2024
9
US Activities of Teens and Tweens Consumer Report 2024
2024-04-01T01:02:04+01:00
REP55C9084E_DCB6_4F0D_A939_9BF3B3FA8B8E
3695
171977
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Report
en_GB
Teens and tweens spend their days juggling both formal and informal activities, making them a key audience for on-the-go solutions and mental wellbeing reminders. Lisa Dubina, Senior Culture and…
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  6. US Activities of Teens and Tweens Consumer Report 2024

US Activities of Teens and Tweens Consumer Report 2024

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Teens and tweens spend their days juggling both formal and informal activities, making them a key audience for on-the-go solutions and mental wellbeing reminders.

Lisa Dubina, Senior Culture and Identity Analyst

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  1. Executive Summary

    • Key issues covered in this Report
    • Overview
    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. Target Audience Overview

    • The teen/tween population and context
    • About 22% of the US population is under 18 years old
    • Graph 1: estimated population, by age, 2023
    • Teens and tweens today are more diverse than previous generations
    • Graph 2: population distribution by race among <55s, by age groups, 2023
    • Graph 3: share of Hispanic population among <55s, by age groups, 2023
    • While the majority of teens/tweens live with both parents, more than a quarter live with only one parent or an alternative guardian
    • Graph 4: household context – who lives in the same household, 2024
    • Child poverty rates spike after the Child Tax Credit expires
    • Teen and tweens' parents are most likely to be Millennials
    • Graph 5: age of parents with child under 18, 2022
    • The majority of teens and tweens' parents aspire for their child to achieve a mix of high-pressure and low-pressure life goals
    • Graph 6: parents' top three goals for their child – "My greatest goals as a parent are that my child…" 2024
    • Market factors
    • Impact of COVID-19 on teens and tweens
    • The mental wellbeing crisis among US young adults continues
    • Graph 7: teens' outlook on mental health and wellbeing (any agree), 2023
    • On the positive side, the pandemic seems to have inspired new activities and hobbies among teens/tweens
    • Graph 8: outlook on impact of COVID-19, 2024
    • Parents and legislators alike seek ways to regulate and/or restrict social media usage among children and teens
  3. Consumer Insights

    • Consumer fast facts
    • Activities: organized vs informal
    • Informal, non-organized activities are more common overall among tweens and teens
    • Graph 9: activities of teens/tweens, organized and informal, 2024
    • High-pressure parents are more likely to have their children remain focused on only one formally-organized activity
    • Graph 10: repertoire of formal and informal activities, by parent expectations, 2024
    • Ages 12-14 are prime ages for tweens to explore and try out various formal activities while still maintaining their informal activities
    • Graph 11: teens/tweens activities, by age, 2024
    • Household income also influences the types of activities teens and tweens participate in
    • Graph 12: teens/tweens activities, by household income, 2024
    • Participation in formally-organized activities is likely to be multiple times a week, but not daily
    • Graph 13: frequency of organized activities, 2024
    • Graph 14: frequency of informal activities, 2024
    • Participation in youth sports remains strong, but needs support
    • Gaming is a social and all-encompassing activity that brands can effectively engage in
    • Parents have more influence when it comes to formally-organized activities than informal ones
    • Graph 15: activity decision-making, for organized and informal activities, 2024
    • Older teens/tweens have the most independence and autonomy in choosing their formal and informal activities
    • Graph 16: activity decision-making, for organized and informal activities, by age and race/ethnicity, 2024
    • Activity motivations
    • To have fun, for personal pride and to avoid boredom are the primary motivations behind the activities teens/tweens choose to participate in
    • Graph 17: top three motivations behind formal and informal activities, 2024
    • Household income impacts teens'/tweens' considerations and motivations when choosing their activities
    • Graph 18: motivations behind formal activities, by household income, 2024
    • Graph 19: motivations behind informal activities, by household income, 2024
    • While half of teens and tweens feel pressure to participate in activities, they are also personally passionate about their hobbies and interests
    • Teens/tweens from high-income households and those in academic-focused activities are more likely to feel high-pressure expectations
    • Graph 20: attitudes towards passion and pressure (any agreement), by household income and type of formal activity, 2024
    • Garmin offers high school seniors a fast-track to a career in tech
    • Daily schedule
    • After time spent at school, teens and tweens spend most of their time participating in informal activities followed by formal activities
    • Graph 21: average hours a day dedicated to various activities, by age, 2024
    • Brands can offer convenient, on-the-go solutions to help teens/tweens navigate their hectic, daily schedules
    • Graph 22: average hours a day dedicated to various activities, by type of formal activities and type of parents, 2024
    • Brands appealing to the busy, on-the-go lifestyles of teens and tweens
    • There are also opportunities for brands to help teens/tweens relax, recover and avoid burnout
    • Brands taking a stand to support mental health and wellness among young adults
    • Tweens ages 12-14 and those participating in academic-based activities are most likely to feel overwhelmed by their busy schedule
    • Graph 23: attitudes towards activities schedule – any agree – by age and race/Hispanic origin, 2024
    • Graph 24: attitudes towards activities schedule – any agree – by type of parent and activity type , 2024
    • The majority of teens and tweens dream of more free-time and freedom
    • Teens/tweens who participate in academic activities are more likely to feel stifled and desired free time
    • Graph 25: attitudes towards activities schedule – any agree – by type of parent and activity type, 2024
    • Graph 26: attitudes towards free-time and freedom – any agree – by age and race/Hispanic origin, 2024
    • GOAT Mentality seeks to prevent burnout among high school athletes
    • Digital and social media behaviors
    • The majority of teens/tweens own their own smartphone, video game console and social media accounts
    • Graph 27: teen/tweens device ownership, "I have my own…" 2024
    • Smartphone, social media and credit/debit ownership increases with age, while tablet and gaming console ownership decreases
    • Graph 28: teen/tweens device ownership, "I have my own…" by age, 2024
    • YouTube and TikTok are key spaces to engage tween and teens
    • Graph 29: social media sites visited daily, 2024
    • 12-14 year olds frequent the greatest variety of social media sites
    • Graph 30: social media sites visited daily, by gender and by age, 2024
    • Teens/tweens ages 12-14 try to be more attentive to their screen time than younger tweens
    • Graph 31: attitudes towards screen time (any agreement), by age, 2024
    • TikTok time-out
    • Teen and tween finances
    • The share of teens/tweens who receive an allowance stayed consistent since 2020, however, fewer young adults are receiving monetary gifts today
    • Graph 32: how teens/tweens get their spending money, 2024 vs 2020
    • As formal part-time jobs become available to older teens ages 15-17, parent-provided allowances become less common
    • Graph 33: how teens/tweens get their spending money, by age, 2024
    • Teens and tweens' leisure spending has seen notable changes since 2020
    • Graph 34: teen/tween spending – "when I have money, I spend it on…" 2024 vs 2020
    • Younger tweens are more likely to spend money on video games, while older teens' spending interests become more varied
    • Graph 35: teen/tween spending – "when I have money, I spend it on…" by gender and age, 2024
    • Claire's speaks to teen/tween girls' vast interests through a collab with Roblox
  4. Competitive Strategies

    • Launch activity and innovation
    • Dove and Nike launch Body Confident Sport to keep girls participating in sports activity
    • Hot Pockets invests in brand redesign to better appeal to gamer teens
    • Venmo enables teens to experience financial autonomy, within reason
    • Doritos, Mtn Dew and Rockstar Energy Drink team up to reward Xbox fans
    • Marketing and advertising
    • Uber appeals to teens' desire for independence and parents' desire for safety with Uber Teen accounts
    • Drunk Elephant leans into Gen Alpha's obsession with beauty and brand names
    • McDonald's taps into anime fandom, appealing to teens/tweens as well as adults
    • Chamerlain RTD coffee beverages offer teens' indulgent caffeine buzz on the go
  5. Appendix

    • Market definition
    • Consumer research methodology: data collection among minors
    • Consumer research methodology (cont.)
    • Generations
    • Abbreviations and terms

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