A random sampling of recent research findings serves up a vivid picture of how the youth market, dubbed the “millennials” by Disney-ABC Television Group president Anne Sweeney, is impacting the market for new media over fixed and mobile networks. As demonstrated in the Pew study on usage trends by age group, the millennials, people over 12 who were not yet adults when this century began, are dominant players in eight of 12 key categories of online usage. Disney’s research shows that 40 percent of the people in this category use between five and eight different technologies (Internet, radio, iPOD, email, IM, TV, etc.) from the time they get home until when they go to bed every day. In contrast, 40 percent of baby boomers use one – TV. Another telltale sign of their impact is the leap out of nowhere in the video site rankings by YouTube, a peering content site where the video in use is primarily home grown productions by millennials. And in the Telephia study of who is using video services from mobile providers, the youth category, in this case 18-24 year-olds, has become the dominant group with penetration within their ranks now running at twice the average of all age groups.
Online Activity by Age Groups in the U.S.
| Age Group |
17 & Under |
18-28 |
29-40 |
41-50 |
51-59 |
60-69 |
70+ |
Avg. |
|
|
|
|
|
|
|
|
|
|
| % Who Go Online |
87 |
84 |
87 |
79 |
75 |
54 |
21 |
72 |
Percent of Online Users in Group Engaging in Activity
| Online Games |
81 |
54 |
37 |
29 |
25 |
25 |
32 |
36 |
| Instant Messaging |
75 |
66 |
52 |
38 |
42 |
33 |
25 |
47 |
| Text Messaging |
|
60 |
44 |
29 |
15 |
11 |
8 |
35 |
| Download Music |
51 |
45 |
28 |
16 |
14 |
8 |
5 |
25 |
| Download Video |
31 |
27 |
22 |
14 |
8 |
8 |
1 |
18 |
| Get health Info |
|
73 |
84 |
80 |
64 |
68 |
72 |
79 |
| Travel Reservations |
|
50 |
72 |
64 |
64 |
59 |
60 |
63 |
| Bank Online |
|
38 |
50 |
44 |
37 |
35 |
22 |
41 |
| Get News |
76 |
72 |
76 |
75 |
70 |
74 |
68 |
73 |
| Online Purchase |
43 |
68 |
69 |
68 |
67 |
45 |
41 |
67 |
| Job Hunting |
30 |
62 |
51 |
40 |
36 |
17 |
2 |
44 |
| Participate in Online Auctions |
26 |
29 |
25 |
20 |
18 |
6 |
24 |
Source: Pew Internet & American Life Project
Teen Market Snapshot
Teens spend an average of $74 per week (includes all spending)
82% of teens have a computer at home
71% of teens have internet at home
44% of teens have purchased something online
Source: Newspaper Association of America (NAA) providing Numbers and Statistics
Penetration Rates of Mobile TV/Video Activity (U.S.)
Penetration Rate (%)
Demographic Segment Q1 2005 Q2 2005 Q3 2005 Q4 2005
------------------------------------------------------------------
All Subscribers 1.4% 1.4% 1.4% 1.5%
Youth Subscribers 1.8% 2.9% 2.9% 3.3%
Male Subscribers 2.2% 1.9% 1.7% 1.8%
Female Subscribers 1.1% 1.0% 1.2% 1.2%
------------------------------------------------------------------
Key Data Point: VCast and MobiTV subscribers spent $94 per month on average in Q4 2005 vs. $54 spent by non-TV subscribers on cell service. Source: Telephia
Web Video Site Traffic (Feb. ’06)
Video Site Unique Audience % Change from Feb. ‘05
MSN Video 9,279,000 44%
YouTube 9,045,000 n/a
Google Video 6,246,000 n/a
iFILM 4,336,000 102%
Video Search Yahoo! 3,774,000 148%
Source: KenRadio Broadcasting