From YouTube to TikTok: how children's digital lives change as they grow up

But the research shows that young people are far from being one homogeneous connected generation. How they use their phones, and the platforms they favour, evolve significantly with age. Among younger children, gaming, music and communication with family dominate. By the ages of 16 to 18, staying in touch with friends on social media is the most commonly reported phone behaviour (84%), followed by making phone calls and listening to music (both 81%).

Platform preferences reveal equally striking differences. YouTube is the favourite among 7 to 10-year-olds, chosen by 52%, while TikTok takes the lead among both 11 to 15-year-olds (33%) and 16 to 18-year-olds (29%). Among the oldest group, Snapchat and Instagram also become more prominent, reinforcing the shift towards platforms focused on interaction and social connection.

These findings demonstrate why understanding children and teenagers as distinct audiences matters. The way young people engage with the digital world changes throughout childhood and adolescence, with important implications for organisations seeking to understand, communicate with or develop policy for younger audiences.