Courting the Next Wave of Customers

Today's teenagers are far more family oriented than their parents were at the same age. According to a recent survey by The Harrison Group, American teenagers' top three passions are family, friends, and music. The survey, which polled 1,277 teens ages 13–18, was conducted in October and November of 2007. The 45-minute online survey was balanced for gender, race, region, and household income and has a margin of error of plus or minus 3 percent. The survey includes two elements of note: an analyzable sample of Hispanic and African-American teens and an over-sample of affluent and wealthy teens (i.e., those living in households with more than $150,000 annual income). Among the key findings of the survey were: Family is important. Fifty-four percent of teens surveyed live in a nuclear family with both parents, and 59 percent say their family eats dinner together at least four nights
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