The Digital Day report found that 11- to 15-year-olds watched a daily average of one hour 32 minutes compared with almost three hours for adults.
Across a whole week, 11- to 15-year-olds spent 52 per cent of their ‘watching’ activities on live television, compared with 69 per cent for adults, while 22 per cent of young people said that in some weeks they did not watch any live television at all.
However, this demographic of young people spent 19 per cent of its watching activity viewing short online video clips, compared with only two per cent for adults.
The report was based on media diaries compiled by 1,644 adults and 173 children aged 11 to 15.
Commenting on the report, Mark Borkowski, founder of Borkowski.do, said the implications of the findings were that there was a huge opportunity for PR to take the lead in future campaigns.
"Neither marketing nor advertising companies are as agile as PR or as able to work using a small budget. However, understanding popular culture is the most compelling thing we can do and coming up with an idea which the crowd can buy into is, ultimately, more important than the medium."
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