Modern Technology Has Tremendous Impact on the Way Teens Communicate

ROCHESTER, N.Y. – February 20, 2007 – U.S. teens now live in a world in which the Internet, cell phones, text messaging and other technology dominate their communication and are an integral part of life as they understand it. Despite the hype about very public breakups using modern technology, young people still seem to grasp the rules for these communication tools and know when it is appropriate to use these items to gather information and when to avoid them altogether. According to Suzanne Martin, Ph.D., Youth and Education Researcher at Harris Interactive, "Teens utilize different modes of communication in different social contexts".

When the tone of a communication is serious, such as arguing and breaking up with someone, teens realize that communication tools may not be the best avenue of discussion. Two in three teens (67%) would not break up with someone and two in five (42%) would not argue with a friend over phones, email, instant messaging, text messaging, or social networking sites. When choosing a communication tool, teens will most likely choose to use cell phones and landline phones to talk to a friend about something serious or important (cell phone 34%, landline phone 23%); apologize to a friend (cell phone 22%, landline phone 20%); or break up with someone (cell phone 14%, landline phone 9%).

These are just some of the results of a Harris Interactive YouthQuery^SM omnibus of 1,726 U.S. youth ages 8 through 18, which was conducted online from December 14 to 22, 2006. The survey was conducted in collaboration with marketing professors Elizabeth Moore, Ph.D. and William Wilkie, Ph.D. of the Mendoza College of Business at the University of Notre Dame. Although the survey was conducted among youth ages 8 through 18, the information in this document will focus on teens ages 13 through 18.

Caution abound, teens generally shy away from using certain communication tools to discuss personal items. About one in three teens say they are not comfortable gossiping, sharing secrets or having private conversations using phones, email, instant or text messaging. Teens feel more comfortable discussing touchy subjects when using instant messaging (29%), than cell phones (14%), text messaging (11%) and social networking websites (10%).

Overall, teens are most comfortable using cell phones, instant messaging and landline phones to have a private conversation (cell phone 29%, instant messaging 16%, landline phone 15%), sharing a secret (cell phone 25%, instant messaging 11%, landline phone, 14% ) and gossiping (cell phone 17%, instant messaging 17%, landline phone 14%). Teens are also more likely to hear rumors about people through instant messaging (31%) and social networking website (27%).

Not surprisingly, general teen day to day communications occur most over cell phones, social networking websites and landline phones. Cell phones are the number one choice for arranging to meet with friends (36%), having quick conversations (29%), contacting a friend when bored (25%) and inviting people to a party or event (22%). Social networking websites are the choice of communication when staying in touch with friends (24%), leaving short messages (23%) and contacting a friend in different school or town (21%).

When comparing the different modes of communication, youth feel they would be most likely to miss out on the activities with friends if they didn’t have a cell phone (29%). If teens want to feel more outgoing and have more time to think about what they have to say, they are more likely to use instant messaging to communicate over cell phones, text messaging or social networking websites.

Methodology
The Harris Interactive YouthQuery^SM omnibus was conducted online within the United States between December 14 and 22, 2006 among a nationwide cross section of 1,726 youth ages 8 through18 (703 tweens, ages 8-12; 1,023 teens, ages 13 to 18). Figures for age, sex, race, education, parents’ education, region and urbanicity were weighted where necessary to bring them into line with their actual proportions in the population.

In theory, with a probability sample of this size, one can say with 95 percent certainty that the results would have a sampling error of +/- 3 percentage points of what they would be if the entire U.S. teen population had been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (nonresponse), question wording and question order, and weighting. It is impossible to quantify the errors that may result from these factors. This online sample was not a probability sample.

Harris Interactive is the 12^th largest and fastest-growing market research firm in the world. The company provides innovative research, insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world’s largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly-owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at www.harrisinteractive.com.

Tracey McNerney

Harris Interactive

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