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 open-minded 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

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.

A total of 684 Millennial teenagers between the ages of 16-19

Interviewed online between June 3 to June 9, 2015

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.

Table of Contents

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2

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5

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Top Millennial Teen Brands & Products

Digital Usage

Social Media Usage

Digital Apps

Electronic Spending

Digital Advertising

Top Millennial Teen Brands & Products

Phones Rank #1 In A Millennial Teen’s Life

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.

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

Top 10 products that Millennial teens say they cannot live without:

Top 10 Digital Brands Among Millennial Teens

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.

Brands that Millennial teens say they cannot live without: 1

2 3 4

5 6 7

8 9 10

Digital Usage

Millennial Teens Spend A Full-time Schedule With Their Tech Devices

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;

17.3 Total Hours out of a 24 Hour Day

On average how much time do you spend using each of the following? Mean # hours/day

Video game console 2.1

Computer 3.5

Cellphone/ Smartphone 6.3

Tablet 1.9

TV 3.5

iPod/MP3 player

The Smartphone Is The Most Important Device In A Millennial Teen’s Life

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)

Top Devices Ranked By Importance Among Teens

Meanwhile, Television was ranked the least

important device out of the listed electronics

55%

18%

12%

8%

7%

Cellphone/smartphone

Tablet/e-reader

Television

Computer/laptop

Over Half of Millennial Teens Are Socializing Or Playing Games on Their Phones During The School Day

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?

24%

33%

47%

48%

51%

55%

66%

Make a phone call or check voice mail

Email

Browse the web

Take pictures/ Look at pictures

Play mobile game

Social media

Text

What do you usually do on your phone during the school day?

Millennial Teens Actively Use Their Mobile Devices While Shopping

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?

31%

33%

33%

39%

44%

45%

Check out the Brand website

Receive/redeem coupons

Purchase the product

Research product details

Read reviews

Compare prices

What do you do on your smartphone/mobile device(s) when shopping?

2 Out Of Every 3 Millennial Teens are Likely To Try a New Browser

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?

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%

Millennial Teens Believe That Security and Privacy are the Most Important Features in A Browser

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.

21%

37%

50%

54%

68%

70%

Social integration

Customizability

User friendly features

Webpage loading speed

Privacy

Security

What feature do you consider to be important in a browser?

Youtube, Netflix, And Pandora Continue To Be The Top Streaming Services Among Millennial Teens

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.

75%

55%

39%

24% 24%

14% 14% 9% 10%

2%

What streaming platforms do you often use?

Twitch/CrunchyRoll/ SoundCloud/Beats Music Most Mentioned

Social Media Usage

Besides Youtube, Millennial Teens Spend Most of Their Time on Social Sites/Apps

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.

64%

45%

51%

42%

28% 26%

14%

6%

Which sites or apps do you spend most of your time on?

Majority of Millennial Teens are Willing to Post Something Publicly on Social Media

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?

How willing are you to post something publicly on social media?

Very/somewhat willing 65%

Unsure 12%

Not Willing 23%

Millennial Teens Are Using Social Media To Keep Up With The Latest On Music, Games, And TV Shows

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.

43%

43%

42%

37% 35%

33%

30%

28%

23% 12%

What categories do you follow or like on social media?

Musicians/Bands

Video Games

TV Shows

Movies

Clothing/Shoes

Actors

Comedians

Food/Snacks/Drinks

Athletes None of these

Digital Apps

Unlike Young Adults, Almost Half Of Millennial Teens Are Trying Out 4 Or More New Apps Every Month

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?

49% 41%

10% 8%

42% 50%

Ages 16-19 Ages 20-24

# of new phone apps tried on a monthly basis

None 1-3 apps 4 or more apps

Online Videos And Social Media Are Influencing Millennial Teens To Try Out New Apps

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.

10%

11%

31%

31%

34%

35%

55%

Print advertisement (newspaper, magazine, etc.)

Handout promotion (brochures, pamphlets, etc.)

Recommended by media (magazine article,online blog, TV feature, etc.)

Presented with a $5 gift card

An online video

Social media recommendations

A friend/family recommendation

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

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.

70%

59%

49%

35% 29% 27%

23% 15% 14% 13%

8% 5% 1%

Which of the following types of apps are you most likely to download and use?

Education/Health Apps Most Mentioned

47%

Instagram 50%

FB Messenger 1%

Texting

7%

WhatsApp

8%

Yik Yak

Facebook Messenger is Still the Leader of Instant Messaging Among Millennial Teens

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.

47% 28% 31% 22%

5% 3%

Google+/Hangout Textme/Textnow Most Mentioned

SnapChat Kik Twitter Skype

Other WeChat

Which messaging app do you often use?

Majority Of Millennial Teens Are Using Apps Like Shazam And Soundhound For Their Music Needs

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.)

How often do you use apps with music identification capabilities?

Always/ Sometimes

56%

Rarely 26%

Never 18%

Electronic Spending

Millennial Teens Are Likely To Spend More On Electronics Than Key Necessities

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)

28% of Millennial Teens are spending more on Electronics than Clothing, Personal care

items, food, and entertainment!

28% 18%

Ages 16-19 Ages 20-24

% who ranked “Electronics” as most spent or 2nd most spent category in the last 12 months

Millennial Teens Are Expecting To Buy a Variety of Electronic Devices In The Near Future

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?

PLUS: 27% of Millennial Teens are expecting to spend MORE on Electronics in the next 12 months!

12%

14%

15%

15%

23%

29%

35%

Desktop computer

Digital camera

Tablet device

Flat screen television

Video game console (Wii U, Xbox One,Playstation 4, etc.)

Laptop computer

Smartphone (Android, iPhone, etc.)

Which of these do you expect to buy in the next year?

Millennial Teens Are Highly Influential When It Comes To Electronic Purchases

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.

37% of Millennial teens have a lot or some influence on their parent’s purchasing decisions in the Electronics category!

Millennial Teens Are Strongly Influenced by Electronic Advertising

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...?

36% of Millennial Teens bought their favorite smartphone/mobile device

because of advertisements.

Price And Quality Drive Their Electronic Purchases

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...?

What is most important when buying your favorite brand of...?

Price

Quality

Popularity

Originality

Not Sure

Computer/Laptop Cell Phone/Smartphone Tablet/ E-reader

30%

51%

9%

6% 4%

30%

46%

13%

8% 3%

31%

34%

9%

21%

5%

Millennial Teens Spend More on Electronics During The Summer Time

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?

27.5%

45.0%

30.8%

34%

Which part of the year do you spend a lot in electronics (laptop, phone, tablet, etc.)?

Digital Advertising

Online Video Ads are Grabbing The Most Attention Out of All Digital Ad Types

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?

40%

27%

14% 12%

7%

Video ads Social media ads

Search ads Display ads Pop-up ads

Which type of online ads do you pay the most attention to?

Any action 62%

Researched the product 22%

Bought the product

18%

Mentioned the product to a friend/ family 21%

Email Ads Incite Action

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?

Seen an email ad

38%

Which of the following have you done as a result of seeing an email ad?

Followed the brand on social

media 11%

Posted a status on

social media

14%

Any action 68%

Researched the product 30%

Bought the Product 21%

Mobile Ads Incite Action

Seen a mobile ad

Which of the following have you done as a result of seeing a mobile ad?

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?

55% Mentioned the product to a friend/ family 26%

Posted a status on

social media 16%

Followed the

brand on social media

13%

Any action 70%

Researched the product 28%

Bought the Product 19%

Online Video Ads Incite Action

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?

Which of the following have you done as a result of seeing an online video ad?

Seen an online video ad

58%

Followed the brand on social

media 13%

Posted a status on

social media 14%

Mentioned the product to a friend/ family 29%

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.