Wednesday, June 18, 2008

Teen Habits


Take a look at this research:

Teens Learn From Advertising on Social Sites

OTX, releasing new results from its Teen Topix study, the complex lives of the 13 -17 year old set, found that teens are spending an average of 11.5 hours online, doing everything from instant messaging and visiting social networking sites to shopping and listening to music, but dispels myths that this group wants to do everything online.

Jane Buckingham, President, The Intelligence Group, concludes that "Teens are not a ‘one size fits all' market and the... report show this group to be complex, sophisticated consumers and media users... "

Given the choice, though, teens prefer real friends to online friends, date someone from school over someone from the Internet, and shop in a store to shop online,

Ranking Paired Preferences (Teens aged 13-17)

Would you rather...

% or respondents

OR...

% of respondents

Have a lot of "real friends"

91%

Have a lot of "online friends"

9%

Date someone you know from school

87%

Date someone you meet on the Internet

13%

Shop in a store

82%

Shop online

18%

Watch a full length program on TV

81%

Watch a full length program online

19%

No television for a week

74%

No Internet for a week

26%

Get information from the Internet

71%

Get information from traditional media like TV, magazines, or newspapers

29%

Give up cell phone texting

71%

Give up Internet access

29%

Get your locker vandalized

63%

Get your personal homepage of profile vandalized

37%

Be limited to a TV antenna for watching TV

63%

Be limited to a dial up connection to access the Internet

37%

IM your friend

54%

Call your friend

46%

Source: OTX, June 2008

The study did find that 24% of teens are spending more than 15 hours a week online and when all teens were asked how frequently they do typical online activities, instant messaging came up as the most frequent activity, followed by visiting social networking sites, email, searching, and visiting virtual community sites.

  • 45% spent from 1 to less than 8 hours on line during a typical week
  • 31% from 8 to less than 15
  • 24% 15 hours and over

Bruce Friend, President Media and Entertainment Insights for OTX, said "Many of (their) online activities take place simultaneously... our Longitudinal Media Experience (LMX) study confirms that teenagers are often heavy simultaneous media users."

The study also says that 58% of teens have made a purchase online. On average teens who make purchases online are spending $46 per month, and 26% of teens are spending $50 or more. Clothes and music are the two most popular online purchases, followed by books, electronics and DVDs.

The bedroom (36%) and living room (24%) are the places teens are most likely to have their primary computer. Teens with their primary computer in their bedrooms are more likely to be heavy internet users (15+ hours per week) and spend money online.

Products Personally Purchased Online (Among teens who have purchased online)

% of Respondents (multiple response OK)

Clothing, Shoes & Accessories

46%

Music

41%

Books

30%

Electronics

27%

DVDs

20%

Source: OTX, June 2008

78% of teens are concerned about computer viruses while online, followed by:

  • Identity theft (67%)
  • Unauthorized access to personal information (65%)
  • Scams (60%)
  • Spam (60%)

The average teen has signed up for over four social networking sites and currently belongs to two, reports the study. Teens are receptive to advertising on these sites, where the majority of teens learn about:

  • Financial services (63%)
  • Movies in theaters (59%)
  • Mobile services and accessories (58%)
  • Travel (57%)
  • Other websites (53%)

For more information please visit OTX here.

Sphere: Related Content

No comments: