Sunday, April 21, 2013

The Teen Transition: Adolescents of Today, Adults of Tomorrow

Nielsen reporting:
Device Ownership Determines Viewing

Within teen households, smartphones and tablets are growing faster than any other device. From Q4 2011 to Q4 2012, smartphone penetration increased by 45 percent among teens, 32 percent among adults 18-24 and 22 percent among adults 25-34.

Laptop penetration increases as teens age into young adulthood, but begins to decline when young adults enter their late 20s. Laptop penetration is highest among young adults, but all three age groups (12-17, 18-24, 25-34) have increased their laptop ownership over the past year.
...While everyone under 34 is spending less time in front of the TV, viewing preferences aren’t consistent across the 12-17, 18-24 and 25-34 year old groups. For example, teens like to watch on mobile more than anyone else. In fact, they watched 18 percent more video on their mobile phones than persons 18-24 and 46 percent more than persons 25-34, in Q4 2012. While teens are watching more content on mobile devices, they watch less video online than young adults. In fact, persons 18-24 spent almost 3 times more time watching video on the Internet than teens 12-17 in Q4 2012.
While everyone under 34 is spending less time in front of the TV, viewing preferences aren’t consistent across the 12-17, 18-24 and 25-34 year old groups. For example, teens like to watch on mobile more than anyone else. In fact, they watched 18 percent more video on their mobile phones than persons 18-24 and 46 percent more than persons 25-34, in Q4 2012. While teens are watching more content on mobile devices, they watch less video online than young adults. In fact, persons 18-24 spent almost 3 times more time watching video on the Internet than teens 12-17 in Q4 2012.

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