Last month Neilsen released a report on the myths & realities of teen media trends. Based on the report – How Teens Use Media report (PDF). Following are some key myth busters from the report:
Myth: Teens use media – 10 screens at a time. Reality: Teens are most likely than adults to use their media one screen at a time.
Myth: Teens are abandoning TV for new media. Reality: They’re watching more TV than ever.
Myth: Avid commercial skippers, teens favor the DVR. Reality: Teens prefer their TV live. (report says teens watch more commercials than you might think.)
Myth: Among all teens…U.S. teens spend maximum time watching T.V. Reality: Honors goes to South Africans and Indonesians
Myth: Teens are driving growth of online video. Reality: They watch less online video than their elders.
Myth: Teens are the most avid users of internet. Reality: Teens browse less than half as much as the typical user.
Myth: Due to expenses mobile video is beyond a teen’s reach. Reality: Teens make up 20% of the mobile video audience and watch more than the average user.
Myth: The only way to reach teens over their phone is texting. Reality: Teens text at incredible rates, but are early adopters of all mobile media.
Myth: The silver screen is too old-fashioned and expensive for today’s teens. Reality: Teens go to the movies more than any other age group.
Myth: Teens are biggest gamers of all. Reality: Teens account for just 23% of the console audience and less than 10% of PC game minutes.
Myth: With MP3 players and PCs, teens no longer rely on radio. Reality: Radio is the top source of music consumption for 16% of teens globally and the secondary source for another 21%.
Myth: Teens wouldn’t know a newspaper if the paperboy hit them in the face. Reality: More than a quarter of U.S. teens say they read a daily newspaper and more than a third say they read on Sunday.
Myth: Most advertising to teens is for junk-food and entertainment. Reality: Advertisers are more likely to target teens with messages about health and beauty.
Most of the times brand managers feel that teens have a very different media consumption patterns, but this report surely has something else to say. Doesn’t this show that teen media trends are actually not very different than others?