Nielsen: Teens' TV Use Rises, Web Time Less Than Adults

by Wayne Friedman , June 25, 2009

Teens aren't all into the Internet or avoiding TV, contrary to common assumptions. New research from The Nielsen Company says teens spend 11 hours and 32 minutes per month on Internet usage -- far less than adults. The overall average is 29 hours and 15 minutes.

Some common wisdom also claims that teens watch less TV these days. That's not the case, says Nielsen. The company notes that TV usage by teens has increased 6% over the last five years.

The study also says teens watch less online video than most adults -- 35% less time than adults 25-34. Teens did, however, recall ads better when watching TV shows online versus television.

Nielsen says teens' favorite TV shows are mostly the same as their parents. For example, teens watched "American Idol" more than any other TV show, just like their parents.

In regard to video games, Nielsen says teens are less interested in hard-core games than some people would think. For example, just two of their top five most-anticipated games since 2005 have been rated "Mature."

At the What Teens Want conference in New York, Nic Covey, director of insights for The Nielsen Company, said: "Looking at our research across markets and media, we see that, contrary to popular assumption, teens are actually pretty normal in their usage, and more attentive than most give them credit for."

media measurement, online, teens, television

5 comments about "Nielsen: Teens' TV Use Rises, Web Time Less Than Adults".

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Robyn Brooking from BMC, June 25, 2009 at 4:01 p.m.
Pardon my Canadian ignorance, does Nielsen measure mobile? The teens I know ARE online - on their phones.
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David Adelman from OCD Media, June 26, 2009 at 8:37 a.m.

Curious as to why there's no mention of mobile. Every teen I know uses that as their primary communication and entertainment device. You can't pry it out of their hands.

Nic Covey from The Nielsen Company, June 26, 2009 at 10:18 a.m.

Good morning. You're right: mobile is increasingly a critical part of the teen experience. Nielsen measures how teens use their phones in the U.S. and across many international markets and you'll find a section on mobile behavior withiin the full teen report, which is available for free download on Nielsen's blog at http://blog.nielsen.com/nielsenwire/consumer/teens-more-normal-than-you-think-regarding-media-usage/

Rob Frydlewicz from DentsuAegis, June 26, 2009 at 10:33 a.m.

I believe many in marketing suffer from the old canard that because those in my social circle do something that means everyone across the country must be doing it as well. Perhaps Nielsen's findings are due to the fact that its sample picks up the habits of not just privileged households in New York & LA where the "cool" kids live (and where the media seems to create its storylines) but also the habits of the great unwashed masses across the country as well? (Of course, these homes aren't of any real interest to advertisers anyway so who really cares?)

Douglas Ferguson from College of Charleston, June 26, 2009 at 11:04 a.m.

Teens are not trapped at work with a tempting computer monitor in front of them, hence the difference.