Who spends more time online? Teens or Adults? No. You're wrong. The correct answer is adults. Okay. One more. True or False: Teens are abandoning traditional tv for streaming video. Uh, no. The answer is false.
These are just a few of the myths busted in the Nielsen report, How Teens Use Media, which takes a deeper look at the myths around teen media consumption.
It’s easy to get caught up in the hype around teenagers. The notion that teens are too busy texting and Twittering to be engaged with traditional media is exciting, but false.The same goes for other forms of media like video games, social networking and digital music.
To develop the best strategy around teens and media, start by challenging popular assumptions about teens. Don’t focus on the outliers, but on the macro-level trends of media and preferences for the segment. The averages will show you that teens can often be reached by the same means as their parents.
I've included the executive summary here, but if you'd like to read a quick overview of the highlights (along with some pretty great charts) you can do that over on the Nielsen website.