Contrary to popular uninformed opinion, teens are not avoiding TV in favor of Internet. New research from The Nielsen Company says teens spend 11 hours, 32 minutes per month on Internet usage -- far less than adults. The overall average is 29 hours,15 minutes.
The Nielsen study also reveals that TV usage by teens has increased 6% over the last five years, belying a common misconception that teens watch less TV these days.
Could it be that TV is alive and well because young viewers have better ways of picking what they want to watch? Or is Nielsen just being Nielsen? I think it is the basis for healthy debate, but my observations as a parent reveal a healthy appetite for TV. So if you're reluctant to recommend the tube in media strategies targeting teens, think again.