The Battle For Teens Attention - TV vs. Online
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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.
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The Battle For Teens Attention - TV vs. Online
- 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
- 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