tweens on twitter

Download Tweens On Twitter

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A quick overview of the growing influence of tweens on Twitter, circa mid-August 2009

TRANSCRIPT

  • 1. Tweens & Twitter
    Or Why Are Miley Cyrus and The Jonas Brothers Common Trending Terms?

2. A recent Nielsen Study proved that teens andtweens were not on Twitter
The many possibilities as to why they were not on Twitter was heatedly debated on Mashable and other sites
3. But Disney Channel stars are all over Twitter
The Disney Channel caters to tweens (kids 6-12) and is the top rated channel in that demographic (Source: Nielsen Media Research, April 09)
4. (Older teens are too cool for Disney Channel)
Once US teens hit their teen years, they consider Disney Channel somewhat juvenile (Source: UrbanDictinary.com)
5. And Disney Channel stars often appear in Twitters Trending Terms
Disney Channel stars like the Jonas Brothers and Miley Cyrus often show up in the top trending terms on Twitter
6. Some have over 1,000,000 followers
Popular Disney Channel stars have over one million followers: a curious number for a channel whose audience likely needs parental permission to use the computer
7. Even minor stars, like MitchelMusso have hundreds of thousands of followers
Musso plays Oliver, one of Cyrus sidekicks on Hannah Montana
Gomez stars on breaking Disney Channel show The Wizards of Waverly Place
8. A Tale of Two Demis
Even DemiLovato, an up and coming Disney Channel star (Camp Rock, Sonny With A Chance) is only a million followers short of Twitter powerhouse, Demi Moore
9. So who is following them?
10. Many are actual tweens
Many tween girls (and they are almost all girls) on Twitter use the service to follow celebrities and rarely, if ever tweet.
It appears that Twitter serves as a broadcast medium for them.
11. Some more tweenTwitterers
As noted,they rarely tweet and may not actually be using the service
12. They follow the usual list of tween-orientedpop stars,
Many of these stars appear on Disney Channel shows
13. A New Development: Polls & Quizzes
14. A lot of the traffic for Miley Cyrus seems to be coming from three popular Twitter-based quiz sites
PollPigeon, LOLQuizand Fun 140 are popular quiz and poll sites that require users to enter their Twitter names so the sites can tweet their answers, thus building awareness for the site.
15. Alexa rankings indicate three sites are very popular
LOLQuiz is the most popular of the three (as well as the oldest)
16. PollPigeon & Fun140 are US-centric, LolQuiz has a larger Brazilian fan base
But LOLQuiz does have a sizable US user base that appears to be growing
17. Traffic for all three sites picked up almost immediately upon launch
LOLQuiz was first out of the gate in June 2009 (source: Alexa rankings)
18. Reach is up for all three sites
(source: Alexa rankings)
19. PollPigeon recently saw a huge spike in daily pageviews
Though that number seems to be leveling off (source: Alexa rankings)
20. What do these sites offer?
21. PollPigeon features quizzes about tween pop stars
The quizzes are user-created so its likely that tweens are also creating them
22. A look at PollPigeons top quizzes shows they are clearly aimed at a tween audience
Shows like the Teen Choice Award skew towards tweens and younger teens.
23. Fun140s polls are slightly more diverse, but also skew towards teen girls
The home screen shows the Twitter names of people who have just finished taking a quiz and as the site is quite popular, the list is in constant movement
24. LOLQuiz quizzes also center around tween stars
LOLQuiz was the first quiz and poll site out of the gate and has a broader range of topics
25. Most of the search results for Miley Cyrus and DemiLovato are coming from polls and quizzes
The results are coming fast and furious as you can see from the number of new results in the few second it took for me to take a screen shot via Skitch
26. So Whos Taking These Quizzes?
27. Tweens, mostly
This user is typical: she joined Twitter over the summer, issued a few tweets, and then found the poll & quiz sites. The last 153 of her 161 tweets are from the poll & quiz sites. Many users display this pattern.
28. This user has 61 of her 63 tweets coming from poll/quiz sites
All of the quizzes and polls she participates in are on topics and celebrities of interest to tweens.
29. A quick glance at some of the non-poll/quiz tweets reveals standard teen/tween concerns
Schools impending arrival, summer boredom, and parents are all topic that crop up frequently
30. A few users do fall into the older teen demographic
This user, an 18 year old girl who is obsessed with Miley Cyrus is fairly typical of a certain segment of many a teen stars fan base.
31. Non-US fans, Brazilians in particular, make up another part of the fan base
Due to cultural differences, stars that attract a younger, tween audience in the US may still be palatable to overseas teenagers
32. Conclusions
33. Tweens are definitely using Twitter
Their single-mindedness makes them a formidable bloc
34. Tween stars attract hundreds of thousands (if not millions) of followers who are on Twitter to interact with a small group of celebrities
35. This single-mindedness makes it easy for tweens to affect the Trending Topics list
Especially with three popular poll and quiz sites to spur things on
36. Fast Companys profile of LOLQuiz founder Zohrob touches on this
37. Zohrob acknowledges that it is tweens doing the tweeting
38. But tweens are fickle
39. While Oprah and Ashton Kutscher may have brought the tweens to Twitter, the quizzes and polls are what have kept them there.
40. There are only so many quizzes anyone can take before boredom sets in.
41. Tweens have a lot of downtime during the summer that disappears come September when school starts up
42. On the other hand, its now a habit
43. Tweens know that their single-mindedness makes them a powerful block
44. They see Twitter as a place to discuss pop culture events from their world, like the Teen Choice Awards
45. A shared affinity for a particular pop star is a topic people feel comfortable discussing with total strangers
46. Marketers have noticed too
Zach Efron is using Tweens on Twitter to promote his new movie 17 Again
47. Predictions
48. The popularity of the poll and quiz sites will wane as the school year starts, and their ability to affect Trending Topics will lessen
49. Tweens will return to Twitter to discuss tween-oriented events, Disney Channel and Nickelodeon events in particular
The chatter around these events will come and go quickly, with only die-hard fans sticking around more than a day or two
50. Overseas fans will continue to discover the poll and quiz sites and keep them going
They will add their own home-grown teen pop stars to the mix
51. Marketers will try and harness the Twitter power of tweens with promotions and events around popular celebrities and/or tween-oriented products
52. Social media and tech types will continue to be baffled by the appearance of the Jonas Brothers and Miley Cyrus amidst the stream of political crises and Apple product introductions
53. Thank you