I’ve noticed this trend with some of my kid sister behaviors, teens don’t watch TV anymore. They are listening to the TV in the background while focused on the computer and or instant messaging on their lap and maybe homework on the couch next to them. There are multiple streams of media being pushed all in real time. They can focus better with these multiple media sources coming at them

Check out this report from eMarketer for details, graphs and data: “Generation Y Multitaskers Boost Media Time”

I think what’s key is that they are not just consuming content, but also creating it using text messages and social networks. Teens are interacting with the media, and creating new media. So how do marketers reach this elusive group? I have ideas…join them in the networks where they already exist, find the seed nodes and get them to talk for you, direct marketing just won’t be effective.

Thanks Sam Levin for this interesting data point. Related point: Did you know that my kid sister told me that she “only uses email to communicate with old people like you“