Home  › Stats › Audience/Traffic

Young Canadians Less Active Online Than Adults

  |  December 7, 2004   |  Comments

Survey finds Canadian teenager Internet use largely confined to social activities.

Canadian teens spend almost one-third (27.8 percent) less time online than their adult counterparts, with their Internet behavior largely confined to social activities, according to a survey conducted by Ipsos-Reid Corporation.

"This survey attempted to address two assumptions about the online behavior of Canadian teens," said Steve Mossop, senior vice president of Ipsos-Reid. "The first is that youth level of comfort with using technology is much higher than adults. The second is that teen Internet activity exceeds that of adults. Our findings challenge both of those assumptions."

The online survey polled 1,226 teenagers between the ages of 12 and 17 in Canada, asking them to respond to a number of questions regarding their online behavior. The survey found that the average teen spends approximately 13 hours online per week, compared to the 18 hours the average adult spends online.

The report also found that Canadian teens use the Internet primarily for its social capabilities. Based on a list of 18 online activities, sending and receiving email (73 percent do so a few times per week) and using instant messaging (70 percent) led all other categories by a large margin among respondents. Approximately 28 percent play games online versus friends, while 23 percent play games online against strangers.

Online Behavior of Canadian
Teens by Percentage
Sending and receiving email 73%
Instant messaging 70%
Research for school projects 45%
Downloading music 29%
Online games against friends 28%
Online games against strangers 23%
Visiting news and information sites 23%
Looking for movie reviews/show times 15%
Uploading photos 15%
Online radio 12%
Posting to online forums 11%
Visiting Web logs 10%
Comparison shopping 9%
Clicking on online ads 6%
Online banking 2%
E-commerce 1%
Source: Ipsos-Reid Corp.

Apart from those social online activities, Canadian teens appear to engage in other online activities far less than adults. Only 17 percent of teenagers reported having ever purchased something online, versus 50 percent of the adult online population. Other activities that more than half of adults engage in online also attract less teen interest.

Few teens (9 percent) comparison-shop online; click online advertising (6 percent); or bank online (2 percent). Some of this lack of interest may simply be due to a lack of credit cards or bank accounts.

The social nature of most teenage use of the Internet raises some concerns about safety. About 14 percent of teens reported that they had been asked at least once to meet in person with someone they originally met online. That number increases to 20 percent among respondents between ages 15 and 17, according to the survey.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...