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Burst Survey: Going Online 'Essential' for Teens

Nearly 69 percent of teens say if they had no internet access outside of school it would "ruin" or make their day "not as good," according to a Burst Media survey of more than 1,800 web users age 13-17. Among teens who go online from home, friends' homes, libraries and other locations outside of school, more than one-third (37.4 percent) 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 percent versus 34.7 percent. Some 17.9 percent of teens say they spend 2-3 hours online outside of school; 25.1 percent say they spend one to two hours online; and 19.6 percent say they spend less than one hour per day online.

Survey respondents were asked what offline activities they commonly conduct when online: Homework is cited by about half (48.9 percent), but teen females are significantly more likely than teen males to say they are "hitting the books" while online–54.1 percent versus 44.0 percent.

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

"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 (61.4 percent) teens have visited a social networking website. Of those, 60.7 percent 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 percent versus 53.7 percent.

Half (49.3 percent) of respondents say they play online games, and a similar number say they download music (47.1 percent). Downloading video clips is also a popular; 39 percent say they do so. Teen males are more likely than teen females to say they play online games (52.7 percent vs. 45.6 percent) and download video clips (48.8 percent vs. 28.5 percent).

Teens also engage in other online activities: They create/maintain a website or personal page (27.4 percent); download cursor types (13.7 percent); and download ring tones (13.5 percent).

More than a quarter (28.3 percent) say the internet is the best source for information on music artists and bands. Next are 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 say television (29.0 percent) and websites (25.5 percent) are the "best" places to find out about new movie releases and information on their favorite TV shows; other "best" sources are word of mouth/friends (15.7 percent), local newspapers (10.3 percent), magazines (6.3 percent) and radio (3.3 percent).

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