NEW YORK — Summertime blues? No such thing appears to afflict the 200 young Americans, ages 13 to 24, polled about their plans for the season by AMP Insights, the consumer research arm of Alloy Marketing and Promotions, which divulged the survey’s results this week.
Rather than wondering what they’re going to do, as The Who once sang about battling the summertime blues, 50 percent of the Millennials AMP surveyed identified “making a lot of money” as their chief concern for the summer of 2003. And their second greatest priority was also work driven — working out — with 49 percent of teens and young adults citing plans to “get fit.”
This story first appeared in the August 8, 2003 issue of WWD. Subscribe Today.
Half the poll respondents had either a full-time or part-time job, while another 21 percent were trying to find one for the summer or year-round. Most popular were retail positions, held by 17 percent; odd jobs like mowing lawns, house-sitting and babysitting, also occupied by 17 percent, and waiting on tables or serving as a host or hostess in restaurants, done by 14 percent. Least favored were positions as camp counselors, held by 2 percent; student interns, 2 percent, and sports instructors, coaches and referees, 2 percent.
Lest marketers think Millennials have metamorphosed into a bunch of all work, no play grinds, 35 percent of those surveyed said “hanging out with friends” was something they’d do every day, or a few times a week, an activity surpassed only by exercising, mentioned by 42 percent, and playing sports with friends, 21 percent.
So, where’s the beach? Still a favored destination, among others where teens and young adults can catch some rays, the beach is an activity that ranked as their third-highest summer priority, with 28 percent of those surveyed naming “getting a tan” as a goal.
Rounding out the Millennials’ top five priorities were: having a new boyfriend or girlfriend, cited by 27 percent, and meeting new people, also 27 percent. Lesser concerns included falling in love, named by 16 percent; taking up a new hobby, 11 percent, or sport, 6 percent, and traveling, 8 percent.