Teen Survey Says Family Ties Make Them Happy

DDI: 133

Front page coverage in print and at online media sites proliferated the data in this AP/Knowledge Networks study of teenage attitudes toward happiness and prosperity. Although the survey was administered on behalf of client MTV, the widespread prominent coverage of the results is likely due to a general media perception that teens are overcome with existential angst and social malaise. These rosy results present marketers with pertinent statistics to approach an often elusive teen segment with messaging that can hook products to the overall family experience. Rightly so, we'll likely see an increasing number of alternative media campaigns with teen-focused products that inspire happiness and long-lasting family relationships, akin to the old AT&T "Reach Out and Touch Someone" television spots. Marketers should turn their backs on the potential sample bias accrued in these data from an online panel since many of the questions required open-ended responses. Moreover, those marketers planning near-term digital campaigns targeting teens should consult the snippets of findings within the complete study before investing their marketing dollars.