Nielsen recently released their report “How Teens Use Media“, which covered the myths and realities of teen media trends. The above chart does a great job of outlining how Teens interact with various types of media. Personally I was surprised by some of the numbers:
- TV is still an overwhelmingly dominant form of media at 3 hours and 20 minutes. That is greater than PC + Console Gaming + Internet + DVR + DVD.
- The same # of Teens “watch video on an MP3 Player” as “read newspapers.”
- 1 in 3 are using the Mobile Web (has your brand even thought about this?)
Often Brand Managers jump to the conclusion that Teens are using media in very differently ways. But according to these numbers, there might just be more similarities than differences.
Tags: Digital media, Mass media, teen
Some great info in here for sure. Thanks for sharing it Dave! Would be interested in learning more about their sample though as indeed, I am surprised by some of their findings as well.
I, too, am very surprised by some of these findings — especially that teens are only online for 11 hours nad 32 minutes per month! (p.6). How interesting!
This is interesting when compared to the research report written by that 15-year-old intern at Morgan Stanley: http://www.guardian.co.uk/business/2009/jul/13/te...
Granted, his is likely drawn from a smaller sample size, and focuses on London teens. But he confirms high TV viewing rates, low newspaper reading rates, etc.
I guess they're not wild about twitter, though…
It's a good point.
For all its shortcomings, his report has gotten widely distributed – what does that say about the report? What does that say about Morgan Stanley? What does that say – most importantly – about the reports put out by Nielsen, Ad Age, etc.?