'How Teens Use Media' Report Released
June 26, 2009 at 5:41 AM (PT)
Don’t get too caught up in the hype of digital media usage, writes MEDIAWEEK. "That is a key message of 'How Teens Use Media,' a new research report by THE NIELSEN COMPANY that it will present 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.
"The leading type of media use among teens is still television, with the average teenager watching three hours and 20 minutes per day, countering the myth of YOUTUBE as the lead medium. Actually, NIELSEN says that teens watch more TV than ever, with usage up 6% over the past five years in the U.S.
"The second-most popular medium among teens is the PC (including applications), with an average of 52 minutes per day. The Internet, with an average of 23 minutes per day, comes in third, according to NIELSEN."
The study did find that radio is still the top source of music around the world for 16% of teens and the secondary source for 21% more.