Back to top

In the Cable & Telecommunications Association for Marketing’s (CTAM) just released study, Watching Gens X, Y & i, findings for teens are put into the overall context of a cohort that watches TV in very different ways than ever before. The goal of the study—conducted by C+R Research—was to investigate the effect of lifestyles and life stages on media and technology usage among younger consumers. It included both qualitative and quantitative online phases in the summer of 2011, and utilized data from C+R Research’s comprehensive syndicated YouthBeat study to provide additional context. 2,124 total interviews were conducted as part of the quantitative phase.

Check out the press release for yourself.

In the meantime, here are a few highlights:

  • 13-34 year olds average 4-5 other activities while watching TV
  • Adults 18-24 and 25-34 are most likely to connect social media to TV viewing
  • 18-24 year olds are almost twice as likely (37%) as teens (19%) to look up information online while they’re watching TV
  • Teens are most likely to watch TV with friends and family (note, according to YouthBeat’s 2011 findings, siblings are most likely to sit on the sofa next to teens when they’re tuning in)
  • Only 12% of teens watch video on their cell phones

For more information on this study, please contact:

Jason D. King, ABC
Director of Communications & Media Relations