The researchers conducted a survey of nearly 1,400 internet users aged 12-17 across seven major territories – UK, France, Germany, Italy, Spain, The Netherlands and Sweden – aimed at looking at how content providers, advertisers and marketers can engage with teen audiences better.
It found the media consumption of European teenagers is inextricably linked to their use of social technologies. Importantly, they do this whilst watching TV, listening to music, or talking to friends on their mobile phones. In its conclusion, Forrester urges advertisers to think more carefully about how to ensure messages to teenagers are relevant to their audiences and can effectively engage with these young consumers.
At least once a week, more than half watch user-generated content, over 40% visit a social networking site such as YouTube or Facebook and a third of them read blogs.
“In a post-media-meltdown universe, the attitudes and habits of these ‘digital natives’ provide a great insight into how the future media landscape will evolve. Companies seeking to engage these users must, however, understand the significant differences in behaviour between teens in different countries: Localisation, as well as the prioritisation, is vital,” says Forrester analyst Nick Thomas.