the digital social life of tweens
DESCRIPTION
We conducted a study with 11 – 15 year olds across the UK, uncovering key findings into their online behaviour, social media usage and relationships with brands. The Digital Social Life of Tweens presentation translates the research into a series of workable guidelines for brands to follow when marketing to this age group.TRANSCRIPT
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INTRODUCTION
On 27th October, The Lounge Group ran a breakfast event for over 30 brand representatives to immerse them in the digital lives of 11-15 year olds
This is the presentation from the event, which pulled together the key insights gained through an extensive qualitative immersive insight study. We worked with 11-15 year olds all over the country, living their lives with them for a week through the lens of a video camera, exploring their digital world, motivations, influences and interactions with one another and with brands. We then tested out our findings through street interviews.
As a result, the presentation includes rich video content from the tweens themselves, which is not included in this slideshare. An example of these can be found at http://www.youtube.com/watch?v=fLonCIipwi4
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ABOUT THE LOUNGEThe Lounge is an INSIGHTS and INTEGRATED BTL MARKETING AGENCY
of everything we do by having a network of 10,000 consumers at our heart.
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WHO ARE TWEENS?
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BRANDEDGENERATION
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BORNDIGITAL
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SOCIAL NETWORKING
RULES! THELOUNGEGROUP.COM @loungegroup
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WELCOME TO THEIR DIGITAL
WORLD:4 REASONS WHY
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DIGITAL EXPRESSION
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SHARING
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I share a lot, I like doing this as people can know all about what I've been doing and how I am feeling.Female, 11 years old
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THEIR HANGOUT
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SOCIALGAMING
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SO WHAT DOES THAT MEAN
FOR CONTENT?CONTENT IS SOCIAL
CURRENCY IT MUST INFORM OR ENTERTAIN
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LET ME ENTERTAIN
YOU!THELOUNGEGROUP.COM
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I like funny pop cover videos and those funny animal pictures you get, I always pass those on to my friends.Female, 13 years old
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KNOWLEDGE IS POWER
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INFORMATIVE ENTERTAIMENT
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HOW MUCH CONTENT?
IS RARELY
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WHO INFLUENCES
THEIR ONLINE WORLD?
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THE OLDER
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I post lots of stuff that I
pages. They are in the sixth form so if they like it my friends will like it. People think I am cool because I know what
Female, 15 years old
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We try to make friends with the popular girls from the years above, so people can
Facebook... I always look on their pages to see what they like, and then I like it too.Female, 14 years old
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DIGITAL ROLE MODELS
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iJUSTINE US vlogger & lifecaster1m subscribers to her YouTube channel150m YouTube views
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CELEBRITY POWER
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Sometimes with celebrities it all seems a bit plastic
something. I like it when it feels more like a story, and it all moves along in a way which is funny or exciting or inspiring.Female, 15 years old
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FRIENDS
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I would always follow the links that my friends send me as they like the same things that I do. Like the Adidas Originals stuff
around.Male, 13 years old
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TARGET TWEEN TYPOLOGIESAND THEIR DIGITAL
INFLUENCE HIERARCHY
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DIYDIRECTORS
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I normally make funny stuff, mostly the videos that I do on YouTube. I send them to make them laugh.Male, 14 years old
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BUZZHUNTERS
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I love finding the new funny video which I can share with my friends. It takes ages it.Male, 12 years old
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PASSIVEPUBLISHERS
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We send stuff to each othersearching for stuff by myself.Female, 14 years old
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SCHOOL YARD SHARERS
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I like looking at things friends have posted on Facebook, or sometimes they tell me about funny stuff on the phone or at school.Female, 11 years old
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SO WHAT DOES THIS MEAN FOR YOUR BRAND?
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