Perceptions of Food Marketing and Media Use among Canadian Teenagers: A Cross-Sectional Survey
Abstract
:1. Introduction
2. Methods
2.1. Survey Measures
2.2. Statistical Analysis
3. Results
3.1. Most Often Used Media Platforms
3.2. Time Spent on Media Platforms
3.3. Food and Beverage Brands Targeting Teens
3.4. Reasons for Identifying Top Food or Beverage Brands as Teen-Targeted
3.5. Media Platforms of Importance for Teen-Targeted Food Marketing
3.6. Teen Appealing Marketing Techniques
4. Discussion
5. Strengths and Limitations
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Age | Gender | Number | Proportion% | Proportion% |
---|---|---|---|---|
13 years | Girl | 4 | 0.9% | 1.3% |
Boy | 2 | 0.4% | ||
Gender Non-Conforming | 0 | 0.0% | ||
14 years | Girl | 26 | 5.6% | 7.8% |
Boy | 8 | 1.7% | ||
Gender Non-Conforming | 2 | 0.4% | ||
15 years | Girl | 70 | 15.1% | 19.8% |
Boy | 18 | 3.9% | ||
Gender Non-Conforming | 4 | 0.9% | ||
16 years | Girl | 119 | 25.6% | 34.3% |
Boy | 25 | 5.4% | ||
Gender Non-Conforming | 15 | 3.2% | ||
17 years | Girl | 127 | 27.4% | 36.9% |
Boy | 28 | 6.0% | ||
Gender Non-Conforming | 16 | 3.4% |
#1 Most Used Platform | #2 Most Used Platform | #3 Most Used Platform | |||||||
---|---|---|---|---|---|---|---|---|---|
Rank | Platform | Number | Proportion% | Platform | Number | Proportion% | Platform | Number | Proportion% |
1 | 207 | 44.6% | 135 | 29.1% | YouTube | 106 | 22.8% | ||
2 | TikTok | 140 | 30.2% | TikTok | 116 | 25% | 101 | 21.8% | |
3 | Snapchat | 57 | 12.3% | YouTube | 81 | 17.5% | Snapchat | 93 | 20% |
4 | YouTube | 38 | 8.2% | Snapchat | 76 | 16.4% | TikTok | 45 | 9.7% |
5 | TV | 4 | 0.9% | 11 | 2.4% | Website | 21 | 4.5% | |
6 | Website | 4 | 0.9% | Video Game | 10 | 2.2% | TV | 19 | 4.1% |
7 | Video Game | 3 | 0.6% | TV | 9 | 1.9% | 18 | 3.9% | |
8 | Food or Beverage Packaging | 2 | 0.4% | Website | 9 | 1.9% | 11 | 2.4% | |
9 | Sign/Poster | 2 | 0.4% | 5 | 1.1% | Food or Beverage Packaging | 11 | 2.4% | |
10 | 1 | 0.2% | Food or Beverage Packaging | 4 | 0.9% | Sign/Poster | 11 | 2.4% | |
11 | Twitch | 1 | 0.2% | Sign/Poster | 2 | 0.4% | Video Game | 11 | 2.4% |
12 | 1 | 0.2% | Twitch | 1 | 0.2% | Outdoor Billboard | 6 | 1.3% | |
13 | Magazine | 0 | 0 | Magazine | 0 | 0 | Twitch | 3 | 0.6% |
14 | Outdoor Billboard | 0 | 0 | Outdoor Billboard | 0 | 0 | Sponsored Event | 1 | 0.2% |
15 | Sponsored Event | 0 | 0 | Sponsored Event | 0 | 0 | Magazine | 0 | 0 |
16 | Other | 3 | 0.6% | Other | 4 | 0.9% | Other | 9 | 1.9% |
#1 Food or Beverage Brand (n = 459) | #2 Food or Beverage Brand (n = 415) | #3 Food or Beverage Brand (n = 366) | |||||||
---|---|---|---|---|---|---|---|---|---|
Rank | Brand | Number | Proportion% | Brand | Number | Proportion% | Brand | Number | Proportion% |
1 | McDonald’s | 131 | 28.5% | McDonald’s | 65 | 15.7% | McDonald’s | 38 | 10.4% |
2 | Starbucks | 73 | 15.9% | Starbucks | 53 | 12.8% | Starbucks | 29 | 7.9% |
3 | Coca-Cola | 40 | 8.7% | Coca-Cola | 29 | 7.0% | Coca-Cola | 29 | 7.9% |
4 | Tim Hortons | 19 | 4.1% | Tim Hortons | 23 | 5.5% | Tim Hortons | 22 | 6.0% |
5 | Prime | 13 | 2.8% | Prime | 15 | 3.6% | Subway | 20 | 5.5% |
6 | Monster Energy | 9 | 2.0% | Subway | 13 | 3.1% | Burger King | 12 | 3.3% |
7 | Doritos | 9 | 2.0% | Monster Energy | 10 | 2.4% | Taco Bell | 8 | 2.2% |
8 | Oreo | 7 | 1.5% | Hershey | 9 | 2.2% | Wendy’s | 7 | 1.9% |
9 | Sprite | 7 | 1.5% | Wendy’s | 9 | 2.2% | Monster Energy | 6 | 1.6% |
10 | Sour Patch Kids | 6 | 1.3% | Chatime | 8 | 1.9% | Dairy Queen | 6 | 1.6% |
Reason (n = 277, More than One Reason Could Be Provided) | Number | Proportion% |
---|---|---|
Marketing Techniques/Content (top 3: special offer, 22%; visual style, 18%, celebrity, 15%, n = 162) | 138 | 49.5% |
Low Price | 52 | 18.6% |
Appeal of Food Itself (i.e., taste) | 33 | 11.8% |
Accessibility/Convenience | 31 | 11.1% |
Ad Platform/Location | 19 | 6.8% |
Social/Emotional Value | 1 | 0.4% |
Other | 3 | 1.1% |
Reason (n = 180, More than One Reason Could Be Provided) | Number | Proportion% |
---|---|---|
Marketing Techniques/Content (top 3: visual style, 37%; theme, 24%, interactivity, 10%, n = 117) | 111 | 61.7% |
Ad Platform | 21 | 11.7% |
Social/Emotional Value | 20 | 11.1% |
Appeal of Food Itself (i.e., taste) | 19 | 10.6% |
Accessibility/Convenience | 3 | 1.7% |
Other | 3 | 1.7% |
Reasons (n = 109, More than One Reason Could Be Provided) | Number | Proportion% |
---|---|---|
Marketing Techniques/Content (top 3: visual style, 29%; special offer, 18%; celebrity, 14%, n = 74) | 66 | 60.6% |
Appeal of Food Itself (i.e., taste) | 21 | 19.3% |
Ad Platform/Location | 20 | 18.3% |
Accessibility/Convenience | 1 | 0.9% |
Reasons (n = 71, More than One Reason Could Be Provided) | Number | Proportion% |
---|---|---|
Marketing Techniques/Content (top 3: celebrity, 41%, special offer, 25%, visual style, 13%, n = 32) | 31 | 43.7% |
Low Price | 17 | 23.9% |
Accessibility/Convenience | 10 | 14.1% |
Appeal of Food Itself (i.e., taste) | 5 | 7.0% |
Ad Platform/Location | 4 | 5.6% |
Social/Emotional Value | 4 | 5.6% |
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Truman, E.; Elliott, C. Perceptions of Food Marketing and Media Use among Canadian Teenagers: A Cross-Sectional Survey. Nutrients 2024, 16, 2987. https://doi.org/10.3390/nu16172987
Truman E, Elliott C. Perceptions of Food Marketing and Media Use among Canadian Teenagers: A Cross-Sectional Survey. Nutrients. 2024; 16(17):2987. https://doi.org/10.3390/nu16172987
Chicago/Turabian StyleTruman, Emily, and Charlene Elliott. 2024. "Perceptions of Food Marketing and Media Use among Canadian Teenagers: A Cross-Sectional Survey" Nutrients 16, no. 17: 2987. https://doi.org/10.3390/nu16172987