Study: Teens and tweens have different digital media behaviours
By Leah McBride Mensching, Friday 28 December 2007 at 23:12 :: World Digital Media Trends :: #1032 :: rss
Teenagers and children who are nearly teens are all “digital natives,” but their digital media use differs between the two groups, a new study by the Nielsen Company has discovered.
“Kids on the Go: Mobile Usage by U.S. Teens and Tweens,” found that five percent of children ages eight to 12 access the Internet over their mobile phones each month, but spend less time surfing online than teens.
“In addition to the differences between adult and youth media consumers, there's an important gap between the media behaviours of teens and tweens,” said Jeff Herrmann, vice president of Mobile Media for Nielsen Mobile, according to the Center for Media Research. “Marketers and media executives need to understand these ‘digital natives' as they mature and reshape the way we all think about new and traditional media.”
According to the report, 48 percent of tweens in the United States said they spend less than one hour each day online, while 81 percent of teenagers have said they spend one hour or more each day online. For tweens, the most popular Internet activity is gaming, while teens spend most of their time using e-mail.
Mobile phone ownership is also becoming more common among tweens, with 35 percent of tweens owning one, 20 percent of them using text messaging and 21 percent using ring and answer tones, the report estimates. Of tweens using mobile Internet, 41 percent said they do so while travelling, 26 percent said they access the Internet at a friend's house and 17 percent said they do so at social events.
Additionally, 58 percent of tweens download or watch TV on their mobiles at home, 64 percent download or play music on their mobiles at home and 56 percent of tweens access the Internet on their mobiles at home.
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