digital tweens: a peek into their world

12
Research led by Renee Weber & Terence Burke DIGITAL TWEENS: A Peek Into Their World \///////////////////////////////////////////////////////////////////// ///////////////////////////////////////////////////////////////\

Upload: the-marketing-store

Post on 06-Apr-2016

225 views

Category:

Documents


0 download

DESCRIPTION

The Marketing Store and Kidsay take a look at Digital Tweens and how this group (kids 8-11) approach the Internet, how they are using it, how they are accessing it, which websites are their favorites, and what this means for marketers.

TRANSCRIPT

Page 1: Digital Tweens: A Peek Into Their World

Research led by Renee Weber & Terence Burke

DIGITAL TWEENS: A Peek Into Their World

\////////////////////////////////////////////////////////////////////////////////////////////\

\////////////////////////////////////////////////////////////////////////////////////////////\

Page 2: Digital Tweens: A Peek Into Their World

>

\////////////////////////////////////////////////////////////////////////////////////////////\

\////////////////////////////////////////////////////////////////////////////////////////////\

Page 3: Digital Tweens: A Peek Into Their World

A DAILY DOSE

Many times a day

Once a day

3-5 times a week

1-2 times a week

Rarely

Never

35%

23%

13%

10%

16%

3%

Tweens are fairly heavy users of the Internet. When asked how often they use the Internet, most tweens (kids aged 8-11) say they use it daily.

COMPUTERS ARE STILL POPULAR, BUT MOBILE DEVICES ARE TAKING OVER

Tweens have gone mobile. And the mobile device they use most often to access the web is the tablet. It offers all the things their computers do, with the added benefits of thousands of apps and an unparalleled ability to go wherever tweens want to take them. The tablet is especially popular with tween girls.

Another significant trend is the rise of the game console as an Internet hub for tween boys. Microsoft’s Xbox One and Sony’s PS4 are not simply gaming devices— game systems are one of the main portals tween boys use to engage the digital world.

Tablet 39% 20% 30%Computer 26% 29% 28%Phone 25% 21% 23%Game system 02% 25% 14%Other device 07% 06% 07%

\//////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

\////////////////////////////////////////////////////////////////////////////////////////////\

Girls Boys Total

Over the past decade there has been an exponential increase in tweens’ use of the Internet. The Internet has become such a large part of their lives that they often don’t realize they’re on it - as they use apps, watch shows on Netflix, or game with their friends. Correspondingly, there’s been a proliferation of websites for kids to enjoy, including a myriad of social networks and virtual worlds. These changes raise a host of questions about kids’ use of, and attitude toward the Internet.

• How much are they using the Internet?• How are they accessing it? • What are they doing on it? • What websites are they visiting? • Which are their favorites and why? • What does this mean for marketers?

WHY THIS PEEK? WHY NOW?

Digital Tweens: A Peek Into Their World | 3

Page 4: Digital Tweens: A Peek Into Their World

MULTITASKING Tweens are social multi-taskers

With tweens’ increased use of mobile devices, we’re also seeing a rise in multitasking. Over three-quarters of tweens (76%) report using more than one electronic device at the same time.

Adults generally multitask as a matter of efficiency (e.g., checking emails on their computer while talking on the phone). For kids, the goal of multitasking is usually social. While they watch TV or play video games, many tweens pick up their phone to text friends, use their tablet to play app games, or use both to keep up on social media sites.

YES (76%) NO (24%)

\///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

\///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

Page 5: Digital Tweens: A Peek Into Their World

The most popular things tweens do on the Internet involve entertainment.

Playedgames

Watchedvideos*

Did schoolwork

Listened tomusic

Made a videocall

Watchedmovies

Posted a photo

Chatted

Watched TVshows

Used a socialnetwork

Got info about things they might buy

Shopped

70% 60% 51% 47%

45% 44% 42%

42% 29% 27% 22%

44%

Which of the following activities have you done on the Internet? (% of kids aged 8-11 years)

TWEEN ACTIVITES ON THE INTERNETKids do a variety of things on the Internet. What they do the most is entertain themselves.

Whether it’s playing games, watching videos, listening to music or chatting with friends, the Internet is primarily a medium for fun.

\///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

*Some respondents may not include movie or TV shows as videos.

Digital Tweens: A Peek Into Their World | 5

Page 6: Digital Tweens: A Peek Into Their World

TWEENS’ USAGE OF WEBSITES

When asked how they learn about different websites, tweens name a number of different sources. Not surprisingly, their #1 source is friends. Friends share a common sensibility, and during the tween years, are becoming a more influential barometer of what, and who, is ‘cool’. During in-home visits, we often see kids gathered around a computer discussing websites, videos or video games. Finding and sharing new websites can contribute to a tween’s social status, but it also helps bond friends together— providing shared experiences and opportunities to play together when they are physically apart.

“I was over to Najah’s house. She’s a friend. And she showed me how to play on Minecraft. It was cool. I had never seen it before…When I went home I signed up too so we could play together”. -Girl, Age 10

Importantly, Tweens Visit a Limited Repertoire of Websites.

While there are thousands of websites for kids to explore, most tweens actually visit a fairly small set.

For example, when asked how many different websites they used on a regular basis (i.e., 5 days a week), half said they visit 2 or less.

0 sites 13%

1-2 sites 37%

3-5 sites 28%

6-10 sites 12%

11+ sites 10%

Tweens find new websites from many difference sources, but friends rule.

Other (7%)Social media sites (3%)Surfing the web (10%)

TV (16%)

Family (17%)

Friends (48%)

KIDS (8-11)

\////////////////////////////////////////////////\

\////////////////////////////////////////////////\

Page 7: Digital Tweens: A Peek Into Their World

What do kids find so compelling about their favorite websites?

When asked “what is the BEST thing about your favorite website?” tweens generally mention 5 attributes:

0!

0@

0#

0$

0%

These attributes partly reflect the websites’ content and functionality.

But, they also reflect basic tween desires to:

DRIVERS OF DIGITAL TWEENS

• Bond with others/friends

• Play and have fun

• Be entertained

• Explore the world

• Make choices

• Fuel their emerging passion for music

Fun games to play

Ability to socialize

Variety of things to do/watch

Music

\///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

TWEENS’ FAVORITE WEBSITES

By the time they reach their tweens, kids have all but abandoned the websites of kid-media giants that dominated their early web experiences. Gone are the Disney, Nick, and PBS sites of their ‘childhood’ years, replaced by aggregate game sites and the Google em-pire (YouTube and Google).

Importantly, there are no brand or company websites among tweens’ favorite Internet destinations.

KIDS 5-7 KIDS 8-11

5 KEY ATTRIBUTES

Tweens’ favorite websites are driven by key principles and motivations.

\///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

Great videos

Digital Tweens: A Peek Into Their World | 7

Page 8: Digital Tweens: A Peek Into Their World

COOLMATH(a surprise favorite)

knows how to engage tweens

The list of tweens’ favorite sites is not that surprising given that the sites provide what kids are looking for—fun and games with a social component. Coolmath is a favorite tween site assumed to be an anomaly in that its educational function is of prime importance. But it’s not an anomaly at all – and that can be instructive for all brands. From interviews with kids, we find that Coolmath is often recommended to them by their teachers. This generates a high level of awareness among kids as well as a high level of acceptance by parents.

Furthermore, the website works hard to make math fun. While kids know the goal is to improve their math skills—to them it feels like fun games that happen to involve problem solving and math skills. The activities are presented as games that involve all the elements of “regular” non-educational games. That is, they have: clever names, cute characters, engaging sound and visual effects. They also leverage classic play patterns and provide appropriate levels of challenge, immediate feedback and elements of competition. All are key aspects of a successful tween-focused website.

“I like Coolmath. My teacher told us to go to it to practice our math…When I want to play on the computer and my mom says ‘no’, I say, ‘But I want to go to Coolmath’ and then she let’s me (play on the computer).” -Girl, age 9

\/////////////////////////////////////////////////////////////////////////\

Page 9: Digital Tweens: A Peek Into Their World

MARKETING IMPLICATIONS FOR BRANDS

It can be difficult to attract tweens to brand/company websites. As we saw, most tweens visit a limited number of websites and no brand/company websites appear on their “favorites list.” Thus, don’t default to creating a website. Create an interactive strategy, considering the right mix of channels, media, and content.

When creating digital experiences for tweens, make sure those experiences address specific tween motivations and desires. Play, humor, and shareability are critical dimensions to maximizing brand engagement. Games and videos (their most popular online activities) are essential components of an effective interactive and content strategy. Tapping into competition, personalization, and customization will enhance these elements, prompting deeper, more frequent engagement.

As you develop branded content, consider the ability to share effectively both within and beyond digital channels (i.e. word of mouth).

There are interesting opportunities to leverage tweens’ penchant for both multitasking and sharing (especially while watching TV). Adding appropriate links between channels and media can not only enhance and deepen brand engagement but also extend a brand’s reach and influence (i.e. linking television content and advertising to a social media activation).

0!

0@

0#

0$

0%

Friends sharing site names and video titles via word of mouth is still the primary way

tweens learn about new Internet content.

\///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////\

Digital Tweens: A Peek Into Their World | 9

Page 10: Digital Tweens: A Peek Into Their World

Sources

1 Digital Kids qualitative research, The Marketing Store, 2013-2014

2 KidSay Trend Tracker, Year End 2013

3 KidSay Trend Tracker, April/May 2014

4 KidSay Trend Tracker, June/July 2014

5 KidSay Trend Tracker, Year End 2014

6 Tweens on the Internet, The Marketing Store and KidSay Research, 2013

7 Kidsay Young Kids Tracker 2013

8 Tween ethnographic digital research, The Marketing Store, 2013-2014

Page 11: Digital Tweens: A Peek Into Their World

About The Marketing StoreAs one of the largest brand activation agencies in the world, The Marketing Store delivers tangible

interactions that engage people, influence purchase and build brands. The Marketing Store specializes in

youth & family marketing, CRM, loyalty, shopper marketing, digital, direct, and consumer promotions for

clients including McDonald’s, Coca-Cola, L’Oreal, and Nissan. The Marketing Store Worldwide is

headquartered in Chicago with offices in 12 countries across the globe and is privately held as part of the

HAVI Group. Follow @marketingstore on Twitter or visit http://www.themarketingstore.com.

About KidSayKidSay is a full service research company whose Trend Tracker reports are used by many of the world’s

leading companies. By providing frequent quantitative updates on kids/tweens (10 reports a year, 6000+

respondents) coupled with qualitative insights, KidSay’s Trend Trackers have become a vital tool in under-

standing the rapidly changing world of kids. Plus, KidSay supports education by providing funds for schol-

arships and enrichment programs to schools in their network. Established in 1993, KidSay is based in the

Kansas City area with field offices in New York. http://kidsay.com

All Rights Reserved

The Marketing Store Worldwide LLC

2014

Page 12: Digital Tweens: A Peek Into Their World

Contacts:

Chris HessVP, Strategic Business PartnershipsThe Marketing [email protected]://themarketingstore.com@marketingstore

Bob Reynolds [email protected]://kidsay.com@kidsay

Media Inquiries:Heather GatelyMarketing and Communications312.614.4607773.474.4500heather.gately@tmsw.comhttp://themarketingstore.com@heathergately

The Marketing Store Worldwide LLC

All Rights Reserved

2014