Canada Activities of Teens and Tweens Market Report 2022
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“The pandemic has been particularly hard on Canada’s teens and tweens, and mental health has become a top priority for parents, who are having an increasingly hard time accurately gauging…

Canada Activities of Teens and Tweens Market Report 2022

£ 3,695 (Excl.Tax)


Topics Analysed in this Report

  • What activities have teens and tweens participated in over the past 12 months?
  • What are parents’ priorities for their children?
  • What are teens’ and tweens’ motivations for engaging in activities?
  • What are teens’ and tweens’ expectations for themselves as adults?
  • Who is the primary decision-maker or a variety of household activities?

Expert Insights from a Tech and Media Analyst

This report, written by Michael Lloy, a leading technology analyst, delivers in-depth commentary and analysis to highlight trends facing Teens and Tweens and add expert context to the numbers.

The pandemic has been particularly hard on Canada’s teens and tweens, and mental health has become a top priority for parents, who are having an increasingly hard time accurately gauging the frequency and scale of the digital activities that their children are up to.”

Michael Lloy
Senior Tech & Media Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
  2. Executive Summary

    • Top takeaways
    • Market overview
    • The activities teens and tweens outlook
      • Figure 1: Category outlook, attitudes of teens and tweens, 2022-27
    • Opportunities
    • Brands focusing on mental health care and benefits will find it easier to connect with parents
    • Parents could be more aware of their children’s activities
    • Challenges
    • Can brands make financial literacy and financial management fun for teens and tweens?
  3. The Target Audience – Teens and Tweens

    • Tween and teen years play an important role in developing habits for adulthood
    • COVID-19 has been detrimental to the mental health of teens and tweens
    • Canada’s younger populations are more ethnically diverse
      • Figure 2: Canadian ethnic origins, 2022
    • Diversity among future generations is projected to increase
      • Figure 3: Canadian population age projections, yearly, 1981-2040
  4. Market Factors – Economic Indicators

    • Inflation is a top-of-mind concern for most Canadians
      • Figure 4: Canadian Consumer Price Index, 2020-22
    • Household savings are the lowest they have been since Q1 2020
      • Figure 5: Canadian household savings rate, Q1 2019-Q2 2022
    • Canada’s aging population will likely put pressure on younger Canadians
      • Figure 6: Canadian population age projections, yearly, 2000-40
  5. Competitive Strategies

    • Meeting the needs of young consumers via the lens of the Identity Trend Driver
    • Lululemon just released two new workout hijabs
      • Figure 7: Womens Health Magazine Instagram post, June 2022
    • Samsung tapped into users’ individuality to promote its smartphones via TikTok challenge
      • Figure 8: Samsung TikTok post, July 2021
    • Dairy brand Lactalis has added the brand Khaas to better serve South Asian, Middle Eastern and North African communities
    • Meeting the needs of young consumers through the lens of the Surroundings Trend Driver
    • Digital marketplace, Flashfood, has diverted 50 million pounds of food from landfills
      • Figure 9: Flashfood Twitter post, November 2022
    • TELUS’ Mobile Health Clinics show consumers it cares
      • Figure 10: TELUS Mobile Health Clinic Twitter post, October 2021
    • Meeting the needs of young consumers via the lens of the Technology Trend Driver
    • The future is here with ‘live shopping’
      • Figure 11: Livescale TV Instagram post, August 2021
    • L’Oréal went live
      • Figure 12: L’Oréal’s Beauty Festival Instagram post, June 2021
    • Spotify has acquired Heardle to further engage younger consumers
      • Figure 13: Spotify Instagram post, July 2022
    • Meeting the needs of young consumers through the lens of the Wellbeing Trend Driver
    • Samsung gamifies health and turns it into a competitive but friendly social experience
      • Figure 14: Samsung Canada Galaxy Watch 4 Instagram post, August 2021
    • SMRT1 Vending can provide healthy vending options to schools
  6. Activities of Teens and Tweens: Fast Facts

  7. Who are Canada’s youngsters and their parents?

    • There are more teens than tweens in Canadians households
      • Figure 15: Parentage in households with children under 18, teens vs tweens, 2022
      • Figure 16: Age breakdown of parents, 2022
    • Tweens are more likely to be in multi-child households
      • Figure 17: Number of children under 18 in the home, parents of tweens vs parents of teens, 2022
    • Reaching parents can be just as important as marketing directly to teens and tweens
      • Figure 18: Social media sites visited weekly, parents of tweens vs parents of teens, 2022
    • Canadian teens describe themselves as creative and unique
      • Figure 19: Teen self-associations (any rank), 2022
      • Figure 20: Apple TikTok post, June 2022
      • Figure 21: Gap Instagram post, February 2022
    • There is a gendered divide in how some teens describe themselves
      • Figure 22: Teen self-associations (any rank), by gender, 2022
    • Parents see their kids as social and environmentally conscious
      • Figure 23: Parent perceptions of teens (% agree), 2022
  8. The Recreational Activities of Teens and Tweens

    • Most kids hang out with their friends and do communal family activities
      • Figure 24: Activities of tweens/teens in the past 12 months, 2022
      • Figure 25: Sport Chek Instagram post, August 2022
    • Tweens are typically more involved in arts-related activities
    • Enjoyment is the prime motivator for kids, but peers also have an outsized influence
      • Figure 26: Motivations for participation in activities, 2022
    • Outside of clothing choices, activity decisions are either collaborative or parent-driven
      • Figure 27: Household decision makers, 2022
    • In some areas, teens are typically vested with more decision-making responsibility by their parents
      • Figure 28: Household decision makers, parents of tweens vs parents of teens, 2022
      • Figure 29: Independence of children is important (% agree), parents of tweens vs parents of teens, 2022
  9. The Priorities and Plans of Teens, Tweens and Their Parents

    • For most parents, fostering a healthy lifestyle and educational success are top priorities for students
      • Figure 30: Parent priorities for children, any rank vs top priority, 2022
      • Figure 31: Better Help TikTok post, March 2022
    • Moms were more likely to rank mental health as a priority
      • Figure 32: Mental health is a priority, moms vs dads, 2022
    • Younger parents are bigger on financial literacy
      • Figure 33: Developing financial literacy is a priority, 18-34s vs overall, 2022
      • Figure 34: Tangerine financial literacy Twitter post, July 2022
    • While knowledge is important, many parents also believe it’s important to prep for the future with hands-on experience
      • Figure 35: Future prep with hands-on experience (% agree), 2022
      • Figure 36: CIBC Smart Spend Facebook post, May 2022
    • In terms of financial planning, teens are most likely to have saved money for a large purchase in the future
      • Figure 37: Teen finance and money related experience, 2022
    • Teens themselves expect to be mostly independent by thirty
      • Figure 38: Hope to experience by 30 years old (teens), 2022
    • There are some significant differences in teens’ future expectations by gender
      • Figure 39: Hope to experience by 30 years old (teens), boys vs girls, 2022
    • Post-secondary prep isn’t a motivator for teens, despite expectations, but income plays a part
      • Figure 40: Motivator – Preparing for university, 2022
  10. Spotlight On: Teens, Tweens and Social Media

    • Daily social media usage is common among teens
      • Figure 41: Daily teen social media usage, 2022
    • Teen girls use Instagram, Snapchat and TikTok significantly more often than teen boys
      • Figure 42: Daily teen social media usage, teen boys vs teen girls, 2022
    • The majority of teens use social media for communication and entertainment
      • Figure 43: Social media usage statements (% agree), 2022
    • More than half of teens have online friends that they do not see in person
      • Figure 44: ‘I have online friends (who I mostly talk to online, but rarely/never see in person)’ (% agree), by age and gender, 2022
    • Over half of teens check social media first thing in the morning
      • Figure 45: Social media posting statements (% agree), 2022
    • A sizeable minority of teens are invested in their social following
    • Teens hold social media influencers in high regard
      • Figure 46: New ways to Create Handsfree with YouTube Shorts on the Samsung Galaxy Z Flip3 5G, February 2022
    • Parents are concerned about time spent on social media
      • Figure 47: My kids spend too much time on social media (% agree), 2022
    • While parents have identified mental health as a rising problem, teens have identified social media as the source
      • Figure 48: ‘I think social media has a negative impact on my mental health’ (% agree), 2022
    • Body image concerns plague teens of all demographics, exacerbated by social media
      • Figure 49: ‘Social media makes me feel good about myself’ (% agree), by age and gender, 2022
      • Figure 50: Sephora TikTok post, June 2022
    • Parents have more of an opportunity to work with their children to build healthier screen time habits
      • Figure 51: Primary social media decision maker, 2022
      • Figure 52: EyeZy, August 2022
  11. Spotlight On: Gaming & Media

    • Nearly all teens have played video games in the past three months
      • Figure 53: Teen video game activity, 2022
    • Not only have most teens played a game in the past three months, but half do so daily
      • Figure 54: Teen video game frequency, 2022
    • Parents are seriously underestimating their kids’ gaming activity
      • Figure 55: My child has played a video game in the past 12 months (% agree), parents of tweens vs parents of teens, 2022
    • An equal percentage of teens have played single and multiplayer games
      • Figure 56: Teen video game activities in the past three months, 2022
      • Figure 57: Fortnite Instagram post, August 2022
    • Teen boys and girls engage in gaming activities differently
      • Figure 58: Video game activities in the past three months, teen boys vs teen girls, 2022
    • Parents typically decide what programming is on in the house
      • Figure 59: Primary media decision-makers, 2022
  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Mintel Trend Drivers
    • Abbreviations and terms
    • Abbreviations
    • Terms

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