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The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
The Digital Social Life of Tweens
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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 …

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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  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.
  4. THELOUNGEGROUP.COM @loungegroup WHO ARE TWEENS? THELOUNGEGROUP.COM @loungegroup
  5. THELOUNGEGROUP.COM @loungegroup BRANDED GENERATION THELOUNGEGROUP.COM @loungegroup
  6. THELOUNGEGROUP.COM @loungegroup BORN DIGITAL
  7. THELOUNGEGROUP.COM @loungegroup SOCIAL NETWORKING RULES! THELOUNGEGROUP.COM @loungegroup
  8. THELOUNGEGROUP.COM @loungegroup WELCOME TO THEIR DIGITAL WORLD: 4 REASONS WHY
  9. THELOUNGEGROUP.COM @loungegroup DIGITAL EXPRESSION THELOUNGEGROUP.COM @loungegroup
  10. THELOUNGEGROUP.COM @loungegroup SHARING THELOUNGEGROUP.COM @loungegroup
  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
  12. THELOUNGEGROUP.COM @loungegroup THEIR HANGOUT THELOUNGEGROUP.COM @loungegroup
  13. THELOUNGEGROUP.COM @loungegroup SOCIAL GAMING THELOUNGEGROUP.COM @loungegroup
  14. THELOUNGEGROUP.COM @loungegroup SO WHAT DOES THAT MEAN FOR CONTENT? CONTENT IS SOCIAL CURRENCY IT MUST INFORM OR ENTERTAIN
  15. THELOUNGEGROUP.COM @loungegroup LET ME ENTERTAIN YOU! THELOUNGEGROUP.COM @loungegroup
  16. THELOUNGEGROUP.COM @loungegroup
  17. THELOUNGEGROUP.COM @loungegroup
  18. THELOUNGEGROUP.COM @loungegroup
  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
  20. THELOUNGEGROUP.COM @loungegroup KNOWLEDGE IS POWER THELOUNGEGROUP.COM @loungegroup
  21. THELOUNGEGROUP.COM @loungegroup INFORMATIVE ENTERTAIMENT
  22. THELOUNGEGROUP.COM @loungegroup HOW MUCH CONTENT? IS RARELY THELOUNGEGROUP.COM @loungegroup
  23. THELOUNGEGROUP.COM @loungegroup WHO INFLUENCES THEIR ONLINE WORLD?
  24. THELOUNGEGROUP.COM @loungegroup THE OLDER THELOUNGEGROUP.COM @loungegroup
  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
  27. THELOUNGEGROUP.COM @loungegroup DIGITAL ROLE MODELS
  28. THELOUNGEGROUP.COM @loungegroup iJUSTINE US vlogger & lifecaster 1m subscribers to her YouTube channel 150m YouTube views
  29. THELOUNGEGROUP.COM @loungegroup CELEBRITY POWER THELOUNGEGROUP.COM @loungegroup
  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
  31. THELOUNGEGROUP.COM @loungegroup FRIENDS THELOUNGEGROUP.COM @loungegroup
  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
  34. THELOUNGEGROUP.COM @loungegroup DIY DIRECTORS
  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
  36. THELOUNGEGROUP.COM @loungegroup BUZZ HUNTERS
  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
  38. THELOUNGEGROUP.COM @loungegroup PASSIVE PUBLISHERS
  39. THELOUNGEGROUP.COM @loungegroup We send stuff to each other searching for stuff by myself. Female, 14 years old
  40. THELOUNGEGROUP.COM @loungegroup SCHOOL YARD SHARERS
  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
  44. THELOUNGEGROUP.COM @loungegroup CONTACT: Sara Gil sara.gil@theloungegroup.com 020 7940 4381

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