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