Teens' Use of Traditional Media and the Internet

Carrie La Ferle, Steven M. Edwards and Wei-Na Lee

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.

Teens’ Use of Traditional Media and the Internet

Carrie La Ferle

Steven M EdwardsandWei-Na Lee

INTRODUCTION

Teens today, often referred to as the 'N-Generation' or 'cyber teens,' are growing up in a globally interactive world. Jupiter Communications estimates that the segment of more than 4.5 million children in the United States under the age of 18 with internet accounts will more than double to 11 million by 2002 (Aquilina, 1999). According to a recent Simmons Teenage Research Study, nearly 65% of teens reported using an online service in the past 12 months (Business Wire,...

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