June 2009
How Teens Use Media
A Nielsen report on the myths and realities of
teen media trends
INSIDE:
How teens use…
TV, Online and
Mobile Video
Internet
通讯仪
Mobile Phones
Games
Movies
Music
Advertising
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 are as •
excited about play-along music games and car-racing games as they are about violent ones: Just two of their top five most-anticipated games since 2005 are rated “Mature.”
Teens’ favorite TV shows, top websites •
and genre preferences across media are mostly the same as those of 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.
Ephebiphobia is the irrational fear of youth, rooted in the Greek “ephebos” for youth, and “phobos,” for, well, phobia. While the term was coined just 15 years ago, a curiosity and mystique around youth and their behavior has long been
a cultural obsession. Consider these Newsweek covers over the decades: “Let’s Face It: Our Teenagers Are Out of Control” in 1954; “The Teenagers: A Survey of What They’re Really Like” in 1966; “The Secret Life of Teens” in 1999 and “Why Teens Do Stupid Things” in 2006, reflecting society’s long-held view that teens are downright troublesome—or a form of alien life.
In media and marketing, ephebiphobia shows up in the constant and frenetic quest to understand how teens use media, made murky by assumptions that teens somehow behave radically differently than their parents and other consumers. We sometimes fall prey to the notion
that teen habits are changing so quickly
and dramatically that they run counter to
broader cultural trends, are unknowable
and unmeasurable, constantly evading our
understanding and engagement.
The fact is, teens are unique, but they are
not as bizarre and outlying as some might
presume. Sure, they are the digital natives,
super-communicators and multi-taskers
we hear so much about, but they are also
the TV viewers, newspaper readers and
radio listeners that some assume they are
not. What we have found, across a variety
of studies, is that teens embrace new
media not at the cost of traditional media,
but in supplement to it. Taken on whole,
teens exhibit media habits that are more
similar to the total population than not.
Globally, there are more than 1.2 billion
people ages 10–19, according to the U.S.
Census. Of those, there are about 33
million teenagers ages 13–19 in the United
States. Beyond sheer mass, this demo-
graphic wields tremendous influence—on
their peers, their parents and the culture
at large. As well, the formative nature of
their years has implications for everything
多功能开瓶器from consumer packaged goods marketing
to the democratic process.
Understanding the reality of how teens
use media is critical—not just for business,
水过滤板but for civic, cultural and social pursuits.
This paper examines teens in the U.S. and
in many of the international markets that
Nielsen measures. Our findings challenge
a whole host of assumptions about the
media habits of this generation—offering
a few surprises as we separate myth
from reality.
Executive Summary
It’s easy to get caught up in the hype around teenagers. The notion that teens are too busy texting and Twittering to be engaged with traditional media is excit-ing, but false.
To develop the best strategy around teens and media, start by challenging popular assumptions about teens. Don’t focus on the outliers, but on the macro-level trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as their parents.
In this report, “How Teens Use Media,” we debunk the myths and give you the hard facts.
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. Introduction In a word, teens are “normal.”
It’s true: the media universe is expanding for teens. Social networks play an in-creasingly important role (about half of U.S. teens use Facebook) and now many teens access the Web over their phones (37% in the U.S.) Teens time-shift video with DVRs and they place-shift on their video MP3 players. Yet teens are not unique in this media revolution. The media experience has evolved and cross-platf
orm engagement will be criti-cal to reaching all consumers, not just teens. Media innovations have impacted everyone’s experience—not just the High School Musical set.
So don’t reconfigure the playbook. Discard the assumption that, as a rule, teens are “alien” and plan for them as you would any demographic segment—with careful attention and calculus, not panic. Keep your eye on the averages, keep your head on your shoulders, and before you rewire your system, remind yourself: Teens are people, too.
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Of course there is no “typical” teen-age consumer, just as really there is no typical consumer overall. 舵角指示器 The segmented behavior of extreme teen users, teens of different races or genders and teens in different regions, internationally and domestically, is poorly represented by averages. But what averages conceal in variation, they make up for it in perspec-tive. A summary view of media behavior is particularly useful when examining teens, since you may know or envision outliers of this segment and mistake their behavior as representative.
^For directional purposes only, this table estimates daily U.S. teen media use across a variety of platforms based on a range of Nielsen sources from 2008 and Q1 2009. Details of these estimates are contained in the body of this paper.Source: The Nielsen Company
云盘控More Focused Than You Think
Myth: Teens use media—10 screens at a time
Reality: Teens are more likely than adults to use their media one at a time
Popular opinion is that teen media consumers are constantly surrounded by multiple media, but the i
mage of the “typical” teen listening to an iPod, watch-ing TV, texting and browsing the Internet all at the same time, it turns out, is grossly misrepresentative.
In 2007, Ball State University’s Center for Media Design conducted an obser-vational study of teen media use, “High
School Media Too,” (2007). In the study, researchers found that 23% of the media time among observed teens was concur-rent media exposure, where two or more media were in simultaneous use. Put dif-ferently, 77% of the time observed, teens were consuming media they were using just one at a time.
This level of concurrent use is lower than Ball State researchers saw in older media consumers in the now famous Middletown Media Studies research, also a product of the Center for Media Design. There, 31% of adult media time was concurrent exposure.
While teens do multi-task in their media experience, their concurrent behavior may actually be lower than it is among adults. The myth that concurrent exposure is the norm, for teens in particular, sets an important framework as we explore the breadth of the teen media experience.
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The most popular genres for U.S. teens are Evening Animation, Participation/Variety and General Drama. Family Guy and American Dad drive the animation category, while the huge popularity of American Idol, the top U.S. show for teens in 2008, has everything to do with Participation/Variety’s performance. Idol was the top U.S. program among teens in 2008—as it was for everyone else.
Video: Boob Tube or YouTube?
Myth: Teens are abandoning TV for new media
Reality: Wrong. They’re watching more TV than ever
Hands down, television is still the
dominant medium of choice for teenagers. Nielsen’s most recent A2M2 Three Screen Report showed that the typical teen tele-vision viewer watched 104:24 (hh:mm) of television per month in the first quarter of 2009. While less than the average for all television viewers (153:27), it tops Nielsen estimates of teen Internet use over the course of a month (11:32).
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2004
2005
2006
2007
2008
hh:mm:ss
HUT/PUT Viewing Source Broadcast
Ad Supported Cable Orig DVR Playback Figure 2: Daily U.S. Teen (12–17) Television Viewing—2003–2008
Figure 3: Share of Teen (12–17) Video Minutes—TV and Online, Nielsen Convergence Panel—Q4 2008
The evidence that TV wins any day of the week is stark: Nielsen’s Convergence Panel, which looks at both the TV viewing and online behavior of panelists, showed that in Q4 2008, 92% of teen viewing was live TV, 5% was DVR and 3% was online video streaming.
In the U.S., there’s been a slight shift in teen TV viewing from broadcast to ad-supported cable. In 2003, there were 19 broadcast TV programs with a teen AA% (“rating,” or percent of teens watching during the average minute) of 4.0 or greater. In 2008 there were just two. In 2003, four of the top five televi-sion networks for teens were broadcast networks (FOX, WB, UPN, Disney, NBC), but in 2008
FOX was the only broadcast network to remain in that lineup (even with the merger of WB and UPN to CW). In 2008, the top U.S. networks for teens in terms of AA% were FOX, Nick-At-Nite, Nickelodeon, Disney and Adult Swim.
Source: The Nielsen Company
Source: The Nielsen Company NPOWER, 2003–2008
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On a self-reported basis, 73% of teens who use DVRs say they “always” skip commercials, though it is likely they are exaggerating. In the same survey, 69% of total DVR users said they too always s
kip commercials, but a Nielsen metered analysis of 2008 DVR viewing determined that the typical DVR user actually watches about 40% of the commercials.
At 17 minutes per day, teens average about the same amount of DVD viewing as the overall TV audience (which aver-aged 16 minutes of DVD viewing per day in 2008). Teens still buy DVDs, the typical
TV Makes the World Go Round
Myth: U.S. teens are the world’s couch potatoes
Reality: Far from true…South Africans and Indonesians take the prize
Compared to teens in other markets where TV viewing is measured electronically by Nielsen, U.S. teens actually watch less television per day than most. In South Africa, teens averaged more than five hours per day of TV viewing. In Taiwan, teens averaged just two hours and 47 minutes.In terms of genre, Reality or Participation/Variety programs are universally appeal-ing to teenagers across the markets we measure, while Sports and Information (news) are almost universally absent
among the top three rated genres. Drama, in the form of general drama, soap operas and Telenovel
as, tends to be more popular with teen viewers than comedy on a global basis.
DVR: To Timeshift—Or Not?
Myth: Avid commercial skippers, teens favor the DVR
Reality: Teens prefer their TV live Thirty-five percent of U.S. teens had a DVR in their household as of May 2009, comparable to total U.S. penetration (32%). Yet even for DVR-owning teens, just a small percentage of total TV viewing is time-shifted.
Of those teens with a DVR, 41% say they record at least one program a day (compared to 54% of total TV viewers). The typical U.S. teen watched about eight minutes of DVR playback per day in 2008, less than the U.S. average of about 12 minutes.
Teens watch more commercials, even when time shifting, than you might think.
Figure 4: Daily Teen TV Viewing by Market—2008
U.S. teenager purchased more than eight DVDs in 2008, but rental services are popular in teen households: in 2008, 40% of teen households said their home sub-scribed to at least one video rental service, compared to 25% of the total population. Beyond the television set, teens are in-creas
ingly watching video on the “second” and “third” screens of online and mobile, a growth of the video experience that will drive greater reach and frequency for marketers while expanding the teen engagement opportunity.
Source: The Nielsen Company
Note: teen age range varies in some markets.
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