Teens choose reality over virtual reality.

OTX (Online Testing eXchange) 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. 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.”

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.”

The Teen Topix study is designed to take the pulse of teenagers on hot topics of the day.

Future studies will focus on topics such as a summer movie wrap-up, teen buzz for the new fall TV shows, and holiday shopping plans.

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