What Makes Those Kids Tick? 27/9/2000 The latest version of the 2000 Roper Youth Report, an annual syndicated research study focused on American youth, shows that youngsters aged between 8 and 17 continue to be influenced by TV commercials and other types of advertising when it comes to purchase decisions. The study provides a detailed look into what makes American youth tick, be it at home, in school, among parents and friends, on the Internet or at the shops. The research was conducted face-to-face at home with a national cross-section of 1,200 children aged 6 to 17 in March and April 2000. The report explores the mood of young Americans and their growing optimism, their developing sense of self and the elements nurturing that identity, and interactions with family and friends. Other key topics include the activities that occupy youth at home and school, the electronic/digital bedroom, favourite media and content, the impact of the Internet, consumerism and favourite brands. Some of the major findings include: Kids' sense of self is increasingly defined by their relationships. Young people say family and friends are the two things that say most about who they are, followed by personal traits such as good results and taste in music and clothing American youth place increasing value on personal development. Youngsters are more likely to daydream about travelling around the world, being smarter and being more popular than fantasise about being rich. More than half of teens say being a good student is a status symbol One in four youngsters believes he or she does not have enough free time. For what? Most likely to play games, particularly high-tech ones A majority of American children (58%) have TVs in their rooms, up seven points in two years. They are also more likely than they were to have their own stereos, VCRs, cable-satellite hook-ups and cameras Eight in 10 youngsters report using a computer in the past month, up five points in a year. More than half go online, with a third of teens going online every day Parents continue to serve as the primary influence on their children regarding subjects ranging from future plans to what they watch on TV. When it comes to Internet sites, however, young people mainly take their cue from friends Young people freely admit advertising influences them. They are also far more likely than in 1996 to say TV commercials provide useful information and are fun to watch According to Edward B. Keller, President of Roper Starch Worldwide, "Young consumers exert an enormous influence on the marketplace. The 2000 Roper Youth Report offers critical insights into what drives this generation, defines its lifestyle and shapes its behaviour."