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.

The Digital Social Life of Tweens

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

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