Count Them In?

In last November’s release of The TRU Study, we noted that “many teens simply haven’t bothered to form much of an opinion about politics.” In the just-released TRU Study: 2008 Summer Update, we’re announcing a remarkable shift in teens’ political engagement.

Last November, more than one-fourth of teens (27%) said they either didn’t know or didn't care which party hewed more closely to their own beliefs. Today, less than four months before the presidential election, only 15% of teens say they don’t know or don’t care about their preferred political party. That's a staggering shift in a relatively short period of time, and it supports mounting anecdotal evidence that Millennials are paying uncustomary attention to the political process.

One party seems to benefit from this awakening more than the others. Nearly half of teens (46%) say they prefer Democrats, up from 30% last November. Meanwhile, 23% say they prefer Republicans, up from 20% last November.

1 - Go Hollywood. You’re in the Movies. Millennials who believe they should be starring opposite Brad Pitt almost get their chance with the upcoming game “You're in the Movies,” which inserts players into “films” as a modern spin on charades. The Xbox game uses a camera to record players’ movements and insert them into pre-filmed situations. The result: VIPremium™ teens get their moment in the spotlight. TRU View says: It’s time for your close-up.

2 - Go Li-Lo. Paramount Videogames. Girls can explore their inner Lindsay Lohan (pre-trainwreck) when Paramount turns Lohan’s “Mean Girls,” and Newstalgia™-esque titles “Clueless” and “Pretty in Pink” into videogames. Intended for “casual gamers” (soft slang for “females”), the titles can be downloadable to PC. The original casts won’t be used in making the games—although we’re guessing Alicia Silverstone and Molly Ringwald could use the work. TRU View says: “Mean” spirited.

3 - Go Solo. Guitar Hero World Tour. The revolutionary six-string southpaw Jimi Hendrix—who died 38 years ago—gets a second life where so many other classic rockers have: the videogame Guitar Hero World Tour. Home to another Newstalgia™ beneficiary Aerosmith, and its titular Guitar Hero game, Activision’s latest creation will allow VIPremium™ rock stars the opportunity to jam on two Hendrix songs. TRU View says: …and the wind cries “money.”

I Want You to Want Me...

TRU has talked to well over a million young people to date. InTRUition reflects some of the insights we've gleaned from those conversations and interviews.

YouTube (81%) has eclipsed Google (74%) as the website more teens visited in the past 30 days, while Yahoo (59%) comes in third. Twenty-somethings still visit Google (71%) more than YouTube (68%). As with teens, Yahoo (63%) takes the bronze among twenty-somethings.

Watch This!

Please note: The "TRUtube" feature helps clients understand the youthful humor and creativity driving the online-video phenomenon. TRU View tries to avoid language or situations that would offend the average viewer, but let's face it: the internet isn't Victorian England. If you're worried you might be offended by something we fished off of the internet, you may be right—best not to watch.

Buy the Book

A New Trend in Education Delivers Books Without Bulk

“Book him, Dan-O"

Here's what we know: The national average for college tuition is just over $7,000 a year—a 50% increase from five years ago. Textbooks account for one-fourth of tuition and fees at a four-year institution. The national employment rate among teens is down to 34%—the lowest it's been in a half-century. More than 90% of teens have regular online access. And, teens love things that are free.