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Teens and Tweens Technology Usage - UK - May 2014

Mintel
Published Date » 2014-05-14
No. Of Pages » 184
 For younger consumers, social media is set to become the favoured channel for communication between brands and customers or potential customers, as customer support, product reviews, advertising and potentially even e-commerce all migrate to social channels. High levels of interaction with brands though social channels will serve to empower the next generation of young consumers and encourage brands to improve customer relations, as any negative feedback or reviews can easily be broadcast to large proportion of a brand’s customer base. 
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

Market factors
European Commission and OFT weigh in on in-app purchasing debate
ISPs introduce Cameron-supported internet filters to protect children
Next-generation console releases to fuel recovery in the market
A falling average smartphone price could drive adoption among children
Entertainment hub positioning pushes consoles out of the bedroom
Booming tablet market cannibalises desktop and laptop sales
The consumer
86% of children use a mobile device in the home
Figure 1: Technology used in the home, March 2014
Personal ownership is high for the majority of devices
Figure 2: Technology ownership, March 2014
Android continues to dominate, but iPhone 5C has boosted Apple’s share
Figure 3: Smartphone ownership, March 2014
Contract penetration is roughly on par with that of adults
Figure 4: Smartphone payment type, March 2014
Interaction with strangers is the primary parental concern
Figure 5: Parental concerns, March 2014
Children are most likely to have an equal input when making a purchase
Figure 6: Influence of children in the purchasing process, March 2014
Educational value is the primary feature looked for when buying a device
Figure 7: Purchasing priorities, March 2014
69% of parents say their child uses some form of social media
Half of parents of social media users are aware of age restrictions
Figure 8: Parental attitudes towards social media, March 2014
Instagram and YouTube are more popular among children than adults
Figure 9: Social media websites/apps used, March 2014
Poorly enforced age restrictions have little impact on usage
Half of children who use social media interact with brands online
Figure 10: Children’s attitudes towards social media, March 2014
Consoles are still used primarily for gaming rather than entertainment
Nintendo Wii’s family positioning has translated to a higher penetration
Figure 11: Games console ownership, March 2014
Next-gen console war has no clear winner, but Nintendo is out of the race
Figure 12: Demand for next-generation games consoles, March 2014
Brand loyalty plays a major role in the next-gen console war
What we think

Issues and Insights

What can brands expect from the next generation of young consumers?
The facts
The implications
How influential are children in the technology device purchasing process?
The facts
The implications

Trend Application

Trend: Mind Mapped
Trend: Totophobia
Mintel futures: Brand Intervention

Market Drivers

Key points
European Commission and OFT weigh in on in-app purchasing debate
ISPs introduce Cameron-supported internet filters to protect children
Next-generation console releases to fuel recovery in the market
Figure 13: Forecast value of UK video game and console sales, 2008-18
A falling average smartphone price could drive adoption among children
Figure 14: Forecast value of UK mobile phone sales, 2008-18
Figure 15: Ownership of mobile phones/smartphones, by age of child, 2011-13
Entertainment hub positioning pushes consoles out of the bedroom
Figure 16: Presence of a TV or games console in children’s bedrooms, by age of child, 2009-13
Figure 17: Presence of technology devices in children’s bedrooms, by age of child, April-June 2013
Booming tablet market cannibalises desktop and laptop sales
Figure 18: Value of UK desktop, laptop and tablet computer sales, by device, 2008-13

Who’s Innovating?

Key points
Amazon tablets lock out games until kids are done learning
Japan combats internet addiction with ‘fasting camps’
Zact gives parents even greater control over mobile usage
GeoPalz introduces fitness tracker for children
Oink gives parents control over online spend

Parental Control Features on Social Media

Facebook
Twitter
Tumblr
Google+/YouTube
Steam Community
Pinterest
Snapchat
Instagram
Myspace

The Consumer – Technology Used in the Home

Key points
86% of children use a mobile device in the home
Figure 19: Technology used in the home, March 2014
Penetration of smartphones increases with age
Figure 20: Technology used in the home, by age of child, March 2014
Portable games consoles have a weaker appeal among teenagers
Figure 21: Technology used in the home (continued), by age of child, March 2014
Personal ownership is high for the majority of devices
Figure 22: Technology ownership, March 2014

The Consumer – Smartphone Ownership

Key points
Android continues to dominate, but iPhone 5C has boosted Apple’s share
Figure 23: Smartphone ownership, March 2014
Microsoft’s Kid’s Corner has failed to drive penetration among children
Contract penetration is roughly on par with that of adults
Figure 24: Smartphone payment type, March 2014

The Consumer – Parental Concerns

Key points
Interaction with strangers is the primary parental concern
Figure 25: Parental concerns, March 2014
Figure 26: Primary parental concern, March 2014
Parental concerns differ by gender of child and gender of parents
Parents of console and laptop users are more concerned about bullying
Concern over in-app spending is highest among parents of tablet users

The Consumer – Device Purchasing Process

Key points
Children are most likely to have an equal input when making a purchase
Figure 27: Influence of children in the purchasing process, March 2014
Children have significantly more input when buying a games console
Figure 28: Influence of children in the purchasing process, by device, March 2014
Educational value is the primary feature looked for when buying a device
Figure 29: Purchasing priorities, March 2014
Over half of parents demand good parental controls
Just 17% of parents would look to buy a device designed for children
Brand loyalty across generations has room for growth

The Consumer – Parental Attitudes towards Social Media

Key points
69% of parents say their child uses some form of social media
Figure 30: Use of social media, March 2014
Parents of older children are more likely to be aware of social media use
Figure 31: Use of social media, by age of child, March 2014
Children of younger parents are more likely to use social media
Figure 32: Use of social media, by age of parent, March 2014
Half of parents of social media users are aware of age restrictions
Figure 33: Parental attitudes towards social media, March 2014
A fifth of parents of social media users would prefer children-only sites
Explicit content concerns are driving unease over apps like Snapchat
Heavy social media use is driving parental concerns over health

The Consumer – Social Media Websites/Apps Used

Key points
Instagram and YouTube are more popular among children than adults
Figure 34: Social media websites/apps used, March 2014
Poorly enforced age restrictions have little impact on usage
Figure 35: Social media websites/apps used, by age of child, March 2014
Parental concerns have no impact on children’s use of social media

The Consumer – Children’s Attitudes towards Social Media

Key points
Half of children who use social media interact with brands online
Figure 36: Children’s attitudes towards social media, March 2014
Privacy concerns suggest a demand for a more exclusivity
Instagram and Snapchat users are the most fearful of being left out
Tumblr users feel the most confident expressing themselves online
Children’s attitudes towards social media are overwhelmingly positive
Figure 37: Word associations with social networks, March 2014

The Consumer – Activities Performed on each Device

Key points
Smartphones are the preferred device for messaging and sharing photos
Figure 38: Activities performed on each device, March 2014
Consoles are still used primarily for gaming rather than entertainment

The Consumer – Games Console Ownership

Key points
Nintendo Wii’s family positioning has translated to a higher penetration
Figure 39: Games console ownership, March 2014
Next-gen console war has no clear winner, but Nintendo is out of the race
Figure 40: Demand for next-generation games consoles, March 2014
Brand loyalty plays a major role in the next-gen console war

Appendix – The Consumer – Technology Used in the Home

Figure 41: Technology used in the home, March 2014
Figure 42: Technology used in the home, by demographics, March 2014
Figure 43: Technology used in the home, by demographics, March 2014 (continued)
Figure 44: Technology ownership, March 2014
Figure 45: Technology ownership – Smartphone, by demographics, March 2014
Figure 46: Technology ownership – Tablet, by demographics, March 2014
Figure 47: Technology ownership – Portable games console, by demographics, March 2014
Figure 48: Technology ownership – Static games console, by demographics, March 2014
Figure 49: Technology ownership – Laptop computer, by demographics, March 2014
Figure 50: Technology ownership – Desktop computer, by demographics, March 2014
Figure 51: Technology ownership – Internet-connected smart TV, by demographics, March 2014
Figure 52: Technology ownership – E-readers, by demographics, March 2014

Appendix – The Consumer – Smartphone Ownership

Figure 53: Smartphone ownership, March 2014
Figure 54: Smartphone ownership, by demographics, March 2014
Figure 55: Smartphone payment type, March 2014
Figure 56: Smartphone payment type, by demographics, March 2014

Appendix – The Consumer – Parental Concerns

Figure 57: Parental concerns, March 2014
Figure 58: Parental concerns, by demographics, March 2014
Figure 59: Parental concerns, by technology used in the home, March 2014
Figure 60: Parental concerns, by technology used in the home (continued), March 2014
Figure 61: Primary parental concern, March 2014
Figure 62: Primary parental concern – Rank 1, by demographics, March 2014
Figure 63: Primary parental concern, by technology used in the home, March 2014
Figure 64: Primary parental concern, by technology used in the home (continued), March 2014

Appendix – The Consumer – Device Purchasing Process

Figure 65: Influence of children in the purchasing process, March 2014
Figure 66: Influence of children in the purchasing process – Any device, by demographics, March 2014
Figure 67: Influence of children in the purchasing process – Smartphone, by demographics, March 2014
Figure 68: Influence of children in the purchasing process – Tablet, by demographics, March 2014
Figure 69: Influence of children in the purchasing process – Portable games console, by demographics, March 2014
Figure 70: Influence of children in the purchasing process – Static games console, by demographics, March 2014
Figure 71: Influence of children in the purchasing process – Laptop, by demographics, March 2014
Figure 72: Influence of children in the purchasing process – Desktop, by demographics, March 2014
Figure 73: Influence of children in the purchasing process – Internet-connected smart TV, by demographics, March 2014
Figure 74: Purchasing priorities, March 2014
Figure 75: Purchasing priorities, by demographics, March 2014
Figure 76: Purchasing priorities (continued), by demographics, March 2014
Figure 77: Purchasing priorities, by parental concerns, March 2014
Figure 78: Purchasing priorities, by primary parental concern, March 2014

Appendix – The Consumer – Parental Attitudes towards Social Media

Figure 79: Use of social media, March 2014
Figure 80: Use of social media, by demographics, March 2014
Figure 81: Parental concerns, by use of social media, March 2014
Figure 82: Primary parental concern, by use of social media, March 2014
Figure 83: Parental attitudes towards social media, March 2014
Figure 84: Parental attitudes towards social media, by demographics, March 2014
Figure 85: Parental attitudes towards social media (continued), by demographics, March 2014
Figure 86: Parental concerns, by Parental attitudes towards social media, March 2014
Figure 87: Parental concerns, by Parental attitudes towards social media (continued), March 2014
Figure 88: Parental attitudes towards social media, by parental concerns, March 2014
Figure 89: Primary parental concern, by parental attitudes towards social media, March 2014
Figure 90: Primary parental concern, by parental attitudes towards social media (continued), March 2014
Figure 91: Parental attitudes towards social media, by primary parental concern, March 2014

Appendix – The Consumer – Social Media Websites/Apps Used

Figure 92: Social media websites/apps used, March 2014
Figure 93: Social media websites/apps used, by demographics, March 2014
Figure 94: Social media websites/apps used, by demographics, March 2014 (continued)
Figure 95: Social media websites/apps used (continued further), by demographics, March 2014
Figure 96: Social media websites/apps used, by parental concerns, March 2014
Figure 97: Social media websites/apps used, by primary parental concern, March 2014
Figure 98: Social media websites/apps used, by Parental attitudes towards social media, March 2014
Figure 99: Social media websites/apps used, by Parental attitudes towards social media (continued), March 2014

Appendix – The Consumer – Children’s Attitudes towards Social Media

Figure 100: Children’s attitudes towards social media, March 2014
Figure 101: Children’s attitudes towards social media – I am worried about strangers seeing my photos and messages online, by demographics, March 2014
Figure 102: Children’s attitudes towards social media – I share entertaining adverts on social media with friends, by demographics, March 2014
Figure 103: Children’s attitudes towards social media – I often click on adverts that I have seen on social media, by demographics, March 2014
Figure 104: Children’s attitudes towards social media – I check a social networking profile/app at least once each day, by demographics, March 2014
Figure 105: Children’s attitudes towards social media – I feel more confident expressing myself online than I do in real life, by demographics, March 2014
Figure 106: Children’s attitudes towards social media – I have uploaded photos or images to social media, by demographics, March 2014
Figure 107: Children’s attitudes towards social media – I have ‘liked’ or ‘followed’ a company that I like on social media, by demographics, March 2014
Figure 108: Children’s attitudes towards social media – I play games with my friends through social media websites/apps, by demographics, March 2014
Figure 109: Children’s attitudes towards social media – I’d feel left out of my friendship group if I didn’t use any social media, by demographics, March 2014
Figure 110: Children’s attitudes towards social media, by social media websites/apps used, March 2014
Figure 111: Social media websites/apps used, by children’s attitudes towards social media, March 2014
Figure 112: Social media websites/apps used, by children’s attitudes towards social media (continued), March 2014

Appendix – The Consumer – Activities Performed on each Device

Figure 113: Activities performed on each device, March 2014
Figure 114: Activities performed on each device – Smartphone, by demographics, March 2014
Figure 115: Activities performed on each device – Tablet, by demographics, March 2014
Figure 116: Activities performed on each device – Static games console, by demographics, March 2014
Figure 117: Activities performed on each device – Laptop or desktop computer, by demographics, March 2014

Appendix – The Consumer – Games Console Ownership

Figure 118: Games console ownership, March 2014
Figure 119: Games console ownership, by demographics, March 2014
Figure 120: Games console ownership, by demographics, March 2014 (continued)
Figure 121: Activities performed on static games console, by games console ownership, March 2014
Figure 122: Demand for next-generation games consoles, March 2014
Figure 123: Demand for next-generation games consoles, by demographics, March 2014
Figure 124: Demand for next-generation games consoles, by games console ownership, March 2014
Figure 125: Demand for next-generation games consoles, by activities performed on static games console, March 2014

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List of Figures

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