Millennial Teens: Non-Conformist Trendsetters Millennial teens (ages 16-19) are the first generation to have no memory of life before the Internet and cell phones. Technology use defines this age group, as does the sharing of information. Unlike previous generations, they are more resilient, adaptable, and openminded to new technology. As non-conformists, influencers that direct what they buy, and how they consume and interact with brands have changed as well. This report offers an in-depth look into how the digital age impacts this powerful demographic segment on a daily basis. They re trendsetters, they re tech-obsessed, and living the future today!
Methodology Interviewed online between June 3 to June 9, 2015 A total of 684 Millennial teenagers between the ages of 16-19 Executed by Refuel Agency with a national panel provided by SurveyMonkey. Led by current Refuel Agency CEO, Derek S. White, a founding member of the College Explorer team. Refuel Agency presents its first annual custom study on teenagers and their digital lifestyles. This covers a variety of digital topics such as tech ownership, mobile apps usage, social media, and more. Copyright 2015 Refuel Agency and SurveyMonkey The material contained in this publication is intended for the internal use of subscribers and their employees and officers and duplication and dissemination of this report is limited to solely those individuals. No part of the publication, including, without limitation, text, images, graphs, logos, trademarks and service marks, unless written consent is given by Refuel Agency. All rights reserved.
Table of Contents 1 Top Millennial Teen Brands & Products Digital Usage 2 3 Social Media Usage Digital Apps 4 5 Electronic Spending Digital Advertising 6
Top Millennial Teen Brands & Products
Phones Rank #1 In A Millennial Teen s Life Top 10 products that Millennial teens say they cannot live without: 1. Cell/ Smart phone 2. Food 3. Computer/laptop 4. Clothes 5. Shoes 6. Video game console 7. Tablet 8. MP3 player 9. Television 10. Water Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q50: Please list 5 brands or products that you cannot live without.
Top 10 Digital Brands Among Millennial Teens 1 Brands that Millennial teens say they cannot live without: 2 3 4 5 6 7 8 9 10 Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q50: Please list 5 brands or products that you cannot live without.
Digital Usage
Millennial Teens Spend A Full-time Schedule With Their Tech Devices On average how much time do you spend using each of the following? Mean # hours/day TV 3.5 Video game console 2.1 17.3 Total Hours out of a 24 Hour Day Tablet 1.9 Computer 3.5 Cellphone/ Smartphone 6.3 Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q29: In a typical day, on average how much time do you spend using the following device? Please give your best estimate in hours. Outliers trimmed to 2 standard deviations;
The Smartphone Is The Most Important Device In A Millennial Teen s Life Top Devices Ranked By Importance Among Teens Cellphone/smartphone 55 % Meanwhile, Television was ranked the least important device out of the listed electronics Computer/laptop Tablet/e-reader ipod/mp3 player Television 18 % 12 % 8 % 7 % Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q30: Please rank the following devices from 1-5 based on importance: (1 = Most important; 5 = Least important)
Over Half of Millennial Teens Are Socializing Or Playing Games on Their Phones During The School Day What do you usually do on your phone during the school day? Text 66% Social media 55% Play mobile game 51% Take pictures/ Look at pictures 48% Browse the web 47% Email 33% Make a phone call or check voice mail 24% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q31: What do you usually do on your phone during the school day?
Millennial Teens Actively Use Their Mobile Devices While Shopping What do you do on your smartphone/mobile device(s) when shopping? Compare prices 45% Read reviews 44% Research product details 39% Purchase the product 33% Receive/redeem coupons 33% Check out the Brand website 31% Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q16: What do you do on your smartphone/mobile device when you do your shopping?
2 Out Of Every 3 Millennial Teens are Likely To Try a New Browser How likely are you to use a different browser other than the ones pre-loaded onto your computer/device? Not at all likely 33 % Very/Moderately Likely 67 % Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q32: How likely are you to use a different browser other than the ones pre-loaded into your computer/device?
Millennial Teens Believe That Security and Privacy are the Most Important Features in A Browser What feature do you consider to be important in a browser? Security 70% Privacy 68% Webpage loading speed 54% User friendly features 50% Customizability 37% Social integration 21% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q33: What are top 3 features that you consider to be important in a browser? Please select 3 that apply.
Youtube, Netflix, And Pandora Continue To Be The Top Streaming Services Among Millennial Teens 75% What streaming platforms do you often use? 55% 39% Twitch/CrunchyRoll/ SoundCloud/Beats Music Most Mentioned 24% 24% 14% 14% 9% 10% 2% Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q40: Which of the following streaming platforms do you use on a regular basis? Select all that apply.
Social Media Usage
Besides Youtube, Millennial Teens Spend Most of Their Time on Social Sites/Apps Which sites or apps do you spend most of your time on? 64 % 51 % 42 % 14 % 45 % 28 % 26 % 6 % Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q41: Which of the following sites or apps do you spend most of your time on? Please check all that apply.
Majority of Millennial Teens are Willing to Post Something Publicly on Social Media How willing are you to post something publicly on social media? Very/some what willing 65% Not Willing 23% Unsure 12% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q38: How willing are you to post something publicly on social media?
Millennial Teens Are Using Social Media To Keep Up With The Latest On Music, Games, And TV Shows What categories do you follow or like on social media? None of these Athletes Food/Snacks/Drinks 23% 12% 43% Musicians/Bands 28% 43% TV Shows Comedians 30% Actors 33% 35% Video Games 42% Movies 37% Clothing/Shoes Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q42: Which of the categories below do you follow or like on social media? Please check all that apply.
Digital Apps
Unlike Young Adults, Almost Half Of Millennial Teens Are Trying Out 4 Or More New Apps Every Month # of new phone apps tried on a monthly basis 10% 8% 41% 49% 50% 42% Ages 16-19 Ages 20-24 None 1-3 apps 4 or more apps Base: Qualified Respondents (16 to 24 year olds) (n= 1,055) Source: Refuel Agency Digital Millennial Teen Explorer Q34: How many new phone apps do you try on a monthly basis?
Online Videos And Social Media Are Influencing Millennial Teens To Try Out New Apps What would influence you to try a new app? Please check all that apply. A friend/family recommendation 55% Social media recommendations An online video Presented with a $5 gift card Recommended by media (magazine article, online blog, TV feature, etc.) Handout promotion (brochures, pamphlets, etc.) Print advertisement (newspaper, magazine, etc.) 11% 10% 35% 34% 31% 31% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q35: What would influence you to try a new app? Please check all that apply.
Millennial Teens Are More Likely To Download And Use Games, Music, And Social Networking Apps 70% Which of the following types of apps are you most likely to download and use? 59% 49% 35% 29% 27% 23% Education/Health Apps Most Mentioned 15% 14% 13% 8% 5% 1% Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q36: Which of the following types of apps are you most likely to download and use? Please check all that apply.
Facebook Messenger is Still the Leader of Instant Messaging Among Millennial Teens Which messaging app do you often use? 47% 47% 31% 28% 22% 50% Instagram SnapChat Twitter Kik Skype 5% 3% FB Messenger 8% 7% 1% Yik Yak WhatsApp Other WeChat Texting Google+/Hangout Textme/Textnow Most Mentioned Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q37: Which messaging app do you often use on a regular basis? Please check all that apply.
Majority Of Millennial Teens Are Using Apps Like Shazam And Soundhound For Their Music Needs How often do you use apps with music identification capabilities? Always/ Sometimes 56 % Never 18 % Rarely 26 % Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q39: How often do you use apps with music identification capabilities? (ie. Shazam, SoundHound, etc.)
Electronic Spending
Millennial Teens Are Likely To Spend More On Electronics Than Key Necessities % who ranked Electronics as most spent or 2 nd most spent category in the last 12 months 28% 18% Ages 16-19 Ages 20-24 28% of Millennial Teens are spending more on Electronics than Clothing, Personal care items, food, and entertainment! Base: Qualified Respondents (16 to 24 year olds) (n= 1,055) / Source: Refuel Agency Digital Millennial Teen Explorer Q4: Rank these categories based on total amount spent in the last 12 months. (1 = Most spent; 5 = least spent)
Millennial Teens Are Expecting To Buy a Variety of Electronic Devices In The Near Future Which of these do you expect to buy in the next year? Smartphone (Android, iphone, etc.) 35% Laptop computer 29% Video game console (Wii U, Xbox One, Playstation 4, etc.) 23% Flat screen television 15% Tablet device Digital camera 15% 14% PLUS: 27% of Millennial Teens are expecting to spend MORE on Electronics in the next 12 months! Desktop computer 12% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q5: Over the next year, which of these categories do you expect to spend MORE than the last 12 months? Q6: Which of these do you expect to buy in the next year?
Millennial Teens Are Highly Influential When It Comes To Electronic Purchases 37% of Millennial teens have a lot or some influence on their parent s purchasing decisions in the Electronics category! Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q8: You have a lot/some influence on your parents purchasing decisions in the following categories.
Millennial Teens Are Strongly Influenced by Electronic Advertising 36% of Millennial Teens bought their favorite smartphone/mobile device because of advertisements. Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q9: What made you start buying your favorite brand of...?
Price And Quality Drive Their Electronic Purchases What is most important when buying your favorite brand of...? 51 % 46 % 34 % Quality Price 30 % 9 % 6 % 4 % 30 % 13 % 3 % 8 % 31 % 9 % 21 % 5 % Popularity Originality Not Sure Computer/Laptop Cell Phone/Smartphone Tablet/ E-reader Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q11: What is most important when buying your favorite brand of...?
Millennial Teens Spend More on Electronics During The Summer Time Which part of the year do you spend a lot in electronics (laptop, phone, tablet, etc.)? 45.0 % 34% 27.5 % 30.8 % Base: Qualified Respondents (16 to 19 year olds) (n= 684) Source: Refuel Agency Digital Millennial Teen Explorer Q15: Which part of the year do you spend a lot on the following categories?
Digital Advertising
Online Video Ads are Grabbing The Most Attention Out of All Digital Ad Types 40% Which type of online ads do you pay the most attention to? 27% 14% 12% 7% Video ads Social media ads Search ads Display ads Pop-up ads Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q28: Which type of online ads do you pay the most attention to?
Email Ads Incite Action Which of the following have you done as a result of seeing an email ad? Posted a status on social media 14% Followed the brand on social media 11% Mentioned the product to a friend/ family 21% 38 % Seen an email ad Any action 62% Bought the product 18% Researched the product 22% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q18: This school year have you? Q25-27: Which of the following have you done as a result of seeing mobile/online video/email advertisements?
Mobile Ads Incite Action Which of the following have you done as a result of seeing a mobile ad? Posted a status on social media 16% Followed the brand on social media 13% Mentioned the product to a friend/ family 26% 55 % Seen a mobile ad Any action 68% Bought the Product 21% Researched the product 30% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q18: This school year have you? Q25-27: Which of the following have you done as a result of seeing mobile/online video/email advertisements?
Online Video Ads Incite Action Which of the following have you done as a result of seeing an online video ad? Followed the brand Posted a on social status on media social 13% media 14% Mentioned the product to a friend/ family 29% 58 % Seen an online video ad Any action 70% Bought the Product 19% Researched the product 28% Base: Qualified Respondents (16 to 19 year olds) (n= 684) / Source: Refuel Agency Digital Millennial Teen Explorer Q18: This school year have you? Q25-27: Which of the following have you done as a result of seeing mobile/online video/email advertisements?
Key Findings Millennial Teens Say they cannot live without their mobile devices, video game consoles, TV, and laptop. In some cases they even make electronics a priority over key essentials like food and water. Spend 17 hours a day, on average, on tech devices. Cell phone/smartphone usage averages about 6 hours per day. Consider the smartphone as the most important device in their lives. Over half of them are texting, playing mobile games, or using social media during the school day. Besides YouTube, they spend most of their time on social media sites/apps. Instagram, Facebook, and SnapChat lead the pack. Over half try out 4 or more new apps every month. Are more likely to download and use games, music, and social networking apps. Often spend more on electronics than key necessities. 1 of 3 spend more on Electronics than Clothing, Personal Care Items, Food, and Entertainment. Plan on buying a variety of electronics in the near future. Top 3 devices on their wish lists are smartphones, laptop computers, and video game consoles. Are highly influential when it comes to electronic purchases. In addition, teens are influenced by advertising. Are driven mostly by price and quality when making electronic purchases. Are very receptive to digital advertising especially mobile ads and online video ads.