This is a webinar, that I did for the DCK TN and Mobile Monday London, 27th Jan 2011, and should be of interest to people that want a closer understanding of the youth market. Through my experience in mobile and online community products since 1993, despite much time, effort and cost, I have seen many products fail to succeed or fail to reach their full potential. One of the key reasons is that end users are not engaged in their development. I set up the Digital Youth Project in 2005 to address this gap focussing on the youth market and to show how engaging young people in your projects can provide great real life learning experiences for them too. I illustrate the points using case studies from virtual world to mobile to community projects with a social media twist.
Thanks to those that logged in live, for my 4.5/5 rating and for the great feedback! It was a fun new experience talking to the aether!
Please click on this link to view and listen – you will need to register but it is free: Webinar DCKTN / Mobile Monday London.
Here is the presentation, without me talking over it, and some of the key points listed below.
Key Youth Insights– see presentation for the case studies that support each point
1. Young people are practical & they want useful products too
- Some adults incorrectly equate youth products only with fun; my case studies show that young people need and appreciate helpful products too, such as mobile mapping services.
- In addition, young people can quickly tell you where your product is not practical – for example, they are worried about the security aspects of wandering around holding their phone and whether your service can be fully appreciated on a small screen.
- They also want product naming to effectively describe the product – so say what it does on the tin.
2. Hygiene factors – what is now expected by young people as standard, basic features
- Young people want choice, so for example if you are developing a music-based App, make sure that you have as many genres in there as you can.
- They want to be able to use services on their mobile, pc and other devices such as i-Pod so multi-platform and channel access is important.
- They are so familiar with certain user interfaces, for example, the Apple Store, so where you can, work with their understanding rather than feeling you need to create something different.
- Time over I see that young people will dive straight in to using the product. They want to work it out for themselves – that is part of the fun, however, that is no excuse for creating something that is not intuitive. If you are going to add help, first time tutorials can be effective, as long as they are interactive; making help information concise is essential and males have a tendency to look to YouTube for short videos.
- Social functions are now expected. Facebook is the benchmark for being able to share, comment and converse.
- Voice, text and camera are now the basic expectations of a phone.
3. Young people want to help with feature definition & market positioning
- Before creating your visual presence, talk to young people and ask them how they would use the product; again, you will see case studies of where using the wrong visual will throw the user off track.
- I have worked with many products where the functionality is fantastic, but the wrong user facing product has been developed – young people are very good at un-packing the functionality and putting it back together again in a more attractive proposition.
- Competitor analysis, as we know, is crucial before you can work out your feature set and positioning; young people will tell you who they think your competitors are, which is far more valuable than who you think they are!
4. Young people need to be addressed with the right language for their age group
- When considering the youth market, I suggest 2 year increments; 11-13, 13 – 15 and so on. I have found that your actual users will be those that are in the age increment below the one that you are targeting – young people are often trying to appear to be older than they are.
- It is also important to realise that there is a lot of cross-generational traffic on sites that are populated by young people – particularly in the virtual world, social networking and gaming scenarios. Aunties, uncles, godparents, grandparents, older siblings – particularly when they are remote – will engage with their younger contacts in their own environment.
5. Young people are savvy, so be honest, satisfy their curiosity and gain their trust
- When presented with a new product, often a young person’s response is to think “where is the catch”, so if you have chargeable elements; sponsored content; integrated advertising and so on, just be upfront about it. This way you will show your respect for their intelligence and gain their trust.
6. While they are financially aware, this does not mean that they won’t spend money on digital experiences
- There are already plenty of online and mobile experiences that young people enjoy for free – so there is no point presenting them with a similar experience that is chargeable.
- However, young people are spending money on digital – as I found when looking at digital music products “who do you think got Tinchy Stryder to the top of the download charts?” Note also that digital goods revenue lines are still in growth.
7. Young people are social media natives, they can help you create content and awareness for your product, business and business event
- You can offer great learning experiences for young people to help you understand how best to use social media to generate awareness and social media coverage of your business, project and events.
- Media students are on the look-out for real life projects where they can provide media coverage for you whilst adding to their portfolio – think photographs, film, interviews and general journalistic comment.
- If you are looking for creative content perhaps to add some spark to an event, think about offering an opportunity to young people’s arts and performance groups.
Adult Misperceptions
Throughout my work in this area I have come across some resistance from adults to engaging young people, so here are my challenges back:
- Young people are scary and they will automatically take a negative stance: Incorrect! Young people are encouraging about innovation and willing to take risks. You will find working with them energising.
- They just grunt – think Kevin the Teenager: Incorrect! Explain, listen, coach and ask open questions in the right environment – you will get very constructive feedback.
- You have just chosen the clever kids to work with: Incorrect! Great feedback does not just come from clever kids – often the most disruptive and under-achieving have the most creative and honest input.
- “What young people want is…”: Incorrect! Avoid generalising about the youth market – some just call and text; they don’t all have blackberries, they don’t all want an iPhone, and the list goes on.
In conclusion, by engaging users in the design of products and marketing, you will become more efficient. You will know when you have a dead horse to stop flogging; you can avoid endless internal assumption-based debates on features and user interface; you can generate new challenging ideas; you can get a good idea of how best to target the youth market and overall maximise your development and marketing spend.
Please do get in touch if you would like these insights presented at your business or event.