the digital social life of tweens

THELOUNGEGROUP.COM @loungegroup

THE DIGITAL SOCIAL LIFE OF TWEENS

Sara.gil@theloungegroup.com020 7940 4381

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

@LoungeGroupTheloungegroup.com

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.

WHO ARE TWEENS?

BRANDEDGENERATION

BORNDIGITAL

SOCIAL NETWORKING

RULES! THELOUNGEGROUP.COM @loungegroup

WELCOME TO THEIR DIGITAL

WORLD:4 REASONS WHY

DIGITAL EXPRESSION

SHARING

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

THEIR HANGOUT

SOCIALGAMING

SO WHAT DOES THAT MEAN

FOR CONTENT?CONTENT IS SOCIAL

CURRENCY IT MUST INFORM OR ENTERTAIN

LET ME ENTERTAIN

YOU!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

KNOWLEDGE IS POWER

INFORMATIVE ENTERTAIMENT

HOW MUCH CONTENT?

IS RARELY

WHO INFLUENCES

THEIR ONLINE WORLD?

THE OLDER

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

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

DIGITAL ROLE MODELS

iJUSTINE US vlogger & lifecaster1m subscribers to her YouTube channel150m YouTube views

CELEBRITY POWER

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

FRIENDS

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

TARGET TWEEN TYPOLOGIESAND THEIR DIGITAL

INFLUENCE HIERARCHY

DIYDIRECTORS

I normally make funny stuff, mostly the videos that I do on YouTube. I send them to make them laugh.Male, 14 years old

BUZZHUNTERS

I love finding the new funny video which I can share with my friends. It takes ages it.Male, 12 years old

PASSIVEPUBLISHERS

We send stuff to each othersearching for stuff by myself.Female, 14 years old

SCHOOL YARD SHARERS

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

SO WHAT DOES THIS MEAN FOR YOUR BRAND?

CONTACT US FOR

TOP 10 TIPS TO ENGAGE TWEENS

ONLINE

CONTACT:Sara Gil

sara.gil@theloungegroup.com020 7940 4381

the digital social life of tweens

Business

iab brasÍlia - digital kids & tweens - angélica okamoto

rgv tots-tweens

imom lunchbox notes tweens teens

moms+tweens+socialgood august 2013

creepy tales for tweens - twinsburg

tweens presentation

kids & tweens consumers

children and tweens - wayne.lib.oh.us

tweens 9-13 years old

historical fiction for tweens

money fun-damentals for tweens

uddrag af tweens

teaching the techie tweens

digital kids & tweens 2015

tweens brand israel

tweens abramcrombie

teaching life, social, and community skills to tweens with...

tweens, you are here! programming, outreach, and marketing...

tots-tweens sept. 2011

tweens dream big