For Consumer Product Strategy Professionals

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	December 4, 2009 How European Teens Consume Media Understanding The Impact Of The Media Meltdown On 12- To 17-Year-Olds by Nick Thomas with Mark Mulligan, Laura Wiramihardja	Average: 8  (2 ratings)

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Executive Summary

Understanding teenage behavior is an eternal challenge, not only for parents but also for content providers and product managers trying to engage them. In terms of their media consumption, teens are not only interesting as a demographic, but they also give us a glimpse of a post-media-meltdown future, where loyalties to old forms of media no longer exist. What is striking about European teens is how they combine two great passions — enjoying content such as music, video, and video gaming and communicating with friends — so that social interaction is at the heart of much of their media consumption. Without the means or opportunity to travel around or go out much, teens typically like to consume media at the same times each day, peaking in the early evening. The vast majority of European teens are comfortable with multitasking across different platforms. Companies seeking to engage these users need to offer a multiplatform proposition, with social interaction at the center. They must, however, understand the significant differences in behavior between teens in different countries: Localization, as well as the prioritization, is vital.

TABLE OF CONTENTS

• We All Want To Know How Teens Consume Media
• For European Teens, Media Consumption Peaks Between 5 p.m. And 8 p.m.
• Multitasking Is Mainstream, So Create Multiplatform Content Experiences

RECOMMENDATIONS

• Think Local, Think Social To Engage European Teen Consumers
• Supplemental Material
• Related Research Documents

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