One session I attended at the American Academy of Advertising conference last week was very interesting. It was a study on teens' use of online advertising. It categorized the teens according to their internet use habits based on the most recent Pew Internet and American Life survey. When asked "why do you use the internet most," the teens were categorized into social networkers, sports, television, music or movie enthusiasts, and relaxers.

Of note, social networkers are more trusting of online advertising and actually use online advertising to make purchases. In addition, these teens support social networking site advertising and email campaigns. (Implication: advertising on social networking sites makes sense.)

Sports, TV and movie enthusiasts trust advertising more than other teens in general, but don't necessarily use it for purchases.

News readers, music listeners, and social networkers all trust and USE advertising more than the other groups. Again, the implication is that advertising on social networks works - and focusing on the music channels or news channels might not be a bad idea.