Welcome!

News Feed Item

Born Free -- New International Study by Research Now With Support of K&A BrandResearch Gives Insight Into How the 'Digital Generation' Behaves on the Internet

PLANO, TX -- (Marketwire) -- 02/20/13 -- The study of 2,490 respondents aged 12 - 17 years old from the US, Poland, Germany and the UK, looked at how this new digital generation connects with the internet, what they do online, and how they feel about digital and traditional advertisements.

The survey found that teenagers in all four markets enjoy unlimited and unsupervised access to the internet. Respondents reported that they are able to go online as long and as often as they wish, they do not need to ask for parental permission, and only in Germany are teenagers required to share internet access with siblings. 62% of the young people surveyed report that they go online every single day -- 46% several times a day. Age does not make a big difference when comparing the amount of time teens spend on the net. There is no sudden explosion in internet use at the age of 16; more a gradual increase in the amount of time spent online as children age. Of those who go online several times a day, 11% are 12 years old and 21% are 17 years old. Teenagers in the UK and Poland use the internet 20% more often than their counterparts in Germany and America.

Why teens go online
The top reason why teens go online, cited by 92% of respondents, is to find out information -- 'looking up things I don't know.' The second most popular activity is finding out about events and what's happening, with 83% of teens doing this. Next, young people use the internet to research public transport and 'window shop' (researching and browsing for items), with 74% saying that's why they go online. Teenagers in Poland use the internet to search for and purchase products more frequently than their international counterparts. Overall, only 35% of teens say they actually purchase items online. After 'window shopping,' the most popular activity is playing games, with 73% of teens going online to do this.

Devices used to access the internet
Roughly one-third of the teens surveyed from each country go on the internet most often via a PC or laptop. The additional two-thirds reported accessing the internet through a tablet, smart phone, video game console, television or other device. According to the survey, 27% of British teens go online via their smart phones, whilst fewer American (11%), German (9%) and Polish (2%) teens use their smart phone to get online.

What teenagers search for and buy
Music and CDs are the most popular items to search for online. Teens in Poland, however, search for online games more than music (64% in Poland as opposed to 59% in the US; 57% in the UK; and 56% in Germany). Shoes are also a popular search item among British (62%) and Polish (57%) teens, but not as popular among German (53%) and American (42%) teens.

When asked about a list of items respondents have ever searched for on the internet (including books, music, films, clothes and electronics), fewer American teens (36%) reported having searched for mobile phones on the internet; whereas their counterparts in Poland (58%), Germany (53%) and the UK (55%) use the net to search for mobile devices more often. Finally, teenagers in all four countries agreed that it didn't matter much which smart phone they had. Only 21% reported that the iPhone was the only smart phone for them.

Ads on or offline -- what's most annoying?
Despite national differences, teens generally have more favorable attitudes towards traditional print or TV advertisements than online ads. Around 30% of the teens surveyed like to talk about non-digital adverts with their friends. Roughly half of American, British and Polish respondents recall traditional advertisements, but less than a quarter said the same about online advertisements. According to the survey, teens from Poland are the most annoyed by offline adverts (28% of them), whilst 50% of British teens are more annoyed by online adverts.

About the methodology
The study, conducted by Research Now, surveyed 2,490 teens aged 12 to 17. Respondents were recruited directly through their parents who provided consent for their teenager to participate in the study. The survey was designed by K&A BrandResearch. Interviews were conducted via Research Now's youth panel in each of the following four markets: Germany, Poland, the United Kingdom and the United States. To ensure a safe and robust sample, quotas were set on age and gender across all four markets.

About Research Now
Research Now, the leading digital data collection provider, powers market research insights. We enable companies to listen to and interact with the world's consumers and business professionals through online panels, as well as mobile, digital and social media technologies. Our team operates in 25 offices globally and is recognized as the market research industry's leader in client satisfaction. We foster a socially responsible culture by empowering our employees to give back. To find out more or begin a conversation with us, visit www.researchnow.com.

If you want to find out more about K&A BrandResearch® please visit www.ka-brandresearch.com.

Press Contact:
Heather Milt
Manager, Public Relations
+1 425 313 4844
Email Contact

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
Given the popularity of the containers, further investment in the telco/cable industry is needed to transition existing VM-based solutions to containerized cloud native deployments. The networking architecture of the solution isolates the network traffic into different network planes (e.g., management, control, and media). This naturally makes support for multiple interfaces in container orchestration engines an indispensable requirement.
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
Because IoT devices are deployed in mission-critical environments more than ever before, it’s increasingly imperative they be truly smart. IoT sensors simply stockpiling data isn’t useful. IoT must be artificially and naturally intelligent in order to provide more value In his session at @ThingsExpo, John Crupi, Vice President and Engineering System Architect at Greenwave Systems, will discuss how IoT artificial intelligence (AI) can be carried out via edge analytics and machine learning techn...
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
FinTechs use the cloud to operate at the speed and scale of digital financial activity, but are often hindered by the complexity of managing security and compliance in the cloud. In his session at 20th Cloud Expo, Sesh Murthy, co-founder and CTO of Cloud Raxak, showed how proactive and automated cloud security enables FinTechs to leverage the cloud to achieve their business goals. Through business-driven cloud security, FinTechs can speed time-to-market, diminish risk and costs, maintain continu...
Consumers increasingly expect their electronic "things" to be connected to smart phones, tablets and the Internet. When that thing happens to be a medical device, the risks and benefits of connectivity must be carefully weighed. Once the decision is made that connecting the device is beneficial, medical device manufacturers must design their products to maintain patient safety and prevent compromised personal health information in the face of cybersecurity threats. In his session at @ThingsExpo...
Existing Big Data solutions are mainly focused on the discovery and analysis of data. The solutions are scalable and highly available but tedious when swapping in and swapping out occurs in disarray and thrashing takes place. The resolution for thrashing through machine learning algorithms and support nomenclature is through simple techniques. Organizations that have been collecting large customer data are increasingly seeing the need to use the data for swapping in and out and thrashing occurs ...
As many know, the first generation of Cloud Management Platform (CMP) solutions were designed for managing virtual infrastructure (IaaS) and traditional applications. But that’s no longer enough to satisfy evolving and complex business requirements. In his session at 21st Cloud Expo, Scott Davis, Embotics CTO, will explore how next-generation CMPs ensure organizations can manage cloud-native and microservice-based application architectures, while also facilitating agile DevOps methodology. He wi...
In his session at @ThingsExpo, Arvind Radhakrishnen discussed how IoT offers new business models in banking and financial services organizations with the capability to revolutionize products, payments, channels, business processes and asset management built on strong architectural foundation. The following topics were covered: How IoT stands to impact various business parameters including customer experience, cost and risk management within BFS organizations.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business - from apparel to energy - is being rewritten by software. From planning to development to management to security, CA creates software that fuels transformation for companies in the applic...
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...
Blockchain is a shared, secure record of exchange that establishes trust, accountability and transparency across business networks. Supported by the Linux Foundation's open source, open-standards based Hyperledger Project, Blockchain has the potential to improve regulatory compliance, reduce cost as well as advance trade. Are you curious about how Blockchain is built for business? In her session at 21st Cloud Expo, René Bostic, Technical VP of the IBM Cloud Unit in North America, will discuss th...
yperConvergence came to market with the objective of being simple, flexible and to help drive down operating expenses. It reduced the footprint by bundling the compute/storage/network into one box. This brought a new set of challenges as the HyperConverged vendors are very focused on their own proprietary building blocks. If you want to scale in a certain way, let’s say you identified a need for more storage and want to add a device that is not sold by the HyperConverged vendor, forget about it....
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).