THE TRU STUDY: 2010 GLOBAL TEEN EDITION
Know what the Teens reads, where they shop, what they buy and what are there web activities. An informative insight if your target group belongs to this class.
Global Glance provides a high-level overview of global teens and sets the stage for the pages that follow. In addition to serving as a strategic starting place for digesting all that this study offers, Global Glance was designed for use as a stand alone summary for c-level executives.
It profiles global teens, offering key lifestage and cohort insights to inform successful branding and messaging platforms and strategies.
Global Glance begins to tell the tale of two teens — those in developed and emerging markets.
As technology brings different cultures and customs into closer contact, adults claim that the world shrinks. But for teens, this ß ood of information, piped directly into their homes and schools, has a far different effect. The teen years — a middle ground between childhood and adulthood — have always been an opportunity to test boundaries, explore the unknown, and assert independence …
… gradually. Families typically shelter their teenagers from harms both real and imagined, while teens tend to cloister themselves into friend-groups that share roughly similar backgrounds and outlooks. These factors — combined with a natural youthful tendency to focus on the “here and now” — means that the typical teen’s world rarely extended much beyond his or her family, school, or hometown. But in less than a generation, the size and scope of a global teen’s world has grown exponentially.
Today, teens are immersed in information from all corners of the globe; their fact-finding missions and aimless wanderings are limited by neither physical boundaries nor the echo chamber that their friends populate. Unbound by cultural conventions
or community taboos, they’re able to freely browse the global marketplace of ideas. And, as global brands increasingly
understand, teens often choose to accessorize their ideological discoveries with purchases from the global
marketplace, as well. Successful global brands don’t happen by accident. To thrive in the global theater, brands must be simultaneously deeply rooted in their core attributes and yet be flexible enough to relevantly traverse shifting regional, geopolitical, and socioeconomic terrain. Just as importantly, in order to construct a global teen platform, marketers must
understand global teens’ influences and motivations, commonalities and contrasts.
The Global Teen Profile
The respondents that comprise the sample for this groundbreaking research represent a population of nearly 461 million 12- to 19-year-olds from 16 separate countries on Þ ve continents. Collectively, teens in this universe boast more than $592 billion in personal purchase power! And, though global teens represent an enormous diversity of cultures, values, attitudes, and consumer behaviors, their worldviews share essential teen need-states. Many of these timeless need-states may, at first glance, seem contradictory. In fact, they often counterbalance each other, ensuring that teens remain grounded (read: safe!) in a time of growth and uncertainty.
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