New Nielsen Study Debunks Myths

In June, Nielsen released the study How Teens Use Media: A Nielsen Report on the Myths and Realities of Teen Media Trends. The study debunks the digital native/digital immigrant argument that teens use technology much differently than their parents. One interesting point the report makes is that teens are not abandoning old school media like TV, newspapers and radio – in fact, teens in the U.S. are watching more TV than ever, it states.  This is contrary to what Taspscott asserts in his book Grown Up Digital. Tapscott talks about Net Gens compared to their parents at their age though:  “The Net Generation watches a lot less TV than their parents did at their age – only 14.4 hours per week.” (P. 42). Then again, if you look at the footnote to that statement, Tapscott’s U.S. data totally negates that claim. Anyhoo – an interesting report from Nielsen that we’re looking forward to exploring further!


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