I just read that teenagers in the United States spend on average more than 31 hours online every week. Considering a full-time job would be roughly 40 hours per week I have to say I’m surprised; I expected the online hours to be higher.
So how does the time break down?
1 hour: Cosmetic surgery
1.5 hours: Family planning and pregnancy
1.5 hours: Diets and weight loss
3.5 hours: IM and chat with friends
2 hours: Youtube videos
3 hours: Homework
1.5 hours: Triple X
What the reports don’t mention is whether or not the same teens are spending less time watching television as I presume they are consuming more of their entertainment online versus through the old tube.
While many adults consider such large chunks of time to be wasteful or even preposterous, we have to remember one thing; the average teenager has a lot of free time on their hands. Despite the pressures of adolescence, homework and part time jobs, high school is not that difficult. This is the time in a young person’s life when they have enough free time to master the guitar, hone their basketball game, or to generally excel at any art they choose. A working adult might not have 30 extra hours to blow on any of these things, but it’s not so far-fetched for a teenager.
Smart advertisers are already following their demographics and moving in to the new hangouts with campaigns that embrace the social savviness of today’s pre-adults who aren’t afraid (or, perhaps, aren’t wise enough) to wear the newest badge of belonging – Facebook and MySpace are the new Nike and Adidas.
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