Teens Love Mobile Videos, Accept Mobile Ads
Mobile entertainment continues to grow among teens and other young people.
Teenagers 12-17 watch almost twice as much mobile video as other mobile viewers -- 7 hours and 13 minutes versus 4 hours and 20 minutes for every one else, according to the Nielsen Company.
Better news for marketers: Nielsen says youngsters are more accepting of mobile ads than older users. Almost 60% say they "always" or "sometimes" look at mobile ads.
As other studies have shown, young people also do a lot more texting and less talking on the phone. In the first quarter, teens 13-17 sent an average of 3,364 mobile texts per month, more than doubling the rate of the next-most active texting user group, 18- to-24-year-olds, who tap out 1,640 texts per month.
Also -- as other studies continue to show -- teens don't use their mobile phones for what was assumed to be the primary activity of those devices. Teens talk on their phones on average 515 minutes per month, while their slightly older friends -- 18- to-24-year-olds -- spend 750 minutes a month talking on the phone.
They also watch less TV than the general population -- 23 hours and 41 minutes a week, according to fourth-quarter 2010 survey findings -- versus the average American who spends 34 hours and 39 minutes per week with the TV.
They also spend less time on their computers, according to Nielsen -- 39 hours and 50 minutes a week, with 5 hours and 26 minutes spent streaming online video. And while they represent just 7.4% of all those who use social networks, almost 80% of all 12- to-17-year-olds visit social networks and blogs.