|[January 16, 2014]
Teens' Time Spent Online Grew 37% Since 2012, Outpacing Other Age Groups
NEW YORK --(Business Wire)--
Insights from GfK's MultiMedia Mentor® show that teenagers' Internet use
is growing faster than that of any other key age group, abetted by a
variety of devices - smartphones, tablets, videogame consoles, and
connected TVs. Time spent online by teens (ages 13 to 17) rose 37%, to
just over 4 hours per day, compared to the beginning of 2012; by
contrast, online minutes remained essentially flat for those aged 18 to
64, 18 to 54, and even 18 to 49.
The teens' increases were driven by huge leaps in their time spent
online via tablets (up 157%, to over a half hour daily), smartphones (up
72%, to over an hour a day), and even connected TVs (up 86%, to 13
The new findings are supported by research from GfK's The Home
Technology Monitor™, which indicates that smartphone ownership among the
13-to-17 group jumped 70%, from 35% to 55%, in just the past year. Teen
tablet ownership doubled, from 18% to 37%, in the same timeframe.
"Teens are not only accessing the Internet more - they are also leading
the way in using it via different platforms," said Robert DeFelice, Vice
President on GfK's Media and Entertainent team. "Technologies like
smartphones and tablets, which may have been too pricey for pre-adults
10 to 15 years ago, are now widely owned and accepted. And teenagers use
these products for a broad spectrum of tasks - streaming video,
purchasing and listening to music, and all kinds of shopping. But one
shouldn't discount PC use among teens; it remains a major factor in time
spent with the Internet."
MultiMedia Mentor® tracks time spent online for eight key media, as well
as a variety of demographic information. The Spring 2013 data was
collected in interviews with 2,642 members of KnowledgePanel®, the only
commercially available online panel derived from a statistically
projectable sample of the U.S. population. Interviewing for this latest
wave of Mentor data was conducted between February and July 2013 with
panel members ages 13 to 64.
The Home Technology Monitor™ tracks ownership and use of dozens of
consumer media devices and services, from videogame consoles to DVRs.
The data on technology ownership by teens came from its How People
Use® Media: Over-the-Top TV report.
GfK is one of the world's largest research companies, with around 13,000
experts working to discover new insights into the way people live, think
and shop, in over 100 markets, every day. GfK is constantly innovating
and using the latest technologies and the smartest methodologies to give
its clients the clearest understanding of the most important people in
the world: their customers. In 2012, GfK's sales amounted to €1.51
To find out more, visit www.gfk.com/us
or follow GfK on Twitter (News - Alert): https://twitter.com/GfK_en.
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