Teenagers 17 and older are leaders when it comes to adopting new technology and are twice as likely to be early users of some key new technologies as younger teens according to a JupiterResearch report “Teens and New Technology: Understanding the Adoption Cycle”.
Teens Lead On Tech, Tweens Follow
“Adoption of technologies like cell phones or MP3 players among older teens is initially much higher in the early stages, but within a short period of time, that changes substantially, ” said Zia Daniell Wigder, Research Director at JupiterResearch.
“For example, in 2004, eight percent of older teens embraced the iPod as compared to two percent of the younger teen population. Within two years, use by both 13- and 17-year-olds had increased to almost 30 percent.”
The study found that the same trend does not hold true for Internet usage. Over a five year period, 2002-2006, there was a near uniform increase in time spent online among all teens. Older teens had the highest hours-per-week online, but usage by most teen groups increased roughly 20 percent regardless of age.
“Teens play a very significant role in influencing the purchasing decisions for new technology. Although older teens are consistently found to be the early adopters, the rate at which younger teens adopt the technology is not insignificant,” said David Schatsky, President of JupiterResearch.
“Understanding this behavior will help marketers determine the best strategy for promoting new technology to younger consumers.”
