Girls' Talk, via YouGov
February 3 2004
UK public opinion pollster YouGov has launched a research panel of over 3000 girls aged 11-17, teaming up with the mykindaplace web site. Results of the first wave of interviews reveal some of their views and habits regarding music, fashion, games, gossip, mobile phones and politics.
The YouGov / mykindaplace Panel offers quick turnaround, with indicative interim results within 48 hours of 'survey live' and full data within five days. The survey interviews 500+ girls per wave and can be up to 30 questions in length. Breaks are available by age (11 to 13, 14 to 15 and 16 to 17), and region (London/ Rest of South/ Midlands and Wales/ North/ Scotland.Mykindaplace is a UK-based web site for teenage girls, visited regularly by over half a million users. In the initial survey, the girls revealed strong attachments to brands and icons from the high street and media worlds, and gave their views on celebrities, alcohol and plastic surgery among other topics. Some of the topline results are:
- the girls voted overwhelming vote for Beyonce as mykindaplace Celebrity Style Icon for 2003
- Younger girls claim to prefer RnB whereas older girls prefer pop.
- Most suffer from high levels of personal insecurity largely manifested through concerns about their appearance.
- By the time they are 16-17, almost 9 in 10 drink alcohol, mostly a couple of times a month
- 94% own mobile phones, 70% of which are Nokia. O2 is the favoured network with a third of the girls on this.
- Maybelline and Rimmel are the favourite make-up brands amongst 11 to 17 year old girls. 24% say they could 'not do without' mascara and 17% lipgloss
- Topshop and New Look are the most popular high street clothing retailers
- 29% use web chat rooms, 53% look for schoolwork resources on the web, 44% download music and 23% play online games
- There is a general lack of engagement in politics and the results suggest a possible tendency to follow the lead of their parents in political matters.
- Nearly every respondent listed some aspect of themselves about which they felt insecure, generally physical appearance. However, the girls were also asked for their views on plastic surgery and this does not seem to be considered an option - two thirds of respondents say they don't have a problem with it but would not want it themselves, and another 21% say it is 'horrible'.
- If they had a problem, over half of the girls say they would turn to their mums first and a quarter would turn to their mates. 9% of respondents say there is no one they would turn to with a problem.
According to Annie Auerbach, editor of mykindaplace, 'What we may see as consumer choices, teenagers see as ways of expressing their individuality and style, and are keen to talk to us about it'.Further information is available by emailing info@yougov.com or by visiting www.yougov.com/mykindaplace/information - a link to a .pdf with more detailed findings is included.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
