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Study shows some teens not as Web-savvy as parents

January 31, 2005 /

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Think the teenager in your house can out-surf you? Think again. So says a study of 13- to 17-year-olds released Monday by the Nielsen Norman Group. The results suggest that some businesses are using ineffective strategies to target a teen market of some 20 million.

The study found that, contrary to stereotype, teens as a group are not as adept as adults in navigating the Web.

In the study, 38 teens were assigned tasks at 23 Web sites, operated by Apple, McDonald’s, Procter & Gamble and other companies and organizations.

At the Web site of the California Department of Motor Vehicles, teens were asked to make an appointment for a driving permit. At MTV.com, the challenge was to discover when Norah Jones would be in concert in the Golden State.

The teens completed such tasks 55% of the time, compared with 66% of adults in a previous study.

By Edward C. Baig, USA TODAY

Full Story: http://www.usatoday.com/money/industries/technology/2005-01-30-teens-usat_x.htm

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