CANADIAN TEENS PUT DOWN THE REMOTE AND CLICK ON THE MOUSE
By Adnews Staff
Youth Culture Inc. has released the findings of its Canadian Teen Landmark Study on the Internet and according to the Toronto-based media and research company, the results show Canada's $5 billion television advertising market is being threatened. Northstar Reserach Partners, who conducted the study, interviewed 1,000 young adults between 12-17 years of age in addition to 450 parents through 30-minute telephone surveys. Results of the study show 85% or 2 million teens use the Internet an average of 9.3 hours per week almost equivalent to the amount of time they spend watching television. Of those who log onto the Internet, 33% said they spend less time watching television since they began surfing the Net. Additional findings of the study indicated teens are turning to the Net for a variety of reasons including: school projects, to play or download games, to listen or download music, to chat and to use email. Doug Stewart, president of Youth Culture said companies relying on television advertising to target the teen market are in jeopardy and marketing campaigns in the future will need to be divided among various media including both the Internet and television.