What you need to know
The technology habits of the influential teen/tween demographic continue to evolve. The smartphone is now the clear centrepiece of teens/tweens’ media lives, from their use of social media to how they listen to music. In terms of their viewing habits, there is also a clear transition away from the traditional TV model towards streaming services and online videos.
Despite age-restrictions most teens/tweens are avid social media users. In contrast to adults where Facebook is the dominant network, YouTube is the most used social media network among teens/tweens. Snapchat is also an increasingly popular and important platform for the demographic which advertisers are now trying to capitalise upon.
Parents’ fears regarding their children’s use of technology are numerous and the majority of parents opt to closely monitor their children’s online behaviour; an option now readily provided by many media and tech companies. This, however, raises a debate regarding the age at which a child has a right to higher levels of privacy online.
Definition
For the purposes of this report, Mintel’s definition of ‘technology’ includes smartphones, tablets, static games consoles, portable games consoles, e-readers, internet-connected smart televisions, desktop and laptop computers, gaming, social networking and any form of digital media consumption.
The terms ‘teen’, ‘tween’, ‘child’ and ‘young people’ have been used interchangeably to describe children aged 10-15.
