If you believe everything you read, you'll know that teens aren't watching TV anymore. They are watching online videos, downloading movies and file sharing the newest episode of Gossip Girl. Broadcast TV is dead to them. The reality is probably a little less palatable. Teens are watching more TV than they ever have. They are also spending more and more of their daily lives online. We are all aware of teens ability to multi-task, but here we are talking about Media-Meshing.

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

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

3. OUR HABBO RESPONDENTS

4. OUR REAL HABBO RESPONDENTS

5. 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

6. No big new news there…

7. VS.
the battle for teens attention

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

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

10. 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…

11. 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

12. Therefore, the relationship must
be deeper…

13. 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

14. 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

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

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

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

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

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