Gen Y Teens - wired but wary published Feb 01 “Tell me, don’t sell me,” say teens everywhere Globally, teens trust information provided by traditional media nearly twice as much as advertising in traditional media. Parents and editorials trusted more than Internet and ads. Teens aged 14-18 are remarkably savvy. They spend more time on the Internet than any other group, but research indicates that they believe themselves to be way too skeptical to believe all they read and see there. Interestingly, when it comes to trust, they come back to personal relationships (including mum and dad) and established media. This was the finding from "Teens Talk", a survey of 1200 interviews in 27 countries - including Australia - undertaken by Ketchum, Network’s international affiliate, as part of its annual Ketchum Annual Insight - Trusted Sources Worldwide research study.   Product Category 1st 2nd 3rd Non-prescription Health Parents Editorial Professional Experts Beauty Friends Editorial Advertising Sport/Fitness Friends Pro. Athletes Editorial Food/Snacks Friends Advertising Editorial Drinks Friends Advertising Editorial Cars/Bikes Friends Editorial Advertising Electronic Equipment Editorial Advertising Friends Clothing Friends Editorial Advertising CDs/Computer Games Friends Editorial Advertising Sample findings from "Trusted Sources Worldwide". ©2000 Ketchum If this age group makes up a significant or major part of your target audience, then the "Teens Talk" survey may be something you should investigate. If you would like to find out more, please contact us.

PR Influences Australian Public Relations Newsletter. Article: Gen Y Teens - wired but wary. Teenage market. Information Content: Marketing