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Digital Teens: The Drivers of Digital Behavior

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Findings from recent North American research that looked at the online motivations of 1905 digital teens. Presentation by Nick Black (www.nickblack.org).

Digital Teens: The Drivers of Digital Behavior

  1. 1. Image: http://www.flickr.com/photos/balladist/2740665282/ Nick Black I nickblack.org
  2. 2. Digital Teens were born into a digital world They grew up digital They live digital Image: http://www.flickr.com/photos/courosa/5535956209 Nick Black I nickblack.org
  3. 3. So what does the internet mean to a digital teen, and how do they engage with the online world? “The internet has multiple personalities. You can do multiple things on the internet… For some teens, the internet is their best friend, because they can have fun with it, they can connect with it. They can do whatever they want with it. It allows them to be whoever they want.” - Digital Teen (2012) Nick Black I nickblack.org
  4. 4. In July 2012, Concerto Marketing Group completed a study into the online motivations of digital teens. The study involved in-depth interviews and online surveys, with 1905 Digital Teens in partnership with four North American online panel providers. Using the theoretical framework of morphological research, we explored the drivers of digital teen behaviour. Nick Black I nickblack.org
  5. 5. Digital Teens are highly connected 79% 73% 51% 24% computer console smart TabletTablet Smart Phone Computer Gaming Console Which of the following do you own personally? 95% of Digital Teens own at least one of these digital devices Nick Black I nickblack.org
  6. 6. Digital Teens are selective with friends 4 Close Friends People in your Social Network14 Close Friends Social Network 97% of Digital Teens said they were happy with their friendships Average number of people considered to be: Nick Black I nickblack.org
  7. 7. Digital Teens are selective with content 88% Used Facebook 88% Downloaded Music / Video 98% Used Search Engines 61% Shopped Online 98% Watched Videos 82% Played Games Shared Photos 65% Used Twitter 37%Used Pinterest 15% In the past year I have: Nick Black I nickblack.org
  8. 8. Digital Teens are broadly connected but selectively engaged So what are the drivers of their digital behavior? Nick Black I nickblack.org
  9. 9. 1 2 4 3 5 6 The Drivers of Digital Teen Behavior Nick Black I nickblack.org
  10. 10. 1connection 93% sometimes 76% often Image: http://www.flickr.com/photos/pinksherbet/4231247311 Nick Black I nickblack.org
  11. 11. Image: http://www.flickr.com/photos/pinksherbet/4231247311 1connection “I don’t like opening up to a lot of people online; just the close ones. I don’t like the feeling of people knowing about my life, and being able to talk about my life. A lot of personal information can be spread that way.” - Digital Teen (2012) “It’s nice to keep updated with my family. My brother is in Edmonton, so we connect online and try to keep our relationship strong. If we didn’t talk online our relationship might become a bit awkward.” - Digital Teen (2012) Nick Black I nickblack.org
  12. 12. 81% sometimes 38% often 2exploration Image: http://www.flickr.com/photos/sergio94707/2440479618 Nick Black I nickblack.org
  13. 13. 2exploration “I like to… see what celebrities are doing and see what they do on a regular day... it’s more behind the scenes, it feels like you’re hanging out in their life. I guess I just use it to creep on their lives.” - Digital Teen (2012) “I mostly listen to music on YouTube. I don’t listen to mainstream stuff though. I listen to Dubstep. My step- brother introduced me to it. At first I didn’t like electronic music but I got really into it… When you watch a video it also recommends other songs on the side that you might want to learn about. That’s how I find out about new music.” - Digital Teen (2012) Nick Black I nickblack.org
  14. 14. 68% sometimes 36% often 3management Nick Black I nickblack.org
  15. 15. 3management “I didn’t feel like I could manage at school when I didn’t have Facebook. Some teachers would post homework on Facebook and there would also be homework groups. It’s also a popular thing for clubs in school. If there was an emergency meeting for a club they would post it on Facebook. It’s important to have it because this is how everyone communicates nowadays.” - Digital Teen (2012) “If I’m studying for a test I go on Facebook to see if others are studying too. If there is a formal event coming up, I go Facebook to see what others will be wearing.” - Digital Teen (2012) Nick Black I nickblack.org
  16. 16. 4expression Image: http://www.flickr.com/photos/exploratorium/6878448728 67% sometimes 33% often Nick Black I nickblack.org
  17. 17. 4expression “People show more of themself on Tumblr. They don’t use their real names or write personal stuff but they blog pictures. I don’t do any written stuff because I don’t want people from school to read it… I wouldn’t want them to read about my feelings and tell other people what I’ve been thinking… Depending on my day and how I’m feeling, I might post a dramatic picture of rain on glass.” - Digital Teen (2012) “With Twitter I post about what’s happening at the moment. I’m tweeting about stuff that’s personal… I have 100 followers and they’re mostly my close friends. Twitter is made for that kind of stuff; to share your current life.” - Digital Teen (2012) Nick Black I nickblack.org
  18. 18. 84% sometimes 49% often 5support Image: http://www.flickr.com/photos/srcrawford/5364903159 Nick Black I nickblack.org
  19. 19. 5support Image: http://www.flickr.com/photos/srcrawford/5364903159 “The internet for me is like a source of information, it’s like a nerd. It’s a book store I can get stuff on… Google is the most reliable place for information, I use it all the time. Usually I look for things first on Google and then sometimes it clicks me to Wikipedia.” - Digital Teen (2012) “I have a phobia of vomit. If someone has the stomach flu I get really afraid, I can’t even be in the same room as them. I’m scared of going on airplanes for that reason and I wanted to get over that. I wanted to know if it was actually a phobia so I looked up ‘fear of vomit.’ It came up on Wikipedia as Emetophobia.” - Digital Teen (2012) Nick Black I nickblack.org
  20. 20. 87% sometimes 57% often 6excitement Image: http://www.flickr.com/photos/mugley/421873170 Nick Black I nickblack.org
  21. 21. 6excitement Image: http://www.flickr.com/photos/mugley/421873170 “I have watched a bit of porn, but I’ve stopped doing that stuff… Gaming helps me with that. I get caught up in the game which is part of the reason I play, because it helps me with my porn problem. I’ve been clean ever since I started gaming.” - Digital Teen (2012) “Before I started playing online I would play at home and with my friends and it seemed really easy. Online the level of competition is a lot more challenging. I like how you can come up with different strategies with your friends. We all have microphones and we plan who’s going to do what.” - Digital Teen (2012) Nick Black I nickblack.org
  22. 22. 93% 76% 81% 38% 84% 49% 68% 36% 67% 33% 87% 57%express manage support excite connect explore The Drivers of Digital Teen Behavior Nick Black I nickblack.org
  23. 23. How can your brand harness the drivers of digital teen behavior? Nick Black I nickblack.org
  24. 24. Digital Teens aren’t that engaged with online brands and marketing “The internet’s overexposed. If I try and watch a video on YouTube, the ads are annoying. When the ads come on before the video I just go to a different page. There’s too may ads and they’re really annoying. They expose themselves too much. You see ads on posters, on YouTube, they’re everywhere. They spend all this money pressuring you and I don’t fall for it. I’m not interested!” - Digital Teen (2012) Image: http://www.flickr.com/photos/kaseyann/2482432782 Nick Black I nickblack.org
  25. 25. Many brands try to squeeze their way into this type of digital space Image: http://www.flickr.com/photos/anita__greg/2721042595 But squeezing into personal space is intrusive and creepy Nick Black I nickblack.org
  26. 26. The smarter approach is for brands to work with the natural drivers of Digital Teen behavior Image: http://www.flickr.com/photos/myprofe/4396181222 Nick Black I nickblack.org
  27. 27. Digital Teens have two top drivers of digital behavior Connection 93% sometimes 76% often The drive to find online opportunities for fun and excitement The drive to connect online with the people and things you know Excitement 87% sometimes 57% often Nick Black I nickblack.org
  28. 28. Digital Teens have four top destinations for digital behavior Search Engines 72% use daily Facebook 65% use daily Online Games 30% use daily Watch Videos 57% use daily Nick Black I nickblack.org
  29. 29.  Create Digital Driver Content Place Content in Top Digital Destinations = Harness Digital Teen Engagement Excite Connect Video Search Gaming Facebook Formula for Digital Teen Engagement Nick Black I nickblack.org
  30. 30. By creating content that harnesses digital drivers and placing it in the top digital destinations, brands can better engage with Digital Teens Image: http://www.flickr.com/photos/sarniebill/4111590620// Nick Black I nickblack.org
  31. 31. About The Digital Teens Study: Digital Teens: The Drivers of Online Behavior is a study of online teenage behavior and motivations undertaken by Concerto Marketing Group. The research explored aspects of online teenage behavior, and used the theoretical framework of morphology to understand the motivations behind this behavior. Data for the Digital Teens Study was collected between June 15 and 25, 2012. For this survey, a sample of 1,905 Digital Teens aged 13-17 were interviewed online using respondents from Research Now, UThink, SSI, and Ipsos Reid’s online panels. The sample was stratified and employed weightings to ensure a demographically representative cross-section of Digital Teens in British Columbia and Alberta was procured. While sampling error cannot be estimated for non-probability samples such as was used to conduct this survey, a traditional unweighted probability sample of comparable size would have produced results considered accurate to within plus or minus 3.0 (BC) and 3.4 (AB) percentage points, 19 times out of 20 for each region respectively. Nick Black I nickblack.org
  32. 32. Image: http://www.flickr.com/photos/balladist/2740665282/ Nick Black I nickblack.org