Die Serie der Entmystifizierungen im Jugendmarketing reißt nicht ab. Nachdem Podcasts, Blogs und Social Bookmarks bei Jugendlichen durchgefallen sind, wird nun mit einer weiteren Legende aufgeräumt. Auch Twitter, der Newcomer des vergangenen Jahres, wird von Deutschlands Jugend bisher ignoriert. Nach einer nicht repräsentativen Studie des Jugendreiseveranstalters RUF ist der Dienst ca. 90 Prozent der befragen Jugendlichen gänzlich unbekannt. Lediglich ein Prozent der Probanden nutzt Twitter aktiv.
RUF Jugendreisen befragte 3.400 Jugendliche im Alter zwischen 11 und 21 Jahren nach ihrem Surfverhalten im Internet. Auch nach der Nutzung und Bekanntheit von Diensten wie Twitter wurde gefragt. Lediglich 7,2 Prozent der Befragten konnten mit dem Begriff des Microblogging etwas anfangen. Immerhin für 9,5 Prozent ist Twitter ein Begriff, wenn auch nur 1 Prozent der Jugendlichen hier selbst aktiv sind. Im Gegensatz zu den USA, wo inzwischen nahezu jeder fünfte Jugendliche twittert, ist der Dienst hier in Deutschland bisher (noch) nicht angekommen.
Die Antworten auf die Frage “Welche Community nutzt Du häufig?” bestätigten die üblichen Verdächtigen der Branche. Hier liegt SchülerVZ mit 70 Prozent einsam an der Spitze. StudiVZ und Wer-kennt-wen auf den Plätzen zwei und drei landen schon etwas abgeschlagen bei ca. 17 Prozent der Nennungen. Facebook, die Lokalisten, kwick oder Knuddels tummeln sich bereits im einstelligen Prozentbereich. Twitter ist hier mit lediglich 0,3 Prozent nahezu bedeutungslos.
Hallo Dirk,
nachdem wir ja durch deine schönen Artikel nun wissen, was die Kids alles NICHT im Internet nutzen, schreibe doch mal etwas dazu, wo wir sie finden und ansprechen können. Weiter so!
Grüße
Andreas
Na schreibt er doch schon
Ab auf Schüler VZ!
Gruß, Bernd
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