The current report from GroupM shows: More than three quarters of German teenagers are critical of online content. More than every second teenager prefers sustainable products and most of them do their research before buying them.
Blind followers or digital smombies? That was once upon a time: Today’s German teenagers are self-reflective and closely question their own digital actions. Although Instagram, WhatsApp and the like have become an indispensable part of everyday life for most teenagers, 78 percent of 13 to 17 year olds do not trust all content that is published online.
And 67 percent of them also think about their social media footprint and the effects of their postings in advance in order to publish well-considered content. The teenagers are at least as reflective when shopping: 63 percent only make their purchase decision after extensive product research.
For more than every second teen, the focus is primarily on sustainable brands that take responsibility for people and the environment. Around two thirds of young people (62 percent) have nothing against advertising if it relates to things in which they are interested.
These are the results of the current study “Teenage Consumer Report” which [m]SCIENCE as the central research unit of GroupM.
Confident handling of the media
The teenagers surveyed have excellent media skills. As “digital natives” they grew up with the Internet and are characterized by a high level of technology familiarity. Almost 90 percent use mobile communication apps on a smartphone or tablet every day. As expected, the daily use of social media is also very high at 82 percent.
When it comes to using social media channels, WhatsApp is the clear number one (83 percent use it daily), followed by YouTube (51 percent), Instagram (42 percent), Facebook (32 percent) and Snapchat (24 percent).
In addition to social media, television as a classic channel continues to play an important role in the everyday media of the young target group: 76 percent of teenagers watch television every day, and weekly it is as much as 90 percent. Despite their high level of digital consumption, teenagers take a critical look at digital media content, contrary to popular belief. Accordingly, they do not only associate social networks with a carefree pastime. Online bullying is a problem of serious concern for 51 percent.
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