Teens and Tweens Technology Usage - UK - July 2016


#770579

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Mintel

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The rapid success of Snapchat with teens/tweens highlights that for young people it is the ability to create and communicate in innovative, fun new ways that is at the heart of their interest in social media. New social media features, from livestreaming to creating short music videos, are being introduced in the hope of similarly capturing the attention and imagination of the influential age-group

Table of Content

Overview

What you need to know
Definition

Executive Summary

The market
12-15-year-olds spend more time online than watching TV
Figure 1: Estimated weekly hours of media consumption at home or elsewhere, by age, 2015
New EU social media policy to be introduced
The government enforces age ratings on music videos
Key players
New social media apps look to appeal to teens/tweens through creative messaging
Streaming services create more teen/tween focused content
Windows 10 update automatically enables parents to monitor activity
The consumer
The smartphone overtakes the laptop as most popular device
Figure 2: Device use, May 2016
Most parents monitor online behaviour
Figure 3: Parents’ behaviour, May 2016
“Stranger danger” and inappropriate content are greatest social media concerns
Figure 4: Social Media concerns, May 2016
Nearly half consider streaming preferable to live TV
Figure 5: Viewing habits, May 2016
Older children use music streaming services
Figure 6: Music behaviour, May 2016
YouTube is the most popular social media network
Figure 7: Social media use, May 2016
Tween-only networks still have great potential
Figure 8: Interest in social media networks, May 2016
Social media is a powerful tool for brands to reach teens/tweens
Figure 9: Social media behaviour, May 2016
What we think

Issues and Insights

Social media opportunities and concerns
The facts
The implications
Music listening habits
The facts
The implications

The Market – What You Need to Know

12-15-year-olds spend more time online than watching TV
Most feel tablets can be useful tools for children
Further measures taken to help keep children safe at school
New EU social media legislation
Many child abuse cases have online links
The government enforces age ratings on music videos

Market Drivers

12-15-year-olds spend more time online than watching TV
Figure 10: Estimated weekly hours of media consumption at home or elsewhere, by age, 2015
Parents feel tablets can be useful tools for children
Figure 11: Attitudes towards tablets, September 2015
Many child abuse cases have online links
New measures taken to help keep children safe at school
New EU social media policy to be introduced
The government enforces age ratings on music videos

Key Players – What You Need to Know

New social media apps look to appeal to teens/tweens through creative messaging
Streaming services create more teen/tween focused content
Windows 10 update automatically enables parents to monitor activity
New attempts being made to tackle cyber-bullying
Friendship smart bracelet targets teens

Launch Activity and Innovation

Apps look to appeal to teens/tweens with new types of messaging
Musical.ly is an explosive new social media app
Snapchat acquires Bitmoji
New messaging app Rawr explores 3D avatars
Wishbone app skyrockets in popularity with teens/tweens
More online video content being created for teens/tweens
New tween series Project MC2 produced by Netflix
YouTube Red puts teens/tweens at heart of original content
AT&T launches subscription service aimed at young adults
E10p app alerts parents about their child’s whereabouts
New attempts being made to tackle cyber-bullying
App helps parents prevent cyber-bullying
ReThink app looks to help children reconsider posts
Vodafone and Snapchat look to encourage bullied children
Windows 10 update lets parents monitor activity
Friendship smart bracelet targets teens
New Harman headphones enable parents to turn down the music

The Consumer – What You Need to Know

The smartphone overtakes the laptop as most popular device
Parents are monitoring and limiting their child’s online activities
Interacting with unknown adults is greatest social media concern
Online videos are preferred to TV
The smartphone is primary device for music listening
YouTube is the most popular social media network
Girls are heaviest social media users
Teens/tweens are interested in kid only social media

Device Use

Smartphone overtakes laptop as most popular device
Figure 12: Device use, May 2016
Boys are far more likely to use static games consoles
Figure 13: Device use, by gender of child, May 2016

Parents’ Behaviour

Parents are monitoring their children’s online habits
Figure 14: Parents’ behaviour, May 2016
Younger parents are more likely to monitor their child
Figure 15: Parents’ behaviour, by age of parent, May 2016
Nearly a fifth of parents follow their child with GPS

Social Media Concerns

Stranger danger and inappropriate content are greatest social media concerns
Bullying is also a major concern
Figure 16: Social media concerns, May 2016

Technology Behaviour

Most use their smartphone to access social media
Mobile gaming continues to evolve
Many are watching TV on mobile devices
Figure 17: Activities performed on each device, May 2016

Music Behaviour

The smartphone is the primary music device for teens/tweens
CDs not dead yet even among teens/tweens
Figure 18: Music behaviour, May 2016
Older children use music streaming services
Figure 19: Use a music streaming service, by age of child, May 2016

Viewing Habits

Kids prefer online videos to TV
Most teens/tweens are not watching adverts
Figure 20: Viewing habits, May 2016
Many have a preference for streaming over live TV
Age of parents impacts viewing habits
Figure 21: Viewing habits – answered yes to following questions, by age of parent, May 2016

Social Media Use

YouTube is the most popular social media network
Snapchat has become a key platform
Figure 22: Social media use, May 2016
Social networks are used more by older children
Figure 23: Social media use, by age of child, May 2016
Girls are more likely to use image based networks
Figure 24: Social media use, by gender of child, May 2016
YouTube is also the favourite network
Figure 25: Favourite social media networks, May 2016

Social Media Interest

Tween only networks have great potential
Figure 26: Interest in social media networks, May 2016
School based social networks appeal to younger children
Figure 27: Interest in social media networks, by age of child, May 2016
Interest-based networks appeal more to boys
Figure 28: Interest in social media networks, by gender of child, May 2016

Social Media Behaviour

Social media can perform key role for brands targeting teens/tweens
Figure 29: Social media behaviour, May 2016
Livestreaming takes off
Girls and older children are more likely to follow a celebrity
Figure 30: Has followed a celebrity on social media, by age of child, May 2016
Figure 31: Has followed a celebrity on social media, by gender of child, May 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Consumer research methodology

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