Coming of age on screens: How Facebook explored what it's like to grow up in today's world

Jo Tenzer and Andrew Crysell

Introduction

The "Coming Of Age On Screens" project looked to achieve an authentic view of the lives of 13- to 24-year-olds across 11 markets - Australia, Brazil, Canada, France, Germany, India, Indonesia, Italy, Nordics, UK and US.

On a scale rarely embarked on before, it set out to understand what's important to teens and young adults now, and what will be important to them in the future. We wanted to learn how young people spend their time? What brings them together? How do they connect?

Among our goals were to bring new context and dimensions to a group often seen — and marketed to — as a homogenous group. We wanted to provide insights that will help marketers better understand, reach and communicate with this generation across all channels. After all, many of today's teens and young adults featured in this report are just beginning to form brand preferences, making them tomorrow's consumers.