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Born Free -- New International Study by Research Now With Support of K&A BrandResearch Gives Insight Into How the 'Digital Generation' Behaves on the Internet
PLANO, TX, Feb 20, 2013 (MARKETWIRE via COMTEX) --
The study of 2,490 respondents aged 12 - 17 years old from the US,
Poland, Germany and the UK, looked at how this new digital generation
connects with the internet, what they do online, and how they feel
about digital and traditional advertisements.
The survey found that teenagers in all four markets enjoy unlimited
and unsupervised access to the internet. Respondents reported that
they are able to go online as long and as often as they wish, they do
not need to ask for parental permission, and only in Germany are
teenagers required to share internet access with siblings. 62% of the
young people surveyed report that they go online every single day --
46% several times a day. Age does not make a big difference when
comparing the amount of time teens spend on the net. There is no
sudden explosion in internet use at the age of 16; more a gradual
increase in the amount of time spent online as children age. Of those
who go online several times a day, 11% are 12 years old and 21% are
17 years old. Teenagers in the UK and Poland use the internet 20%
more often than their counterparts in Germany and America.
Why teens go online
The top reason why teens go online, cited by 92%
of respondents, is to find out information -- 'looking up things I
don't know.' The second most popular activity is finding out about
events and what's happening, with 83% of teens doing this. Next,
young people use the internet to research public transport and
'window shop' (researching and browsing for items), with 74% saying
that's why they go online. Teenagers in Poland use the internet to
search for and purchase products more frequently than their
international counterparts. Overall, only 35% of teens say they
actually purchase items online. After 'window shopping,' the most
popular activity is playing games, with 73% of teens going online to
do this.
Devices used to access the internet
Roughly one-third of the teens
surveyed from each country go on the internet most often via a PC or
laptop. The additional two-thirds reported accessing the internet
through a tablet, smart phone, video game console, television or
other device. According to the survey, 27% of British teens go online
via their smart phones, whilst fewer American (11%), German (9%) and
Polish (2%) teens use their smart phone to get online.
What teenagers search for and buy
Music and CDs are the most popular
items to search for online. Teens in Poland, however, search for
online games more than music (64% in Poland as opposed to 59% in the
US; 57% in the UK; and 56% in Germany). Shoes are also a popular
search item among British (62%) and Polish (57%) teens, but not as
popular among German (53%) and American (42%) teens.
When asked about a list of items respondents have ever searched for
on the internet (including books, music, films, clothes and
electronics), fewer American teens (36%) reported having searched for
mobile phones on the internet; whereas their counterparts in Poland
(58%), Germany (53%) and the UK (55%) use the net to search for
mobile devices more often. Finally, teenagers in all four countries
agreed that it didn't matter much which smart phone they had. Only
21% reported that the iPhone was the only smart phone for them.
Ads on or offline -- what's most annoying
Despite national
differences, teens generally have more favorable attitudes towards
traditional print or TV advertisements than online ads. Around 30% of
the teens surveyed like to talk about non-digital adverts with their
friends. Roughly half of American, British and Polish respondents
recall traditional advertisements, but less than a quarter said the
same about online advertisements. According to the survey, teens from
Poland are the most annoyed by offline adverts (28% of them), whilst
50% of British teens are more annoyed by online adverts.
About the methodology
The study, conducted by Research Now, surveyed
2,490 teens aged 12 to 17. Respondents were recruited directly
through their parents who provided consent for their teenager to
participate in the study. The survey was designed by K&A
BrandResearch. Interviews were conducted via Research Now's youth
panel in each of the following four markets: Germany, Poland, the
United Kingdom and the United States. To ensure a safe and robust
sample, quotas were set on age and gender across all four markets.
About Research Now
Research Now, the leading digital data collection
provider, powers market research insights. We enable companies to
listen to and interact with the world's consumers and business
professionals through online panels, as well as mobile, digital and
social media technologies. Our team operates in 25 offices globally
and is recognized as the market research industry's leader in client
satisfaction. We foster a socially responsible culture by empowering
our employees to give back. To find out more or begin a conversation
with us, visit www.researchnow.com.
If you want to find out more about K&A BrandResearch(R) please visit
www.ka-brandresearch.com.
Press Contact:
Heather Milt
Manager, Public Relations
+1 425 313 4844
Email Contact
SOURCE: Research Now
http://www2.marketwire.com/mw/emailprcntct id=47ADE331A1348578
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