trends in teen communication: opportunities and challenges for public health campaigns

Trends in Teen Communication: Opportunities and Challenges for Public Health Campaigns

Kristen Purcell, Associate Director for ResearchAmanda Lenhart, Senior Research Specialist

Pew Internet & American Life Project

Above the Influence Campaign SummitWashington, DCSeptember 29th, 2010

• Part of the Pew Research Center, a nonpartisan “fact tank” based in Washington, DC

• Provide high quality, objective data to thought leaders and policy makers

• Funded by the Pew Charitable Trusts

• All teen trends are based on nationally representative telephone surveys of US teens ages 12-17 drawn from dual-frame (RDD/cell) samples

Today’s Discussion

1) Teen Internet Use– Whose online?

– What do teens actually do online?

2) Teen Communication Trends– The rise of mobile

– Teen communication preferences and trends

3) Final Thoughts– What does this mean for public health

campaigns?

US Teen and Adult Internet Use

Teen Internet Access

Online social network sites

US Adult and Teen Social Media Use

Percent of internet users in each age group who use…

Teen Social Network Site Use by Age

Teen Twitter use

What else do teens do online?

Content Sharing is Flat for Teens

Remixing is flat

Blogging is on the decline

Online health information seeking

Summary of US Teen Online Activities

• 93% of teens are internet users• 73% of online teens use SNS (up 50%)• 14% blog (down 50%)• 8% use Twitter

• 38% share content online (steady)

• 62% get news about current events and politics• 48% buy things online• 31% get health, dieting, fitness info• 17% get info about sensitive health topics

US Teen Mobile Use

US Teen Mobile Use

US Teen Mobile Use

Final Thoughts• Teen SNS use is on the rise, but Twitter is not

the tool of choice

• Cell phones leap frog connectivity roadblocks for low income, minority teens (and adults)

• Teens are not monolithic – so a multi-pronged approach is prudent

• Changes suggest a move towards mobile…

• …but teens do not always embrace the newest thing

Thank you!

Kristen PurcellAssociate Director for ResearchEmail: kpurcell@pewinternet.orgTwitter: http://twitter.com/kristenpurcell

Amanda LenhartSenior Research SpecialistEmail: alenhart@pewinternet.orgTwitter: http://twitter.com/amanda_lenhart