The Digital Social Life of Tweens
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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.
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The Digital Social Life of Tweens
- 1. THELOUNGEGROUP.COM @loungegroup THE DIGITAL SOCIAL LIFE OF TWEENS Sara.gil@theloungegroup.com 020 7940 4381
- 2. THELOUNGEGROUP.COM @loungegroup 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
- 3. THELOUNGEGROUP.COM @loungegroup @LoungeGroup Theloungegroup.com ABOUT THE LOUNGE The Lounge is an INSIGHTS and INTEGRATED BTL MARKETING AGENCY of everything we do by having a network of 10,000 consumers at our heart.
- 11. THELOUNGEGROUP.COM @loungegroup 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
- 14. THELOUNGEGROUP.COM @loungegroup SO WHAT DOES THAT MEAN FOR CONTENT? CONTENT IS SOCIAL CURRENCY IT MUST INFORM OR ENTERTAIN
- 19. THELOUNGEGROUP.COM @loungegroup 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
- 25. THELOUNGEGROUP.COM @loungegroup 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
- 26. THELOUNGEGROUP.COM @loungegroup 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
- 28. THELOUNGEGROUP.COM @loungegroup iJUSTINE US vlogger & lifecaster 1m subscribers to her YouTube channel 150m YouTube views
- 30. THELOUNGEGROUP.COM @loungegroup 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
- 32. THELOUNGEGROUP.COM @loungegroup 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
- 33. THELOUNGEGROUP.COM @loungegroup TARGET TWEEN TYPOLOGIES AND THEIR DIGITAL INFLUENCE HIERARCHY
- 35. THELOUNGEGROUP.COM @loungegroup I normally make funny stuff, mostly the videos that I do on YouTube. I send them to make them laugh. Male, 14 years old
- 37. THELOUNGEGROUP.COM @loungegroup I love finding the new funny video which I can share with my friends. It takes ages it. Male, 12 years old
- 39. THELOUNGEGROUP.COM @loungegroup We send stuff to each other searching for stuff by myself. Female, 14 years old
- 41. THELOUNGEGROUP.COM @loungegroup 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
- 42. THELOUNGEGROUP.COM @loungegroup SO WHAT DOES THIS MEAN FOR YOUR BRAND?
- 43. THELOUNGEGROUP.COM @loungegroup CONTACT US FOR TOP 10 TIPS TO ENGAGE TWEENS ONLINE