Four Screens Media

Start a conversation about targeting teens with marketing and PR programs and the conversation inevitably turns to how to reach them online.  It makes sense as teens are probably the most progressive in their online usage.  But it can also lead to missed opportunities as teens, like all human beings, like to interact offline as well.

The offline habits of teens are highlighted by research from OTX and The Intelligence Group.  You can find the fill study here.  The following are some key highlights from the press release.  These are good facts to consider when discussing how to use PR and marketing to reach teens.

• Teens do like to spend a lot of time online - they average of 11.5 hours per week with 24% spend more than 15 hours a week online). 
• They learn about music, movies and other trends from social networking sites.
• They are receptive to ads on sites (according to this study, teens don’t hate ads…they probably, like the rest of us, just hate bad and annoying advertising).
• BUT
• 91% prefer real friends over online friends
• 82% would rather shop in a store than online

The simple takeaway is that teens are not so simple.  There are some things they like to do online and some they prefer offline.  So before jumping into that next online campaign plan targeting teens, first do a little research to find out if online is the best place to reach them or if you are able to reach them through offline targets as well.  After all, teens, like the rest of us, live in an offline world.  And they know it.