Predictors for internet usage of teenagers in the United States: A multivariate analysis

Teenagers between the ages of 15 and 19 make up approximately 17% of the world population. In the United States, there are 31 million teenagers representing the largest age segment of the American population since Baby Boomers. The significant impact made by teen consumption, demographics, lifestyle, and media usage on the American economy, as well as on the global market, has been increasingly drawing advertiser interest. This study surveyed 437 American teenagers who attend 11 high and middle schools in a Midwestern state. Findings provide insight on effects of teen socialization needs on Internet motivations. It also sheds light on the methods for effectively reaching segments of the teen audience for marketing communications that incorporate interactive media. Implications for market segmentation, marketing promotions, product selections, social engagement on the Internet, and website design are discussed.