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Today's Digital Teen is Loyal Only to Content - Not its Delivery or Schedule
Teen Entertainment Preferences: The findings of an independent study of 1,000 U.S. teenagers ages 13-18
Teens turn totelevision as theirprimary sourceof entertainmentinformation, but social media ishot on its heels:
75% Friends/family
68% Radio
54% Magazines
53% Newspapers/news sites/blogs
41% Consumer review sites
33% Reality TV 24% Sports 22% Sitcoms
Running alongside mediaconsumption, there is a layeredand personal social ecosystemwhere teens are sharing their
thoughts and feelings
iprospect.com
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Be flexible and fast. Discuss, tweak and test – you must move quickly.
Be current and relevant: How are teens living with messaging around current trends?
Always Be Crowdsourcing – Let teens feel like they’re part of something unique and collective.
Spark their interest – Use humor, cause marketing.
Create visual messages they can consume quickly (Tiny URLs, Vine, etc.).
New channels are creating a significant number of
viewing options for teens.
Here’s where they’re mostly watching TV and movies:
59% Netflix
53% YouTube
34% Cable/Satellite
26% OnDemand
22% Redbox
21% Hulu
66% Movies55% Cartoons37% Drama
Here are the top 5 thingsbrands need to do to reach today’s digital teen
Teens are engaging
heavily with their
favorite TV networks
on these sites.
And here’swhere they follow thosenetworks:
Comedy Central
Cartoon Network
MTV
Nickelodeon/
Nick at Night
Disney
ABC
ESPN
HBO
FOX
AMCThe Top 10
And here’s what they’re watching:
At Home on their TV
At a Theatre
On their Laptop
On their Tablet
On their Smartphone
At Home on their TV
At a Theatre
On their Laptop
On their Tablet
On their Smartphone
Where they prefer to watch movies:
79%
60%
48%
14%
14%
Technological innovations are making computers and devices an alternative to watching movies at home on TV
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44% Facebook
29% YouTube
13% Twitter
3% Instagram
1% Pinterest
90%TV
75%60
of teens each send on average
textmessages
everyday
Teens are alsospending an
exorbitant amountof time texting:
of teens use social media sites
Currently81%
79%Social Media