No Boundaries: iProspect Study Finds Teens are Loyal to Content, Not its Delivery or Schedule

BOSTON, Mass. July 15, 2013 – A new study published by global digital marketing agency iProspect reveals that teenagers are more loyal to digital content than the channels that deliver it. More concerned with watching shows such as South Park and Teen Mom than whether those programs are viewed on a TV or a laptop, teens are focused on the ideas contained in their favorite shows and movies and the connections they create with friends, the report found.

The independent study of 1,000 teens aged 13 to 18 found that while 90 percent of teens view television as the top source of entertainment information, they’re also watching programming on Netflix, YouTube, and other channels. The report also found that beyond teens’ media consumption lies a social ecosystem in which they share thoughts and feelings, presenting an immediate opportunity for brands to make relevant, lasting connections with this important demographic.

An e-book and infographic illustrating the study findings can be viewed on our website.

“Even with the exponential growth of new media channels, it’s not the particular app or platform that teens are loyal to, it’s the content,” said Danielle Smith, group account director, iProspect. “Marketers need to focus on developing the most relevant content that helps teens make a statement about themselves or pushes them to share with others.

“To do so, we recommend that brands create visual messages that can be consumed quickly on social networks, where nearly 80 percent of teens get entertainment information. Brands also should develop humorous messaging or cause marketing to spark interest, and crowdsource projects when possible to encourage a sense of belonging amongst teens.”

While recent research has suggested that teens are abandoning Facebook, 81 percent use social media, and the iProspect study shows they like to engage with their favorite brands through social channels. This engagement, however, is fragmented, and is not limited to any particular social network. Teens will follow favorite networks on Facebook (44 percent), YouTube (29 percent), Twitter (13 percent), and other niche social networks.

Their top five favorite TV networks to engage through social are:

  1. Comedy Central
  2.  Cartoon Network
  3. MTV
  4. Nickelodeon/Nick-at-Nite
  5. Disney

And while there are more TV and movie viewing options than ever before (59 percent of teens said they watched shows and movies on Netflix, followed by YouTube at 53 percent, and cable/satellite at 34 percent), teens are not necessarily lured by the most innovative technologies to watch their entertainment. The study found that 79 percent of teens like to watch movies at home on TV, 60 percent prefer a theater, and 48 percent choose to watch on a laptop. Other ways to watch include smartphones and tablets, which tied at 14 percent each.

1 Pew Internet: “Teens, Social Media, and Privacy”, May 2013

Methodology
iProspect commissioned independent research firm ResearchNow to study the entertainment preferences of 1,000 teens from May 15, 2013. The margin of error for this study is +/- 3 percent.

About iProspect

For progressive leaders, iProspect is the trusted global partner in developing customized, data-driven strategies that transform consumer intent into action and drive conversions.  iProspect’s offerings span the full spectrum of performance marketing including paid and natural search, performance display, content generation, analytics, social media management, and structured data and feeds.

Since 1996, iProspect’s client list spans many industries and includes Fortune 500 companies such as General Motors, adidas, Neiman Marcus, Container Store, Mandarin Oriental Hotel Group, The Gap, and others.

Representing a diverse global footprint, iProspect has 55 offices in 40 countries with over 1,900 employees. For more information, visit www.iprospect.com or follow us on Twitter @iProspect.