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Teens' and Tweens' Technology Usage - UK - November 2011

“Dual screening is becoming second nature for today’s youths, whether it is using the computer or the mobile phone at the same time that they are watching television programmes. To maximise the effectiveness of advertising campaigns targeted at the younger audience, marketers need to ensure multi-channel advertising is well-executed, from the creative of the campaign to technical performance of the website.”

– Cecilia Liao, Senior Technology Analyst

Some questions answered in the report include:

  • What would encourage more youths to pay for mobile apps?
  • What can marketers do to encourage smartphone adoption?
  • What will teens and tweens expect from their computers?
  • What would encourage youths to take adequate breaks from today’s gadgets?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: How money is spent in a typical month, September 2011
            • Market factors
              • Under-16s expected to grow in number in next 15 years
                • Figure 2: Trends in the age structure of the UK population, 2006-16
              • Single-parent families on the rise
                • Uncertain economic climate could dampen technology spending
                  • Companies, brands and innovation
                    • The consumer
                      • Video games consoles
                        • Figure 3: Access to video game consoles at home, September 2011
                      • Mobile phones
                        • Figure 4: Type of mobile phone owned, September 2011
                      • Televisions and computers
                        • Figure 5: Presence of computers and/or televisions in youth’s own bedrooms, September 2011
                      • Adult’s attitudes to technology for teens and tweens
                        • Figure 6: The minimum age at which consumers feel children should be allowed to start using technology, September 2011
                      • What we think
                      • Issues in the Market

                          • What would encourage more youths to pay for mobile apps?
                            • What can marketers do to encourage smartphone adoption?
                              • What will teens and tweens expect from their computers?
                                • What would encourage youths to take adequate breaks from today’s gadgets?
                                • Future Opportunities

                                    • Trend: Influentials
                                      • Trend: Decline of Deference
                                      • Internal Market Environment

                                        • Key points
                                          • Money for teens and tweens
                                            • How much money do teens and tweens receive?
                                              • Figure 7: Money received and/or earned each week, September 2011
                                              • Figure 8: Money received and/or earned each week, by age, September 2011
                                            • How do teens and tweens spend their money?
                                              • Figure 9: How money is spent in a typical month, September 2011
                                              • Figure 10: How money is spent in a typical month, by age, September 2011
                                            • Access to the internet
                                              • Figure 11: Method of connecting to the internet, September 2011
                                            • Access to social networks
                                              • Figure 12: Frequency of visits to social networking sites, September 2011
                                            • Facebook users
                                              • Figure 13: Facebook users, by age and gender, September 2011
                                            • Twitter users
                                              • Figure 14: Twitter users, by age and gender, September 2011
                                          • Broader Market Environment

                                            • Key points
                                              • Slightly more tweens in the next five years
                                                • Figure 15: Trends in the age structure of the UK population, 2006-16
                                              • Single-parent households on the rise
                                                • Figure 16: Trends in marital status, 2001-11
                                              • Uncertain economic climate could dampen technology spending
                                                • Figure 17: GDP quarterly percentage change, Q1 2004-Q2 2011
                                                • Figure 18: GFK NOP Consumer Confidence Index, January 1988-September 2011
                                            • Who’s Innovating?

                                              • Key points
                                                • Educating the next generation through new technology
                                                  • Educating the next generation on new technology
                                                    • Tablet computers for all ages
                                                      • Figure 19: The LeapFrog LeapPad tablet
                                                      • Figure 20: The Vtech InnoTab
                                                      • Figure 21: The Vinci TAB
                                                    • Hardware manufacturer HTC to integrate children-friendly features
                                                      • Tesco offers capped tariffs to control children’s mobile phone bills
                                                        • Interactive learning experience with Microsoft Kinect
                                                        • Video Games

                                                          • Key points
                                                            • Console ownership amongst teens and tweens
                                                              • Figure 22: Access to video game consoles at home, September 2011
                                                            • Static games consoles
                                                              • Figure 23: Access to static video game consoles at home, by access to static video game consoles, September 2011
                                                              • Figure 24: Access to static video game consoles at home, by age and gender, September 2011
                                                            • Motion controllers for static consoles
                                                              • Portable game consoles
                                                                • Figure 25: Access to portable video game consoles at home, by portable video game consoles, September 2011
                                                                • Figure 26: Access to portable video game consoles at home, by age and gender, September 2011
                                                              • Xbox Kinect “tops” the Christmas wish list
                                                                • Figure 27: Desire for video game consoles as a percentage of those with no access to the particular console, September 2011
                                                                • Figure 28: Ownership and desire for video game consoles, September 2011
                                                              • Influence of friends on the choice of video games
                                                                • Figure 29: Agreement with the statement “My friends influence which video games I buy and play,” by gender and age, September 2011
                                                              • Adults’ attitudes to video games for teens and tweens
                                                                • Figure 30: Consumer opinions on the minimum age at which children should be allowed to start using video games consoles, September 2011
                                                                • Figure 31: Consumer opinions on the minimum age at which children should be allowed to start using video games, by presence of children, September 2011
                                                              • Time restriction on video games
                                                              • Mobile Phones

                                                                • Key points
                                                                  • Mobile phone ownership amongst teens and tweens
                                                                    • Figure 32: Mobile phone ownership, September 2011
                                                                    • Figure 33: Mobile phone ownership, by age and gender, September 2011
                                                                  • Half of mobiles owned by youths are smartphones
                                                                    • Figure 34: Type of mobile phone owned, September 2011
                                                                    • Figure 35: BlackBerry and Android ownership, by age and gender, September 2011
                                                                  • Downloading apps on a smartphone
                                                                    • Figure 36: Smartphone owners who agree with the statements “I have downloaded free apps on my mobile phone” or “I have paid for apps on my mobile phone”, September 2011
                                                                    • Figure 37: Smartphone owners who have paid for apps on their phone, by age and weekly income, September 2011
                                                                    • Figure 38: Smartphone owners who agree with the statements “I have downloaded free apps on my mobile phone” and “I have paid for apps on my mobile phone”, by age and gender, September 2011
                                                                  • Who pays the mobile phone bills?
                                                                    • Figure 39: Mobile phone owners who agree with the statement “I pay for calls and texts on my mobile phone myself,” by age, weekly income, and type of phone, September 2011
                                                                  • Adults’ attitudes to mobile phones for teens and tweens
                                                                    • Figure 40: Consumers’ opinions on the minimum age at which children should be allowed to start using mobile phones, September 2011
                                                                    • Figure 41: Mean difference of consumers’ opinions on the minimum age at which children should be allowed to start using technology products, by age of respondents, September 2011
                                                                • Televisions and Computers

                                                                  • Key points
                                                                    • Television and computer ownership amongst teens and tweens
                                                                      • Figure 42: Computer and television in youth’s own bedroom, September 2011
                                                                      • Figure 43: Youths who have both a computer and a television in their own bedroom, by age, September 2011
                                                                      • Figure 44: Agreement with the statements “I have my own TV in my bedroom” and “I have my own computer in my bedroom,” by age and gender, September 2011
                                                                    • Computers
                                                                      • Televisions
                                                                        • Figure 45: Ownership of “PlayStation 2 or PlayStation 3” and “Xbox or Xbox 360”, by gender, September 2011
                                                                      • Seven in ten youths are dual screening most of the time
                                                                        • Figure 46: Agreement with the statements “I often use the computer while i am watching tv at the same time” and “I often text or talk on my mobile phone while i am watching tv at the same time,” by age and gender, September 2011
                                                                      • Do children spend too much time on electronic screens?
                                                                      • General Attitudes to Technology

                                                                          • Youth’s attitude to technology
                                                                            • Figure 47: Technology Usage Habits, September 2011
                                                                          • Adult’s attitude to technology for youths
                                                                            • Figure 48: Parent's attitudes towards technology used by teenagers, September 2011
                                                                            • Figure 49: The minimum age at which consumers feel children should be allowed to start using technology, September 2011
                                                                        • Appendix – Internal Market Environment

                                                                            • Figure 50: Frequency of visits to social networking sites, September 2011
                                                                            • Figure 51: Frequency of visits to any social network sites by demographics, September 2011
                                                                            • Figure 52: Frequency of visits to Facebook sites by demographics, September 2011
                                                                            • Figure 53: Frequency of visits to Twitter sites by demographics, September 2011
                                                                        • Appendix – Video Games

                                                                            • Figure 54: Access to video game consoles at home, September 2011
                                                                            • Figure 55: Most popular access to video game consoles at home, by demographics, September 2011
                                                                            • Figure 56: Next most popular access to video game consoles at home, by demographics, September 2011
                                                                            • Figure 57: Access to video game consoles at home, by repertoire of access to video game consoles at home, September 2011
                                                                            • Figure 58: Repertoire of access to video game consoles at home, September 2011
                                                                            • Figure 59: Repertoire of access to video game consoles at home, by demographics, September 2011
                                                                            • Figure 60: Desire for video game consoles, September 2011
                                                                            • Figure 61: Most popular desire for video game consoles, by demographics, September 2011
                                                                            • Figure 62: Next most popular desire for video game consoles, by demographics, September 2011
                                                                            • Figure 63: Desire for video game consoles, by most popular access to video game consoles at home, September 2011
                                                                            • Figure 64: Desire for video game consoles, by next most popular access to video game consoles at home, September 2011
                                                                            • Figure 65: Desire for video game consoles, by most popular desire for video game consoles, September 2011
                                                                            • Figure 66: Desire for video game consoles, by next most popular desire for video game consoles, September 2011
                                                                        • Appendix – Mobile Phones

                                                                            • Figure 67: Mobile phone ownership, September 2011
                                                                            • Figure 68: Mobile phone ownership, by demographics, September 2011
                                                                            • Figure 69: Type of mobile phone owned, September 2011
                                                                            • Figure 70: Type of mobile phone owned, by demographics, September 2011
                                                                            • Figure 71: Mobile devices usage, by type of mobile phone owned, September 2011
                                                                        • Appendix – Televisions and Computers

                                                                            • Figure 72: Usage of television and computer, September 2011
                                                                            • Figure 73: Usage of television and computer, by demographics, September 2011
                                                                            • Figure 74: Technology usage habits, by usage of television and computer, September 2011
                                                                            • Figure 75: Usage of television and computer, by usage of television and computer, September 2011
                                                                        • Appendix – General Attitudes to Technology

                                                                            • Figure 76: Technology Usage Habits, September 2011
                                                                            • Figure 77: Most popular technology usage habits, by demographics, September 2011
                                                                            • Figure 78: Next most popular technology usage habits, by demographics, September 2011
                                                                            • Figure 79: Technology usage habits, by mobile phone ownership, September 2011
                                                                            • Figure 80: Technology usage habits, by most popular access to video game consoles at home, September 2011
                                                                            • Figure 81: Technology usage habits, by next most popular access to video game consoles at home, September 2011
                                                                            • Figure 82: Attitude towards the internet and technology, September 2011
                                                                            • Figure 83: Attitude towards the internet and technology, by demographics, September 2011
                                                                            • Figure 84: Attitude towards the internet and technology, by usage of television and computer, September 2011
                                                                            • Figure 85: Consumer's opinion on the minimum age at which children should be allowed to start using technology, September 2011
                                                                            • Figure 86: Consumer's opinion on the minimum age at which children should be allowed to start using technology, by demographics, September 2011
                                                                            • Figure 87: Parent's description on technology used by teenagers, September 2011
                                                                            • Figure 88: Parent's description on technology used by teenagers, by demographics, September 2011
                                                                            • Figure 89: Parent's attitudes towards technology used by teenagers, September 2011
                                                                            • Figure 90: Parent's attitudes towards technology used by teenagers, by demographics, September 2011
                                                                            • Figure 91: Parent's attitudes towards technology used by teenagers, by parent's description on technology used by teenagers, September 2011
                                                                            • Figure 92: Parent's attitudes towards technology used by most popular teenagers, by parent's attitudes towards technology used by teenagers, September 2011
                                                                            • Figure 93: Parent's attitudes towards technology used by next most popular teenagers, by parent's attitudes towards technology used by teenagers, September 2011

                                                                        Companies Covered

                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                        • Amazon.co.uk
                                                                        • Apple Computer UK Ltd
                                                                        • Asda Group Ltd
                                                                        • Bebo Inc
                                                                        • British Broadcasting Corporation (BBC)
                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                        • Co-operative Group
                                                                        • Facebook, Inc.
                                                                        • Gfk NOP
                                                                        • Government Actuary's Department (GAD)
                                                                        • HTC
                                                                        • J. Sainsbury
                                                                        • Kantar Media
                                                                        • LeapFrog Enterprises Inc.
                                                                        • Lidl (UK)
                                                                        • Marks & Spencer
                                                                        • Microsoft Ltd (UK)
                                                                        • mmO2 plc
                                                                        • MySpace.com
                                                                        • National Geographic Society
                                                                        • Netto Foodstores Ltd
                                                                        • Nintendo UK Entertainment Ltd
                                                                        • Office for National Statistics
                                                                        • Orange plc (UK)
                                                                        • PayPal Inc.
                                                                        • Research in Motion Uk Ltd.
                                                                        • Sony (UK) Ltd
                                                                        • T-Mobile (UK) Ltd
                                                                        • Tesco Plc
                                                                        • Twitter, Inc.
                                                                        • Virgin Mobile
                                                                        • Vodafone Group Plc (UK)
                                                                        • Waitrose Ltd
                                                                        • Walt Disney Company, The
                                                                        • Warner Bros. Entertainment Inc.
                                                                        • Wm Morrison Supermarkets

                                                                        Teens' and Tweens' Technology Usage - UK - November 2011

                                                                        £1,750.00 (Excl.Tax)