In the not so distant past, video phones were merely a cool, fictional gadget you might see on an episode of The Jetsons or Star Trek. Today, however, making a video call is as simple as selecting Facebook Messenger, FaceTime, Skype, Google Duo, or one of the many other apps that facilitate a virtual face-to-face.

Teens in particular are embracing the video call craze, utilizing new programs like Houseparty which allow large groups of people to video chat at the same time. In fact, nearly one in five teens, those aged 13 – 17, would prefer to video chat with friends than hang out with them in person (19%).

Say what? Marketers can let parents know just how important video chatting is to their teenaged children. And they can do it on social media sites. 40% of Parents of Teenagers took action after seeing ads on a social network in the past 30 days, according to new AudienceSCAN data.

This is particularly interesting considering video chatting is not necessarily the less demanding alternative to physically meeting up with someone—there is still often preparation involved for teenagers before getting in front of the screen. One in four teens, 25%, primps before placing a video call to friends or family members. Specifically, over a third of females (34%) do things like brush their hair or put on makeup prior to starting their chat. Males, on the other hand, are half as likely to groom before beginning a video call (14%).

Cosmetics retailers and accessories sellers can target Parents of Teenagers who will be forking over the money for these video-​worthy items. 33% of Parents of Teens took action after seeing Internet banner ads in the past month, according to new AudienceSCAN research.

Even with new technologies like video chat, texting doesn’t seem to be going out of style. Data suggests that, in many cases, texting takes precedence over things like getting a good night’s sleep or paying attention in class. In fact, the majority of teenagers, 62%, have texted their friends when they should have been asleep. Over a third of teens have texted while in class (46%), while eating dinner with their family (39%), or while in the library (34%). Approximately one in ten teens has sent a text to a friend during a religious service.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.