5/1/2013
Teens ages 12-17 in the U.S., Poland, Germany, and the U.K. express more favorable attitudes toward traditional and print advertisements than they do to digital ads, according to Research Now and K&A Brand Research. Half of American, British, and Polish teens remember traditional ads, and 30% talk about them with their friends. One in four (25%) remember online advertisements.
Nearly two in three teens in the U.S., Poland, Germany, and the U.K. go online daily. Teens living in these four countries are able to go online without time restrictions, and they don’t need to ask for parental permission. German teens, however, are unlike U.K., Polish, and American counterparts in that they usually are required to share Internet access with siblings.
Among teen Internet users, 11% are 12 years old and 21% are 17 years old. Teens in the U.K. and Poland use the Internet 20% more often than teens in Germany and the U.S.
More than nine in 10 teens in these four countries (92%) say finding information is the top reason they go online, followed by finding out about events (83%), researching public transportation or researching and browsing for products to purchase (74% each), playing games (73%), and purchasing products (35%).
Music, online games, clothes, shoes, and books are the most popular items for teens to search for online. British (62%) and Polish (57%) teens are more likely than German (53%) and American (42%) teens to search for shoes online. American teens (36%) are less likely than Polish (58%), British (55%), or German (53%) teens to search for mobile phones on the Internet.
SOURCES: K&A Brand Research, Ralph Ohnemus, 0911-99-542-0; r.ohnemus@ka-brandresearch.com; www.ka-brandresearch.com.
Research Now, Heather Milt, Manager, 1375 NW Mall St., #4, Issaquah, WA 98027; 425-313-4844; hmilt@researchnow.com; www.researchnow.com.
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