Nielsen recently shared some findings from its report on how teens use media. Interestingly enough, the results don't live up to the stereotypical "teens are always texting" scenario.
"The media experience is broadening for all consumers, not just teens," said Nic Covey, director of insights for The Nielsen Company. "Looking at our research across markets and media, we see that, contrary to popular assumption, teens are actually pretty normal in their usage, and more attentive than most give them credit for."
Nielsen lists the following as the key takeaways from the study:
- Teens are NOT abandoning TV for new media: In fact, they watch more TV than ever, up 6% over the past five years in the U.S.
- Teens love the Internet … but spend far less time browsing than adults: Teens spend 11 hours and 32 minutes per month online. Far below the average of 29 hours and 15 minutes.
- Teens watch less online video than most adults, but the ads are highly engaging to them: Teens spend 35% less time watching online video than adults 25-34, but recall ads better when watching TV shows online than they do on television.
- Teens read newspapers, listen to the radio and even like advertising more than most: Teens who recall TV ads are 44% more likely to say they liked the ad.
- Teens play video games, but their tastes aren’t all for the blood-and-guts style games: Just two of their top five most-anticipated games since 2005 have been rated “Mature.”
- Teens’ favorite TV shows, top websites and genre preferences across media are mostly the same as their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.
If you are really interested in what teens are up to, Nielsen's report is pretty large and comprehensive. It is available here for free. Are you surprised by their findings?
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