What Are Under 13s Doing on Social Networks?
The official minimum age for using most social networks is 13. This does not prevent children under this age from being present and active...
The objectives of the Born Social study, carried out by heaven agency in partnership with the Génération Numérique association, are to explore the behaviour of these "invisible" users, to draw up a portrait of a generation born with social media and to understand their relationship with brands.
This 2022 edition of Born Social brings new insights, of which you will find some examples below:
- time spent on the phone is more of a concern than ever before: 45% of children surveyed are aware of time tracking apps (+20 points compared to 2020).
- Furthermore, four out of 10 children equipped with these apps consider that they themselves spend too much time on their phone. (+10 points in 2 years)
- regarding the use of platforms, despite the ban on under 13s, 87% of them now regularly use at least one social application.
- 52% of children surveyed said that their parents geolocate them with their phone. Only 34% reported this in 2020.
- the use of messaging apps (such as WhatsApp, Messenger...) is now ahead of SMS.
- the most used application among the children surveyed remains YouTube at 59.5%.
- the top three social networks also remain unchanged: Snapchat (54.5%), TikTok (44.2%) and Instagram (23.6%)
- 48% of children say there is too much advertising on social networks (+14 points in 2 years)
- regarding the metaverse, 71% of respondents say they don't know what it is and 16% think it's "useless".
This edition of Born Social also included a Green & CSR focus, in which we learn that 8% of children say they have had nightmares about the planet and that 88% of them feel concerned about the planet's evolution.
This study is at the core of the agency's purpose, which relies on its knowledge of emerging digital behaviours to design campaigns that get to the heart of Internet users' conversations.
Download the full study here.
