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%|
|Research for school projects||45%|
|Online games against friends||28%|
|Online games against strangers||23%|
|Visiting news and information sites||23%|
|Looking for movie reviews/show times||15%|
|Posting to online forums||11%|
|Visiting Web logs||10%|
|Clicking on online ads||6%|
|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.
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!
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
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.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT