The world of teenagers today is radically different than that which the age group experienced just a decade ago. They are plugged-in like never before but still listen to music, watch television, have part time jobs, and remain a massive purchasing powerhouse.

o 36% of Canadian teens aged 12 to 17 have a cell phone;

o 35% have purchased a CD player;

o 32% have purchased a video game system;

o 22% have purchased a DVD player;

o 66% of teen boys have purchased men’s clothing in the past year;

o 82% of teen girls have purchased women’s clothing in the past year and 64% purchased women’s shoes in the past year;

o 31% have a part time job;

o 88% have Internet access at home;

o 63% used the Internet yesterday;

o 55% download MP3 music files from the Internet, compared to 23% of adults 18-plus;

o 48% participate in Internet chat groups, compared to 15% of adults 18-plus; and,

o they watch only slightly more TV than adults – an average of 27.8 hours per week vs. 26.3 hours for adults.

Source: BBM RTS Canada – Fall ’03 / Spring ’04

The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca