1. GfK GroupGfK NOP © Copyright GfK NOP 2005. Proprietary and Confidential 2006 “I” Kids Youth Today: Who Are They? The Roper Youth Report Presentation Prepared for The Boy Scouts of America May 25, 2006

2. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Who Are We?  2 waves of research; over 500 interviews per wave  Over 1,000 in-person, in-home interviews conducted annually  Approximately 100 interviews are conducted among both African Americans and English speaking Hispanics per wave  Data are weighted based on U.S. Census population estimates  Studies are fielded in February and August  Survey started 1990 The Roper Youth Report (U.S. Kids and Teens 8-17)

3. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Why “I”?

4. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Individuality Inspired Independent Influence Information International Intense Innovation

5. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 “I” Kids What Drives It?  Individuality  Intensely Wanted  Informed & Influential  Independence Inspired by Technology

6. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Individuality  Seeking an individual identity within the limits of conformity within the limits of conformity

7. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Kid Conflict Kids’ Ongoing Struggle for Identity Need to Conform Desire to be Themselves

8. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Rise in Individualism +10 points +13 points +3 points 1999 % 8-17 say what items they agree with or best describes them 55% say they have their own way of doing things 43% say they are not afraid to do things other people say is uncool 41%say they like to stand out in a crowd Roper Youth 2005-01 54% of boys (+11 points from 1999) 40% of boys (+12 points from 1999) 39% of boys (no change from 1999)

9. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Individuality Expressed Through Customization and Creativity Tween BoysTeen Boys Created your own music playlist1220 Customized a T-shirt18 Taken digital photos and sent them to friends/ family716 Personalized portable electronic device615 Customized sneakers712 Customized jeans510 Maintained a profile on online social network49 Posted messages to other people's blogs36 Created and posted to your own blogs65 Taken digital videos and sent them to friends and family55 % who say they have done the following in the past 3 months

10. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Daydreams More Likely to Want to Be Yourself % 8-17 say what they daydream or fantasize about Roper Youth 2005-01 31% Boys (-13 pts. From 2002) 10% Boys (-9 pts. From 2002) 17% Boys (-4 pts. From 2002)

11. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Supercharged Self-Perception In Girls In Both Individualism & Conformity TweenTeenIncrease Most people think I’m cool48% 79%+31 Feel I am attractive4776+29 I’m someone people ask for advice4870+22 Have own way of doing things4269+27 I am popular at school5165+21 I like to stand out in a crowd2560+35 Not afraid to do things that are uncool35 55+20 Roper Youth 2005-01 % of girls who agree with the following statements

12. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Similar, Yet Less Pronounced, with Boys TweenTeenIncrease Most people think I’m cool42% 69%+27 Feel I am attractive3659+23 I’m someone people ask for advice4458+14 Have own way of doing things5256+4 I am popular at school4955+6 I like to stand out in a crowd3246+14 Not afraid to do things that are uncool34 45+11 Roper Youth 2005-01 % of boys who agree with the following statements

13. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Believe Their Job Will Make An Impact % saying the following is very/somewhat likely to happen when they grow up -2 -- +6 +4 -2 NA +1 Pt. Diff. From 2004 Roper Youth 2005-01

14. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Aspirations For Altruism Have Risen Most % of 8-17 saying they daydream about the following Being rich Traveling around the world Helping other people 57% 38% 35% Being a parent 32% Being beautiful/handsome 30% +5 +4 +9 +6 +4 Pt. Diff. From 2002 * items that have gone up since 2002 Roper Youth 2005-01

15. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Self-Inspired Tweens... Church/religious group32%10%6% Organized sports team3253 Orchestra/band/choir1642 Volunteer work853 Clubs1123 Dance/ballet/drama1133 Boy Scouts/Girl Scouts1222 School government422 After-school club511 % of 8- to 12-year-olds saying which activities they choose to do and which they do because others want them to “I choose to” Someone else suggested Both Roper Youth 2005-01

16. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006... As Well as Teens Church/religious group28%15%7% Organized sports team3732 Volunteer work1663 Orchestra/band/choir1431 Clubs1912 Dance/ballet/drama1441 Boy Scouts/Girl Scouts511 School government1211 After-school club801 % of 13-17-year-olds saying which activities they choose to do and which they do because others want them to “I choose to” Someone else suggested Both Roper Youth 2005-01

17. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Reflected in Advertising

18. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Fueling More Creative Kids AND… … Fueling Personalization Ring Tones, Skins, Wallpaper, Buddy Icons

19. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Individuality : Implications  More choices and capabilities allow for conformity to take a backseat… for conformity to take a backseat… More so in Teen years, although More so in Teen years, although Tweens deal with more insecurities Tweens deal with more insecurities  Positive outlook on life; make a difference through their careers & help difference through their careers & help others others  Many creative outlets to express personality through customization personality through customization

20. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Intensely Wanted  Reared differentially based on generation of parents on generation of parents

21. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 The Parental View 88% of parents today say that children are a part of the “Good Life” In 1975, the number was 77% Roper Reports 2003-1, Q 71, 1976-1

22. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Wanted = Spoiled? *not asked in 2001 % of 8- to 17-year-olds who have the following in their own room Roper Youth 2005-01 20012005 2003*2005

23. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 The Tipping Point Gen XBoomers Year Born1964-1980 1946-1964 Married 61%68% Parents w/ kids <1867%41% Kids Age 0-752%11% Kids Age 8-1230%20% Kids Age 13-1715%28% Household income (mean) $64,500$67,900 High-School grads41%40% College grads +28%31% Gen XBoomers Year Born1964-1980 1946-1964 Married 61%68% Parents w/ kids <1867%41% Kids Age 0-752%11% Kids Age 8-1230%20% Kids Age 13-1715%28% Household income (mean) $64,500$67,900 High-School grads41%40% College grads +28%31% Roper Youth 2005-01

24. GfK GroupGfK NOP © Copyright GfK NOP 2005. Proprietary and Confidential 2006 Boomer vs. Gen X Parents: What’s the Impact?

25. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Boomers- The Have It Generation Gen. X- The Do It Generation Generational Identities “Gen-X parents appear less interested in having it all. Instead of trying to fit family into their work life, they are more likely to try and fit work into their family life.” James Chung, Reach Advisors “[Gen-X parents] have seen their mothers try to juggle everything and they don’t want to do that… Family stability is very important to them. There’s much more focus on getting jobs that are “family- friendly.” Lisa Bain, Editor, Parenting Magazine

26. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Gen X Kids Do More Activities With Family % of kids 10-14 who say they frequently do the following as a family

27. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 % of kids 10-14 who say family has strict rules about… Gen X Kids Under Tighter Supervision and Control % involved in all/most household decisions that affect them 31% Boomer Kids 19% Gen X Kids Roper Youth 2005-01 “A lot of boomer parents think they have to be friends and buddies with their kids. A lot of Generation X parents have a god time with kids but have clear boundaries that they are the parent.” Amy Hannum- a Gen X Mom

28. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Boomer Kids Claim Less Free Time 37% of Boomer Kids say they do not have enough free time +17 from Gen X Kids Roper Youth 2005-01 % of kids 10-14 “Let kids be kids”

29. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 % of kids 10-14 who say they daydream about the following Boomer Kids Look to Escape Roper Youth 2005-01

30. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Gen X Kids Have More Optimistic Outlook 88% of Gen X Kids say they are very likely to be happy when they grow up +18 from Boomer Kids Roper Youth 2005-01 % of kids 10-14 52% of Gen X Kids say that spending time with their family makes them happy +15 from Boomer Kids

31. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Gen X Kids More Apt to Seek Success and Independence Are very likely to go to college when grow up80%65% Have high academic standards39%31% Are likely to have lots of money when grow up76%67% Are currently saving money57%48% Gen X KidsBoomer Kids Gen X KidsBoomer Kids Roper Youth 2005-01 % of kids 10-14 who say they…

32. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Like to stand out in a crowd46%31% Feel that they do not fit in49%34% Often the first to try something new44%30% Dress with a sense of personal style52%47% Gen X Kids Seek Uniqueness Gen X KidsBoomer Kids Roper Youth 2005-01 % of kids 10-14 who say they…

33. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Gen X Kids More Likely to Exhibit Altruistic Attitudes and Behaviors % of kids 10-14 who… Roper Youth 2005-01

34. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Gen X Kids Place Greater Priority on Family 63% of Gen X Kids say they are not likely to get divorced when they grow up +11 from Boomer Kids 32% +12 from Boomer Kids of Gen X Kids say they are very/somewhat likely to stay home to raise kids 22% of Gen X Moms* not employed vs. 14% Boomer Moms* Roper Youth 2005-01 *Moms with kids 10-14 years-old % of kids 10-14

35. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Intensely Wanted : Implications  Unlimited opportunities available  Gen X children face more structured supervision, yet place a higher priority supervision, yet place a higher priority on family when considering their future on family when considering their future  Gen X kids also are more optimistic, likely to help others, and apt to seek likely to help others, and apt to seek success & uniqueness success & uniqueness  Although they have greater influence over household decisions, Boomer kids are more likely to dream of escapism to another time and place

36. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Informed & Influential  Increasingly informed and savvy; their influence grows savvy; their influence grows

37. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Internet Rules – Magazines Persist, Challenges for Newspapers Roper Youth 1997 through 2005-01 % of kids 8-17 who did the following in the past week

38. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Traditional Media Remains Strong Information Sources Roper Youth 2004-02 % who say which media sources give you the best ideas about (top rated)… Television Radio Compared to a few years ago, kids today are less likely to say that their parents have strict rules about the media they consume…

39. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Some Saturation With Online Activities % of kids 8-17 say what they use the Internet for Roper Youth 2005-01

40. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Increases in Reading Books Among Frequent Readers % of 8-17 say they read books (other than school/comics) about once a week or more Top Categories for Boys Action/Adventure Mystery/Suspense Comics Science Fiction Horror Roper Youth 2005-01

41. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 % of 8-17 say they read magazines about once a week or more Roper Youth 2005-01 Increases in Magazine Reading Among Frequent Readers

42. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Knowledge Enables Kids to Have Influence Over Household Purchases Cell Phone Service 22% of 8-17 say they influence this purchase  Up 7 points from 2004  35% of 13-17 DVR 23% of 8-17 say they influence this purchase  New measurement  33% of 13-17 Cable TV/ Satellite 25% of 8-17 say they influence  Up 5 points from 2004  35% of 13-17 Tweens 1. Snack foods81% 2. Breakfast foods75 3. Video/DVD buy/rent66 4. Dinner foods63 5. Pre-recorded music49 Teens 1. Snack foods90% 2. Video/DVD buy/rent88 3. Breakfast foods87 4. Dinner foods82 5. Pre-recorded music79 % of tweens 8-12 & teens 13-17 who say they have a “great deal/some influence” over household purchase decisions of the following Kid-fluence: Growth Categories … and parents concur!

43. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Their Weekly Spending Money is Up % of tweens 8-12 & teens 13-17 say the amount of money they have weekly to spend on themselves Roper Youth 2005-01 Teens 20042005 $27.60$29.20 Tweens 20042005 $8.70$10.20 How do they get their money…  37% Parents give money for doing chores + 7 points (2004)  29% Parents give a regular allowance + 1  23% Gifts from parents/relative + 4  22% Parents give money when you want to buy something + 2

44. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 $250 $160 What Kids Spend Their Own Money On… What They Don’t… Candy 33% (-6 pts. From 2004) Soda/soft drinks (-2 pts.) Clothes (no change) Food 22% (+2 pts.) Salty snacks (-1 pt.) % of kids 8-17 who said they bought the following last time they bought something with their own money In 2005, this generation spent over $170 billion a year of their own and of their parents. “The Echo Boomers”, Cbsnews.com

45. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Increasingly Savvy to Marketing % of 8-17 saying the following would make them want to buy product Getting a Free Gift Free Samples Catalogs Sent from Store 62% 57% 37% Knowing company does things good for environment 32% Using a Famous Spokesperson 31% -11 -4 -12 -4 -7 Pt. Diff. From 2001

46. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006  Increase in media options  Likely to say parents are slightly less strict than in previous years less strict than in previous years  Kids’ influence in household purchases most frequently concern food items, most frequently concern food items, but growing for technology items but growing for technology items Informed & Influential : Implications

47. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006  Control + Expression + Communication = Independence Communication = Independence Independence Inspired by Technology

48. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Kids are Excited About New Technology and Do Not Display As Much Apprehension As Do Adults 53% 24% 11% 1% I find it exciting and use it as much as I can It must be mastered if one is to remain up-to- date It is a bit beyond me It scares me 32% Adults 31% Adults 20% Adults 7% Adults

49. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 More Kids Are Going Online…  80% of kids today have a computer in their household  Up 14 points from 2001  20% of kids say that they have their own computer  87% of kids have used a PC in the past month  80% at school  79% at home  82% of kids have ever accessed the Internet  Up 19 points from 2001  90% of 13-17-yr.-olds  92% of kids have accessed the Internet in the past 30 days  81% at home  70% at school

50. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 … And Are Online More Frequently 74% Of kids access the Internet once a week or more 29% Of kids go online every day 68% Tweens78% Teens 18% Tweens37% Teens +9 pts. from 2002 Based on 82% who have ever accessed the Internet

51. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Teen Boys More Engaged: Information, Communication and Entertainment! Based on 82% who have ever accessed the Internet % who use the Internet for the following

52. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 IM Enables Kids to Communicate With Each Other Source: Teens and Technology Pew Internet & American Life Project July 27, 2005 “The presence of email in teens’ lives has persisted, and the number that uses email continues to surpass those who use IM. However, when asked about which modes of communication they use most often when communicating with friends, online teens consistently choose IM over email in a wide array of contexts.”

53. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Buddy Lists Simplify the Process... 42% Of kids 8-17 say they have an Internet or online buddy list Based on 82% who have ever accessed the Internet Tween Girls (35%) vs. Tween Boys (27%) Teen Boys (55%) vs. Teen Girls (47%) Teens (51%) vs. Tweens (31%)

54. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006... As Do Online Social Networks Teens 12-17 spent an average of 1,233 minutes online during February 2006 (+19% from 2005) -YPulse.com

55. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Another Resource: Cell Phones % who have used their cell phone to do the following

56. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 American ring tone sales reached $245 million last year, up from $68 million in 2003. This year's U.S. sales are projected to top $500 million. -BMI, U.S. performing rights organization Ring Tones 42% of kids 14-17 download ring tones at least once a month, compared to 21% of consumers 25+ -Usable Products Company Study

57. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006 Technology Fuels Personal Expression

58. © Copyright GfK NOP 2005. Proprietary and Confidential GfK GroupGfK NOP2006  Technology used for personal expression & as a means of control expression & as a means of control  Teens & Tweens are more excited about technology than adults and about technology than adults and looking forward to the next big thing looking forward to the next big thing  Online usage is increasing, but not just for communication, but also information for communication, but also information  IM/SMS/Text GenR8n Independence Inspired by Technology : Implications

59. GfK GroupGfK NOP © Copyright GfK NOP 2005. Proprietary and Confidential 2006 “I” Kids Youth Today: Who Are They? The Roper Youth Report Presentation Prepared for The Boy Scouts of America May 25, 2006