Table of Contents
Executive Summary
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- Overview
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- Figure 1: Share of population, by age, 2019
- The turning point for independence
- Parents still dictating interests, but changes are coming
- Key opportunity
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- Figure 2: Teen location of free time, April 2019
- The mobile-first experience
- Teens turning inward through smartphones
- Key opportunity
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- Figure 3: Attitudes toward mobile devices, April 2019
- The impact of pop culture
- Music, gaming dominate interests
- Key opportunity
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- Figure 4: Teen areas of interest ranked, April 2019
- The ability to connect to others
- Sharing online brings judgment
- Key opportunity
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- Figure 5: Attitudes toward sharing and standing out, April 2019
- What it means
The Market – What You Need to Know
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- A small but mighty population
- Mobile usage on the rise
- Online time getting more frequent
- Tech reliance opening up opportunities for alone and family time
Teens by the Numbers
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- Teen population stagnates
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- Figure 6: Share of population, by age, 2019
- Household size impacts teen dynamics
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- Figure 7: Number of people in households with teens, October 2017-November 2018
- A multicultural audience
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- Figure 8: Share of population by race and Hispanic origin, all vs teens, 2018
- Teens have some responsibility over finances
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- Figure 9: Teen use of financial institutions, October 2017-November 2018
- More spending power comes with age
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- Figure 10: Weekly teen income from paying job, October 2017-November 2018
- College is more of an expectation for teens
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- Figure 11: College enrollment among adults aged 18-24, 1977-2017
Teens and the Mobile Experience
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- Ownership and home use of mobile devices on the rise
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- Figure 12: Teen mobile device ownership and access at home, 2014-18
- Teen years mark a switch from tablet to smartphone
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- Figure 13: Teen smartphone and tablet ownership, by age, October 2017-November 2018
- Most teens need, prefer smartphones
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- Figure 14: Attitudes toward mobile devices, April 2019
- Mobile gaming important for many teens
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- Figure 15: Types of apps used, October 2017-November 2018
The Internet and Social Media
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- Internet out of the home growing
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- Figure 16: Teen internet access by location, 2014-18
- Spending more and more time online
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- Figure 17: Hours spent online, 2014-18
- Teen and adult social media habits vary wildly
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- Figure 18: Daily social media use, teens vs adults, April 2019
- Heavy social media interactions growing
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- Figure 19: Social media frequency, 2014-18
Families and Free Time
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- Family time and alone time are two priorities
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- Figure 20: Attitudes toward leisure time at home, 2014-18
- Family plans dictate paid content consumption
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- Figure 21: Mobile plan type – Single or multi-line, January 2019
- Streaming services getting to be overwhelming
Key Trends – What You Need to Know
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- Finding the experiences that matter
- Balancing out inequality
- Making their mark
What’s In?
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- Finding your tribe on YouTube
- Using video in communication
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- Figure 22: Video chat used, October 2017-November 2018
- Kids content still important despite more availability
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- Figure 23: Cable channels viewed, October 2017-November 2018
- Netflix wins as others race for the bottom
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- Figure 24: Teen streaming service use, October 2017-November 2018
- In-person experiences still have their place
- The mall is hanging in there
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- Figure 25: @westfieldoldorchard Marvel post, April 2019
- Live events ebb and flow
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- Figure 26: Teen live event attendance, by type of performance, 2014-18
What’s Out?
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- As internet rises, everything else falls away
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- Figure 27: Internet impact on terrestrial media, 2014-18
- Inequality in leisure time
- Speak your truth, as long as it’s what you think others should see
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- Figure 28: @rankinarchive Selfie Harm post, January 2019
- Teens don’t care about the news
What’s Next?
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- A new wave of activism
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- Figure 29: @nowthisnews Greta Thunberg post, December 2018
- Interactive elements in video
- Further advancements in live
- Everything’s a game
The Consumer – What You Need to Know
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- Combining the physical and digital world
- Seeking connection via pop culture
- Investing in music and other media
- Teens spending time on different types of videos
- Keeping it close to home
- Teen segmentation highlights opportunities
Teen Activities and Social Lives
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- Key opportunity
- Parents influence what kids do
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- Figure 30: Attitudes toward family and leisure time, April 2019
- Social groups help dictate participation
- Activities done alone: driven by headphones
- Activities done with friends: driven by the outside world
- Activities with family: driven by living spaces
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- Figure 31: Correspondence analysis – Symmetrical map – Teen activities and socialization, April 2019
- Nearly three quarters of teens spend most of their time in their room
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- Figure 32: Teen location of free time, April 2019
- Older teens have resources to hang with friends
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- Figure 33: Teen activities and socializing with friends, by age, April 2019
Teen Tech Priorities
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- Key opportunity
- Video, social content crucial for teens
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- Figure 34: Teen tech priorities, April 2019
- Young boys need media, older girls gravitate toward social
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- Figure 35: Teen tech priorities, by gender and age, April 2019
Teen Areas of Interest
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- Key opportunity
- Pop culture leaves a lasting impact
- Music, media dominates interest
- Shopping, social issues are low priority
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- Figure 36: Teen areas of interest ranked, April 2019
- Young boys obsessed with gaming
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- Figure 37: Teen areas of interest ranked, by gender and age, April 2019
Teens and Video
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- Key opportunity
- Teens can get what they want for free
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- Figure 38: Attitudes toward free videos, April 2019
- Long- and short-form content in dead heat for teens’ attention
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- Figure 39: Teen video preferences, April 2019
- Teens have diverse video interests
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- Figure 40: Number of teen video types watched, April 2019
- Girls and boys seek connection in different ways
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- Figure 41: Teen video preferences, by gender, April 2019
Sharing and Standing Out
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- Key opportunity
- Teens keep personal details to themselves
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- Figure 42: Attitudes toward sharing online, April 2019
- Exploration is important to most teens
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- Figure 43: Attitudes toward discovery and standing out, April 2019
Consumer Segmentation
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- Factors
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- Figure 44: Teen segmentation, April 2019
- Savvy Socialites (40%)
- Demographics
- Characteristics
- Opportunities
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- Figure 45: Consumer segmentation – Savvy Socialites, by demographics, April 2019
- Online Outsiders (32%)
- Demographics
- Characteristics
- Opportunities
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- Figure 46: Consumer segmentation – Online Outsiders, by demographics, April 2019
- Pliable Players (28%)
- Demographics
- Characteristics
- Opportunities
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- Figure 47: Consumer segmentation – Pliable Players, by demographics, April 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 48: Weekly teen income from paying job, October 2017-November 2018
- Figure 49: Teen mobile device ownership and access at home, 2014-18
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- Figure 50: Teen smartphone and tablet ownership, by age, October 2017-November 2018
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- Figure 51: Teen internet access by location, 2014-18
- Figure 52: Hours spent online, 2014-18
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- Figure 53: Social media frequency, 2014-18
- Figure 54: Attitudes toward leisure time at home, 2014-18
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Appendix – Key Trends
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- Figure 55: Top 20 North American tours, by gross in millions, November 2017-November 2018
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Appendix – The Consumer
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- Figure 56: Leisure activities, by other participants, April 2019
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- Figure 57: Top 20 favorite music genres of teens, 2017 and 2018
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Appendix – Correspondence Analysis
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- Methodology
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- Figure 58: Correspondence Analysis – Principal map – Activities and socialization, March 2019
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