BUZZ NEWS

What Teens Want

Posted on October 21, 2009
Damien Ricci

The "How Teens Use Media" study done by Nielsen in June 2009 helps puts an end to the collective belief that adolescents are aliens when it comes to communication. As this study shows, teenagers have always been considered different, and Newsweek covers for the past 10 years definitely reflect this with such titles as "Let’s Face It: Our Teenagers Are Out of Control", "The Teenagers: A Survey of What They’re Really Like" or "The Secret Life of Teens".

In order to create adapted communication strategies, it is indispensable to understand what the buttons are to reach this target. Even if it is difficult to define the "average" teenager, the Nielsen study helps to pinpoint some trends in their consumption habits.

The idea that teens are too busy sending texts and tweets all day long to pay any attention to any other media is exciting... but is completely erroneous according to the study. Teens have not replaced traditional media by new media, they have simply taken the time to use both.

In the end, TV remains the privileged media of teenagers, as they spend an average of 3 hours and 20 minutes a day watching it, an augmentation of 6% in the past 5 years in the US. When it comes to Internet television, teens spend an average of 6 minutes a day watching videos on the Internet, about 3 hours a month as compared to 5 hours and 35 minutes by the 18-24 age range and 3 hours and 30 minutes by the 35 to 44 age range. Teenagers spend 35% less time than those aged 25-34 but memorize the videos the see online much better than the ones they see on TV.

The Internet takes the bronze medal with 23 minutes a day, or 11 hours and 30 minutes a month, which is much less than the 31 hours and 30 minutes spent on it by those between 25-34 and the 42 hours and 30 minutes spent by the 35-44 age range. The huge difference goes straight to the heart of the problem: they love interactivity, whereas their elders tend to prefer a more linear use.

Social networks are not absent, Facebook and MySpace being the most popular. Teens represent 28% of the page views on MySpace and 12% of the page views on Facebook in May 2009.

Other preconceived notions such as "teenage behavior on the Internet totally differs from that of adults", "teens play the most", and "teens represent the online video market" are also challenged.

The conclusion of this study is clear: do not be fooled by preconceived ideas! To see the study in its entirety, click here.