JupiterResearch Finds Older Teens Lead Early Adoption of New Technology; Younger Teens Quick to Follow

Business Wire, April 30, 2007

NEW YORK -- JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found teens ages 17 and older among the leaders in embracing new technology. In a new report, "Teens and New Technology: Understanding the Adoption Cycle," JupiterResearch found older teens are more than twice as likely to be early adopters of some key new technologies as younger teens. Despite the initial disparity, the study indicates the gap narrows significantly as technology matures.

"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."

According to the study, the same trend does not apply to internet usage. During a five year period, 2002 - 2006, there was a near uniform increase in time spent online among all teens. Although older teens recorded the highest hours-per-week online, usage by most teen groups increased by approximately 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."

The complete findings of this report and recommendations are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterresearch.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's Online Media & Programming research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterresearch.com.

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.