Nielsen says that if anything teens have a fairly balanced media diet and its their parents who are online all day long. Based on US teens (though I don't suppose Australian, UK et al teens are that different), the report 'How teens use media', says that:
- Teens spend 11 hours, 32 mins a month online, "far below the average across age groups of 29 hours, 15 minutes"
- Teens watch more TV than ever, up 6% over five years. And that makes sense, I've always believed that TV has, ad recession woes aside, been able to co-opt the net successfully and that online video viewing largely consists of several minute chunks
- Nielsen also quoted a 2007 Ball State University 'observational' study which found that less than a quarter of teens use media concurrently (ie watch TV, look at Bebo / Facebook, and SMS at the same time). However this particular conclusion has been met with some scepticism, David Kamerer, assistant professor of PR and new media at Loyola University Chicago comments that this is "contrary to my personal experience."
You don't need to be their Facebook friend
The conclusion? Online media is crucial when reaching teens but it's not the only route to go down. According to Nielsen director of insights, Nic Covey, "It's important for advertisers... and anyone who wants to communicate with teens, (to know) that you don't necessarily need to be their Facebook friend to reach them."
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