Extensive research and analysis in the video industry has focused on millennials, but a new report published by Think with Google shifts focus to 13-17-year-olds (defined as "teens" for the purpose of this study), and their mobile behavior. According to the report, conducted in partnership with research company Ipsos, "While millennials were mobile pioneers, teens are mobile natives."
Think with Google is a source of data, analysis and insights that Google marketers provide to the industry. According to them, it is based on the data they themselves are exploring, and the trends they are tracking, along with forward-looking perspectives.
Unsurprisingly, smartphones ranked highest among the devices used by teen respondents, with 78% saying they used smartphones compared with 69% who used laptops, 68% who used TVs, 62% who used gaming consoles and 52% who used a tablet.
But the most interesting finding in my opinion was that video was the number one activity among those who said they spent more than three hours daily with a particular activity. According to the study, 71% of these respondents selected "watching videos online" compared with 52% that used messaging apps and 51% who selected social networking.
While viewing a video obviously takes considerably longer than sending a message, communication among teens is increasingly via messaging. So the long phone conversations of a previous generation have been replaced by almost constant texting and social networking. The fact that at least "heavy user" teens are now spending more time viewing video is perhaps why social networks are increasingly focused on videos and live streaming.
Other findings included earlier adoption of mobile devices among Gen Z than prior generations (at age 12 versus 16 for the current 18-24 age group). This demographic is also more likely to use their smartphone to make purchases compared with older age-groups, and are more influenced by advertising as well, though peer recommendations/opinions are still the most important purchase decision influencer.
While the report was only released in March 2017, the study was conducted in August 2016 and included 2,013 US respondents, using an online Ipsos panel.
— Aditya Kishore, Practice Leader, Video Transformation, Telco Transformation