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How Teens Use Media

073 Nielsen recently released its report on How Teens Use Media: A Nielsen report on the myths and realities of teen media trends.

Some of the key takeaways in the report are:

  • 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 U.S.
  • Teens love the Internet … but 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.
  • Teens watch less online video than most adults, but the ads are highly engaging to them: 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.
  • Teens read newspapers, listen to the radio and even like advertising more than most: Teens who recall TV ads are 44% more likely to say they liked the ad.
  • Teens play video games, but their tastes aren’t all for the blood-and-guts style games: Just two of their top five most-anticipated games since 2005 have been rated “Mature.”
  • Teens’ favorite TV shows, top websites and genre preferences across media are mostly the same as their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.

Complete report available for free by following the link above.

Video Viewing Habits - Nielsen Report

Viewing_chart Nielsen has just released a public report on the video viewing habits of Americans.  Here are a few highlights -

  • The average American watches 153 hours of TV at home each month, up 1.2% from last year.
  • 131 million Americans watch video on the Internet, averaging 3 hours per month, an annual increase of 52%
  • 13.4 million Americans watch video on mobile phones, averaging 3.4 hours per month, with total users increasing 53.2% from one year ago
  • Time spent watching "time-shifted" (DVR) video increased from 5:52 per month to 8:11 (41%)

You can view a PDF copy of the complete Nielsen report here.