US teenagers have been cited by Nielsen Company as the fastest growing audience enamored of mobile content.
According to the data presented by Nielsen, teenagers (ages 12-17) consume nearly twice as much mobile video content as other viewers in different age groups.
Mobile subscribers 12-17 watched 7 hours 13 minutes of mobile video a month in Q4 2010, compared to 4 hours 20 minutes for the general population.
In a post on the Nielsenwire dubbed “Kids Today: How the Class of 2011 Engages with Media,” the news couldn’t be better for mobile marketers. Teens are far more receptive to mobile advertising than their elders. Nielsen finds that more than half (58%) surveyed in September 2010 said they “always” or “sometimes” look at mobile ads.
Incredibly, the research also finds that teens are spending less time talking on the phone and watching TV. Texting and social media have largely cut into the time once spent on those particular activities.
Besides seniors 65-plus, teens talk the least on their phones, talking an average of 515 minutes per month in Q1 2011 versus more than 750 minutes among 18-24 year olds. In Q1 2011, teens 13-17 sent an average of 3,364 mobile texts per month, more than doubling the rate of the next most active texting demo, 18-24 year olds (1,640 texts per month).
The average American watched 34 hours 39 minutes of TV per week in Q4 2010, a year-over-year increase of two minutes. Teens age 12-17 watch the least amount of TV on average (23 hours 41 minutes per week).
And although teens are, overall, spending less time on their computers these days, the activities they engage in on their desktops and laptops is also noteworthy for marketers. Nielsen finds that American 18 year olds averaged 39 hours, 50 minutes online from their home computers, of which 5 hours, 26 minutes was spent streaming online video.
10 Insights Driving Today’s Back-to-School Campaigns | Nick Fuller
[…] Teens consume over 7 hours of mobile video content every month, nearly twice as any other age group. JC Penney was quick to tap this growing back-to-school trend last fall, and takes it another step further this year, bringing haul videos to a new mobile site (jcpteen.mobi). Teens can opt-in to receive text message alerts with offers, and even upload their own look, for peers to vote on. With top haul video stars Blair & Elle Fowler having generated over 150 million view of their haul videos, it is a trend that will continue to capture the attention of brands looking to ride the wave of viral video and peer recommendation. […]
Average teens watch 7 hours of mobile video a month, breezes through the 2GB cap | Zero To Google
[…] Source: Nielsen […]
Renee
It will be interesting to see if the numbers increase with this 12-17 age group as they age (in a few years 18-24 year olds becoming the most receptive to mobile advertising etc), or if the 12-17 age group in general will continue to be the most receptive. Only time will tell.