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.
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.