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BizReport : Internet : June 09, 2011


Teens don't use phone for talking

Gone are the days when teens spent hours with a phone, mobile or other, glued to their ears while yakking for hours on end with their friends. Today, found Nielsen, American teens don't talk, they text.

by Helen Leggatt

nielsen.jpgBesides those aged 65 and over, teens talk on their phones less than any other age group. While 18-24 year olds spend about 750 minutes talking on their phones each month, teens manage 515.

Instead, found Nielsen, they prefer to text and out-text all other demographics. Teens send, on average, 3,364 texts per month, or 112 per day, while the next most-active texting demographic, 18-24 year olds, sent half as many (1,640 per month).

What Nielsen's research reveals is that voice calling is becoming a secondary phone activity for many. Only users over the age of 55 now call more than they text. Social networks accessed by mobile, along with traditional SMS, have replaced one-to-one conversations, particularly among teens, and enable today's mobile users, who have extended online networks, to talk to their many friends with one message or status update.

Teens were also found to watch less TV than the average American - 23 hours 41 minutes per week compared to 34 hours 39 minutes. However, they are the heaviest users of mobile video and view around 7 hours 13 minutes of mobile video a month in Q4 2010 compared to just over 4 hours for the general population.

Good news for marketers in Nielsen's findings. Teens are more receptive to mobile advertising than their elders. Over half (58%) said they "always" or "sometimes" look at mobile ads.






Tags: mobile phone, mobile trends, Nielsen, teens








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