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COMMUNICATION, ENTERTAINMENT DRIVES INTERNET USE
AMONG TEENS, STUDY FINDS 

January 15, 2009 –Horowitz Associates’ just-released report, Broadband Content and Services 2008, takes an in-depth look at how consumers, including a new sample of 15-17 year old respondents, use the Internet as a means of communication, a way to gather information, and for entertainment. 

Internet Usage: The study finds that, on average, Internet users ages 15-17 go online 19.9 hours a week, including for personal use and for school/work.  For this segment, entertainment and communication are the main motivations for Internet use, followed by information-seeking.

Internet for Communication: When it comes to communication, most (79%) of 15-17 year olds visit social networking sites at least on a weekly basis: Indeed, almost half (47%) of the teenagers surveyed say that MySpace is the website they visit the most frequently.  More than one third (37%) of Internet users ages 15-17 upload videos they have created to a site like Youtube or Facebook at least once a week.  Moreover, 20% participate in virtual world sites such as Second life and There.com at least weekly.   

The Internet users surveyed were asked to describe themselves and their lifestyles on a 1-5 scale, with 5 being “describes me very well” and 1 being “doesn’t describe me at all.”  In line with the central role communication plays in the lives of young people, almost three out of four (73%) teenage Internet users say they are “really good at keeping in touch with friends” and consider themselves to be “family oriented” (4/5 on a 5-point scale).  Seven in ten 15-17 year old Internet users (71%) prefer electronic forms of communication; over half (56%) say that “being able to access my email at all times, wherever I am, is important to me” describes them well.  Six in ten (60%) say that they are “tech-savvy” compared to people their age, and 53% say that it is important to them “to own the very latest in gadgets and technology.”

Internet for Entertainment: For entertainment, seven in ten (71%) Internet users ages 15-17 listen to music online and over half (52%) view music videos at least on a weekly basis.  Playing online games is also popular, with six in ten (61%) Internet users ages 15-17 playing at least once a week.  In terms of online video consumption, half (50%) of 15-17 year old respondents view videos online created by other people on sites such as Youtube, over one third (35%) view movies online, and nearly three in ten (27%) view an entire television show online at least weekly.  Reflecting these music and video-centric entertainment proclivities, eight in ten Internet users ages 15-17 would describe themselves as “really into music” and 64% said that they are “really into movies.” 

Internet on Handheld Devices:  15-17 year-olds are not only accessing the Internet on their PCs or laptops: According to the 2008 study, of all respondents with at least one handheld device, on average Internet users ages 15-17 have at least four handheld devices.  Over seven in ten (77%) of Internet users ages 15-17 have a cell phone (including those with a smart phone). Of the teenage respondents with a cell phone, almost four in ten (39%) pay a subscription fee to get web access and/or video content to their cell phone.  Of all teen Internet users surveyed, 21% access the Internet from their cell phone on a weekly basis.

"Broadband and mobile platforms are shifting from being largely utilitarian, to being central for entertainment and personal communications," says Adriana Waterston, Vice President of Horowitz Associates, Inc. "This is most obvious among teens.  They have grown up with digital, broadband and mobile services and, as the next generation of consumers, have great expectations for what they will be able to do with these technologies going forward.  By including a teen sample in this annual survey, we will be able to track developments, spot trends, and identify opportunities for distributors, media brands, and their advertisers as these platforms evolve."

 Multicultural Media for Multicultural America Forum: The aforementioned data on youth are part of the presentation that will be shared at the Horowitz Associates' 9th Annual Multicultural Media for Multicultural America Forum: The New Generation: Everyone.  Everywhere.  All the Time.  At the Forum, findings from the Broadband Content and Servicestm study will be revealed in further detail, including data on America's Black, White, Hispanic, and Asian  Internet users.  To learn more about our event and to register, please visit the website at www.horowitzassociates.com/fum09

 About the Study: Broadband Content and Services examines current levels of subscription, attitudes towards, and satisfaction with dial-up and high speed Internet services including cable modem, DSL, Verizon FiOS Internet, and wireless Internet services, as well as Internet usage for information, communications and entertainment.  Also covered in this report is penetration of video capable and Internet capable handheld devices, and viewing of video content and Internet usage on handheld devices.  This year’s data are compared to previous waves to give a complete picture of how these technologies and their usage track over time.  For more information, please contact Adriana Waterston, Vice President of Marketing and Business Development at 914-834-5999.