RT Journal Article
SR Electronic
T1 Teens' Use of Traditional Media and the Internet
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 55
OP 65
DO 10.2501/JAR-40-3-55-65
VO 40
IS 3
A1 La Ferle, Carrie
A1 Edwards, Steven M
A1 Lee, Wei-Na
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/3/55.abstract
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.