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Teen & the Internet: Future of Digital Diversity.

The Pew Internet & American Life Project produced a presentation about Teens and the Internet: Future of Digital Diversity. Here are some of the finding:

Who’s online? The internet age groups:

-93% Teens 12 -17
-93% Young Adults 18 -29
-81% Adults 31 – 49
-70% Adults 50 – 64
-38% Adults 65+

Adult & Wireless Internet:

-Half of all African Americans adults (48%) have used their cell phone to access the internet, compared with 40% of Hispanic adults & 31% of white adults.
-African American adults are the most active users of mobile internet.
-African American mobile interent use is growing at a faster rate than non-Hispanic whites and Hispanics.

% of teens who own a cell phone, by family income:

-59%:  < $30K
-76%:  $30K – $50K
-73%:  $50K – $75K
-87%:  $75K+

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Online videos help elevate brands.

A joint study by comScore & VideoEgg discovered:

  • Ad recall increased more than two times combined with video interstitials
  • 48% increased in box brand associations
  • Aided brand recall increased four times over
  • Recommendation potential increased by 12%

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More are watching. Up 10% in Feb.

  • Last month, 141 million unique online viewers watched online video, compared to 127.6 million unique viewers in February 2009. On a month-over-month basis, the total number of online video viewers fell 1.1%, from 142.7 million in January 2010.
  • Viewers watched 10.3 billion video streams in February 2010, which was a 15.8% increase year-over-year growth but a 6.9% decrease in month-over-month growth. The average viewer watched 73 streams, a 4.7% year-over-year increase but 5.8% month-over-month decrease.
  • The average online viewer consumed 187 videos in December 2009, up 95% from 96 videos in December 2008. The number of videos viewed grew almost 150%, from 14.3 billion to 33.2 billion, while the duration of the average video viewed grew 28%, from 3.2 to 4.1 minutes.

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Multicultural Consumers Driving CPG Trends

According to Nielsen’s projections, the top CPG growth categories in 2020 will include ethnic health and beauty products, medications and remedies, health aids, vitamins and cooking essentials, such as flour, shortening, sugar, yeast and eggs. The slowest growing categories will include toys and sporting goods, breakfast foods, baby care products and pet products.

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