June is the most popular month for high school graduations, and so it seems quite fitting to use one of this week’s blog posts to put American teens in the spotlight and reflect on how they are using today’s varied media platforms.
We know that most Americans older than age 12 use Facebook , but what about other channels? And what types of content interest today’s teens the most?
Recent research from Nielsen gives marketers some intriguing insights. For instance, Nielsen found that today’s American teens are:
- Very receptive to mobile ads. More than half (58 percent) of those in the Nielsen survey said they “always” or “sometimes” look at mobile ads.
- The most likely of all demographics to watch mobile video. According to Nielsen, the general population watched an average of four hours 20 minutes of mobile video a month in Q4 2010. By contrast, mobile subscribers ages 12-17 watched a whopping seven hours 13 minutes of mobile video a month over that same time period.
- The most likely to text. Nielsen’s research found that teens 13-17 sent an average of 3,364 mobile texts per month in QI 2011 –that’s more than double the amount of the next most active texting demographic, 18-24 year olds (who sent 1,640 texts per month). (If you spend any time at with teens, this finding is anything but a surprise!)
- Visiting social networks. More than three- fourths (79 percent) of 12-17 year olds told Nielsen they visit social networks or blogs.
Knowing that teens are turning to new media choices such as mobile and the internet, it only follows that the Nielsen data would reveal that this age group doesn’t seem to have much time for more traditional pursuits like talking on the phone and watching tv. Other than seniors 65-plus, teens actually talk on their phones the least, racking up just 515 minutes per month in Q1 2011, compared to more than 750 minutes among 18-24 year olds. Teens age 12-17 also watch the least amount of tv on average (23 hours 41 minutes per week).
Most of those graduating from high school this month were born in 1993, and that means they have grown up surrounded by a variety of media choices, ranging from traditional print and tv to the internet and mobile. I think it’s safe to assume that as this consumer group matures and develops more buying power, they’re going to expect to engage with brands across this wide array of touchpoints.
Marketers need to adapt to this evolving landscape and keep pace as both digital and traditional channels –and the consumers who use them –continue to grow and change.