Teens’ Use of Traditional Media and the Internet
研究了青少年在不同媒体上的时间分配及每种媒体满足的需求，并对比互联网与面对面交流的影响，为广告商有效触达青少年市场提供参考。
<h3>ABSTRACT</h3> As the teen market segment expands and spending power increases, advertisers are cognizant of the importance in understanding traditional and emerging media trends in reaching this new generation of consumers. Increasing penetration of the internet at home and at school encouraged the authors to examine teens9 relationships with media. Time allocation across media and the needs fulfilled by each medium were investigated. The study further explored how the internet, given its ability for two-way communication, stacks-up against interpersonal communication sources. Influences of gender and home access to the internet were analyzed, as were the methods teens use to learn about websites. Results provide implications for effectively targeting the teen market.