Teens, Tweens Abandon TV, Study Finds Waning Interest In Television
This is not to say that children aren't still enamored with television, according to new research by Packaged Facts, a division of MarketResearch.com. Almost 80% of the 8- to 14-year-olds, or so-called tweens, "love" television. But that number drops to 60% in 12- to 14-year-olds.
The research points out that the 8-14 audience gets "distracted" by other activities when watching the television. As they get older, other activities take up their interest--such as reading, listening to music, or mostly, surfing the Internet--while watching television. This research has found out what other studies have shown--the young people are masters at multi-tasking.
Perhaps aping conventional wisdom from parents or other adults, a significant minority of tweens say "watching too much TV is bad for you."
Packaged Facts says tweens and young teens control a purchasing power of $40 billion--and that if marketers want to take advantage of this, they should start shifting money to the Internet.