Teens spend just half the time online that adults do, according to a new study by Jupiter Communications.
The study, which analyzed recent numbers from Media Metrix, said teens are too busy with school and after-school activities to spend all their spare time online. Plus, they often have to share their computers with other family members. And many older people can surf on the job, while some schools don't provide such easy and ongoing access to the Internet.
Still, teens are early adopters and like to try out new technologies.
The study showed that the older people are, the more time they spend online. For example, teens aged 12 to 17 were online just eight days per month and spent only 303 minutes connected to the Internet during that period. People between the ages of 18 and 34 went online 13 days per month and spent an average of 656 minutes. And those 35 to 49 connected 15 days per month and spent 804 minutes online.
The study also showed differences among teen-age boys and girls. In general, boys were interested in learning about technology, playing games and building Web pages. The study described girls as more "goal oriented," using their time online to read publications, do homework and communicate with others. According to Media Metrix's numbers for June 2000, boys visited more sites than girls, surfing 301.2 pages versus the girls' 271.
Girls also were more likely to look for familiar offline brands while hanging out online.
Jupiter analysts said companies hoping to attract teen customers should note that kids view the Web as an entertainment and communication medium and not as a productivity tool.
"Businesses that target this audience must evaluate their content and offer elements that these teens want in order to capture any part of that limited time," Anya Sacharow, Jupiter's analyst for the kids and teen market, said in a statement.
