Study: Teens want traditional media too
Posted by Simon Day on June 26, 2009 at 1:19 PM
As part of the annual "What Teens Want" conference, The Nielsen Company has released a study titled "How Teens Use Media." The results show that the younger generation are still using many traditional forms of media.
"The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false," according to the executive summary. The study shows that teens are making use of all forms of media new and old.
"The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false," according to the executive summary. The study shows that teens are making use of all forms of media new and old.
Television still dominates teenage media use, with an average of three hours and 20 minutes watched per day. The results show TV as more popular than ever with a 6 percent increase in the U.S. over the last five years.
Online media pails in comparison. The study found the average teen watches only 11 minutes of online video per day, equating to an average of around hours hours per month. This is less than other age brackets. Adults between ages 18 to 24 watch watch five hours and 35 minutes per month and even those aged 35 to 44 out-view teenagers with three hours and 30 minutes per month, MediaWeek reported on the study.
"Teens watch less online video than most adults, but the ads are highly engaging to them," the summary of the Nielsen report states. "Teens spend 35 percent less time watching online video than adults 25-34, but recall ads better when watching TV shows online than they do on television."
YouTube is the leading source for online video content followed by social networking sites MySpace and Facebook.
The personal computer gets the second most attention from teens with an average of 52 minutes per day. General Internet usage follows with 23 minutes per day.
However average teen Internet usage, at 11 hours and 2 minute per month, is much less than the average of 29 hours and 15 minutes. This is caused by the propensity of working adults to be behind a computer, while teenagers are less likely to have full time Internet access at school.
The study analysed data from Nielsen's general media statistics and from its biannual global survey of media consumers across 50 countries.
Online media pails in comparison. The study found the average teen watches only 11 minutes of online video per day, equating to an average of around hours hours per month. This is less than other age brackets. Adults between ages 18 to 24 watch watch five hours and 35 minutes per month and even those aged 35 to 44 out-view teenagers with three hours and 30 minutes per month, MediaWeek reported on the study.
"Teens watch less online video than most adults, but the ads are highly engaging to them," the summary of the Nielsen report states. "Teens spend 35 percent less time watching online video than adults 25-34, but recall ads better when watching TV shows online than they do on television."
YouTube is the leading source for online video content followed by social networking sites MySpace and Facebook.
The personal computer gets the second most attention from teens with an average of 52 minutes per day. General Internet usage follows with 23 minutes per day.
However average teen Internet usage, at 11 hours and 2 minute per month, is much less than the average of 29 hours and 15 minutes. This is caused by the propensity of working adults to be behind a computer, while teenagers are less likely to have full time Internet access at school.
The study analysed data from Nielsen's general media statistics and from its biannual global survey of media consumers across 50 countries.
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