New Research from OTX and eCRUSH Looks at Teens and Dating

OTX (Online Testing eXchange), the leading global consumer research and consulting firm, released results of its teen study revealing new facts about teens' attitudes toward socialization. This first study is part of a new syndicated offering by OTX and partner eCRUSH, a leading PG-13 social networking site. The Teen Topix survey taps into the complex lives of the 13 -17 year old set -- what's important to them, their behaviors, and their outlook on life. 750 teens across the country were surveyed.

One of the key findings of the study was the insight into the 'teen media swap.' The study found that 58% of teens sacrifice watching TV for going on dates, with Internet surfing (54%), playing video games (47%), and listening to music (42%) taking hits as well.

But "reality" only extends so far. When teens go out on those dates, they're eschewing free options like cruising (53%) or school events (53%) for the marketing-laden options of movie theaters (87%), malls (64%) and restaurants (58%).

"It's this kind of information marketers are looking for," said Bruce Friend, President of Media and Entertainment Insights for OTX. "Insight into how and why teens are swapping one activity for another, and where they're spending their dollars, helps advertisers target them effectively."

  What Teens Sacrifice for Dating     Where Teens go on Dates
  Watching TV               58 %      Movie Theater        87 %
  Surfing the Internet      54 %      Mall                 64 %
  Playing video games       47 %      Restaurant           58 %
  Listening to music        42 %      School Dance         53 %
  Hanging out with Friends  39 %      Drive/walk around    53 %
  Reading                   39 %      Park                 51 %
  Homework                  37 %      School event (sports,
                                       play, etc.)         49 %
  Sleep                     34 %      Concert/live music   34 %
  Family time               32 %      Coffee shop          22 %
  Playing sports            26 %      Professional
                                       sporting events     14 %
  Going to religious                  Town recreational
   services                 20 %       center              12 %

When it comes to rules of dating, gender differences become clear -- while 66% of all teens say their parents impose dating rules, only 49% of boys are subjected to rules, compared with 83% of girls. As to the rules of attraction, jocks, bad boys, and adventure seekers rule the hearts of today's teens. 31% of all teens said they're attracted to "jocks" such as Nathan on the CW's One Tree Hill or Claire on NBC's Heroes. 30% of girls also prefer "bad boys" like Michael on Fox's Prison Break, and 28% of boys like adventurous women such as Veronica on the CW's Veronica Mars.

"Teens are ready and willing to speak their minds. The challenge is reaching them at the right time, on their terms, to gain relevant insights for a marketers' business," said Amy Gibby, President of eCRUSH. "The OTX/eCRUSH collaboration is totally unique -- tapping into the power of eCRUSH's teen social networking engine and stewarded by OTX, the teen research market leader -- to deliver faster, cost-efficient and in the end more useful teen research."

About OTX (Online Testing eXchange)

OTX (Online Testing eXchange) is a global consumer research and consulting firm that has established itself as a leading provider of online-based research.

About eCRUSH

The eCRUSH Network, acquired by Hearst Magazines Digital Media in January 2007, is a group of PG-13 sites related to universal truths of crushing, flirting, and all forms of teen connectivity.

  -- eCRUSH(R) is the original "crush" site -- a way for users to find out
     anonymously if someone they like feels the same about them, with no
     chance of rejection. The site launched on Valentine's Day 1999, and has
     matched close to 1MM users.
  -- eSPIN(R) is a profile-based site that offers the old junior-high game
     with a modern twist. Designed with safety in mind (all youth
     submissions are screened to remove any personally identifiable
     information and inappropriate content before they can be posted), this
     is the premier way for gen-Y to connect, flirt and make new friends
     online. Launched in 2001, eSPIN-the-Bottle(TM) has over 2,500,000 users
     and is growing rapidly.
  -- HighSchoolStyleBoard is a photo-rating site with a few new twists.
     Users can post photos in numerous categories, such as "Best Hair" and
     "Preppiest." Multiple votes per page and an extensive "Top 500" list in
     each category keeps users returning to this site.
  -- Surveys4Teens is an email based resource for teens who are interested
     in age-appropriate research.  Surveys4Teens has a unique audience of
     over 250,000 teens.

Source: OTX

Web site: http://www.otxresearch.com/