According to MRI’s Teenmark research, in 2004 of all teens and young adults (ages 10 to 27)
- 26 % were attending concerts;
- 27 % were going to sports events;
- 38 % were busy surfing the Internet;
- 40 % were playing video games;
- 53 % were buying books, and
- 53 % were going to movies.
Meanwhile, nearly one-fifth of teens, 18.7 %, said they didn’t read magazines.
The message is clear. If you want to reach the young, your brand has to be part of
entertainment.