Research and Markets: Identify Current & Emerging Trends of Teenagers in Western Europe & USA.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c19474) has announced the addition of X-tribes Teens - Spring 2005: Market Trends & Analysis of Teenagers in Western Europe & USA to their offering.

This report is part of a quarterly report series analysing the teenage market, examining editorial sources and teen-related advertising in key international markets to provide a social and cultural map of teenage life and mindsets. It provides regular access to the latest news and youth-aimed advertising campaigns and identifies the current and emerging trends motivating the behaviour of young people and those advertising to them.

The trends covered in this report are:

--Playground sexism

--Performing teens

--Teens on screen

--e-books

--Social divides

Playground sexism: Widespread availability of pornography, tolerance of name-calling and a culture of silence amongst pupils have created a climate for sexual stereotypes to thrive. A rise in sexist and homophobic bullying has provoked a clampdown in schools. This is seen as central to addressing a crisis of confidence among teens. Brands can stand up for equality, boosting confidence and fostering empathy amongst teens of both sexes

Performing teens: Performance, theatre and workshops are increasingly being used by teachers and social campaigners to re-engage teens with issues affecting their lives. The experiential medium can powerfully impress upon teens the consequences of their actions. Harnessing their own creativity is proving a successful strategy in a youth culture where experience and interactivity rule. Teens' penchant for performance is being leveraged by brands, particularly TV spin-offs that allow them to emulate on-screen antics

Teens on screen: Teens' lives make compelling viewing for teen and adult audiences. But their misbehaviour or exaggerated behaviour are disproportionately portrayed. Now there's a backlash, as teens seek to take control of their image and transformation TV has become the new reality TV. Broadcasters are becoming more creative in the way they engage young audiences interactively and advertisers are benefiting

e-books: Through a new trend in listening, reading a novel has now become indistinguishable from listening to the latest band. Downloadable books and magazines are all the rage, as teens can no longer be teased for being bookish. Podcasting is blurring boundaries between reading and entertainment, between magazines and radio - all served up on demand. Brands and even some religious groups are beginning to harness the power of audio content

Social divides: Despite an appearance of wealth, social divides are widening in many developed countries. A strengthening relationship between family income and educational opportunities is trapping disadvantaged teens on the wrong side of an information divide, a digital divide and a cultural divide. A growing culture of violence exacerbates the situation. There's increased pressure on advertisers to be more socially responsible in what they portray.

This report covers the following sectors: Alcohol, Cigarettes & Drugs; Crime; Eating & Drinking; Education & Vocation; Fashion & Beauty; Health; Leisure, Interests & Spending; Media & Entertainment; Sex; Social & Cultural; Technology, Video Games & Mobile Phones

Companies mentioned:

--Aides

--Always

--AOL

--BBC

--Burn

--Capri Sun

--Coca-Cola

--Comunidad De Madrid

--Converse

--Creative (Creative Technology)

--DDP

--Department Of Health UK

--Diputacio Barcelona

--Disney Channel

--Fornarina

--Freevibe

--Gizmondo

--Glasgow Metropolitan

--HB Magnum

--K Swiss

--Kocca

--Kookai

--Levis

--Motorola

--Mountain Dew

--My Local College

--Mylife Project

--New Yorker

--Nike

--Nivea

--Nokia

--Oakley Thump

--Panrico

--Pepsi/iTunes

--Post

--Reebok

--Rexona

--RTL 2

--Skittles

--Sprite

--Telecom Italia Mobile

--Time Warner Cable

--T-Mobile

--Vodafone

--VPRT/FSF

--Wanadoo

--West

--Wrigleys

For more information visit http://www.researchandmarkets.com/reports/c19474.