Targeting Kids? Remember They Tend to Talk by Typing

Mike Vorhaus on Digital Consumers

By Published on .

Want to reach youth? Try instant messaging. Or texting. Or post comments on their MySpace profiles.
Mike Vorhaus
Photo: Stephanie Diani
Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.


Not surprisingly, teens and young adults, ages 12 to 24, dominate in the use of text messaging, instant messaging and postings on social-networking sites, with rates that far exceed those of older generations. After age 24, there's a significant drop-off in the likelihood they will do all of these activities. For instance, 43% of people 18 to 24 communicate via instant message all or most of the time, while only 21% of 25- to 34-year-olds do. When it comes to IMing or texting on a phone, 46% of people 18 to 24 claim to use it all or most of the time compared with only 19% in the 25-to-34-year-old group. And posting comments via a social network is the same story: 42% of people 18-to-24 do this all or most of the time vs. 13% of 25- to 34-year-olds.

In contrast, the group that most regularly uses e-mail to stay in touch with their friends are women ages 55 to 64—65% of them use e-mail all or most of the time vs. only 39% for women 18 to 24.
In this article:
Most Popular