Teens, Social and Tech #report


Since I wrote this article about teens leaving Facebook in NZ [mimicking USA trends] I've been hunting down the latest research on teen trends in tech and social.

Today I discovered this Piper Jaffray report , 'Taking stock with teens'. The report uncovers where teens spend their money, which brands are winning and which are falling out of favour.  

They surveyed over 5,000 students with an average age of 16 years from average to high household incomes.

Here are a few snapshots I found interesting:

Do you shop online?


So almost 80% of teens shop online but they prefer not to...


The top 5 'Write on' social media sites called out by teens are:

  1. Wanelo - Shopping 
  2. Vine - Twitter 6 second video app
  3. Snapchat - instant messenger
  4. Kik - instant messenger
  5. 4Chan

But when we talk about social networking sites...


So Facebook is loosing traction and is now on par with YouTube. Twitter is just ahead of Instagram and both Google+ and Tumblr are less important to teens since 12 months ago.

In fact Facebook is 9% down on a year ago. This could elude to teens trying to find their own platform and the dominance of mobile as the predominant social device.


Mobile Devices

  • 48% of teens own an iPhone compared to 40% last year
  • 62% of teens plan on making iPhone their next mobile device (flat vs. Fall 2012)
  • 51% of teens surveyed owned a tablet computer from 44% Fall 2012

Teen habits are changing super fast. Brands face the challenge to be relevant and maintain relevance season to season. 

Brand managers have a huge task just keeping up with where teens are talking and what they're talking about.