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.
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
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
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