ALEXANDRIA, VA – Today’s teens are redefining “television” viewing by selecting a broader range of content options on an increasing array of devices, according to a CTAM study, entitled Teens’ Techie Behaviour.
User-generated video clips ranked the highest of all types of video content viewed at 76%, followed by comedy clips at 69% and music videos at 65%, revealed the study, conducted by ICR for the March CTM Pulse.
Perhaps surprisingly, teens say they’re watching news and political clips more often than celebrity or gossip clips, noted the study.
Eighty-three percent of teens still report viewing content on a television set, with a high percentage also watching on a desktop computer (44%). The laptop computer (24%), portable media player (15%) and cell phone (8%) currently lag the TV set by a wide margin. But of the teens who say they’re first to adopt new technology, there was a significant increase in those watching video on laptops (37%) and portable media players (28%). Therefore, broad acceptance of mobile viewing could easily be on horizon.
As well, two-thirds of teens have their own personal Web page, 71% have reached out to others through online games, and 34% have created their own videos to share online.
The study, part of ICR’s TeenEXCEL research, was based on a telephone survey between February 6 and February 10. The teen sample includes 512 randomly selected teenage consumers aged 12 to 17 years old. The study has a +/-4.4 percentage point margin of error.
