According to the “Teen Advertising Study” by Fuse Marketing and the University of Massachusetts Amherst, 45% of US teen Internet users were heavy users of the Web.
Thirty-eight percent characterized themselves as average users, and 16% were light users. Teen Web users were active users of online media—90% used e-mail, 83% watched online video and 72% were social networkers. Authors of the survey wrote that the most effective ad content for reaching teens had “people like me enjoying the product” and humor.
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