Nielsen has recently published a report on How Teens Use Media. From the executive summary, the report summarizes that teenagers are not as alien as many think they are.
It’s easy to get caught up in the hype around teenagers. The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false. To develop the best strategy around teens and media, start by challenging popular assumptions about teens. Don’t focus on the outliers, but on the macrolevel trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as their parents. In this report, “How Teens Use Media,†we debunk the myths and give you the hard facts.
The report can be found in PDF here.