Behind the Numbers: Gen Z Teens' Relationship with GenAI, Social Media, and Video Games

Episode Release Date: March 10, 2025

Introduction

In the March 10, 2025 episode of EMARKETER’s podcast, Behind the Numbers, host Marcus delves into the intricate dynamics of Gen Z teenagers' interactions with generative AI (GenAI), social media, and video games. Joined by Jennifer Pearson, VP of Research at EMARKETER, and demographics analyst Paola Flores Marquez, the discussion offers a comprehensive analysis of how digital landscapes are shaping the behaviors and preferences of today’s youth.

Defining the Teen Demographic

Marcus opens the conversation by clarifying the definition of "teens" as used by EMARKETER:

Jennifer Pearson [03:56]: "E Marketer defines teens as ages 12 to 17. So it does include 12 year olds. That's our formal definition."

This demographic accounts for approximately 6% of the U.S. population and represents about 30% of the Gen Z cohort. The discussion emphasizes that while 18 and 19-year-olds are technically teens, they are often classified as adults due to life stage differences, such as attending college.

Gen Z Teens and Generative AI

The conversation shifts to the pervasive use of GenAI among teenagers. Paola highlights the versatility of GenAI applications:

Paola Flores Marquez [05:25]: "Teens today are increasingly comfortable using GenAI for tasks like homework, entertainment, and even as a self-soothing mechanism."

Key statistics from Common Sense Media reveal that approximately 70% of teens utilize at least one type of GenAI tool, with 20% engaging with it daily. The primary uses are categorized into three tiers:

1. Tier 1: Homework assistance (53%)
2. Tier 2: Activities like translation, brainstorming, and content creation (30-40%)
3. Tier 3: Recreational uses such as creating content as a joke or personal advice (around 20%)

Jennifer Pearson adds depth by referencing Pew Research data, noting a significant increase in teens using ChatGPT for schoolwork—from 13% in 2023 to 26% in 2024.

Trust and Skepticism in Generative AI

Despite high usage rates, trust in GenAI remains notably low among teens. Paola discusses findings from the News Literacy Project:

Paola Flores Marquez [10:27]: "Only 36% of teens trust the responses from chatbots, and half don't trust them at all."

This skepticism mirrors trends observed in social media usage, where high engagement coexists with low trust levels. Marcus underscores the necessity of integrating GenAI discussions into educational and parental conversations to foster responsible usage.

Social Media Trends Among Teens

The podcast highlights a declining trend in time spent on popular social media platforms:

• TikTok: Decreasing from 1 hour 30 minutes in 2022 to 1 hour 15 minutes in 2026.
• Snapchat: Reduced by 5 minutes, totaling about 30 minutes in 2026.
• Instagram: Slight increase of 5 minutes since 2022.

Paola emphasizes that despite the overall decline, TikTok remains the most frequented platform, with teens spending twice as much time on TikTok compared to Snapchat and Instagram combined.

Paola Flores Marquez [15:10]: "For the third year in a row, our forecast is seeing a decrease in usage for TikTok and Snap, which is fascinating. But TikTok is still the platform where teens spend the most time."

The Dominance of YouTube

YouTube stands out as the leading platform for digital content consumption among teens, surpassing traditional social media networks. Both Jennifer and Paola stress its unparalleled reach and the habitual usage patterns carried over from childhood.

Paola Flores Marquez [16:21]: "YouTube is a juggernaut. It's the biggest platform that children use, and teens continue to carry those habits into adulthood."

Teens spend an average of 1 hour and 18 minutes daily on YouTube, engaging with music, niche content, and maintaining connections with their favorite creators.

Video Gaming as a Social Activity

Video gaming is portrayed not just as entertainment but as a significant social activity for Gen Z. Paola explains the evolution of gaming from a solitary or face-to-face group activity to a more connected, online experience.

Paola Flores Marquez [19:34]: "Video gaming is a social activity for teens today. They can log on and play with friends from the comfort of their homes, making it a collaborative and efficient way to socialize."

Jennifer adds that video games, along with mobile gaming, are the second and third most popular activities for teens after YouTube usage.

Age-Based Behavioral Shifts

The discussion highlights significant shifts in digital behavior as teenagers age. Social media adoption notably increases around age 15, aligning with growing independence and social activities.

Paola Flores Marquez [21:24]: "There's a huge change in mindset within the teen years, especially from entering to exiting the teen stage. Social media usage ramps up around age 15 as teens seek more independence and social connectivity."

This insight underscores the importance of tailoring marketing and engagement strategies to the nuanced life stages within the teenage demographic.

Conclusion

The episode concludes with a reflection on the rapidly evolving digital habits of Gen Z teens. The interplay between high GenAI usage, declining trust in technology, shifting social media preferences, the dominance of YouTube, and the social nature of video gaming paints a complex picture of this generation's digital landscape. Paola’s final takeaway emphasizes the necessity of understanding the varying life stages within the teenage years to effectively engage with and support this demographic.

Paola Flores Marquez [21:57]: "When thinking about how to reach teens, consider the different life stages that occur even within those couple of years to hone in on who it is that you're speaking to."

Notable Quotes

• Jennifer Pearson [03:56]: "E Marketer defines teens as ages 12 to 17. So it does include 12 year olds. That's our formal definition." [03:56]

• Paola Flores Marquez [05:25]: "Teens today are increasingly comfortable using GenAI for tasks like homework, entertainment, and even as a self-soothing mechanism." [05:25]

• Paola Flores Marquez [10:27]: "Only 36% of teens trust the responses from chatbots, and half don't trust them at all." [10:27]

• Paola Flores Marquez [16:21]: "YouTube is a juggernaut. It's the biggest platform that children use, and teens continue to carry those habits into adulthood." [16:21]

• Paola Flores Marquez [19:34]: "Video gaming is a social activity for teens today. They can log on and play with friends from the comfort of their homes, making it a collaborative and efficient way to socialize." [19:34]

Further Resources

For a more in-depth analysis of Gen Z digital habits, EMARKETER's full report titled UST in Digital Habits. 2025 is available to Pro Plus subscribers at eMarketer.com. Additionally, upcoming reports will explore YouTube demographics in greater detail.

Thank you to Jennifer Pearson and Paola Flores Marquez for their valuable insights, and to Marcus for moderating this engaging discussion. Stay tuned for future episodes of Behind the Numbers for more in-depth analyses of the digital landscape.