A recent study conducted by Google in collaboration with Ipsos revealed some interesting facts about the preferences of 13- to 17-year-olds with regards to device usage. Marketers have never really focused on teenagers, but Google believes knowing their preferences will help predict the consumer trends of the future.
There were a total of 2013 participants in the study between the ages 13 to 34. There were three age groups; 13 to 17 (classified as all teens), 18 to 24 (classified as young adults), 25 to 34 (classified as adults). 26% of the US population is teenagers and they have a purchasing power of about $44 billion.
The study found that along with graduating from school and getting a license, getting a phone is the third biggest milestone in the life of a teenager. And the present generation of teenagers is receiving their first phone a lot earlier than the previous generation.
Teenagers nowadays have access to many different kinds of devices, but the Gen Z seems to prefer smartphones above everything else. Smartphones see 78% usage compared to laptop and TV which sees a usage of 69% and 68% respectively. The usage of smartphone is high across the board with 87% usage by the young adults and adults. Teenagers also use gaming console considerably showing 62% usage compared to 43% by young adults and 56% by adults.
Though a lot of teens are switching to messaging apps, text message still remains their preferable mode of connecting with people. Watching video on smartphones is the most preferable activity for most teens. They spend 3 hours on an average everyday doing just that.
As far as shopping goes, two out of three teenagers like shopping online because they believe it to be more convenient, among them, 53% use their mobiles to make purchases. Video games, books, and apparel are the most common products teens buy online.
Full insights with interactive reports are accessible from Think with Google.