0 34.0 32.0
When you find something new that
you like, how many people do you
tell about it?
More than five (5) people 29.0 41.0 39.0 26.0
Youth Profile (Influences/Influencers-1 & Aspirations)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male
Female
Values in %
Friends influences on my life/decisions:
What to buy 38.9 47.1 43.9 41.4 38.9 45.0
Smoking 34.2 40.9 51.9 32.9 31.2 42.2
Drinking 33.0 45.7 52.0 34.5 33.2 42.2
What to be when I grow up 24.0 26.6 23.9 25.3 21.6 28.4
Parents influences on my life/decisions:
Smoking 71.6 52.3 37.2 71.4 63.6 65.3
Drinking 69.3 44.5 34.8 66.6 59.4 60.8
What to be when I grow up 48.2 48.7 48.8 48.6 52.6 44.2
What to buy 32.0 25.1 22.5 31.0 25.1 33.8
Aspirations
What do you want to do after
graduation?
4-year college 61.3 64.2 49.9 65.6 56.4 68.4
get a job 16.6 9.0 16.0 13.0 17.2 10.4
2-year college/vocat./tech school 19.0 21.4 26.4 18.4 22.4 17.4
military 11.9 18.0 20.8 12.6 23.2 5.2
time off then college or job 15.9 14.4 21.7 13.1 18.6 11.0
Youth Profile (Influences/Influencers-2)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female
Values in %
Do you have an adult you can talk
to about a serious problem?
Yes 91.0 88.7 84.8 91.8 89.4 90.8
No 8.9 11.0 15.2 8.1 10.5 8.9
Who is that adult?
Mother 74.3 61.6 59.4 71.8 64.6 74.5
Friend 53.1 61.9 63.4 54.6 50.6 61.9
Father 53.1 44.5 48.8 50.0 55.6 44.4
Teacher 26.4 21.1 21.1 24.9 23.8 25.2
School Counselor 14.3 10.4 11.8 12.8 13.7 12.0
Priest/Minister/Rabbi 9.3 13.2 5.8 11.9 11.7 9.7
Coach or club teacher 8.0 9.6 10.5 8.2 11.7 5.5
Youth Profile (Smoking-1)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male Female
Values in %
Does anyone in your home smoke?No 58.8 48.8 30.0 60.9 55.8 54.3Yes 40.8 51.0 69.8 38.7 43.7 45.6
How many of your close malefriends smoke?
0 56.0 26.8 9.8 53.8 46.9 43.41 11.4 16.3 12.8 26.1 13.8 12.62 7.9 18.0 19.6 9.7 10.9 12.34 6.5 17.7 33.7 5.3 11.3 10.13 4.0 9.8 14.5 4.2 5.8 6.5
How many of your close femalefriends smoke?
0 61.6 32.4 14.0 59.5 48.8 52.61 9.9 15.1 13.4 11.5 11.0 12.62 7.3 16.9 21.3 8.5 11.3 10.54 4.7 16.2 29.8 4.0 8.3 9.63 4.2 7.4 14.3 3.3 6.3 4.5
How old were you when you firstsmoked a whole cigarette?
14 or younger 86.3 71.7 82.9 72.0 76.1 79.8
Youth Profile (Smoking-2)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male
Female
Values in %
How do you describe a smoker?
Stupid 51.5 31.8 16.4 50.7 41.9 46.4
Nervous 44.1 34.4 32.0 44.1 38.9 44.7
Lazy 44.0 38.1 33.6 41.5 38.3 42.7
Unattractive 38.7 28.8 11.9 43.7 31.3 43.6
Not confident 38.4 35.9 17.9 39.3 33.1 37.0
A follower 34.2 11.7 18.2 32.2 25.5 33.0
Immature 30.9 21.1 10.0 30.9 24.7 29.8
Unpopular 28.9 19.1 9.2 29.5 21.7 29.9
Unreliable 26.5 34.0 10.2 29.0 23.8 26.6
Friendly 22.8 12.3 53.3 14.2 25.7 17.8
Unfriendly 20.0 15.7 8.0 21.2 21.1 16.7
Self-centered 15.4 32.5 12.8 19.9 16.5 20.3
Outgoing 11.7 14.6 22.0 10.3 13.3 12.3
Popular 10.7 14.3 22.2 9.8 11.5 12.6
Youth Profile (Smoking-3)
Tween Teen Non(10-14) (15-17) Smoker Smoker Male
Female
Values in %
How do you describe a smoker?
Mature 8.9 10.6 25.1 7.9 13.2 9.6
Adventurous 7.8 15.5 21.3 8.3 11.7 9.6
Shy 7.7 10.8 21.5 6.9 7.3 11.7
Confident 7.2 12.5 22.8 5.7 11.2 7.3
Attractive 7.1 18.7 21.3 6.4 9.1 9.2
Calm 6.6 11.4 24.8 4.8 11.4 6.3
Cautious 6.4 11.4 15.3 6.4 7.6 9.1
A leader 5.9 8.2 12.7 5.4 4.7 8.7
Hardworking 5.6 15.3 16.7 6.3 8.6 7.8
Generous 5.1 10.0 16.1 4.4 7.7 6.1
Smart 4.7 8.0 16.3 3.6 6.4 5.5
Reliable 4.3 7.1 10.4 4.0 6.2 4.5
A statement that answers the question:
Position Statement - What Is It?
“What can we say that will motivate people to take a desired action?
Is it believable? Is it relevant? Is it important? Is it unique? Is it motivating?
Company Position Statement
Company Position Statement Tagline
We make the first computer that’s easy for ordinary people to use.
“Computers for the Rest of Us”
“Just Do It”
We’ve built a new kind of car company, one that you’ll enjoy doing business with.
We engineer performance for those of you who value the exhilaration of driving.
Now you can buy American quality that’s as good as the imports.
Apple
Nike
Saturn
BMW
Ford
We understand true athletes of all kinds.
“A Different Kind of Car Company”
“The Ultimate Driving Machine”
“Quality is Job 1”
Health Effects
Position Statements
When you’re young you don’t think so much about getting really sick or dying so smoking doesn’t seem so
bad. But starting to smoke now will probably lead to serious disease or death.
Addiction
Position Statements
Most teenagers who smoke think they can quit anytime, but quitting isn’t as easy as you might think. Out of all young people ages 11 - 17 who start smoking, half of
them become regular smokers.
Real Friends
Position Statements
Your real friends don’t care whether you smoke or not. They judge you by other things like whether you’re fun
and a person they can count on.
Make u Cool
Position Statements
Teens who can’t be cool some other way think smoking makes them cool.
Smart Decisions
Position Statements
When your parents and other adults see you making smart choices like not smoking, they cut you some slack
and trust you to make more of your own decisions like staying out late, driving a car and going places by
yourself.
Losers
Position Statements
Most teens think teens who smoke are losers.
Sounds Stupid
Position Statements
Okay, smoking gives you bad breath, smelly hair and wrinkles - not to mention 50 different illnesses and 20 ways of dying early. Somebody explain why smoking
doesn’t sound stupid.
Rebel Against Stupidity
Position Statements
They say teenagers are rebellious. So, why not refuse to smoke and rebel against stupidity.
You Have the Power
Position Statements
Throughout your life companies will try to get you to do things. Eat more burgers. Buy more CDs. Wear this makeup. Drive this car. Smoke these cigarettes. But, you aren’t helpless. You have the power to say yes or
no.
Alternative Choices
Position Statements
Let’s see. Gas for the car or cigarettes; movies or cigarettes;new clothes or cigarettes; cool make-up or
cigarettes; good health or cigarettes. There are alternatives to smoking.
Stops in Virginia
Position Statements
Smoking started in Virginia. Wouldn’t it be great if kids here decided that this is where it will stop?
Choose Not To
Position Statements
We refuse to be manipulated by tobacco companies. We are smarter and stronger than that. We were born with
tobacco and we don’t smoke because we choose not to.
Weird
Position Statements
Why are there so many more people who don’t smoke than who do? Maybe it’s because they’re not weird.
They know that smoke coming out of their noses is not normal.
Your Decision
Position Statements
The Truth campaign only tells half the truth. It’s true that tobacco companies try to get people to smoke. But the
real truth is that the decision is yours, not theirs.
Your Future
Position Statements
With all that is going on in the world, it’s 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.
Positioning Analysis-GeoDemo(% Very Believable/Not Believable)
AGE PARENT EDUCATION
10-12 13-14 15-17 10-14 13-17 HS SC C
Health Effects 67(4) 61(3) 58(6) 64(4) 59(5) 65(6) 61(4) 59(5)
Addiction 62(4) 58(4) 64(3) 60(4) 62(3) 62(4) 64(3) 63(3)
Real Friends 48(11) 41(10) 48(6) 45(10) 45(7) 48(6) 40(12) 44(9)
Makes U Cool 55(9) 47(9) 37(12) 52(9) 41(11) 52(9) 44(9) 37(12)
Smart Decisions 52(6) 49(6) 50(11) 51(6) 50(9) 56(6) 34(11) 50(10)
Losers 41(10) 34(13) 26(19) 38(12) 29(16) 36(14) 26(19) 27(11)
Sounds Stupid 64(3) 69(4) 68(3) 66(3) 69(4) 71(3) 61(3) 63(5)
Rebel/Stupidity 54(4) 45(9) 36(12) 50(6) 40(11) 49(9) 43(11) 40(8)
You Have the Power 71(3) 58(4) 63(6) 66(3) 61(5) 67(3) 60(5) 63(4)
Alternative Choices 57(3) 57(5) 61(8) 57(4) 59(7) 60(4) 59(4) 56(7)
Stops in VA 47(6) 40(8) 43(15) 44(7) 42(12) 41(12) 36(8) 40(10)
Choose not to 59(2) 50(9) 54(5) 55(5) 52(6) 55(7) 40(4) 60(3)
Positioning Analysis-GeoDemo(% Very Believable/Not Believable)
GENDER RACE REGION
M F W B N SW C T
Health Effects 68(3) 56(7) 62(5) 63(5) 48(7) 68(5) 60(3) 76(3)
Addiction 59(5) 64(3) 64(4) 63(3) 57(3) 66(2) 55(8) 71(2)
Real Friends 46(10) 47(8) 50(6) 51(12) 41(11) 55(8) 47(11) 46(5)
Makes U Cool 47(12) 45(8) 42(12) 54(7) 40(7) 49(12) 49(12) 49(11)
Smart Decisions 44(10) 58(6) 52(7) 50(9) 40(10) 45(10) 49(8) 68(4)
Losers 39(17) 28(12) 31(15) 40(14) 22(18) 27(10) 41(13) 42(14)
Sounds Stupid 65(3) 69(3) 68(3) 65(4) 58(3) 67(8) 65(4) 79(1)
Rebel/Stupidity 48(7) 43(10) 43(10) 51(5) 34(9) 40(10) 47(5) 59(8)
You Have the Power 63(4) 67(4) 67(3) 63(6) 60(3) 70(7) 56(5) 75(2)
Alternative Choices 56(7) 60(3) 60(6) 59(3) 52(4) 62(3) 61(11) 61(4)
Stops in VA 43(10) 44(10) 39(12) 48(7) 30(9) 44(7) 47(8) 54(14)
Choose not to 56(5) 54(5) 50(4) 62(7) 41(7) 50(6) 61(3) 67(3)
Positioning Analysis-GeoDemo(% Stop and Think A Lot/Not at All)
AGE PARENT EDUCATION
10-12 13-14 15-17 10-14 13-17 HS SC C
Health Effects 59(2) 44(6) 50(4) 53(4) 47(5) 56(3) 48(6) 48(3)
Addiction 58(2) 43(8) 42(7) 52(5) 43(7) 55(7) 47(3) 35(5)
Real Friends 49(10) 36(11) 35(11) 44(10) 36(11) 48(8) 32(10) 36(11)
Makes U Cool 49(6) 31(12) 29(24) 42(8) 30(19) 42(9) 30(15) 27(22)
Smart Decisions 46(7) 48(12) 39(15) 47(9) 43(13) 47(11) 34(12) 38(10)
Losers 47(4) 36(12) 24(22) 43(7) 29(18) 38(10) 34(15) 28(15)
Sounds Stupid 62(2) 50(5) 54(3) 57(3) 52(4) 58(3) 52(3) 53(4)
Rebel/Stupidity 47(5) 32(11) 37(15) 41(8) 35(14) 48(9) 34(15) 27(12)
You Have the Power 56(2) 43(4) 41(11) 51(3) 42(8) 52(7) 49(6) 37(7)
Alternative Choices 51(2) 48(5) 50(9) 50(4) 49(5) 53(4) 49(5) 41(9)
Stops in VA 47(9) 36(8) 36(20) 43(9) 36(15) 46(15) 33(14) 28(14)
Choose not to 50(4) 38(11) 38(12) 45(7) 38(12) 47(10) 33(14) 34(6)
Positioning Analysis-GeoDemo(% Stop and Think A Lot/Not at All)
GENDER RACE REGION
M F W B N SW C T
Health Effects 50(2) 54(5) 50(5) 56(3) 37(3) 48(3) 51(8) 71(1)
Addiction 48(5) 48(6) 47(7) 54(3) 39(3) 48(13) 42(6) 66(2)
Real Friends 41(11) 40(10) 40(11) 44(9) 33(15) 41(13) 46(9) 44(5)
Makes U Cool 38(14) 36(15) 32(19) 44(6) 31(16) 30(12) 39(15) 46(13)
Smart Decisions 40(13) 48(9) 43(12) 44(8) 33(12) 48(10) 41(16) 56(5)
Losers 36(15) 36(11) 32(16) 40(8) 29(18) 31(15) 38(8) 45(10)
Sounds Stupid 54(3) 57(3) 58(4) 51(2) 50(1) 56(4) 51(2) 69(1)
Rebel/Stupidity 43(8) 36(13) 34(12) 47(8) 29(15) 38(8) 36(9) 55(9)
You Have the Power 46(6) 49(6) 44(8) 57(2) 38(6) 41(5) 49(6) 59(7)
Alternative Choices 49(5) 51(6) 51(7) 52(4) 41(8) 49(8) 50(6) 50(6)
Stops in VA 36(12) 44(13) 36(16) 42(6) 31(17) 40(9) 32(10) 58(13)
Choose not to 40(8) 45(10) 38(8) 49(10) 31(9) 40(12) 39(12) 59(4)
Positioning Analysis-Lifestyle(% Very Believable/Not Believable)
Smoke Now? Likely--5 Yrs? Parents Say, Don’t Smoke!
NotYes No Tried Tried Yes No Yes No
Health Effects 42(2) 66(5) 66(7) 67(5) 52(3) 69(6) 63(4) 56(6)
Addiction 61(4) 62(4) 54(1) 65(4) 55(4) 66(4) 63(3) 57(5)
Real Friends 46(8) 47(9) 50(6) 46(10) 43(8) 48(9) 47(9) 45(6)
Makes U Cool 26(19) 51(8) 42(9) 54(8) 40(14) 50(8) 44(11) 54(7)
Smart Decisions 44(11) 53(7) 48(9) 54(6) 42(8) 57(8) 53(9) 42(5)
Losers 22(22) 36(12) 28(17) 38(11) 26(18) 39(12) 32(14) 38(14)
Sounds Stupid 62(3) 68(3) 63(1) 70(4) 62(2) 70(4) 68(3) 61(3)
Rebel/Stupidity 29(12) 49(7) 44(2) 51(9) 33(9) 54(7) 47(9) 43(4)
You Have the Power 54(4) 68(4) 53(7) 72(3) 53(5) 73(3) 69(3) 46(9)
Alternative Choices 57(6) 58(5) 62(5) 58(5) 57(6) 59(5) 58(5) 57(6)
Stops in VA 36(17) 45(8) 40(6) 47(8) 37(10) 48(10) 45(10) 36(9)
Choose not to 38(9) 58(4) 47(6) 62(3) 45(8) 62(3) 54(6) 59(2)
Positioning Analysis-Lifestyle(% Very Believable/Not Believable)
Smoker in Home? Best Friends Behavior Smoke?No 1 or
Yes No Relative Relative None More SS NSS
Health Effects 60(5) 64(4) 58(5) 65(4) 66(4) 62(7) 61(4) 63(5)
Addiction 61(4) 62(3) 59(4) 64(3) 64(4) 58(4) 59(3) 64(4)
Real Friends 52(7) 42(10) 50(7) 44(10) 46(11) 47(9) 52(5) 42(12)
Makes U Cool 48(12) 45(9) 49(12) 44(9) 51(9) 49(8) 47(11) 45(10)
Smart Decisions 50(8) 52(8) 50(8) 51(8) 52(6) 51(8) 50(6) 51(10)
Losers 33(17) 34(12) 34(16) 33(13) 39(10) 34(16) 36(15) 32(13)
Sounds Stupid 68(1) 66(4) 66(1) 68(4) 68(3) 68(4) 64(2) 69(4)
Rebel/Stupidity 42(9) 48(8) 42(8) 47(8) 52(6) 46(8) 43(8) 47(8)
You Have the Power 61(3) 67(4) 59(4) 69(4) 70(4) 63(6) 62(5) 67(3)
Alternative Choices 57(5) 59(6) 57(5) 60(5) 59(3) 58(6) 57(6) 60(5)
Stops in VA 40(10) 46(9) 39(11) 47(9) 46(10) 40(10) 42(10) 45(9)
Choose not to 48(6) 60(4) 48(5) 60(4) 59(4) 53(5) 49(5) 59(5)
Positioning Analysis-Lifestyle(% Stop and Think a Lot/Not at All)
Smoke Now? Likely--5 Yrs? Parents Say, Don’t Smoke!
NotYes No Tried Tried Yes No Yes No
Health Effects 28(8) 57(3) 49(2) 61(3) 39(5) 60(3) 52(4) 51(1)
Addiction 30(12) 52(4) 42(4) 56(4) 34(7) 58(4) 49(5) 44(7)
Real Friends 28(19) 44(8) 38(6) 47(9) 33(11) 46(10) 41(11) 41(6)
Makes U Cool 20(29) 41(11) 32(15) 44(10) 25(19) 45(11) 36(15) 40(12)
Smart Decisions 27(20) 48(9) 51(10) 47(8) 33(13) 52(10) 46(11) 38(12)
Losers 18(31) 40(8) 29(13) 44(7) 21(17) 46(10) 36(14) 37(9)
Sounds Stupid 38(5) 60(3) 51(3) 62(3) 41(4) 66(3) 56(3) 56(3)
Rebel/Stupidity 21(18) 43(9) 41(9) 44(9) 27(13) 47(9) 38(10) 47(12)
You Have the Power 34(9) 51(6) 39(6) 55(6) 37(4) 54(7) 48(6) 46(4)
Alternative Choices 46(11) 50(4) 49(4) 52(4) 46(8) 52(4) 50(6) 47(5)
Stops in VA 24(22) 43(11) 39(11) 44(11) 28(15) 48(11) 40(13) 41(12)
Choose not to 27(16) 46(7) 36(9) 49(7) 33(11) 49(7) 43(10) 42(6)
Positioning Analysis-Lifestyle(% Stop and Think a Lot/Not at All)
Smoker in Home? Best Friends Behavior Smoke?No 1 or
Yes No Relative Relative None More SS NSS
Health Effects 47(4) 55(3) 49(4) 54(4) 59(3) 56(3) 47(4) 56(4)
Addiction 47(8) 50(3) 47(8) 50(3) 55(4) 48(4) 42(6) 54(4)
Real Friends 39(11) 42(10) 38(11) 43(10) 46(10) 44(8) 41(12) 41(9)
Makes U Cool 35(18) 38(12) 36(18) 38(11) 43(9) 37(13) 33(16) 41(13)
Smart Decisions 43(13) 45(19) 42(13) 46(10) 48(7) 47(9) 41(12) 47(10)
Losers 33(13) 38(13) 34(13) 37(13) 45(7) 35(10) 31(17) 40(9)
Sounds Stupid 51(4) 59(3) 51(4) 59(3) 60(2) 56(4) 51(3) 60(3)
Rebel/Stupidity 38(11) 40(10) 39(11) 40(10) 44(8) 41(11) 34(12) 44(10)
You Have the Power 44(4) 50(8) 44(4) 50(8) 51(5) 48(5) 44(6) 50(7)
Alternative Choices 51(6) 49(5) 50(6) 49(5) 52(4) 48(5) 47(7) 52(4)
Stops in VA 39(15) 41(12) 37(16) 42(10) 45(11) 37(13) 32(14) 47(12)
Choose not to 38(10) 46(8) 39(10) 46(7) 48(7) 40(10) 35(9) 49(8)
Made the Cut
Smoking Sounds Stupid
Responsibility/Empowerment/Choice Better Choices
You Have the Power/Choose Not To
Smart Decisions
Health Effects
Addiction
On-Line Panel Results
Which Will Help Which Will No One*`You Say “No”? Pay Attention To?
Values in %
1. Sounds Stupid 55.5 14.7
2. Better Choices 38.6 19.8
3. Smart Decisions 31.3 26.2
4. You Have the Power 25.4 28.6
5. Addiction 23.5 31.1
6. Health Effects 9.5 48.4
On-Line Panel Results
Which Will Help Which Will No One*`You Say “No”? Pay Attention To?
Values in %
1. Sounds Stupid 55.5 14.7
2. Better Choices 38.6 19.8
3. Smart Decisions 31.3 26.2
4. You Have the Power 25.4 28.6
5. Addiction 23.5 31.1
6. Health Effects 9.5 48.4
Smoking Sounds Stupid, and You Can Choose Not to Be.
Primary Message
There are serious short term health effects
There are lots of unattractive physical effects
You stand a good chance of becoming addicted
There are good alternatives for you and your money
Smart decisions result in self-respect and respect of others
What Do We Want Kids to Believe?
Smoking Sounds Stupid, and I’m Not!
Company Position Statement
Company Position Statement Tagline
We make the first computer that’s easy for ordinary people to use.
“Computers for the Rest of Us”
“Just Do It”
We’ve built a new kind of car company, one that you’ll enjoy doing business with.
We engineer performance for those of you who value the exhilaration of driving.
Now you can buy American quality that’s as good as the imports.
Apple
Nike
Saturn
BMW
Ford
We understand true athletes of all kinds.
“A Different Kind of Car Company”
“The Ultimate Driving Machine”
“Quality is Job 1”
VTSF Smoking sounds stupid, and you can choose not to be.
“Can anybody tell us why smoking isn’t stupid?”
67
Prepared for:
Virginia Tobacco
Settlement Foundation
July, 2003
Prepared by:
Evaluation of Youth Tobacco Use
Prevention Campaign
WAVE 3
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Methodology
• Details of the methodology are as follows:• Interviews were conducted via WATS telephone.• Sample was drawn randomly from a targeted list obtained from Survey
Sampling Inc. of households with children aged 10 -17 in Virginia.• Benchmark Wave 1 conducted March 18-28, 2002; a total of 604 interviews
were completed.• Wave 2 conducted six months later September 9-25, 2002; a total of 603
interviews were completed.• Wave 3 conducted six months later March 24-April 14, 2003; a total of 614
interviews were completed.
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Notes on Analysis
•Data was weighted to key demographic variables (age, gender, race/ethnicity, region) to be representative of 10 -17 year olds in Virginia.
•Data has been statistically tested at the 90% confidence level:• Wave to Wave data is also tested at the 90% confidence level. Significant
differences between Waves are noted as follows: significantly higher than previous Wave significantly lower than previous Wave
• Significant differences within the same wave are noted using letters corresponding to the subgroups reflected in the table.
•Quotas were established for age, gender, and region to ensure readable bases for analysis.
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VTSF Campaign Awareness and Evaluation
• Awareness of the VTSF campaign continues to be high with almost three out of five indicating they have seen or heard information with the “…smoking is stupid” tagline.
•Awareness is similar across age, gender and smoking groups.• Unlike Wave 2 (29% recall the Uh ad), no one ad takes the limelight. Recall
seems to be splintered among the ads with Uh, Pick, Dumb & Dumber and Lightning receiving the most mentions.
• The young people interviewed got the intended message. When asked the main idea of the campaign, leading mentions are:
•Smoking is stupid•Don’t smoke•Smoking is bad for your health•There is no good reason why smoking isn’t stupid
• The intended message is top of mind for 84% of respondents, this is a significant increase from Wave 2.
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VTSF Campaign Awareness and Evaluation (cont’d)
• Television continues to be the most frequently mentioned source for having seen or heard the campaign.
• Of those who have seen the campaign, there is a significant increase in having discussed the VTSF campaign with others. More frequent discussions occurred with:
•Friends/classmates •Teachers/School Staff and non-related adults.
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VTSF Campaign Awareness and Evaluation (cont’d)
• Impressions of the campaign continue to be mostly positive:•Most youths feel the campaign is truthful, easy to understand, believable, saying
something meaningful, eye-catching and something they paid a lot of attention to.
• While most respondents have positive impressions there are also some negative impressions of the campaign.
• The level of coolness has decreased from wave-to-wave.
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VTSF Campaign Awareness and Evaluation (cont’d)
• On most demographic, socioeconomic and consumption of media dimensions, those who are aware of the VTSF campaign and those who are not are similar.
• Awareness and playback of the VTSF campaign provides clear evidence of success in reaching the target group. The “smoking is stupid” message continues to hit home. The campaign gained additional traction when young people discussed it with others.
74
VTSF Campaign Awareness
Source: Q655 - Have you recently seen or heard any information about cigarette smoking and tobacco use with the headline or caption “Can Anybody Tell Us Why Smoking Isn’t Stupid”?Base: All respondents
x
Total
Wave 1 Wave 2 Wave 3(604) (603) (614)
% % %A B C
Aware of campaign 5 58A 58A
Not aware of campaign 94B 41 39
No Answer 1 2 3
75
VTSF Campaign Awareness – Wave 2 and Wave 3
Source: Q655 - Have you recently seen or heard any information about cigarette smoking and tobacco use with the headline or caption “Can Anybody Tell Us Why Smoking Isn’t Stupid”?Base: All respondents
x
Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (302) (310) (301) (304)
% % % % % %A B C D
AgeAge
Aware of campaign 58 58 57 54 58 64
Not aware of campaign 41 39 41 41 40 35
No Answer 2 3 1 5D 2 1
76
Main Idea of VTSF Campaign – Total Mentions (Major Mentions) Wave 2 and Wave 3
Source: Q665-Q667 - What was the main idea of the information you recently saw or heard?Base: Aware of VTSF Campaign
x
Total 10-14 15-17
Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(337) (379) (171) (171) (166) (208)
% % % % % %A B C D
Age
Correct 80 81 82 81 78 82
Don’t smoke 27 22 29 26 23 18Smoking is stupid 27 38 29 36 23 41
Smoking is bad for your health 22 20 22 18 21 22
There is no good reason why
smoking isn’t stupid 15 14 13 13 20 15
Smoking is addictive &
expensive 6 6 7 4 6 9
Smoking makes you less
attractive 5 5 1 4 11A 6
Smoking will ruin my social life 3 3 2 3 5 3
Not Correct 20 19 18 19 22 18
Age
77
Main Idea of VTSF Campaign - First Mention (Major Mentions) Wave 2 and Wave 3
Source: Q665-Q667 - What was the main idea of the information you recently saw or heard?Base: Aware of VTSF Campaign
x
Total 10-14 15-17
Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(337) (379) (171) (171) (166) (208)
% % % % % %A B C D
Age
Correct 73 84 72 86 75 83
Smoking is stupid 23 35 24 34 21 35
Don’t smoke 22 19 22 20 20 18
Smoking is bad for your health 13 13 15 10 9 17
There is no good reason why
smoking isn’t stupid 10 10 7 11 14 8
Smoking makes you less
attractive 3 2 - 2 8A 1
Not Correct 27 16 28 14 25 17
Age
78
Sources of VTSF Campaign – Wave 2 and Wave 3 (Major Mentions)
Source: Q670 - Where have you recently seen or heard the VTSF campaign?* Less than 0.5%Base: Aware of VTSF Campaign (Wave 2 n=337; Wave 3 n=379)
x
1%
2%
4%
8%
87%
8%
3%
1%Teachers/School staff
Events
Newspaper
Internet
Movie theaters
In-school displays/programs
Outdoors
Magazine
Radio
TV
Wave 2Wave 3
83%
13%
10%
4%
4%
3%
1%
1%
*
*
*
*
79
Whether Discussed VTSF Campaign – Wave 2 and Wave 3
Source: Q680 - Did you talk to …about the VTSF campaign you’ve recently seen or heard?Base: Aware of VTSF Campaign; Wave2 (n=379)
x
45%
11%
8%
12%
18%
26%
40%
55%
Spoke to No One
Non-related adult
Another relative
Teachers/School staff
Brother/Sister
Parents
Friends/Classmates
Spoke to Someone
Wave 3 Wave 2
40%
28%
17%
12%
6%
7%
4%
59%
80
Impressions of VTSF Campaign Headline/Caption – % Agree Completely Wave 2 and Wave 3
Source: Q690 - Please tell me whether it describes how you feel about what you’ve seen or heard.Base: Aware of VTSF Campaign (Wave 2 n=337; Wave 3 n=379)
x
4%
7%
12%
14%
15%
15%
24%
41%
54%
81%
78%
81%
84%
Confusing
Boring
Dumb
Lame
Dull
Stupid
Cool
Something I paid a lot of attention to
Eye-catching
Saying something meaningful
Believable
Easy to understand
Truthful 86%
80%
80%
83%
53%
39%
28%
14%
12%
16%
13%
10%
9%
Wave 3 Wave 2
81
Truthful 86 84 86 83 85 87
Easy to understand 80 81 83 76 76 88
Believable 80 78 81 76 79 81
Saying something meaningful 83 81 86 82 79 79
Eye-catching 53 54 59C 54 44 56
Something I paid a lot of attention to 39 41 46C 41 27 41
Cool 28 24 31 21 23 30
Stupid 14 15 13 21D 16 7
Dull 12 15 12 17 11 12
Lame 16 14 16 16 14 12
Dumb 13 12 13 16D 11 7
Boring 10 7 10 8 12 6
Confusing 9 4 11 5 6 2
Impressions of VTSF Campaign Headline/Caption – % Agree Completely Wave 2 and Wave 3
Source: Q690 - Please tell me whether it describes how you feel about what you’ve seen or heard.Base: Aware of VTSF Campaign
x
Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(337) (379) (171) (171) (166) (208)
% % % % % %A B C D
Age
82
Impressions of Cigarette Smoking Information –% Agree Completely
Source: Q640 - Please tell me whether the following phrases describe how you feel about what you’ve seen or heard.Base: Aware recent related information (Wave 1=403; Wave 2=373; Wave 3=391)
7%
21%
15%
22%
26%
24%
22%
45%
47%
68%
66%
76%
73%
Confusing
Dull
Boring
Lame
Dumb
Stupid
Cool
Eye-catching
Something I paid a lot of attention to
Saying something meaningful
Easy to understand
Truthful
Believable
Wave 3 Wave 2
73%
75%
71%
70%
47%
46%
20%
30%
23%
23%
15%
19%
9%
Wave 1
77%
77%
73%
70%
50%
45%
21%
21%
19%
18%
16%
15%
7%
83
Believable 73 73 79C 77 62 67
Truthful 75 76 77 83D 72 68
Easy to understand 71 66 74 66 66 66
Saying something meaningful 70 68 70 70 69 65
Something I paid a lot of attention to 47 47 57C 56D 30 36
Eye-catching 46 45 50 45 38 45
Cool 20 22 22 27D 17 17
Stupid 30 24 35C 26 22 22
Dumb 23 26 25 25 21 27
Lame 23 22 26 24 20 18
Boring 15 15 15 16 15 15
Dull 19 21 19 26D 18 15
Confusing 9 7 11 7 6 6
Impressions of Cigarette Smoking Information –% Agree Completely
Source: Q640 - Please tell me whether the following phrases describe how you feel about what you’ve seen or heard.Base: Aware recent related information
x
Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(373) (391) (168) (177) (205) (214)
% % % % % %A B C D
Age
84
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Attitudes Toward Smoking
•Over the three waves of the study, in total, perception of cigarette smoking have remained relatively stable.
• The percentage agreeing that smoking is bad for your health and stupid is high with over 9-in-10 young people completely agreeing.
• About two-thirds of young people equate negative social impacts with smoking: makes me less attractive and will ruin my social life.
• Less than 1-in-10 believe it can’t hurt or is cool.
•Younger teens (10-14 year olds) continue to be more likely to agree that smoking is stupid and will hurt their social life.
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Attitudes Toward Smoking
•The fact that smoking is bad for your health is the key reason that teens find smoking stupid.
• However, there are some significant changes from Wave 2 to Wave 3. • While the percentage indicating that smoking causes cancer increased across
the board, it significantly increased among pre-teens (10-14 year olds) and males.
• On the other hand, there is a decline in the percentage indicating that smoking can kill you, particular among 15-17 year olds, males and current/potential smokers.
86
Perceptions of Cigarette Smoking - % Agree Completely
Source: Q510 - How much do you agree or disagree with the following statements about cigarette smoking?Base: All respondents (Wave 1 n= 604; Wave 2 n= 603; Wave 3 n=614)* Less than 0.5%
x
97%
91%
68%
61%
44%
6%
1%
95%
92%
74%
66%
47%
5%
1%
95%
92%
73%
62%
44%
6%
Is bad for my health
Is stupid
Makes me less attractive
Will ruin my social life
Is nothing more than a bad habit like bitingyour fingernails
A few cigarettes a day can't hurt you
Is cool
Wave 1 Wave 2 Wave 3
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Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(587) (593) (295) (303) (292) (290)
% % % % % %A B C D
Reasons Agree Cigarette Smoking Is Stupid - Major Mentions
Source: Q515 - What is it about cigarette smoking that you think is stupid?Base: Agree completely/somewhat that cigarette smoking is stupidMajor Mentions = 5% or more
x
Smoking Effects 83 81 85 83 78 77
Bad for Health 69 67 73C 71D 63 59
Smoking is bad for health 30 32 32 32 26 31
Bad for your lungs 14 18 18C 24D 6 8
Smoking can kill you 25 19 26 22 23 15
Causes cancer 10 16 10 17 10 13
Addictive/habit forming 5 6 4 4 7 8
Attitude 9 8 12C 8 4 8
Think it makes them cool 5 6 7C 6 2 6
Doesn’t make you cool 5 3 6C 3 1 3
Less attractive appearance 14 13 17C 13 10 14
Age
88
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Perceptions of Smokers and Non-Smokers
• In all three waves, the perceptions of non-smokers are far more positive than those of smokers.• The gaps in perceptions of non-smokers versus smokers stayed the same or
declined on several dimensions since Wave 2. The changes occurred mostly among males, 10 to 14 year olds and in the current/potential smoker group. The gaps between non-smokers and smokers decreased from Wave 2 on:
• Being cool (among males and 10 to 14 year olds)• Being popular (among males and current/potential smokers)• Being a leader (among males and 10 to 14 year olds)• Can easily get a boyfriend/girlfriend (among males)• Being thin (15-17 year olds and both current/potential and rejector smokers)• Being good at sports (among males and current/potential smokers)
• The gap between non-smokers and smokers sustained their increase from Wave 2 on:
• Being popular (females)
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Perceptions of Smokers and Non-Smokers
• Most respondents feel being someone that “other people can trust” is very important. There is nothing else measured that even comes close.
• Being “fun to hang around” is very important to about two-thirds.• About four-in-ten cite being “ a leader” and being “good at sports” as very
important and three in ten indicate being someone who “doesn’t care what other people think about them” is very important.
• Other issues are of importance to only a small minority including:•Is cool•Knows what the latest trends are•Can easily get a boyfriend or girlfriend•Is thin•Is popular
90
Self-Descriptor Ratings - % Very Important
Source: Q405 - How important are the following things to you…that you are a person who...?Base: All respondents (n=1821)
x
4%
11%
11%
13%
14%
16%
28%
37%
39%
67%
91%
Looks like a movie star
Is popular
Is thin
Can easily get a boyfriend or girlfriend
Knows what the latest trends are
Is cool
Doesn't care what other people think about them
Is good at sports
Is a leader
Is fun to hang around
Other people can trust
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Age Gender
Total 10-14 15-17 Male Female(1821) (917) (904) (910) (911)
% % % % %A B C D
Self-Descriptor Ratings - % Very Important
Source: Q405 - How important are the following things to you…that you are a person who...?Base: All respondents
x
Other people can trust 91 90 93 87 95C
Is fun to hang around 67 68 66 66 69
Is a leader 39 35 46A 39 40
Is good at sports 37 40B 34 46D 28
Doesn’t care what other peoplethink about them 28 28 29 30 26
Is cool 16 18B 13 19D 13
Knows what the latest trends are 14 15B 11 15 12
Can easily get a girlfriend/boyfriend 13 14 12 18D 8
Is thin 11 12B 8 10 11
Is popular 11 12B 8 14D 7
Looks like a movie star 4 5B 2 5D 3
92
Self-Descriptor Ratings - % Very ImportantWave 2 and Wave 3
Source: Q405 - How important are the following things to you…that you are a person who...?Base: All respondents
x
Wave 2 Wave 3(337) (379)
% %A B
Wave 2 Wave 3(266) (235)
% %C D
Other people can trust 91 94D 89 86
Is fun to hang around 71 66 61 66
Is a leader 44 41 40 38
Is good at sports 43 37 32 36
Doesn’t care what other people 30 27 35 26
think about them
Is cool 16 16 12 23B
Is thin 12 9 10 14
Knows what the latest trends are 12 11 16 14
Can easily get a girlfriend/ 13 14 12 14
boyfriend
Is popular 9 10 12 15
Looks like a movie star 8 3 5 3
Aware of Campaign Not Aware of Campaign
93
% Difference: Smoker vs. Non-Smoker Descriptors – Wave 1 and Wave 2
Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Base: All respondents (Wave 1=604; Wave 2=603)
x
62
35
48
53
75
61
20
95
86
94
84
90
97
85
8788
87
94
94
89
90
85
91
14
52
73
48
48
28
59
Other people can trust
Is fun to hang around
Is physically fit
Eats healthy foods
Gets enough sleep every night
Is physically strong
Is a leader
Is good at sports
Doesn't care what people think about them
Is cool
Can easily get a boyfriend/girlfriend
Knows what the latest trends are
Is popular
Is thin
Looks like a movie star
-1
-2
3
-4
-5
4
1
4
6
9
2
5
0
7
3
Wave 1 Wave 2 Non-Smoker Advantage
94
59
29
43
44
70
52
17
91
79
93
86
86
97
81
86
62
35
48
53
75
61
20
95
86
94
84
90
97
85
87Other people can trust
Is fun to hang around
Is physically fit
Eats healthy foods
Gets enough sleep every night
Is physically strong
Is a leader
Is good at sports
Doesn't care what people think about them
Is cool
Can easily get a boyfriend/girlfriend
Knows what the latest trends are
Is popular
Is thin
Looks like a movie star
-1
-4
0
0
2
-1
-7
-4
-3
-9
-5
-10
-5
-6
-3
Wave 2 Wave 3 Non-Smoker Advantage
% Difference: Smoker vs. Non-Smoker Descriptors – Wave 2 and Wave 3
Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Base: All respondents ( Wave 2=603; Wave 3=614))
x
95
Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (302) (310) (301) (304)
% % % % % %A B C D
Gaps: Perceptions of Non-Smokers minus Smokers
Source: Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Note: Non-smokers minus smokersBase: All respondents
x
Is physically fit 97 97 97 97 98 97
Eats healthy foods 90 90 93C 91 86 88
Is good at sports 95 91 98C92 91 90
Is physically strong 94 93 95 93 94 93
Gets enough sleep every night 84 86 88C 88 79 82
Other people can trust 87 86 94C 89D 76 78
Is fun to hang around 85 81 90C 85D 76 73
Is a leader 86 79 92C 79 76 81
Can easily get a boyfriend/girlfriend 75 70 77 67 69 74
Looks like a movie star 62 59 66 56 57 64
Is cool 61 52 66C 47 53 61B
Is popular 48 43 57C 48D 33 35
Knows what the latest trends are 53 44 54 46 50 40
Is thin 35 29 38 39D 31 14
Doesn’t care what others think
about them 20 17 26C 19 11 17
Age
96
Self Comparison with Smoker vs. Non-Smoker DescriptorsWave 2
Source1: Q405/Q505 - How important are the following things to you…that you are a person who...? Data of % Very/Somewhat important shown.Source2: Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Difference Non-smoker minus smokerBase: All respondents (n=603)
x
Other people can trust 100 2 89 87
Is fun to hang around 97 3 88 85
Is physically fit 97 1 98 97
Gets enough sleep every night 92 5 89 84
Eats healthy foods 90 2 92 90
Is physically strong 90 2 96 94
Is a leader 85 4 90 86
Is good at sports 76 1 96 95
Doesn’t care what people thinkabout them 74 35 55 20
Is cool 67 15 76 61
Can easily get a boyfriend/girlfriend 57 8 83 75
Knows what the latest trends are 54 16 69 53
Is popular 52 20 68 48
Is thin 52 24 59 35
Looks like a movie star 18 14 76 62
Perceived2
Self1 Smoker Non-Smoker Diff*% % % %
97
Self Comparison with Smoker vs. Non-Smoker DescriptorsWave 3
Source1: Q405/Q505 - How important are the following things to you…that you are a person who...? Data of % Very/Somewhat important shown.Source2: Q530 - As I read each description to you, please tell me if this best describes a smoker or a non-smoker?Difference Non-smoker minus smokerBase: All respondents (n=614)
x
Other people can trust 98 1 87 86
Is fun to hang around 98 4 85 81
Is physically fit 97 * 97 97
Gets enough sleep every night 92 4 90 86
Eats healthy foods 92 1 91 90
Is physically strong 91 1 94 93
Is a leader 84 6 85 79
Is good at sports 80 2 93 91
Doesn’t care what people thinkabout them 76 37 54 17
Is cool 63 17 69 52
Can easily get a boyfriend/girlfriend 50 9 79 70
Knows what the latest trends are 53 19 63 44
Is popular 55 21 64 43
Is thin 49 25 54 29
Looks like a movie star 18 14 73 59
Perceived2
Self1 Smoker Non-Smoker Diff*% % % %
98
x
Smoking Experience and Behavior
• The vast majority of teens report they are not smokers, these numbers have been consistent from wave-to-wave.
•No 13-14 year olds admit to being smokers. However, 10% indicate they have tried it in the past. Those indicating they might try it in the future has decreased significantly from Wave 2 to Wave 3, 10% to 2% respectively.
•Smoking behavior among 15-17 year olds has remained relatively equivalent with Wave 2.
• About one-third of young people indicate that at least one of their friends smoke. •There are drastic difference among 10-14 and 15-17 year olds. About one-in-ten 10-14
year olds report a friend smokes, but half of 15 to 17 year olds report a friend smokes. •Similar patterns are seen between current/potential smokers and rejectors. Three-
quarters of current/potential smokers have at least one friend that smokes, the percentage drops to 30% for rejectors.
99
Smoking Experience and Behavior
• While about one-third of young people believe that smoking levels have stayed the same, slightly less than half believe it is increasing. This is similar to Wave 2 results.
•Older teens (15-17 year olds) are more likely to indicate there is an increase with almost 6-in-10 reporting an increase. About four-in-ten 10-14 year olds believe it is increasing.
•Current/potential smokers are even more likely to report an increase.
• Almost all respondents 9-in-10, perceive quitting smoking to be difficult. This view has been consistent across waves.
•Pre-teens (10-14 year olds) and rejectors are most likely to view quitting as very difficult.•Among males there has been an increase since Wave 2 in the percentage indicating
quitting is not difficult. The same is true for current/potential smokers.
100
Smoking Behavior Among 13-17 Year Olds
Source: Q545 - Which of the following best describes you?Base: 13-17 year olds
x
Total 13-14 15-17
Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(424) (411) (123) (107) (301) (304)
% % % % % %A B C D
Age
I am a smoker 2 3 - - 3 4
I am not a smoker 98 97 100 100D 97 96
Not a smoker/have tried in past 18 21 6 10 27A 28B
Not a smoker/might try in future 6 2 10C 2 2 2
Not a smoker/will never try it 75 75 84C 88D 68 66
Age
101
Number of Close Friends Who Smoke Cigarettes
Source: Q535 - How many of your close friends smoke cigarettes? Base: All respondents
x
Total 10-14 15-17
Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (302) (310) (301) (304)
% % % % % %A B C D
Age
My friends smoke 27 28 12 12 54A 53B
1-2 12 13 7 7 19A 22B
3-5 9 9 2 4 22A 18B
6 or more 7 6 3 1 13A 13B
My friends do not smoke 72 69 87C 86D 45 42
Age
Mean 1.2 1.2 0.4 0.4 2.7A 2.6B
102
Smoking Status Among Peers
Source: Q520 - Do you think smoking among people your age is increasing, decreasing or staying the same?Base: All respondents
x
Changing 63 62 62 61 65 64
Increasing 48 45 44 38 57A 56B
Decreasing 15 17 19C 22D 8 8
Staying about the same 32 34 33 34 32 34
Not sure 4 4 5 5 3 3
Age
Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (302) (310) (301) (304)
% % % % % %A B C D
103
Smoking Status Among Peers
Source: Q520 - Do you think smoking among people your age is increasing, decreasing or staying the same?Base: All respondents
x
Changing 63 62 63 64 63 59
Increasing 48 45 46 46 51 44
Decreasing 15 17 17 19 12 15
Staying about the same 32 34 32 31 33 36
Not sure 4 4 5 4 4 4
Gender
Total Male FemaleWave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (303) (304) (300) (310)
% % % % % %A B C D
104
Smoking Status Among Peers
Source: Q520 - Do you think smoking among people your age is increasing, decreasing or staying the same?Base: All respondents
x
Changing 63 62 76 73D 64 60
Increasing 48 45 68 71D 55 44
Decreasing 15 17 8 2 9 16B
Staying about the same 32 34 23 27 33 35
Not sure 4 4 2 - 3 5B
Teen Smoking Status
Total RejectorWave 2 Wave 3 Wave 2 Wave 2 Wave 2 Wave 3(603) (614) (121) (113) (303) (298)
% % % % % %A B C D
Current/Potential
105
Perceived Difficulty of Quitting Smoking
Source: Q525 - How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking? Base: All respondents
x
Difficult 92 90 92 91 91 89
Very difficult 54 50 60C 57D 44 40
Somewhat difficult 37 40 32 34 47A 49B
Not Difficult 7 9 7 8 8 10
Not very difficult 3 5 3 4 4 5
Not at all difficult 4 4 4 3 4 5
Not sure 1 1 1 1 1 1
Age
Total 10-14 15-17Wave 2 Wave 3 Wave 2 Wave 3 Wave 2 Wave 3(603) (614) (302) (310) (301) (304)
% % % % % %A B C D
106
Look-LookMay,2003
Research Report
107
Do you smoke cigarettes?
Overall Female Male 13-15 16-17 AANever 63.0% 61.5% 65.1% 63.8% 62.5% 50.0%I've tried it, but don't currently smoke 22.7% 20.9% 25.3% 24.6% 21.8% 37.3%Yes 8.6% 11.3% 4.8% 6.9% 9.5% 12.5%Occasionally/Only in social situations 5.7% 6.3% 4.8% 4.6% 6.2% 6.3%
Other Anglo Central TW North SWNever 50.0% 66.3% 60.5% 69.7% 60.2% 59.7%I've tried it, but don't currently smoke 27.3% 21.4% 29.6% 19.3% 20.3% 24.7%Yes 4.5% 9.3% 6.2% 5.9% 9.4% 14.3%Occasionally/Only in social situations 18.2% 3.1% 3.7% 5.0% 10.2% 1.3%
108
If you do smoke cigarettes why did you start?
Overall Female Male 13-15 16-17 AAI don't smoke 81.7% 79.5% 84.9% 86.2% 79.6% 81.3%My friends smoke 9.4% 10.9% 7.2% 10.0% 9.1% 6.3%Other(please specify) 5.9% 7.1% 4.2% 3.8% 6.9% 6.3%I don't know, but now I'm hooked 4.9% 6.3% 3.0% 0.8% 6.9% 6.3%My parents/brother/sister smoke 4.7% 5.9% 3.0% 3.1% 5.5%I get tired of people telling me what to do and what not to do 3.0% 3.3% 2.4% 2.3% 3.3%I feel pretty cool when I smoke 1.7% 1.7% 1.8% 0.8% 2.2%They make me look older 1.0% 1.3% 0.6% 1.5%Everybody's doing it 0.5% 0.8% 0.7%
Other Anglo Central TW North SWI don't smoke 80.3% 82.0% 84.0% 89.1% 75.8% 77.9%My friends smoke 9.1% 9.6% 7.4% 8.4% 12.5% 7.8%Other(please specify) 7.6% 5.6% 8.6% 3.4% 5.5% 7.8%I don't know, but now I'm hooked 9.1% 4.0% 4.9% 2.5% 8.6% 2.6%My parents/brother/sister smoke 7.6% 4.3% 4.9% 5.5% 10.4%I get tired of people telling me what to do and what not to do 3.0% 3.1% 3.7% 2.5% 1.6% 5.2%I feel pretty cool when I smoke 1.5% 1.9% 1.2% 1.7% 3.1%They make me look older 1.2% 1.2% 2.3%Everybody's doing it 0.6% 1.6%
109
If you do not smoke cigarettes what is your top reason for not smoking?
Overall Female Male 13-15 16-17 AAI don't like it/it's smelly and gross 41.5% 49.0% 30.7% 42.3% 41.1% 18.8%I play sports 15.8% 7.1% 28.3% 16.2% 15.6% 12.5%I smoke 12.1% 12.6% 11.4% 6.2% 14.9% 12.5%Other(please specify) 11.4% 13.0% 9.0% 11.5% 11.3% 6.3%I could get a disease 10.1% 11.3% 8.4% 10.0% 10.2% 31.3%My parents/brother/ sister smoke 4.2% 3.3% 5.4% 6.2% 3.3% 18.8%Cigarettes are to expensive 3.0% 2.5% 3.6% 3.8% 2.5%I don't want to get in trouble 2.0% 1.3% 3.0% 3.8% 1.1%
Other Anglo Central TW North SWI don't like it/it's smelly and gross 34.8% 44.0% 43.2% 58.8% 32.0% 28.6%I play sports 12.1% 16.7% 11.1% 12.6% 21.1% 16.9%I smoke 13.6% 11.8% 11.1% 6.7% 16.4% 14.3%Other(please specify) 10.6% 11.8% 14.8% 6.7% 6.3% 23.4%I could get a disease 18.2% 7.4% 11.1% 5.0% 16.4% 11.7%My parents/brother/ sister smoke 3.0% 3.7% 4.9% 5.0% 4.7% 1.3%Cigarettes are to expensive 1.5% 3.4% 3.7% 3.4% 1.6% 3.9%I don't want to get in trouble 6.1% 1.2% 1.7% 1.6%
110
Of your group of friends how many of them smoke cigarettes?
Overall Female Male 13-15 16-17 AAA few of them (25%) 46.2% 46.4% 45.8% 45.4% 46.5% 43.8%None of them (0%) 29.1% 28.0% 30.7% 35.4% 26.2% 43.8%Half of them (50%) 16.0% 15.1% 17.5% 15.4% 16.4% 6.3%Most of them (75%) 8.4% 10.0% 6.0% 3.8% 10.5% 6.3%All of them (100%) 0.2% 0.4% 0.4%
Other Anglo Central TW North SWA few of them (25%) 45.5% 46.4% 51.9% 42.0% 52.3% 36.4%None of them (0%) 33.3% 27.6% 29.6% 31.1% 23.4% 35.1%Half of them (50%) 16.7% 16.4% 12.3% 20.2% 14.8% 15.6%Most of them (75%) 4.5% 9.3% 6.2% 6.7% 9.4% 11.7%All of them (100%) 0.3% 1.3%
111
Of your friends who smoke cigarettes what do you think made them start smoking?
Overall Female Male 13-15 16-17 AATheir friends smoke 47.4% 50.6% 42.8% 46.9% 47.6% 56.3%It makes them feel cool 36.3% 35.1% 38.0% 33.1% 37.8% 37.5%I don't know, but now they're hooked 26.2% 28.0% 24.7% 24.6% 26.9% 31.3%Their parents/brother/sister smoke 24.7% 27.2% 19.9% 23.8% 25.1% 31.3%Everybody's doing something 22.5% 23.0% 21.7% 24.6% 21.5% 31.3%My friends don't smoke 18.5% 19.7% 16.9% 26.9% 14.5% 18.8%It makes them look older 18.3% 19.2% 16.9% 18.5% 18.2% 18.8%
They get tired of people telling them what to do and what not to do 16.5% 15.9% 17.5% 16.2% 16.7% 18.8%Other(please specify) 5.9% 6.7% 4.8% 4.6% 6.5%
Other Anglo Central TW North SWTheir friends smoke 36.4% 49.2% 46.9% 42.9% 50.8% 49.4%It makes them feel cool 28.8% 37.8% 33.3% 31.9% 44.5% 16.9%I don't know, but now they're hooked 25.8% 26.0% 19.8% 26.9% 25.0% 33.8%Their parents/brother/sister smoke 15.2% 26.3% 27.2% 19.3% 25.0% 29.9%Everybody's doing something 13.6% 23.8% 22.2% 18.5% 29.7% 16.9%My friends don't smoke 28.8% 16.4% 24.7% 16.8% 15.6% 19.5%It makes them look older 12.1% 19.5% 18.5% 15.1% 25.0% 11.7%They get tired of people telling them what to do and what not to do 12.1% 17.3% 14.8% 13.4% 18.8% 19.5%Other(please specify) 15.1% 3.7% 3.7% 8.4% 7.0% 2.6%
112
Of the students at your school how many of them smoke cigarettes?
Overall Female Male 13-15 16-17 AAHalf of them (50%) 42.5% 49.8% 31.9% 34.6% 46.2% 43.8%A few of them (25%) 40.2% 31.8% 52.4% 43.8% 38.5% 43.8%Most of them (75%) 15.8% 17.2% 13.9% 18.5% 14.5% 12.5%None of them (0%) 1.2% 1.3% 1.2% 2.3% 0.7%All of them (100%) 0.2% 0.6% 0.8%
Other Anglo Central TW North SWHalf of them (50%) 30.3% 44.9% 45.7% 44.5% 45.5% 36.4%A few of them (25%) 54.5% 37.2% 38.3% 36.1% 41.4% 32.5%Most of them (75%) 10.6% 17.0% 16.0% 18.5% 10.9% 19.5%None of them (0%) 3.0% 0.9% 0.8% 2.3% 1.3%All of them (100%) 1.5% 0.8%
113
% of friends and students smoking (overall)
Friends StudentsNone of them (0%) 29.1% 1.2%A few of them (25%) 46.2% 40.2%Half of them (50%) 16.0% 42.5%Most of them(75%) 8.4% 15.8%All of them(100%) .2% .2%
114
% of friends and students smoking (13-15)
Friends StudentsNone of them (0%) 35.4% 2.3%A few of them (25%) 45.4% 43.8%Half of them (50%) 15.4% 34.6%Most of them (25%) 3.8% 18.5%All of them (100%) 0.8%
115
Where would you prefer to hang out with your friends?
Overall Female Male 13-15 16-17 AAI would prefer to hang out in a smoke free place 50.9% 54.4% 45.8% 53.1% 49.8% 75.0%I wouldn't care if the place was smoke free or not 45.7% 42.7% 50.0% 45.4% 45.8% 25.0%I would prefer to hang out in a smoking place 3.5% 2.9% 4.2% 1.5% 4.4%
Other Anglo Central TW North SWI would prefer to hang out in a smoke free place 59.1% 48.0% 53.1% 47.9% 49.2% 55.8%I wouldn't care if the place was smoke free or not 33.3% 49.2% 45.7% 50.4% 44.5% 40.3%I would prefer to hang out in a smoking place 7.6% 2.8% 1.2% 1.7% 6.3% 3.9%
116
If one of your best friends were to offer you a cigarette, would you smoke it?
Overall Female Male 13-15 16-17 AADefinitely not 57.8% 59.4% 55.4% 53.1% 60.0% 68.8%Probably not 25.2% 20.5% 31.9% 33.8% 21.1% 18.8%Probably 9.4% 10.0% 8.4% 10.0% 9.1% 6.3%Definitely yes 7.7% 10.0% 4.2% 3.1% 9.8% 6.3%
Other Anglo Central TW North SWDefinitely not 59.1% 57.0% 64.2% 55.5% 51.6% 64.9%Probably not 27.3% 25.1% 19.8% 30.3% 29.7% 15.6%Probably 7.6% 9.9% 6.2% 10.9% 8.6% 11.7%Definitely yes 6.1% 8.0% 9.9% 3.4% 10.2% 7.8%
117
At any time during the next year, do you think you will smoke a cigarette?
Overall Female Male 13-15 16-17 AADefinitely not 52.8% 52.7% 53.0% 50.0% 54.2% 75.0%Probably not 20.2% 20.1% 20.5% 23.1% 18.9% 6.3%Probably 16.3% 15.1% 18.1% 22.3% 13.5% 18.8%Definitely yes 10.6% 12.1% 8.4% 4.6% 13.5%
Other Anglo Central TW North SWDefinitely not 60.6% 50.2% 59.3% 52.1% 45.3% 59.7%Probably not 19.7% 21.1% 16.0% 20.2% 24.2% 18.2%Probably 10.6% 17.3% 12.3% 21.8% 18.0% 9.1%Definitely yes 9.1% 11.5% 12.3% 5.9% 12.5% 13.0%
118
Do you have a parent guardian who smokes cigarettes?
Overall Female Male 13-15 16-17 AANo 72.1% 70.3% 74.7% 75.4% 70.5% 59.3%Yes 27.9% 29.7% 25.3% 24.6% 29.5% 43.8%
Other Anglo Central TW North SWNo 80.3% 71.2% 67.9% 75.6% 74.2% 67.5%Yes 19.7% 28.8% 32.1% 24.4% 25.8% 32.5%
119
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Youth Research
120
Cultural Currency Research 2003
121
Results give us insight into our target NOW
• Compare these results to earlier findings to detect shifts
• Determine how Virginia kids are different from other kids in the nation
122
We need to understand what kids are doing in their lives
123
Activities of Virginia youth
Gender Age
Total Male Female10-12Years
13-14Years
15-17Years
403 219 184 137 131 135% % % % % %
Spent time with family 99 98 100 98 99 100
Worked around the house 95 94 96 94 96 95
Eaten at a fast food restaurant 90 92 87 93 86 90
Eaten a sit down restaurant 87 85 89 85 85 89
Shopped 81 76 88 74 87 84
Played computer games 81 85 77 80 79 82
Gone to church or temple 79 78 81 83 84 72
Read a non-school book 67 62 72 79 67 56
Gone to a party 62 63 61 64 61 61
Volunteered 46 40 53 44 47 48
Played video games at a mall/arcade 33 42 23 46 37 17
Seen a play or a musical in a theater 31 28 35 29 34 30
Gone on a date/ spent time with boyfriendor girlfriend
31 34 28 14 29 47
Gone to a concert or live music event 21 19 23 8 27 26
Activities
In the past month which of the following have you done? Have you…?
124
This supports earlier research findings that kids in VA are very active, but are not like every other teen in the nation.
They are involved with their families spending time together and helping out in their homes.
They are involved in their communitiesmost go to church and half volunteer.
Teens and tweens are consumers Most are shoppers and have recently eaten in a restaurant, either fast food or sit-down dining.
Young people continue to fit in funplaying computer games and going to parties being particularly popular.
125
How does Virginia youth compare to the nation?
87%
84%
81%
78%
73%
71%
64%
46%
39%
22%
20%
18%
12%
11%
99%
90%
95%
81%
87%
81%
67%
79%
62%
33%
31%
46%
31%
21%
Spent time with my family
Eaten at a fast-food restaurant
Worked around the house
Played computer games
Eaten at a sit-down restaurant
Shopped
Read a non-school bookWent to church, temple or other house of
worshipWent to a party
Played video games at a mall or arcadeWent on a date/Spent time with
boyfriend/girlfriendVolunteered
Saw a play or musical in a theater
Went to a concert or live music event
National Youth
Virginia Youth
126
How much are they using the internet?
127
Number of kids online remains consistent
77%74%
67%
82% 83%82%
92%86%
62%
80%81%80%
Total Boys Girls 10-12 Years 13-14 Years 15-17 Years
20012003
128
Frequency of online usage has increased from 2001
5.9
7.6
4.2 4.1
6.3
7.1
3.6
7.7
8.9
6.4
10.4
9.1
0
2
4
6
8
10
12
Total Boys Girls 10-12Years
13-14Years
15-17Years
20012003
129
How have their behaviors and attitudes changed?
130
Sensation seeking behaviors are generally similar, other than how many would like to drive a motorcycle
89%
79%
47%
36%
49%
25%
93%
85%
49%
48%
47%
24%
I think it is important to experience as many differentthings as possible in life
I like friends who are artistic and creative, even ifthey are wild
I like to do scary things
I would like to drive a motorcycle
I like new and exciting experiences, even if I have tobreak the rules
I get bored seeing the same people everyday20012003
131
Nearly all believe that it’s cool to be smart
96%
85%
75%
53%
I think it's cool to besmart
I usually make myown decisions
I'm someone whopeople ask for advise
I like to stand out in acrowd
132
Virginia youth today believe it is cool to be smart. Being smart is important to boys and girls and to tweens and
teens.This belief was recognized in our 2001 research and continues to be prevalent.
133
In fact, it seems to be growing
82%
88%
73%
52%
85%
75%
53%
96%
I think it's cool to besmart
I usually make myown decisions
I'm someone whopeople ask for advise
I like to stand out in acrowd 2001
2003
Note: question variation from Roper 2001 Research
134
91%
71%
67%
38%
I have my own way of doingthings
I am not afraid to do thingsother people say are uncool
I am aware of the latest and bestmusic
I usually am the first one to trynew things
Most have their own way of doing things
135
Evident is a strong sense of independence among VA youth. They are not afraid to stand out - even if it is uncool.
This sense of independence seems to be growing. In 2001, research showed that a little more than half reported having their own way of doing things versus the 91% reported in 2003 (Note: Roper study).
•Girls are more likely to have their own way of doing things
•15-17 year olds are less afraid of what other’s think than 10-14 year olds
136
How do they define success?
137
Getting good grades ranks higher than being popular
91%
38%
37%
31%
21%
4%
Being an honor student orgetting good grades in
school
Being popular at school
Having a lot of money
Having a boyfriend orgirlfriend
Wearing only the best designer clothes
None of these
Which of the following, if any, do you think of as status symbols or signs of success for people your age?
138
Good grades in school ranks highest by both boys & girls
•Boys more likely to define success by popularity than girls are.
•Young teens are most likely to think that having a boyfriend or girlfriend is a status symbol.
139
My BestFriends TV
MyBrothers/Sisters
MyParents Ads Teachers
The kinds of music you listen to % 83 54 44 36 35 11
What things to buy with your own spendingmoney
% 75 66 45 53 60 16
Websites you visit % 79 49 40 39 39 44
Whether you drink alcohol or not % 42 39 28 50 33 37
Whether you smoke cigarettes or not % 40 37 31 50 34 41
Who Influences their behavior?
Which people or things give you most of your ideas about…
140
Kids continue to be heavily influenced by their friends, particularly with regards to the websites they visit, the music
they listen to and their decisions to spend money.
141
In 2003 and 2001, parents ranked highest as influencers of smoking and drinking among youths, friends ranked second highest. However,older teens report that their best friends are just as likely as their parents to be sources of information for these areas.
142
15-17 year olds are more influenced by their best friends and siblings than 10-14 year olds
Please tell me the people or things where you get most of your ideas.
Whether you smoke cigarettes or not– Do you get most of your ideas from…?
43%
39%
26%
36%
28%
20%
50%
38%
40%
46%
39%
33%
57%
44%
54%
31%
35%
39%
Your parents
Your teachers
Your best friends
What you see on TV
What you see in ads
Yourbrothers/sisters
10-12 Years
13-14 Years
15-17 Years
143
Girls and boys respond similarly, with the exception of whether they get their ideas from what they see in ads
47%
40%
38%
34%
28%
32%
53%
42%
43%
40%
40%
30%
Your parents
Your teachers
Your best friends
What you see on TV
What you see in ads
Yourbrothers/sisters
Boys
Girls
Please tell me the people or things where you get most of your ideas.
Whether you smoke cigarettes or not– Do you get most of your ideas from…?
144
Tweens & teens report that smoking among young people is increasing
29%23%
29%27%
13%21%
39%
24%
58%54%
25%
46%
2% 0%7%3%
15-17 years13-14 years10-12 yearsTotal
Increasing
Decreasing
Staying aboutthe same
Not sure
Do you think smoking among people your age is increasing, deceasing or staying about the same?
145
In 2001, tweens’ & teens’ assessment of youth smoking was similar
32%27%
26%29%
11%13%
34%
19%
56%58%
28%
48%
2% 1%12%5%
15-17 years13-14 years10-12 yearsTotal
Increasing
Decreasing
Staying about thesame
Not sure
Virginia Youth Insights Study
2001*
Do you think smoking among people your age is increasing, deceasing or staying about the same?
146
In 2001, older teens were less likely to reject smoking than younger teens
66%
87%75%77%76%
26%19%17%18%
2%
3%
3%
3%3% 3%
9%2% 3% 0% 4%
15-17 years13-14 yearsFemaleMaleTotal
I am a smoker
I am not a smoker, buthave tried a cigarettein the past
I am not a smoker, butmight try smoking inthe future
I am not a smoker andwill never trycigarettes
Virginia Youth Insights Study
2001*
Teen Smoking Status
147
Overall pattern of smoking behavior remains consistent
74%89%
70%79%
22%21%
0%
84%
1%
1%3%
3%2%
16%10%
7%
3% 5% 4% 2%
15-17 years13-14 yearsFemaleMaleTotal
I am a smoker
I am not a smoker, buthave tried a cigarettein the past
I am not a smoker, butmight try smoking inthe future
I am not a smoker andwill never trycigarettes
Teen Smoking Status
148
Rejection among female smokers is increasing
In 2001, 75% of females rejected smoking
In 2003, 89% of females rejected smoking
Less females also report that they have tried a cigarette in the past, 10% in 2003 versus 19% in 2001
149
What about their friends?
Gender AgeTeen Smoking
Status
Total Male Female10-12Years
13-14Years
15-17Years
Current/Potential Rejectors
Base 403 219 184 137 131 135 51* 214% % % % % % % %
0 75 71 78 97 73 56 27 74
1 or more (net) 25 27 22 3 24 44 73 25
1 7 5 9 3 5 12 16 8
2 5 5 5 ** 7 9 12 7
3 2 2 2 - 1 4 5 2
4-5 5 7 3 - 8 7 16 5
6 or more 5 8 3 - 4 12 25 4
Mean 1.1 1.5 0.6 ** 1.0 2.2 4.7 0.8
How many of your close friends smoke cigarettes?
150
In 2003, Virginia youth are 24% less likely to have a close friend who smokes cigarettes than in 2001
% Having one or more close friends who smoke cigarettes
33%36%
29%
9%
33%
53%
Total Boys Girls 10-12Years
13-14Years
15-17Years
20012003
25% 27%22%
3%
24%
44%
151
Those who do have friends that smoke, seem to have less of them
In 2001, teens and tweens had an average number of 1.4 friends that smoke
In 2003, the average number is 1.1
152
Smokers are more likely to have more friends that smoke
Smokers average having 4.5 friends that smoke
Non-smokers average .8 friends that smoke
153
Today, one-quarter of Virginia tweens and teens live with a smoker. This is similar to 2001 levels.
26%26%26%25%25%28%
32%
21%24%
31%
23%26%
15-17 Years13-14 Years10-12 YearsFemaleMaleTotal
20012003
154
Today, current/potential teen smokers are just as likely as rejectors to live with a smoker. In 2001, current/potential teen smokers were twice as likely to live with smoker.
155
How do they feel about smokers?
5%
23%
16%
8%
Are Cool
Know what thelatest trends
are
Can be trustedto make good
decisions
Are moregrown up than
other kids
How much do you agree or disagree with the following statements about people your agewho smoke cigarettes?
% “Strongly/Somewhat Agree”
156
Teens are more likely than tweens to agree that people their age that smoke can be trusted to make good decisions
In contrast, 19% indicated that knowing the latest trends was important
Earlier research has shown that trust is an important factor in young people’s lives
In 2001, 92% indicate that being someone that others can trust was important
157
We explored two phrases:
What makes kids think?
“Most people my age don’t smoke”
“Many people my age think that smokers are not trustworthy”
158
“Most people my age don’t smoke”
How much would hearing this make you stop and think about your decision to smoke?
Gender Age Teen Smoking Status
Total Boys Girls10-12Years
13-14Years
15-17Years
Current/Potential Rejectors
Base 403 219 184 137 131 135 51* 214
% % % % % % % %
Stop and think (NET) 75 79 71 79 69 78 76 74
Stop and think a lot/somewhat (NET)
52 59 44 58 52 46 39 52
Stop and think a lot 30 37 23 47 25 20 14 25
Stop and think somewhat 22 22 21 12 26 26 25 27
Stop and think only a little 23 20 27 20 18 31 37 22
Not stop and think at all 24 19 29 21 28 22 24 25
Not sure/Decline to answer 1 2 - - 3 - - -
Most people my age don’t smoke
159
“Many people my age think that smokers are not trustworthy”
How much would hearing this make you stop and think about your decision to smoke?
Gender Age Teen Smoking Status
Total Boys Girls10-12Years
13-14Years
15-17Years
Current/Potential Rejectors
Base 403 219 184 137 131 135 51* 214
% % % % % % % %
Stop and think (NET) 88 87 88 92 85 86 85 86
Stop and think a lot/somewhat (NET)
64 63 66 68 62 64 61 64
Stop and think a lot 35 34 37 53 28 25 25 27
Stop and think somewhat 29 29 30 15 34 39 36 37
Stop and think only a little 23 24 22 25 23 22 24 22
Not stop and think at all 12 12 12 7 13 14 15 14
Not sure/Decline to answer 1 1 - - 2 - - -
Many people my age think that smokers are not trustworthy
160
%”Stop and Think A lot
Trustworthy statement slightly more likely to make tweens and teens stop and think a lot about their decision to smoke
How much would hearing this make you stop and think about your decision to smoke?
Total Boys Girls 10-12 13-14 15-17 Current/ RejectorsPotential
(N=403) (N=219) (N=184) (N=137) (N=131) (N=135) (N=51*) (N=214)
Gender Age Teen Smoking Status
30%37%
23%
47%
25%20%
14%
25%27%
25%25%28%
53%
37%34%35%
Most people don't
Trustworthy
161
AGE PARENT EDUCATION
10-12 13-14 15-17 10-14 13-17 HS SC C
Positioning Analysis-GeoDemo(% Stop and Think A Lot/Not at All)
Health Effects 59(2) 44(6) 50(4) 53(4) 47(5) 56(3) 48(6) 48(3)
Addiction 58(2) 43(8) 42(7) 52(5) 43(7) 55(7) 47(3) 35(5)
Real Friends 49(10) 36(11) 35(11) 44(10) 36(11) 48(8) 32(10) 36(11)
Makes U Cool 49(6) 31(12) 29(24) 42(8) 30(19) 42(9) 30(15) 27(22)
Smart Decisions 46(7) 48(12) 39(15) 47(9) 43(13) 47(11) 34(12) 38(10)
Losers 47(4) 36(12) 24(22) 43(7) 29(18) 38(10) 34(15) 28(15)
Sounds Stupid 62(2) 50(5) 54(3) 57(3) 52(4) 58(3) 52(3) 53(4)
Rebel/Stupidity 47(5) 32(11) 37(15) 41(8) 35(14) 48(9) 34(15) 27(12)
You Have the Power 56(2) 43(4) 41(11) 51(3) 42(8) 52(7) 49(6) 37(7)
Alternative Choices 51(2) 48(5) 50(9) 50(4) 49(5) 53(4) 49(5) 41(9)
Stops in VA 47(9) 36(8) 36(20) 43(9) 36(15) 46(15) 33(14) 28(14)
Choose not to 50(4) 38(11) 38(12) 45(7) 38(12) 47(10) 33(14) 34(6)
Most People Don’t 47(21) 25(28) 20(22) ---- ---- 30(23) 20(44) 32(20)
Trustworthy 53(7) 28(13) 25(14) ---- ---- 50(2) 39(22) 31(12)
162
Positioning Analysis-GeoDemo(% Stop and Think A Lot/Not at All)
Health Effects 50(2) 54(5) 50(5) 56(3) 37(3) 48(3) 51(8) 71(1)
Addiction 48(5) 48(6) 47(7) 54(3) 39(3) 48(13) 42(6) 66(2)
Real Friends 41(11) 40(10) 40(11) 44(9) 33(15) 41(13) 46(9) 44(5)
Makes U Cool 38(14) 36(15) 32(19) 44(6) 31(16) 30(12) 39(15) 46(13)
Smart Decisions 40(13) 48(9) 43(12) 44(8) 33(12) 48(10) 41(16) 56(5)
Losers 36(15) 36(11) 32(16) 40(8) 29(18) 31(15) 38(8) 45(10)
Sounds Stupid 54(3) 57(3) 58(4) 51(2) 50(1) 56(4) 51(2) 69(1)
Rebel/Stupidity 43(8) 36(13) 34(12) 47(8) 29(15) 38(8) 36(9) 55(9)
You Have the Power 46(6) 49(6) 44(8) 57(2) 38(6) 41(5) 49(6) 59(7)
Alternative Choices 49(5) 51(6) 51(7) 52(4) 41(8) 49(8) 50(6) 50(6)
Stops in VA 36(12) 44(13) 36(16) 42(6) 31(17) 40(9) 32(10) 58(13)
Choose not to 40(8) 45(10) 38(8) 49(10) 31(9) 40(12) 39(12) 59(4)
GENDER RACE REGION
M F W B N SW C T
GENDER RACE REGION
Most people don’t 37(19) 23(29) 32 (18) 23(38) 35(20) 26(13) 40(25) 18(34)Trustworthy 34(12) 37(12) 33 (11) 41(14) 22(15) 41(5) 41(9) 37(16)
163
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