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CUSTOMER
THE
SOCIAL
YOUTH & TECHNOLOGY TRENDS FOR 2014
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Fitness Freaks
Gadget Geeks
Herbivore Hippies
Miserable Millennials
Tumultuous Teens
A DIVIDE & CONQUER APPROACHDIVIDE CONQUER
Stereotypes or Awful Band Names
CUSTOMER SEGMENTATION
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THE SOCIAL CUSTOMER
Behavior
Psychology
Culture
Anthropology
Social Networks
A CONNECT & SERVE APPROACHCONNECT SERVE
Based on scientific research
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CLICK
GET MORE INSIGHTS ON THE SOCIAL CUSTOMER
HERE
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Social Customers
Social Customers are defined by their interests, motivations & peer networks.
Social InterestsSocial Motivations
Social Networks
What Fandoms do they belong to?
Who do they hangout with offline?
What do they strive to achieve?
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YOUTH & TECHNOLOGY
TRENDS FOR 2014
5
BASED ON THE SOCIAL CUSTOMER REPORT BY MOBILE YOUTH
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1Social by Design
As Social Customers, youth are either connected or connecting. The need to connect drives youth to
behavior that seem irrational to others.
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0% 25% 50% 75% 100%
97%
of smartphone owning teens have regularly used smartphones in
the privacy of a bathroom
source: the mobile youth report
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2Offline over OnlineAs Social Customers, young people want to connect
with peers in the real world. Technology is only a means to an end, not the end itself.
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67%
of young people prefer to communicate with friends & family face-to-face
over text, voice & email
source: the mobile youth report
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3Wide Networks,
Thin ConnectionsYouth have thousands of online friends but not all
those friendships are equally significant. Youth want more meaningful relationships.
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but interact with only 155
Teens have on average 1500 friends on Facebook, but have interacted with
only 155 in real life
1500 friends on Facebook
source: the mobile youth report
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4Curated Identities
Young people are cautious about what they share online and with whom. Youth regularly review
and edit their past online activities.
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of teens have deleted or edited something that they posted
online in the past
59%
source: the mobile youth report
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5Passive Technology
Technology becomes useful when it becomes boring. Youth are attracted to technology that fits into
their social lives without interruptions.
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0% 25% 50% 75% 100%
77%
of teens listen to music during a group video chat session
with their friends
source: the mobile youth report
-
CLICK
GET MORE INSIGHTS ON THE SOCIAL CUSTOMER
HERE