For two days, global stakeholders from government, academia and media met to discuss trends in youth media and their implications on the media diet and educational processes of today’s youth. As part of the dialogue, Covey presented Nielsen’s latest understanding of media usage among teens.

The video below features a Q&A session that followed Covey’s presentation.

“While this self-awareness of how they rate their healthy living seems to contradict statistics on
child and teen obesity published by the CDC and other agencies, it shows that there is a foundation
or predisposition for turning awareness into actual healthy lifestyle patterns,” said Steve Seraita, Executive Vice President, Scarborough Research.

Parents Know Best

Using the internet is an integral part of teen activity, but it ranks second as a source for where teens go for health information. 63 percent of teens say that when they have questions about health or nutrition, the seek out their parents or guardians, while half turn to the internet. In both cases, girls are more likely to use either source. Seriata notes that healthcare social marketing efforts designed to reach teens might have an even greater impact if their parents were targeted as well.

When teens do go to the web for information on health, they’re more likely to rely on a search engine than they are a social network.

“Teens are considered to be at the forefront of social networking, but, when it comes to seeking health information, we can see the power of search outweighs that of social networking,” said Seraita.”However, with half of all teens going to the Internet for health information, marketers must create a comprehensive and diversified online marketing plan — otherwise they will miss reaching half of their target audience.”

Download Scarborough’s Teen Health Perceptions Study.

Nic Covey, Director of Insights, The Nielsen Company

SUMMARY: It’s easy to get caught up in the hype around teenagers. The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false. To develop the best strategy around teens and media, start by challenging popular assumptions about teens. Don’t focus on the outliers, but on the macro-level trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as their parents.

In the recent report, How Teens Use Media, Nielsen debunks many of the myths around teen media consumption. This article excerpts some of the most important findings of that study:

Myth: Teens are abandoning TV for new media

Reality: Television still accounts for most of a teen’s media clock
In fact, they’ve been watching more TV than ever—up 6% over the past five years in the U.S. Nielsen’s A2M2 Three Screen Report showed that the typical teen television viewer watched 104:24 (hh:mm) of television per month in the first quarter of 2009. While less than the average for all television viewers (153:27), it tops teen Internet

use over the course of a month considerably (11:32).

Compared to teens in other markets where TV viewing is measured electronically by Nielsen, U.S. teens actually watch less television per day than most. In South Africa, teens averaged more than five hours per day of TV viewing. In Taiwan, teens averaged just 2 hours and 47 minutes.

Online video is becoming an important part of the overall teen viewing experience. Twelve million U.S. teens—about two-thirds of those online—watched online video in May 2009.  Year-over-year, the audience grew 10% and the average number of minutes increased a stunning 79% to 3 hours and 6 minutes per month among viewers. Torrid growth, yes, but surprisingly, the average teen still lags behind viewing of adults 18-24, adults 25-32 and adults 35-44.

As mobile network speeds and device capabilities improve, more teens are looking to their phones for video as well. In the first quarter of 2009, 18% of U.S. teens 13–17 with mobile phones watched some form of video content on their phone. The experience has been much more popular with teen males, who make up 73% of the teen mobile audience. Teens who watch mobile video do so much more than the average mobile video user—watching 6 hours and 30 minutes a month compared to just 3 hours and 37 minutes.

Myth: Teens are the biggest users of the Internet

Reality: With fewer hours at a connected desk, teens actually use the Internet less than most
Many consider teens of today to be the Internet generation: Born roughly between 1990 and 1996, today’s teens grew up with a mouse in their hands. They are portrayed as Digital Natives, perpetually connected, guided by both the opportunities and constraints of worldwide connectivity. Indeed, some 90% of U.S. teens have access to the Internet at home, and 73% have access on a school PC. Among teens with Internet access at home, 55% say they have a wireless connection at home.

Teens spend 11 hours and 32 minutes per month online—far below the average of 29 hours and 15 minutes. As with other media, the gap between teen and adult time spent is less an indication of interest and more a function of access. Unlike adults, many of whom spend hours of the work day with a broadband Internet connection, much of a teen’s waking moments are spent in the classroom, at extracurricular activities, at a part-time job and moving about an otherwise hyper-social high school ecosystem.

Across the markets, teen Internet use mirrors the Internet use of adults in many ways. The most popular online categories for teens—general interest portals and search—are the same as for their elders. Member

communities (social networks and blogs) do have a unique place within the teen experience, though. In the U.S., nearly half of online teens 12–17 visited MySpace and Facebook in May 2009 (45% and 44%, respectively). Reach of these sites among teens is still slightly higher than among all U.S. Internet users, though the demographics of social networking are expanding (41% of U.S. Internet users visited Facebook and 33% visited MySpace in May 2009). Teens make slightly more prolific online publishers, too. Two-thirds (67%) of teen social networkers say they update their page at least once a week, compared to just half (53%) of all social networkers.

Myth: The only way to reach Teens over the phone is through texting

Reality: Teens are early adopters of ALL mobile media
Teens do text at phenomenal rates, but that’s not all they do on their phones. Increasingly, the mobile phone plays a critical role in the media lives of teens. In the U.S., 77% of teens have their own mobile phone and another 11% say they regularly borrow one.

Of all the mobile behaviors of teens, texting is most talked about. Fingers flying and phone cameras flashing, 83% of U.S. mobile teens use text-messaging and 56% use MMS/picture messaging. The average U.S. mobile teen now sends or receives an average of 2,899 text-messages per month compared to 191 calls. The average number of texts has gone up 566% in just two years, far surpassing the average number of calls, which has stayed nearly steady.

Still, texting isn’t the only means of communicating with teens over the mobile phone. Teens are avid users of a wide variety of advanced mobile data features. More than one-third of teens download ringtones, instant message or use the mobile Web, while about one-quarter of U.S. teens download games and applications. To a lesser extent, teens are using video messaging (26%), watching mobile video (18%) and using location-based services on their phone (16%).

Myth: All gamers are teens and all teens do is game

Reality: Teens account for just 23% of the console audience and less than 10% of PC gaming minutes
When we think of teen media use, gaming is often one of the first activities that come to mind. Over the course of the past 20 years, though, the gaming audience has broadened. New devices and games have extended gaming beyond boys to girls, young adults, and with the introduction of Nintendo’s Wii, people on the younger and older sides of the demographic spectrum. In the fourth quarter of 2008, teens 12–17 made up 23% of the U.S. console gaming audience, over indexing for their overall audience composition, but still leaving three-quarters of console minutes for older and younger gamers. On the PC, teens account for fewer than 10% of all game minutes played in a typical month—a medium that has done a better job attracting females ages 25–54.

Though teens don’t make up the entirety of the video gaming audience, the medium does reach most of them in some way. Today, 83% of U.S. teens have at least one console in their home. Seventy-five percent of males 12–17 and 57% of females 12–17 used a console at least once during the fourth quarter of 2008 (compared to 36% of the total population, two and older). The typical teen averaged 25 minutes of console use per day last year—considerably less than they spent on TV, but comparable to their time spent online. The average time spent is significantly higher for teen boys (41 minutes) than teen girls (8 minutes).

The games they choose to play may surprise some, who think teens spend all of their time on shooter games. Of the top five most anticipated video games among teens since 2005, just two were rated “Mature” by the Entertainment Software Rating Board (ESRB), two were rated “Teen” and one was rated “Everyone”. The most anticipated video game among gamers 13–17 since 2005 has been Halo 3, a first-person shooter game rated “Mature” by the ESRB. At its peak, 61% of active gamers said they had a definite interest in Halo 3. The other Mature-rated game in the top five was Grand Theft Auto IV, which—with a 37% “definite interest” among teens—tied Guitar Hero: Aerosmith (rated Teen) for the second most anticipated video game. Mario Party 7 (33%) and Guitar Hero: World Tour (32%) round out the list of the five most anticipated games. Play-along music and fantasy driving games, it turns out, are as relevant to the teen gaming experience as some more violent or mature ones.

In a word, teens are more “normal” than most think
It’s true: the media universe is expanding for teens. Social networks are playing an increasingly important role and many teens are accessing the Web over their phones. Teens are time-shifting video with DVRs and place-shifting on their video MP3 players. Yet teens are not unique in this media revolution. The media experience has evolved, and cross-platform engagement will be critical to reaching all consumers, not just teens. Media innovations have impacted everyone’s experience—not just the High School Musical set.

As the Nielsen report, How Teens Use Media, argues more fully, it isn’t necessary to reconfigure the playbook to reach this highly-buzzed about audience. Discard the assumption that, as a rule, teens are “alien” and plan for them as you would any demographic segment—with careful attention and calculus, not panic. Keep your eye on the averages, keep your head on your shoulders and before you rewire the system, remind yourself: Teens are people, too.

For additional insights on teen media use, including further detail on these categories plus theatrical activity, DVR and DVD use, newspaper readership, music consumption and advertising engagement, download a free copy of Nielsen’s full report, How Teens Use Media.

You’ve probably heard of the Morgan Stanley report that declares “teenagers do not use Twitter,” based on a sample size of one 15 year-old intern named Matthew Robson. Morgan Stanley rightfully disclosed that they do not claim that his study is representational or merits statistical accuracy, so we thought we could provide both with our NetRatings panel of 250,000 U.S. Internet users.

Twitter’s footprint has expanded impressively in the first half of 2009, reaching 10.7 percent of all active Internet users in June. Perhaps even more impressively, this growth has come despite a lack of widespread adoption by children, teens, and young adults. In June 2009, only 16 percent of Twitter.com website users were under the age of 25. Bear in mind persons under 25 make up nearly one quarter of the active US Internet universe, which means that Twitter.com effectively under-indexes on the youth market by 36 percent.

While the metrics in the chart above only represent the website and branded “front door” of Twitter, it would be a big stretch to assume that the gap in the youth demographic is being made up via other clients and platforms. For example, more than 90 percent of popular Twitter client Tweetdeck’s audience is over 25.  Furthermore, Twitter.com’s reach is 6.6 percent for kids, teens and young adults, whereas it is 12.1 percent for those over 25; implying that adults are trying Twitter at nearly double the rate.

But does it really matter if the kids don’t get it? The fact remains that Twitter has grown to be a major online presence and is being driven forward by significant buzz. To illustrate this point: the volume of Twitter mentions on blogs, message boards and forums has reached the same level as Facebook, a property four times its size. We’ve also seen that Twitter’s growth is very highly influenced by buzz around current events such as the Iran election. All it takes is one celebrity or major news story to rekindle the Twitter buzz machine, but do these one-off shifts create one-tme curiosity seekers or lead to more permanent users?  That’s the unanswered question.

They might be on the Internet, or gaming or texting… but they could also be be watching live TV, listening to the radio or reading a newspaper. At the annual What Teens Want conference in New York, The Nielsen Company presented How Teens Use Media, which argues once you look past the hype – American teens are not as alien in their media usage as you might expect. Sure, it might sound hip and trendy to suggest they’re too busy texting, Twittering or LOL-ing to be engaged with traditional media, but ultimately, the research proves otherwise.

“The media experience is broadening for all consumers, not just teens,” said Nic Covey, director of insights for The Nielsen Company. “Looking at our research across markets and media, we see that, contrary to popular assumption, teens are actually pretty normal in their usage, and more attentive than most give them credit for.”

The comprehensive report combines insights from Nielsen’s global resources in Television, internet, mobile, gaming, moviegoing, radio, newspaper and advertising research to debunk myths and provide the hard facts around how teens use media.

Key Takeaways

• Teens are NOT abandoning TV for new media: In fact, they watch more TV than ever, up 6% over the past five years in the U.S.
• Teens love the Internet … but spend far less time browsing than adults: Teens spend 11 hours and 32 minutes per month online. Far below the average of 29 hours and 15 minutes.
• Teens watch less online video than most adults, but the ads are highly engaging to them: Teens spend 35% less time watching online video than adults 25-34, but recall ads better when watching TV shows online than they do on television.
• Teens read newspapers, listen to the radio and even like advertising more than most: Teens who recall TV ads are 44% more likely to say they liked the ad.
• Teens play video games, but their tastes aren’t all for the blood-and-guts style games: Just two of their top five most-anticipated games since 2005 have been rated “Mature.”
• Teens’ favorite TV shows, top websites and genre preferences across media are mostly the same as their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.

For additional insights, download a free copy of How Teens Use Media

• As of April 2009, Nielsen estimates that there are 6.4 million active iPhone users in the U.S., up from 2.1 million a year prior. The most impactful iPhone announcement this week may be the price reduction of $99 for the 8 GB version: cost has been one factor (in addition to AT&T exclusivity) that’s kept the overall iPhone audience modestly sized.
• 37% watch video on their phone (6x as likely as the typical subscriber)
• The iPhone audience is age-diverse: a device this powerful isn’t just for kids. There are roughly as many iPhone users 55 and older as there are 13-24.

• iPhone users look good to mobile marketers. Forty-percent have household incomes of $100K or more – twice the ratio among all subscribers (19%). That income may also be helpful for current iPhone owners who want to upgrade: in-contract iPhone owners may have to pay an additional $200 to upgrade before their contract expires.

• It’s not just for looks. 98% of iPhone users use the data features of their phone, services that should improve with the enhanced speed promised by the iPhone 3G S.

• 88% use the Internet (making them 4x as likely as the typical subscriber)

• 75% download apps (5x as likely as the typical subscriber)

• 72% used location based services (7x as likely as the typical subscriber)

Apple’s announcement came on the heels of the release of the latest so-called “iPhone killer” the Palm Pre smartphone. However, iPhone buzz continues to dominate the blogosphere.

Of key interest to advertisers is the finding that 95 percent of teens notice some type of advertising at the mall, with display ads, hanging banners and displays where samples can be tried the most effective.  View the full study, free of charge, here.

“The findings show that teens do in fact notice advertising in the mall, and our study shows that they generally rate it positively,” said Jane Traub, senior vice president of research for Scarborough.

Read the full press release regarding Scarborough’s study here.

Of those texters who recall seeing some form of advertising while using text-messaging, 45% say they have responded in some way. And the most popular response to any type of mobile advertising (text, video, Internet, etc.) —sending another text-message. Fully one-quarter of responders sent another text-message—emphasizing the interactivity and engagement this medium presents.

Learn more about the growing impact of text messaging in the November issue of Nielsen Consumer Insight.

Internet users who rank among the top fifth in terms of time spent online also watch more than 250 minutes of television each day, according to Nielsen. In comparison, people who don’t use the Internet at all watch just 220 minutes of TV per day.

The data comes from Nielsen’s new TV/Internet Convergence Panel, which measures both TV and Internet usage within individual U.S. households. The panel consists of nearly 3,000 people in more than 1,000 households. TV viewing and Internet usage data are collected by Nielsen’s electronic People Meters and NetSight meter software.

Internet and TV “multitasking” is also common among these heavy users, Nielsen found.

Almost one-third of home Internet use (31%) is accompanied by background TV viewing, while about 4% of TV viewing occurs when a consumer is also using the Internet, according to Nielsen.

Overall, more than 80% of people who watched TV and used the Internet in September used both simultaneously.

Teens were the most likely to use TV and Internet together, but adults ages 35 to 54 logged the most simultaneous Internet/TV usage minutes, according to Nielsen.

View the full press release.

Read coverage of Nielsen’s findings by Reuters, the New York Post, the San Jose Mercury News, Media Post, Promo magazine, and TechRadar.com.

Submit questions about Nielsen’s TV/Internet convergence research to Howard Shimmel, who oversees Nielsen’s Convergence Panel, by commenting below.