Going online ‘Essential’ for 2/3 of Teens.

A Burst Media survey of more than 1,800 web users 13-17 years has revealed that almost 69 percent said that if they had no Internet access outside of school it would “ruin” or make their day “not as good.”

Among teens who go online from home, friends’ homes, libraries and other locations outside of school, more than one-third (37.4%) say they spend three or more hours per day on the Internet. Teen males are more likely than teen females to say they spend three or more hours per day on the Internet – 39.9% versus 34.7%. Additionally, nearly one-in-five (17.9%) say they spend between two and three hours online; one-quarter (25.1%) say they spend one to two hours online; and 19.6% say they spend less than one hour per day online outside of school.

Divided Attention – Teens Multi-Task When Online

Respondents were asked what offline activities they commonly conduct when online – homework is cited by about half (48.9%). Interestingly, teen females are significantly more likely than teen males to say they are “hitting the books” while online – 54.1% versus 44.0%.

Other offline activities commonly conducted while online include; watching television shows or movies (33.8 %), listening to the radio (21.4 %), watching music videos on television (21.2 %), sending text messages by cell phone (20.1 %), talking on a cell phone (19.0 %), talking on a land line phone (16.3%), and watching sports on television (11.8 %).

“The Internet accounts for a significant portion of a teen’s overall media time. It is also rarely consumed on its’ own and without distractions. These distractions are part and parcel of a teens’ life. Corralling these distractions to minimize their disruption is a significant challenge for marketers,” says Chuck Moran, Manager of Market Research for Burst Media. “Marketers should use the Internet to create a central content point for teens on a variety of subjects and interests. By doing so marketers can then develop integrated marketing campaigns with advertising creative and programs referencing a central platform and working in tandem to get teens’ attention.”

Three Out of Five Have Visited a Social Networking Site

Three out of five (61.4 %) respondents have visited a social networking website. Of those, 60.7% joined the site and created a profile. Teen females are significantly more likely than teen males to say they have visited and joined a social networking site, 67.5% versus 53.7%.

Nearly Half of Respondents Play Online Games, or Download Music
Half (49.3%) of respondents say they play online games, and a similar number say they download music (47.1%). Downloading video clips is also a popular Internet activity, with 39% of respondents saying they do so. There are some differences in response by gender. Teen males are more likely than teen females to say they play online games (52.7% v. 45.6%), and download video clips (48.8% v. 28.5%).

Other online activities conducted by teens include; create/maintain a website or personal page (27.4%); download cursor types (13.7%); and download ring tones (13.5%).

The Internet is the Best Source for Information on Music Artists and Bands

The Internet is identified by over one-quarter (28.3%) of respondents as the best source for information on music artists and bands. Trailing behind the Internet is television, radio and word of mouth – all of which are cited by about one in six as the best source of information on music artists and bands.

Teens Turn to Television and the Internet for Information on TV Shows and Movie Releases

Teens say television (29.0%) and Internet web sites (25.5%) are the best places to find out about new movie releases, and information on their favorite TV shows. Other “best” sources of information on TV shows and movie releases include; word of mouth/friends (15.7%), local newspapers (10.3%), magazines (6.3%) and radio (3.3%).