- Mike Shields, Mediaweek

NEW YORK MySpace and YouTube are more popular than Facebook among American teenagers, at least according to a new global study conducted by Habbo, a youth-aimed virtual world.

On Wednesday, the Helsinki, Finland-based company released the results of its second annual "Global Habbo Youth Survey Brand Update 2009." Conducted in April 2009, the study quizzed 112,000 teens ages 11-19 from more than 30 countries, including 4,500 teens in the U.S.

According to the study, Facebook is now the third most popular Web site among U.S. teens, up from fifth last year. Globally, however, YouTube and Facebook rank No. 1 and No. 2, respectively, with MySpace coming in at No. 4, the survey said.

Currently, Habbo parent Sulake claims that the site reaches close to 12 million unique users globally, while comScore reports Habbo reaches 3 million monthly users in the U.S.

Beyond differences in online media preferences, American teens are more brand conscious than their brethren across the world, found the study. Fifty percent of teens surveyed felt it's important to express individuality and want their brands to help them stand out. Meanwhile, just 38 percent of global respondents shared the same attitudes toward brands.

In recent months, Habbo increasingly has become a marketing partner for U.S. brands and media companies. In January, it inked a deal with Fox and the production company FremantleMedia to host a virtual version of American Idol.

Habbo currently makes most of its money from the sale of virtual goods. Sulake reported in March that it made $74 million in revenue for 2008 -- the majority of which was derived from virtual goods sales.

Related: "Facebook, Twitter Siphon Time From MySpace"

Source: Mediaweek.com