Few myths about teen media trends (busted) by Nielsen.


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?

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