PT  - JOURNAL ARTICLE
AU  - Carrie La Ferle
AU  - Steven M Edwards
AU  - Wei-Na Lee
TI  - Teens' Use of Traditional Media and the Internet
AID  - 10.2501/JAR-40-3-55-65
DP  - 2000 May 01
TA  - Journal of Advertising Research
PG  - 55--65
VI  - 40
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/40/3/55.short
4100  - http://www.journalofadvertisingresearch.com/content/40/3/55.full
SO  - J Advert Res2000 May 01; 40
AB  - 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 teens' 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.