Millennial Teens: Non-Conformist Trendsetters

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 A total of 684 Millennial
teenagers between the ages
Interviewed online between of 16-19
June 3 to June 9, 2015
Refuel Agency presents its first
Executed by Refuel Agency with a annual custom study on
national panel provided by teenagers and their digital
SurveyMonkey. lifestyles. This covers a variety of
Led by current Refuel Agency digital topics such as tech
CEO, Derek S. White, a founding ownership, mobile apps usage,
member of the College Explorer social media, and more.
team.
No part of the publication, including,
Copyright 2015 Refuel Agency and SurveyMonkey without limitation, text, images, graphs,
The material contained in this publication is intended for logos, trademarks and service marks,
the internal use of subscribers and their employees and unless written consent is given by Refuel
officers and duplication and dissemination of this report Agency. All rights reserved.
is limited to solely those individuals.

Table of Contents

1 Top Millennial Teen
Brands & Products

Digital Usage 2 3 Social Media Usage
Digital Apps 4
Digital Advertising 6 5 Electronic Spending

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:

23 4

56 7

89 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 Computer 3.5
Hours out of
a 24 Hour Day Tablet
1.9

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 Computer/laptop 18%
was ranked the least
important device out of Tablet/e-reader 12%
the listed electronics iPod/MP3 player 8%
7%
Television

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%
39%
Research product details 33%
Purchase the product 33%
31%
Receive/redeem coupons
Check out the Brand website

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 Very/Moderately Likely

33% 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%
68%
Privacy

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% Twitch/CrunchyRoll/
SoundCloud/Beats Music
39% 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?

51%

64% 42%

14%

45% 6%

28% 26%

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 12% 43% Musicians/Bands
Food/Snacks/Drinks 23% 43% TV Shows

28%

Comedians 30%

33% 42% Movies
Actors
37%
35% Clothing/Shoes

Video Games

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% 50%
49% 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 35%
34%
An online video 31%
31%
Presented with a $5 gift card
Recommended by media (magazine article, 11%
10%
online blog, TV feature, etc.)
Handout promotion (brochures, pamphlets, etc.)

Print advertisement (newspaper, magazine, etc.)

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

Which of the following types of apps are you Education/Health
70% most likely to download and use? Apps Most
Mentioned
59%
49% 8% 5% 1%

35%
29% 27% 23%
15% 14% 13%

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

FB Messenger 8% 7% 5% 3% 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/ Never
Sometimes
18%
56%
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 2nd 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%
23%
Video game console (Wii U, Xbox One, 15%
Playstation 4, etc.)

Flat screen television

Tablet device 15% PLUS: 27% of Millennial Teens
Digital camera 14% are expecting to spend
Desktop computer 12% MORE on Electronics in the
next 12 months!

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% 30% 31% Popularity
9% 13% 9% Originality
Not Sure
4% 3% 5%
6% 8% 21%

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 Search ads Display ads Pop-up ads
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? Followed

the brand

Posted a on social
status on media
11%
social

media

14%

Mentioned 38% Any action
the product 62%
to a friend/ Seen an
family 21% email ad

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?

Followed

the

brand on
Posted a social
status on media
social
13%
media 16%

Mentioned 55% Any action
the product 68%
to a friend/ Seen a
family 26%
mobile ad

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?