Nick Black, VP Concerto Marketing Group, discusses latest findings of research regarding what drives online teen behavior AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance. http://www.AIPMM.com Subscribe: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification Webinar Series: http://aipmm.com/aipmm_webinars/ Articles: http://www.aipmm.com/html/newsletter/article.php Moderated by Cindy F. Solomon, CPM, CPMM Founder, Global Product Management Talk @ProdMgmtTalk http://www.prodmgmttalk.com http://bit.ly/nbw9Yr

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4. Today’s Speakers
Moderator:
Cindy F. Solomon, CPM, CPMM
Global Product Management Talk
http://www.BlogTalkRadio.com/ProdMgmtTalk
Twitter: @ProdMgmtTalk @startupproduct @cindyfsolomon
Presenter:
Nick Black – Vice-President
Concerto Marketing Group
w: www.concertomarketing.com
b: www.nickblack.org
t: @nickblackorg
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6. AIPMM – Digital Teens Webinar
Digital Teens Webinar – Concerto Marketing Group Inc.
Presented by Nick Black - October 26, 2012

7. Nick Black – Vice-President
Concerto Marketing Group
w: www.concertomarketing.com
b: www.nickblack.org
t: @nickblackorg
Worked: Australia, EU, Nth America
Clients: AXA, Coca-Cola, Dell, Intel,
LG, Toshiba, 20th Century Fox
Spoken: AMA, AIPMM, CSMPS,
HRMA, MRIA, QRCA, TEDx

9. „Social signals lead to increases in
oxytocin… When a person sends a proactive
social signal to another person, it can induce a
social obligation to reciprocate.‟
Prof. Paul Zak
Neuro-economist
Claremont Graduate University

10. The Drivers How you can
Understanding
of Digital Teen Connect with
Digital Teens
Behavior Digital Teens

11. 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 behavior

12. Digital Teens
were born into
a digital world
They grew
up digital
They live
digital

13. Digital Teens are highly connected
Which of the following do you own personally?
Computer
computer
79%
Gaming
console
73%
Console
Smart smart
51%
Phone
95% of Digital Teens
Tablet Tablet 24% own at least one of
these digital devices
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

14. Digital Teens are selective with friends
Average number of
Social
people considered to be:
Network
Close
Friends
4 Close Friends
14 People in your
Social Network
97% of Digital Teens
said they were happy
with their friendships
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

15. Digital Teens are selective with content
Shopped
In the past year I have: Downloaded
Online Used
61% Music / Video Facebook
Watched
88% 88%
Used
Videos Played Twitter
Games 37%
98% 15%
Used
Pinterest
82%
Used Search
Shared
Photos
Engines
65% 98%
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

16. Digital Teens are
broadly connected but
selectively engaged
So what are the drivers
of their digital behavior?

17. The Drivers of Digital Teen Behavior
4 6
Morphological
1 Research 2
3 5

18. 1 connection
93%
sometimes
76%
often
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

19. 1 connection
“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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

20. 2 exploration
81%
sometimes
38%
often
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

21. 2 exploration
“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)
“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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

22. 3 management
68%
sometimes
36%
often
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

23. 3 management
“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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

24. 4 expression
67%
sometimes
33%
often
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

25. 4 expression
“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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

26. 5 support
84%
sometimes
49%
often
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

27. 5 support
“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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

28. 6 excitement
87%
sometimes
57%
often
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

29. 6 excitement “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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

30. The Drivers of Digital Teen Behavior
67% 87%
33% express excite 57%
93% connect explore
81%
76% 38%
68% manage support 84%
36% 49%
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

31. How can you
harness the drivers
of digital teen behavior?

32. Digital Teens aren‟t that engaged
with online brands and businesses
“The internet‟s overexposed… 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)
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

33. Many businesses try to squeeze their
way into this type of digital space
But squeezing into personal space is intrusive and creepy

34. The smarter approach is for businesses
to work with the natural drivers
of Digital Teen behavior

35. Digital Teens have two
top drivers of digital behavior
Connection The drive to connect
93% sometimes online with the people
76% often and things you know
Excitement The drive to find online
87% sometimes opportunities for fun
57% often and excitement
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

36. Digital Teens have four
top destinations for digital behavior
Search Engines Facebook
72% use daily 65% use daily
Watch Videos Online Games
57% use daily 30% use daily
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

37. Formula for Digital Teen Engagement
Create Place Content Harness
Digital Driver in Top Digital Digital Teen
Content Destinations Engagement
Connect Search Facebook
Excite
 Video Gaming =
Digital Teens Study (2012) Concerto Marketing Group
(Survey Base: 1905 North American respondents)

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