TAILIEUCHUNG - How Teens Use Media - A Nielsen report on the myths and realities of teen media trends

Twelve million . teens, or about twothirds of those online, watched online video in May 2009. It’s clear that online video is becoming an important part of the overall teen viewing experience. Year over year, the audience grew 10% and the average number of minutes increased a stunning 79%: to three hours and six minutes per month. Torrid growth, yes, but the average teen still lags behind viewing of adults 18–24, adults 25–32 and adults 35–44. As with Internet access at large, discussed in more detail later in this paper, the gap between teen and adult time spent is less an indication of lackluster interest and more a function of access. Unlike adults, many of whom spend. | A Nielsen report on the myths and realities of teen media trends June 2009 How Teens Use Media nielsen INSIDE How teens use. TV Online and Mobile Video Internet Mobile Phones Games Movies Music Advertising Executive Summary It s easy to get caught up in the hype around teenagers. The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting but false. To develop the best strategy around teens and media start by challenging popular assumptions about teens. Don t focus on the outliers but on the macrolevel trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as their parents. In this report How Teens Use Media we debunk the myths and give you the hard facts. 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 . Teens love the 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. Introduction Ephebiphobia is the irrational fear of youth rooted in the Greek ephebos for youth and phobos for well phobia. While the term was coined just 15 years ago a curiosity and mystique around youth and their behavior has long been a cultural obsession. Consider these Newsweek covers over the decades Let s Face It Our Teenagers Are Out of Control in 1954 The Teenagers A Survey of What They re Really Like in 1966 The Secret Life of Teens in 1999 and Why Teens Do Stupid Things in 2006 reflecting society s long-held view that teens are downright troublesome or a form of alien life. In media and marketing ephebiphobia shows up in the constant and frenetic quest to understand how teens use media made murky by assumptions that teens somehow behave radically differently than their parents and other consumers. Teens watch less online video than most adults but the ads are highly engaging to them Teens spend 35

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