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.