Eighty percent of the world’s teens own a smartphone, which is, like, whoa dood.
“Some 78% of this trend-setting audience say that they personally own a smartphone and their daily mobile web usage (3.08 hours) is much higher than the average,” reports GWI. “It’s also growing rapidly, even though most of this surfing is still being done on 3G (only 16% of Teens say they use 4G).”
But the GWI also reports the cost of tablets may be keeping those same teens off the larger mobile devices.
“The price of tablets is having a clear impact on teen ownership rates,” reports GWI. “Just 34% of teens own a tablet – a significant under-index.”
And wearables? Not cool.
“Wearables also suffer from the same problem – only 1 in 10 who have a smartwatch and 6% a smart wristband.”
The Global Web Index data comes from interviews conducted over the third and fourth quarters of 2014. Specifically, GWI interviewed almost 84,000 people, aged 16 to 64, in 32 markets around the world. The teen population of that sample was nearly 5,000.
The Global Web Index is the world’s largest market survey research organization. It’s data helps marketeers better understand markets and demographics.
What the GWI research tells us about teens is, among other insights, online entertainment is the single biggest deal for teens. Those in the GWI survey indicate they watch 1.15 hours of online entertainment daily but they don’t like to pay for it. Only 1 in 5 teens around the world say they pay for NetFlix, for example. Interestingly, nearly 60 percent of all teens in the U.S. say they pay for NetFlix.
A quarter of all teens around the world say, however, they use a virtual private network to access the Interent with free entertainment being the primary reason – not privacy.
When it comes to social media use, Facebook remains the most popular single platform for teens but it’s popularity is dwindling, according to the survey. Two-thirds of the teens in the U.K. and U.S. report using Facebook less. Thirty percent of those same teens say they use Snapchat and 14 percent of teens in the rest of the world report Snapchat has become a favorite.
The lesson here for marketeers, just like it is for nearly every other corner of the Interwebz today: go mobile or go home (and watch that ol’ fashioned basic cable television).