Teen Viewers Prefer Online Content: CTAM
Study Finds 44% Of Teenagers Watch Programs, Videos On Their Computers
By Linda Haugsted -- Multichannel News, 4/7/2008 11:51:00 AM
User-generated video clips are the top viewing choice of teens, scoring higher than full-length movies or sitcoms, according to a behavioral study conducted on behalf of CTAM, the Cable & Telecommunications Association for Marketing.
And although 83% of teens in that study report they still view content on a television set, 44% now say they also watch on their desktop computer and 24% watch selected content on their laptops.
On Thursday, April 10, CTAM will host a Webcast titled “Teen’s Techie Behavior” at noon ET, providing what the organization calls “an in-depth look at the next generation of viewers.”
Kathy Alexander, founder and chief strategist at Beagle Insight, will share the results of this fresh research showing how teens embrace new technology, their cycle of technology adoption and how they are redefining media usage.
User-generated content was top ranked by 76% of respondents, followed by comedy skits or stand-up with 69%; music videos or concerts, 65%, and full length movies, 63%. One surprise in the findings: the teens said they are more likely to watch news or political clips (42%) than celebrity gossip items (25%).
The teens in the study are fully immersed in the online world. Of those in the study, two-thirds have created their own Web pages, 71 percent communicate with others while playing games online and 34 % have create and shared videos.
Two-thirds of the teens said they go online with cable modem or digital-subscriber line service.
The study was conducted as part of ICR's TeenEXCEL research. Teens were surveyed by phone between Feb. 6 and 10 and the sample includes 512 random respondents between 12 and 17 years old. The study has a 4.4% plus or minus margin of error.
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