Teen Media Use: They Still Watch TV, Read Newspapers
Multichannel
June 25, 2009 -- The Nielsen Company has issued a new report challenging popular assumptions about teen media usage -- that "Teens are too busy texting and Twittering to be engaged with traditional media," which Nielsen states "Is exciting, but false," and that "Teens can often be reached by the same means as their parents."
In the report, “How Teens Use Media,” Nielsen reports:
- Teens are not abandoning TV for new media: The report finds that teen TV watching has risen 6% over the past five years. In addition, teens who recall TV ads are 44% more likely to say they liked the ad.
- Teens spend far less time browsing online than adults: Teens spend 11 hours and 32 minutes per month online, less than half the U.S. average of 29 hours and 15 minutes per month.
- More than a quarter (29%) of 18-20 year olds say they read a daily newspaper and more than a third (34%) say they read on Sunday
- 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.
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Three-quarters (77%) of U.S. teens have their own mobile phone. Another 11% say they regularly borrow one. 83% of teens use text-messaging and 56% use SMS/picture messaging. The average U.S. mobile teen now sends or receives an average of 2,899 text-messages per month compared to 191 voice calls.
About: Data and insights compiled from a range of Nielsen resources including The Nielsen Company’s Television, Online and Telecom practices, Nielsen IAG, Nielsen NRG, Nielsen Games, Nielsen Monitor-Plus, Scarborough Research and Nielsen’s biannual global survey of consumers across 50 countries
Source: Nielsen Company, "How Teens Use Media," June 25, 2009.
