Teenagers today are digital natives in the truest sense, but their digital lives reveal surprising nuances about device preferences, social spaces, and emerging technologies that marketers need to understand.

• 40% of 13- to 17-year-olds were online "almost constantly" in 2025, up from 24% a decade ago, according to a December 2025 Pew Research report.

"We're talking about a population that has so much time on their hands and is very heavily invested in the culture," said our analyst Paola Flores-Marquez on a recent "Behind the Numbers" episode.

The smartphone dominates most everything

While smartphones serve as the default device for teens, their device usage reveals strategic thinking about different activities.

Analysts found that shopping leads smartphone activity, surpassing gaming, watching short-form video, and even music streaming, with the preference stemming largely from social commerce integration.

"So much of their world revolves around these social platforms. It's where they discover products. It's where they look up to see whether the product is worth purchasing," said Flores-Marquez. "Why not just make the purchase right then and there?"

Unlike older generations who question the safety of purchasing through platforms like TikTok Shop, teens view these transactions as standard practice.

"By the time that these teens are fully able to make purchases of their own, it's going to be something that's so standard for them," said Flores-Marquez.

Physical retail still matters

Despite their digital fluency, experts say teens would give up screen time to play with friends.

"The death of the third space is something that is constantly being talked about at the moment, and I think it's very real," said Flores-Marquez. With traditional hangout spots disappearing, physical stores have become one of the last remaining social spaces for teens.

Our analyst Emmy Liederman noted that 78% of Gen Z and millennials appreciate when brands add digital touchpoints to enhance physical shopping rather than replace it.

Retailers shouldn't view digital and physical as competing channels. Teens want integrated experiences that combine the convenience of digital with the social aspects of in-person shopping.

Gaming's social platform

The nature of video game entertainment has shifted: Over three-quarters of young people now watch others play games, primarily on YouTube, rather than only playing themselves, according to Precisify.

Gaming platforms like Discord and Roblox function as social spaces where teens build community. Brands are taking notice, the Salvation Army created a thrift store in Roblox, while Coach collaborated with The Sims on virtual products.

"There's a desire for a better exchange. 'Don't just show me something, give me something,'" Flores-Marquez said. "Give me something I can interact with or play with or a live event I can attend as opposed to just throwing something in my face every five seconds."

AI becomes a practical tool

Teens approach AI with pragmatism rather than wonder.

ChatGPT dominates AI usage among teens by a significant margin, with Gemini, Meta AI, and Copilot far behind, according to the Pew Research Center. Notably, one-third of teens use AI companions for social or emotional support, seeking advice on interpersonal situations, according to Common Sense Media.

"Younger generations are less amused by AI. They don't see it as this whimsical [tool] that older generations do," Liederman said. "It's just like it exists and it's a tool."

Listen to the full episode.

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