What tomorrow’s consumers are really thinking
% who say they usually do the following after school/on the weekend (8-11s and 12-15s)
Despite gadget portfolios growing, parents are actually less likely than a year ago to describe their kids’ device usage as heavy (-14% for 8-11s and -7% for 12-15s). A lot of this can be attributed to the end of online education for many. But our data also hints at a broader cultural shift following screen fatigue from the past couple of years. The extent of digital exposure appears to have put kids off tech somewhat.
The shifts in teens’ interests and favorite subjects at school say a lot here. There’s a decreasing enthusiasm for computers/coding across the board and a bigger emphasis on physical or real-world activities. For example, when it comes to their favorite subjects, 12-15s have replaced IT & computing with gym class/sports. Similarly, computers have gone down from 5th to 8th place in their list of interests, with things like holidays/vacations and animals/pets more appealing now.
of teens watch comedy
Based on the % change, since Q1 2021, in the number of teen social media users who say the following are why they use platforms
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