JUPITERRESEARCH REPORTS SHOW HOW TO REACH 18 MILLION ONLINE TEENS, INCLUDING KEY SEGMENT OF "TEEN INFLUENCERS"(New York, NY - May 6, 2004) -- -- JupiterResearch, a division of Jupitermedia Corporation (Nasdaq: JUPM), today announced the results of an unparalleled series of reports on teens online; including the forecast that today's 18 million U.S. teens online will grow to 22 million in 2008. JupiterResearch has identified a critical target audience: the "teen influencers" who not only decide what's cool in style and entertainment, but also exert a heavy influence on household purchasing.
The trio of reports, "Demographic Profile: Teens Online", "Online Teen Marketing Segmentation: Reaching Teen Influencers" and "Consumer Survey: Online Teen Media Behavior", is based in part on a survey of over 1,800 online teens, ages 13 to 17. "The Internet is not a panacea for reaching teens," said David Card, JupiterResearch Vice President and Senior Analyst. "Teens spend seven hours per week online versus 10 hours watching TV-an online-to-TV gap that is wider than that of adults. However, compared to adults, more online teens are regular users of instant messaging (71%) and online content like personal pages and Weblogs (30%). Teens also outpace adults in gaming, music and movies, but participate less in online entertainment categories like sports and TV," added Card.
"Conventional wisdom says girls mature faster than boys do, and this phenomenon holds true online," added JupiterResearch Research Director Vikram Sehgal. "On average, a 14 year old girl is more active online than a 17 year old boy. Teen boys spend 150% more time per week playing online games than girls do, but girls spend 22% more time online."
The 17% of online teens that are "teen influencers" are key marketing and media targets. Highly active online, this group is popular and style conscious, and exercises broad influence on both their friends and family. They spend the most time online (eight hours per week) and engage in the broadest array of online activities. They're a little older and wealthier than the average teen, and 53% are girls. As active cross-media consumers and shoppers, "teen influencers" are not only very willing to spread the word on trends and products, but also open to marketing campaigns leveraging style, music and movies.
The complete findings of these reports are immediately available to JupiterResearch clients online. For more information on the reports or JupiterResearch's Marketing and Branding, Online Behavior and Demographics and Content and Programming services, please contact Kieran Kelly, Vice President of Global Sales and Client Service at 1-800-481-1212 or [email protected]
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