Teenagers increasingly seeking online access via non-traditional means

Research Now report finds teenagers have unrestricted access to the Internet via an increasingly varied list of devices

Teenagers around the world have unrestricted access to the Internet and are increasingly using non-traditional devices or TVs to do it, a new report has found.

The new study undertaken by digital analysis firm Research Now and K&A BrandResearch surveyed 2,490 teenagers between 12 and 17 years of age residing in the US, Poland, Germany and the UK, and found two-thirds were getting online via smartphones, tablets, video game console, television or other devices separate to their desktop or laptop PC.

Of those surveyed, 92 per cent are going online to look up things they don’t know, followed by seeking information about events and what’s happening (83 per cent). Window shopping, or researching and browsing for items, was also a popular pastime (84 per cent).

The top five items teenagers search for online was topped by music, followed by online games, clothes, shoes and books. Despite this voracious appetite for goods just 35 per cent of those surveyed said they actually purchase items online.

The report also analysed how much time teenagers are spending surfing the Internet, as well as their access to it, and found youths in all territories had unlimited and unsupervised access to the Internet, and could go online as often as they wished. Sixty-two per cent are online every day, with 46 per cent making multiple online visits in a 24-hour period. Research Now said the common trend was for teenagers to experience a gradual increase in the amount of time spent online as they grow older.

Perhaps surprisingly, teens generally displayed a more favourable disposition to traditional print and TV ads than online ads, and 30 per cent claim to enjoy talking about non-digital adverts with friends. Half of the American, British and Polish teens surveyed could recall traditional advertisements, but less than a quarter could do the same in relation to online advertisements.

Follow CMO World on Twitter: @CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey WhatsApp chatbots need to be added to a business’ tool belt to engage with the always-on customers. Easy to build in literally 5 step...

Unnit Dedhia

How chatbot marketing brought a supernatural exhibition to digital life

Read more

We’re seeing an increase in customer loyalty after businesses began implementing Live Chat. Here’s your one-stop guide on Live Chat suppo...

Fiza Syed

Customer loyalty in the time of COVID-19

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...

George David

foodpanda launches blockchain-based out-of-home advertising campaign

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

Blog Posts

Commissioning personas that get used

How to avoid the bottom drawer, and how to get value from the work you’ve paid for

Melanie Wiese

Chief strategy officer, Wunderman Thompson

Why It’s Going To Be A Bumper Holiday Season Despite the Pandemic

Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic

Dan Monheit

Co-founder, Hardhat

Why marketing and UX teams must join IT on cyber security

For far too long, cyber security has been considered the sole domain and concern of the IT department, with other departments including marketing, UX and design, firmly entrenched in the belief it is not their concern. The reality could not be further from the truth. In fact, this view is dangerous as it could lead to irreparable brand damage and a lack of trust in consumer behaviour.

Nicki Doble

CIO, Cover-More Group

Sign in