Gen Z Insights
TV vs. Online – The Battle for Teens Attention
June 2009

METHODOLOGY
The Survey: Habbo Australia Users
Respondents: Equal Gender, Balanced Geo Split, P13-18
Robust: 18,367 Questionnaires
Fresh: April 2009

OUR HABBO RESPONDENTS

OUR REAL HABBO RESPONDENTS

Media Dominated Lives…
More than 9 out of 10…
Go to the movies
Surf the net
Play computer games
Watch TV
Source: Habbo Australia Next Gen Survey April 2009

No big new news there…

VS.
the battle for teens attention

If you believe everything you read, Gen Z are…
…the online generation

What is your favourite type of media?
37% 42%
Surprising for an online survey…
Source: Habbo Australia Next Gen Survey April

rs
se holds watch 2h
Teens in multi-channel hou
.
and 2 mins of TV every day
has
time spent viewing
Over the last 4 years, teen
risen by 31%
Source: OzTAM All Metro Homes, S-S 0600-2400, Time Spent Viewing. Software: L&J
AdQuest eTAM version 2.0.0.12. FTA = Local (2,7,9,10,SBS).
Gen Z are still tuned in to TV…

Time Spent Online
Per Day
40%
35% 34%
30%
26%
25%
20%
16%
15%
10%
11% 11%
They are also
5%
spending
0%
2%
hours online
<1 hr 1-2 hrs 2-4 hrs 4-6 hrs 6-8 hrs 8+ hrs every day
Source: Habbo Australia Next Gen Survey April

Therefore, the relationship must
be deeper…

Multi-Tasking
When you are online…
…what else are you doing?
Talking to my family: 5%
Nothing else: 10%
Speaking on the phone: 10%
Texting: 18%
Watching TV: 30%
Source: Habbo Australia Next Gen Survey April

If you saw something you were interested in on
TV, would you jump online to find out more?
77% said they would
of which…
19% to do product research
26% straight away
32% after the show had finished
Source: Habbo Australia Next Gen Survey April

Vs.
Online TV
…Neither online or TV are not silos

For Gen Z, TV and the Internet
are intimately woven together

I am a digital native,
but TV helps me
find you

I still love TV, but I
demand to find out
more about you
online

For more information:
email: paul.macgregor@mcn.com.au
google: Gen Z Habbo