Teen and Tween Media Behavior Differs

by Jack Loechner, Dec 28, 2007, 8:15 AM

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Teen and Tween Media Behavior Differs

The Nielsen Company announced some of the findings of an in-depth study, "Kids on the Go: Mobile Usage by U.S. Teens and Tweens," on the mobile media and cross media behavior of U.S. "tweens" (ages 8-12), finding that 5% of tweens access the Internet over their phone each month.

While 41% of tween mobile Internet users say they do so while commuting or traveling (to school, for example), mobile content such as the Internet is also a social medium for this audience. 26% of tween mobile Internet users say they access the web while at a friend's house and 17% say they do so at social events.

The report estimates that:

• 35% of tweens own a mobile phone
• 20% of tweens have used text messaging
• 21% of tweens have used ring & answer tones

According to the report, young mobile users are also turning to their phones for in-home entertainment:

• 58% of tweens who download or watch TV on their phone do so at home
• 64% of tweens who download or play music on their phone do so at home
• 56% of tweens who access the Internet on their phone do so at home

While text-messaging and ringtones remain the most pervasive non-voice functions on the phone, says the report, other content such as downloaded wallpapers, music, games and Internet access also rank highly among tweens.

Jeff Herrmann, VP of Mobile Media for Nielsen Mobile, says "... Marketers and media executives need to understand these ‘digital natives' as they mature and reshape the way we all think about new and traditional media."

Nielsen reports that tweens spend less time surfing the Internet than their teen counterparts. In this report, 48% of U.S. tweens said they spend less than one hour per day online. When they are online, 70% of tweens use the Internet for gaming. Comparatively, 81% of U.S. teens say they spend one hour or more per day online, with e-mail being the most pervasive online activity for this age group.

"In addition to the differences between adult and youth media consumers, there's an important gap between the media behaviors of teens and tweens," concludes Herrmann.

For access to the full report, please visit Nielsenmobile here.

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