A new study out today from Nielsen contradicts our many commenters of the “nobody under XX watches TV anymore anyway” persuasion.
Teens overall TV use has been growing slowly (up 6% in the last 5 years). But within that trend, broadcast TV use has been on the decline, and cable TV use has been on the increase. Those are the same overall trends as the entire US population.
DVR playback is growing, but is still only a very small part of overall TV use. Teen percentage of DVR playback compared to overall TV viewing is lower than for the population as a whole.
Here’s the key chart:
Key [TV] Takeaways
- Teens are NOT abandoning TV for new media: In fact, they watch more TV than ever, up 6% over the past five years in the U.S.
- Teens love the Internet … but spend far less time browsing than adults: Teens spend 11 hours and 32 minutes per month online. Far below the average of 29 hours and 15 minutes.
- Teens watch less online video than most adults, but the ads are highly engaging to them: Teens spend 35% less time watching online video than adults 25-34, but recall ads better when watching TV shows online than they do on television.
- Teens’ favorite TV shows, top websites and genre preferences across media are mostly the same as their parents: For U.S. teens, American Idol was the top show in 2008, Google the top website and general dramas are a preferred TV genre for teens around the world.
via Nielsen Wire.