Report Summary

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

Table of Contents

  1. Executive Summary

    • Key issues covered in this Report
  2. Target Audience Overview

    • The teen/tween population and context
    • Graph 1: estimated population, by age, 2023
    • Graph 2: population distribution by race among <55s, by age groups, 2023
    • Graph 3: share of Hispanic population among <55s, by age groups, 2023
    • Graph 4: household context – who lives in the same household, 2024
    • Graph 5: age of parents with child under 18, 2022
    • Graph 6: parents’ top three goals for their child – “My greatest goals as a parent are that my child…” 2024
    • Market factors
    • Graph 7: teens’ outlook on mental health and wellbeing (any agree), 2023
    • Graph 8: outlook on impact of COVID-19, 2024
  3. Consumer Insights

    • Consumer fast facts
    • Activities: organized vs informal
    • Graph 9: activities of teens/tweens, organized and informal, 2024
    • Graph 10: repertoire of formal and informal activities, by parent expectations, 2024
    • Graph 11: teens/tweens activities, by age, 2024
    • Graph 12: teens/tweens activities, by household income, 2024
    • Graph 13: frequency of organized activities, 2024
    • Graph 14: frequency of informal activities, 2024
    • Graph 15: activity decision-making, for organized and informal activities, 2024
    • Graph 16: activity decision-making, for organized and informal activities, by age and race/ethnicity, 2024
    • Activity motivations
    • Graph 17: top three motivations behind formal and informal activities, 2024
    • Graph 18: motivations behind formal activities, by household income, 2024
    • Graph 19: motivations behind informal activities, by household income, 2024
    • Graph 20: attitudes towards passion and pressure (any agreement), by household income and type of formal activity, 2024
    • Daily schedule
    • Graph 21: average hours a day dedicated to various activities, by age, 2024
    • Graph 22: average hours a day dedicated to various activities, by type of formal activities and type of parents, 2024
    • 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
    • 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
    • Digital and social media behaviors
    • Graph 27: teen/tweens device ownership, “I have my own…” 2024
    • Graph 28: teen/tweens device ownership, “I have my own…” by age, 2024
    • Graph 29: social media sites visited daily, 2024
    • Graph 30: social media sites visited daily, by gender and by age, 2024
    • Graph 31: attitudes towards screen time (any agreement), by age, 2024
    • Teen and tween finances
    • Graph 32: how teens/tweens get their spending money, 2024 vs 2020
    • Graph 33: how teens/tweens get their spending money, by age, 2024
    • Graph 34: teen/tween spending – “when I have money, I spend it on…” 2024 vs 2020
    • Graph 35: teen/tween spending – “when I have money, I spend it on…” by gender and age, 2024
  4. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
  5. Appendix

About the report

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