What you need to know
Parental concerns continue to restrict teens’ and tweens’ device usage considerably, with parents exercising a particularly high degree of direct control over in-app and in-game purchases. Limiting screen time is a secondary concern. This has not, however, curbed teens’ and tweens’ ownership and usage of mobile devices.
Smartphones and tablets are the devices most commonly used by teens and tweens to watch short online videos, access social media, browse the internet and a range of other common activities. Usage of tablets by teens and tweens has in fact surpassed their usage of laptops in 2017.
Favouring mobile devices has naturally led to rapid growth for mobile-focused social media networks Instagram and Snapchat – which both put smartphone cameras at the heart of content sharing. Teens’ and tweens’ high levels of engagement with these platforms and continued engagement with YouTube has made social media personalities an essential component of marketing aimed at children in this age group.
Products covered in this Report
For the purposes of this Report, Mintel has used the following definitions:
‘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 other form of digital media consumption.
The terms ‘teen’, ‘tween’, ‘child’ and ‘young people’ have been used interchangeably to describe children aged 10-15.
