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In June 2010, Ketchum and the teen social network myYearbook released a study focusing on how teens are using social media and the interplay between online and offline behavior.  The survey examined 10,000 teen members of myYearbook and focused on "teen social media influencers, or the top 15% most active and most engaged teens in the myYearbook community."

Key study results include:

• Teen social media users are more likely to socialize offline
• Influential teens are more likely to purchase, consume and share content: "97 percent spending two hours per day on a social networking site, 95 percent updating their statuses at least once per day, and 91 percent having more than 500 friends on their social networks"
• Older teens (those aged 15-17) are more engaged online
• Shocking or humorous content is most likely to capture teens' attention

To read the full survey results, please see the presentation below.

Additional Insights From Pew Internet and American Life Project

On September 29, 2010, the Pew Internet and American Life Project published a presentation focusing on the challenges of reaching teens in the context of public health initiatives. This presentation is included below to provide our health marketing audience with an opportunity to compare online behaviors in general and within a health context simultaneously.