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Social networking attracts virtually all US youth

A couple of highlights from US research reported yesterday at Advertising Age:

A whopping 96% of online tweens and teens connect to a social network at least once a week, according to a study and white paper being released today from Alloy Media & Marketing, a youth-oriented marketing firm. And nearly half engaged with a brand in the space in the past month.

and

The study asked about traditional media habits and found social networking is approaching parity with TV time among 9- to 17-year-olds. And when kids are multitasking, they’re four times more likely to pay closer attention to whatever they’re doing online than to whatever they’re watching on the tube.

Interesting, although I’d like to see some details of the study [strangely, there’s no mention of it on the Alloy website], particularly with respect to its socio-economic and geographic span.

2 Comments

  1. Note the correction now attached at the end of the AdAge article. Still very impressive stats and would explain why Bebo gets so much traffic in NZ.

    CORRECTION: An earlier version of this story reported 96% of online tweens and teens connect to a social network at least once a week. In fact, 96% of online tweens and teens have reported using social networking technologies, while 71% connect weekly.

  2. College marketing
    04 February 2008

    “And when kids are multitasking, they’re four times more likely to pay closer attention to whatever they’re doing online than to whatever they’re watching on the tube.”

    Yea, but don’t you want to reach them when they are not multi-tasking? For example… while they are engrossed in their college newspaper actually paying attention to the ads?

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