When we look at technological developments and new trends, we realize that the pace is quite sustained. And, when we look at uses, we see that everyone’s habits, reactions, interests and modes of online engagement are also changing at high speed. In a rapidly evolving digital environment, QuStodio was therefore interested in the new generation. Not just for teenagers and 18-25 year olds, but rather for 4-18 year olds.
Lulled by augmented reality and artificial intelligence, tomorrow’s consumers will once again redefine the codes by appropriating the virtual universe into which they were born. For its report titled “Born Connected: The Rise of the AI Generation,” QuStodio surveyed more than 400,000 families with children ages 4 to 18 and, with kids spending a lot of time online, some interesting trends are taking shape.
On average, kids spend 2 hours a day on Roblox. This very popular gaming platform allows its users to interact via avatars in a 3D environment. A semblance of a metaverse, no?! We can say that Meta was right in betting on this market.
Other interesting data: young Internet users spend nearly two hours on TikTok every day. Among 4-18 year olds, the average usage per day was 112 minutes in 2023, compared to 107 minutes in 2022.
The Chinese social network is the reference platform for this population. Instagram ranks second, followed by Facebook and, surprisingly, Pinterest. And then you say to yourself: what about Snapchat in all this? Well, the application is not considered here to be a social network, but a communication tool… Otherwise, it would without any problem occupy second place in the ranking, ahead of Instagram.
A good dose of artificial intelligence
So far, the trends announced are not surprising, but they clearly illustrate the “new” modes of behavior that are emerging today. Among the latter, artificial intelligence occupies an ever more important place, particularly with OpenAI’s generative text and image tools.
According to the figures collected, it is estimated that almost 20% of children have visited the OpenAI website over the past year. Obviously, the youngest are not left to their own devices on the Web and the parents interviewed recall that they supervise the navigation, the games used and turn to educational applications.
In short, the next generation is already here and, for marketing professionals who wish to target this population, it is therefore on TikTok, on Snapchat and via adapted tools such as AI and the metaverse that this will happen.