Nielsen’s report on teens show media consumption is evolving but old media habits are not dying even with the new generation (and some habits, like TV viewing, are expanding).
The report makes the overall important point that teens are not wildly different from adults and, from some perspectives (like web browsing), are behind adults in consuming online media. However,
- Like the general popular (according to Nielsen’s Three Screens Report), teen viewing of TV is up – 6 percent in the past five years (US)
- Teens do browse the Internet less than adults, but we have work time on the Internet that teens to not (I’d like to see a leisure time breakout)
- Teens don’t hate advertising – teens have better recall of online video ads (but, in general) do they have better recall of ads targeted to them).
- Teens do read newspapers and listen to radio
As the report points out, teens are definitely highly engaged in social media, mobile browsing and other new forms of new media consumption. But not necessarily more so than adults. In other words, that professional sitting on the train, getting mobile but also reading today’s news in print….that may be tomorrow’s professional as well.
In other words, it’s looking like today’s teens may not be new generation of consumers, but an evolution from today’s adults (but don’t they always say that…).
Read the full report here:
http://blog.nielsen.com/nielsenwire/reports/nielsen_howteensusemedia_june09.pdf
Nielsen’s report on teens show media consumption is evolving but old media habits are not dying even with the new generation (and some habits, like TV viewing, are expanding).
The report makes the overall important point that teens are not wildly different from adults and, from some perspectives (like web browsing), are behind adults in consuming [...]
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It’s a repeated theme from this blog that while online video is strong and getting stronger, it’s an evolution of media usage and not a revolution that will kill TV (sorry hypsters). Here’s a good Mediapost article on recent research from Nielsen.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=106873
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