Nicholas Covey - How Teens Use Media


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Nicholas Covey's presentation at the EJC Innovation - youth media and next generation classroom conference on 15 and 16 October 2009

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Nicholas Covey - How Teens Use Media

  1. 1. How Teens Use Media Nic Covey Director of Insights The Nielsen Company
  2. 2. Nielsen is the world’s largest research company
  3. 7. <ul><li>Teens </li></ul><ul><li>1) use media – 10 screens at a time </li></ul><ul><li>2) are abandoning TV for new media </li></ul><ul><li>3) are driving the growth of online video </li></ul><ul><li>4) are the most avid users of the Internet </li></ul><ul><li>5) only use their phone for texting </li></ul><ul><li>6) don’t go to the movies anymore </li></ul><ul><li>7) play games, but only the gory ones </li></ul><ul><li>8) are unreachable with traditional advertising </li></ul>Source: Hype
  4. 8. Ephe · bi · phobia - noun The irrational fear of youth. (Gk, from Ephebos, youth and phobos, fear)
  5. 11. Myth 1 Teens use media – 10 screens at a time Reality: Teens are more likely than adults to use media one at a time
  6. 12. Myth 2 Teens are abandoning TV for new media Reality: Teens are watching more TV than ever
  7. 13. Myth 3 Teens are driving the growth of online video Reality: Teens watch less online video (but ads are engaging)
  8. 14. So… Tuned into TV or to YouTube?
  9. 15. Myth 4 Teens are the most avid Internet users Reality: They browse less than half as much as a typical user
  10. 16. Myth 5 Teens only use their mobile for texting Reality: Okay, teens actually are pretty crazy about texting But…
  11. 17. Myth 5 (Cont’d) Reality: That’s not all they do on their mobiles Mobile Media Use by U.S. Mobile Users 13-17 Q1 2009 45% 43% 40% 37% 33% 32% 29% 29% 29% 28% 26% 26% 23% 18% 18% 17% 16% Pre-installed Game Ringtone Download Instant Message Mobile Internet Screensaver Download Picture Download Software Download Game Download Text Alert Email Video Messaging Content Upload Music Download Mobile Video Online Game Streaming Audio Location-Based Service
  12. 18. Myth 6 Teens don’t go to the movies anymore Reality: Teens are the biggest moviegoers of all
  13. 19. Myth 7 teens play games, but only the gory ones Reality: Teens don’t spend all their time shooting one another
  14. 20. Reality Recap <ul><li>1)Teens multi-task less than you think </li></ul><ul><li>2) Teens still watch TV (which dominates their media day) </li></ul><ul><li>3) Teens lag on online video use </li></ul><ul><li>4) Teens use the Internet less in general (because they have less time connected to a broadband connection) </li></ul><ul><li>5) Teens text … a lot (but that’s not their only mobile use) </li></ul><ul><li>6) Teens lead the moviegoing market </li></ul><ul><li>7) Teens play more than just first-person shooter games </li></ul>
  15. 21. A Day in the Life Movie Theater Went once in the past 5 weeks Mobile Web 1 in 3 used PC Games 1 in 10 played Console Gaming 25 minutes Newspaper 1 in 4 read Mobile video If they watched, watched for 13 minutes Online video If they watched, watched 6 minutes DVD 17 minutes Audio-Only MP3 Player 1 in 2 used Text-Messages 96 sent or received Internet 23 minutes DVR 8 minutes Video on an MP3 Player 1 in 4 watched Mobile Voice 6 minutes PC 52 minutes including applications TV 3 hours, 20 minutes Media Consumption of a Typical U.S. Teenager as measured by The Nielsen Company Copyright © 2009 The Nielsen Company ^ For directional purposes only, this table estimates daily U.S. teen media use across a variety of platforms based on a range of Nielsen sources from 2008 and Q1 2009. Details of these estimates are contained in the body of How Teens Use Media
  16. 22. So what? Focus on the averages – not the outliers.
  17. 23. Teens and the News
  18. 24. Good news: Older teenagers do still read newspapers
  19. 25. Bad news: In general, US teens watch much less news on TV than adults
  20. 26. Okay news: many teens access news online, though still to a lesser extent than adults
  21. 27. Questions? Nic Covey Director of Insights The Nielsen Company +1 312 385-6718 [email_address] follow Nielsen insights on Twitter … @nielsenwire Thank you.