Media News - Friday, June 26, 2009

Nielsen Study: teens still rely primarily on traditional media

Don't get too caught up in the hype of digital media usage. That is a key message of "How Teens Use Media," a new research report by The Nielsen Co. that it will present in New York Thursday at its annual "What Teens Want" conference. "The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false," according to the executive summary. Instead of replacing traditional media with new-media consumption, teens are simply making time for both, it concludes. Other myths that the report debunks are that teenagers' preferences differ vastly from adults, that teens' media and entertainment spending is insulated from the recession (they actually reduce it, with out-of-home entertainment more affected than in-home) and that traditional advertising can't resonate with teens (once ads break through the clutter, teens like them more). The leading type of media use among teens is still television, with the average teenager watching 3 hours and 20 minutes per day, debunking the myth of YouTube as the lead medium. Actually, Nielsen says, teens watch more TV than ever, with usage up 6% over the past five years in the U.S. (Editor and Publisher)

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