Influence,Involvement and Empowerment - Page 1

WHITE PAPER Teen Girls: Influence, Involvement and Empowerment Teen girls are giving "girl power" a whole new meaning. Girls today are social connectors empowered by technology, and they beat out their male counterparts when it comes to “connecting” online. Additionally, teenage girls are more involved than ever in their communities and value leadership more than simply being “trendy.” To find out more about this powerful demographic, Varsity Brands commissioned an online study of 1,016 teen girls ages 13-18 to represent the roughly 14 million teen girls across the United States. We asked them about how they spend their time, how they communicate with friends, what social causes get their attention, how they interact with brands, and much more. This white paper shares the insights our research uncovered and, particularly, looks at how teen girls’ involvement in various activities impacts the way they view themselves and the way others view them. The survey was developed by Varsity Brands and the Ketchum Global Research Network (KGRN). The survey was administered online byM/A/R/C Research July 15 - 21, 2010. The total sample has been weighted to be representative of the U.S. population in terms of age, ethnicity, prevalence of cheerleaders and influencers. The margin of error for this total sample is +/- 3% at the 95% confidence level.

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