Meta & Children's Online SafetyEarly Teen Illumination Qualitative Research
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Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 1 of 46 AMENDED Exhibit 314 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 2 of 46 Document Provided in Native Format HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00059532 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 3 of 46 EARLY TEEN ILLUMINATION QUALITATIVE RESEARCH Full Summary December 4, 2017 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 TABARLOFFEEINHEIMNES 1 Executive Summary 2 Early Teen Lifestyle 3 Early Teens and Instagram 4 Territories 5 2018 Recommendations Page 4 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 5 of 46 EXECUTIVE SUMMARY 3 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 6 of 46 EXECUTIVE SUMMARY • • • • It's a small world - activity and thinking are school and home-life centric Early teens progress thru three phases: 11-12yo are humor-hungry, 13yo indulge in the paradox and drama of life, and 14-15yo are on an identity quest. Two major shifts at age 13: 1) The door to the external world opens; 2) Self-led curiosity and discovery become driving forces Top struggles: 1) Developing confidence & feeling secure; 2) Non-familial relationships; 3) Creating self-identity; 4) Scheduling imbalance (11-12yo bored; 13-15-year-olds over-programmed) 4 • Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 7 of 46 EXECUTIVE SUMMARY CONT'D Social media and IRL moments are equal sources for understanding what's new/on-trend • NOW= two things, both of which matter and IG only supports one. 1) NOW= external news and trends (IG owns); 2) NOW= what my friends/peers are doing at this moment (SC/WA owns). "less • • Friend/peer now-ness is IG Achilles' heel - IG significantly weakened by early teen judgment and unwritten rule of is more". IG now-ness propped up by top accounts #1 IG barrier, caused by #1 Teen tension-Confidence. Fighting thru hormones, peer judgment, a need to fit in and pressure to impress boys/girls- all while identity questing. IG opportunities: 1) Keep the Attention- interactivity + relevance; 2) Be a Place of comfort/acceptance- more teen stuff & less judgy comments; 3) YouTube product parity- relevant auto-video/content experience trends. 5 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 8 of 46 BACKGROUND AND METHODOLOGY OBJECTIVE Understand early teens and create illumination foundation. Foundation that will inspire high impact marketing messages and campaigns that drive Instagram platform production and engagement and bring in new users TARGET Early teens ages 11-15, mix of gender and IG usage or interest METHODOLOGY • Ethnographies, in-home friends parties, focus groups, pre- session homework including deprivation exercise • Markets: US (LA and Chicago), UK (London), Brazil (Porto Alegre, Recife) • Total of 220 early teens *Learnings apply to all countries unless noted *No IG-specific questions asked among A11-12 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 9 of 46 EARLY TEEN LIFESTYLE 7 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 10 of 46 DAILY HIGHS AND WHAT'S COOL 8 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 11 of 46 HIGHS OF THE DAY ANIMALS Puppies, dogs, cats anything cute CLOSE FRIENDS AND SOCAILIZING Lunchtime at school - we are free to connect with friends and socialize Parties, proms, school dances After-school at friends house or local hot spot SLEEP Going to bed late, sleeping in late ESCAPES - SPORTS AND MUSIC Sports such as baseball, soccer, football, scooters, BMX/biking, etc. Reading for a sub-segment Relaxing Listening to music Social media exploration and discovery MINI-BREAKS FROM SCHOOL Fridays, the weekends When homework is 100% finished No homework Coming home from school and... hanging with friends, video games, getting on social media with friends FOOD WITH FRIENDS Fast food Yogurt shops New foods ENTERTAINMENT Netflix YouTube Watching TV Videogames Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 12 of 46 WHAT'S COOL 10 'HOT TOPIC' AREAS: CELEBRITY LIVES CURRENT EVENTS DIY VIDEOS TRAINERS / SNEAKERS INFORMATION SOURCES: SURROUNDED BY SOURCES (360°) Social Media Apps • Instagram, Snapchat, YouTube (posts, comments, celebs) IRL school and friends' houses • Peer talk, observing in the halls Other apps • Sky sports, BuzzFeed, CNN, Daily Mail, BBC News, ABC, TMZ SOCIAL MEDIA POSES CLOTHES/TRENDS “ MUSIC MEMES YOUTUBERS / VIDEOS SPORTS “ "The plug! The someone knows everything the person you go to the person that has connections, hooks you up with everything, knows what's going on - what's new, those guys are called the plug." 13, Chicago Memes are the love of our generation. friend party, 15, Chicago Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 13 of 46 BRINGING 3 EARLY TEEN GENERATIONS TO LIFE 11 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 14 of 46 11 TO 12 YEAR OLDS m3 V11 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 MEET 1916 Бит V11 im V13 29167/m3 RBAN R32 MAR HORAA ULJEUDOJ ZIJNART YHJU830 U3INTAM 3R3H2JIW XOAL SHOWAZ 21X3JA Page 15 of 46 (11-12 YEARS OLD) DAILY ACTIVITIES DEFINING CHARACTERISTICS School + home centric Fun + Humor SOCIAL AUDIENCE SOCIAL MEDIA BEHAVIOR 1-2 BFFs in neighborhood One way entertainment such as Netflix, You Tube Sharing/messaging with BFF Boredom Busters - playing games, filters, memes ROLE MODEL Older Sibling 13 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 16 of 46 13 YEARS OLD Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 17 of 46 MEET (13 YEARS OLD) DAILY ACTIVITIES Yogurt shop or mall after school DEFINING CHARACTERISTICS SOCIAL AUDIENCE Paradoxes + drama Freedom vs. responsibility, Insecurity vs. confidence Friend circle Soccer buddies or dance friends I feel comfortable around SOCIAL MEDIA BEHAVIOR Group and video chat Spam "dear diary" sharing Escape into exploration and discovery ROLE MODEL YouTuber or Celebrity 15 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 18 of 46 14 ΤΟ 15 YEAR OLDS Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 MEET Page 19 of 46 (14-15 YEARS OLD) DAILY ACTIVITIES Weekend day trips in nearby cities without parents DEFINING Self discovery + individuality CHARACTERISTICS SOCIAL AUDIENCE SOCIAL MEDIA BEHAVIOR Finding my tribe Many friend circles IRL and common interest friends to find what feels right Exploration and discovery to escape Exploration and discovery for self identity Networking connections + new friends with common interests ROLE MODEL Expert in interest area 17 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 20 of 46 3 GENERATIONS OF EARLY TEEN – ONE PAGER Name Analogy Daily activities Defining characteristics Full of Fun-sense (11-12 year olds) Cocoon School + home centric Fun + Humor Licensed to Socialize (13 year olds) Turtle peeking head out Yogurt shop or mall after school Identity Quest (14-15 year olds) Butterfly spreading wings Weekend day trips in nearby cities without parents Self discovery + individuality Social Audience Social Media Behavior Role model 1-2 BFFs in neighborhood One way entertainment such as Netflix, You Tube Sharing/messaging with BFF Boredom Busters - playing games, filters, memes Older Sibling Paradoxes + Drama Freedom vs. responsibility Insecurity vs. confidence Friends circle (Soccer buddies or dance friends) I feel comfortable around Group and video chat Spam "dear diary" sharing Escape into exploration and discovery YouTuber or Celebrity Finding my tribe Many friend circles IRL and common interest friends to find what feels right Exploration and discovery to escape Exploration and discovery for self identity Networking connections + new friends with common interests Expert/professional in interest area Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 REMINDER : OVERLAP EXISTS There are many things that all age groups enjoy, the difference is time dedicated to each AGE 11-12 HUMOUR (gaming, movies, memes) AGE 13 SOCIAL GROUPS (checking feed, discovery) AGE 14-15 INDEPENDENCE (discovering new people, places, experiences) MEMES You Tube YOUTUBE NETFLIX NETFLIX MUSIC SNAPCHAT INSTAGRAM – CONSUMPTION Page 21 of 46 19 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 22 of 46 SOCIAL MEDIA LIFESTYLE 20 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 SOCIAL MEDIA JOURNEY NETFLIX WATCHING/ GAMING MOVIES FUNNY VIDEOS | GAMING WITH FRIENDS You Tube ALONE, 1:1 CHECKING FEED CHECKING FEED | TRACKING CELEBS/YOUTUBERS MESSAGING FINSTA INNER CIRCLE GROUPS/ GROUP CHAT Houseparty TEXTING | MEMES | BFF CHAT FILTERS FINSTA COORDINATING MEET-UPS | GROUP SHARING | GROUP CHAT | GROUP VIDEO CALLS BROAD- CASTING DISCOVERING PASSIONS/INTERESTS EXPLORING/NETWORKING POSTING EXPLORER TAB | HASHTAG I FINDING NEW/INTERESTING PEOPLE POSTING STORIES | LIVE | FILTERS | PICTURES | MEMES Page 23 of 46 High Medium Low 11-12 YEAR OLDS HUMOR 13 YEAR OLDS DRAMA 14-15 YEAR OLDS IDENTITY 21 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 24 of 46 COUNTRY DIFFERENCES US BRAZIL YOUNGER FOR LONGER NO DOWNTIME MORE TRAVEL STARBUCKS HANGS THE TBH EFFECT NEIGHBORHOOD NEST EXTENDED FAMILY = NUCLEAR FAMILY MORALISTIC KINDNESS CULTURE MORE DOWNTIME HIGHER BEAUTY STANDARDS SCHOOL RELAXED TOLERANT / WORLDLY STREET NEST UK URBAN VIBE MCDONALDS HANGS PARTIES + VAPING TOWN NEST 22 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 25 of 46 DEVELOPMENTAL SHIFTS AT AGE 13 23 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 26 of 46 AGE 13 SHIFT SUMMARY TWO SHIFTS AT AGE 13: Social Emotional Shift SHIFT #1: Me to We Door to external world opens AGE 11-12 AGE 13-15 Entertainment Shift SHIFT #2: Inward to Outward AGE 11-12 AGE 13-15 Social Audience 1-2 BFFs Expanding Network Exploration + Discovery Nature and Back Yard Outer World Discovery Instagram Treasure Hunt Personal Expression Identity Quest Being funny “ Overall Needs Fun + Challenges Curiosity I love to learn about how other think differently and how I might think differently. I mean Otherwise I only know my parents point of view Age 14, N. Brazil Entertainment Passive Entertainment Interactive Treasure Hunt “ I'm not trying to fight boredom anymore, I am busy and don't have time for videos and movies now. I do Instagram not because I am killing time, but because I am...I am really interested 13, Chicago • • • In the US, the shift occurs 2 years after entry to 6th grade and middle school (middle school + first phone at 11, shift at 13) In the UK, the shift also occurs 2 years after they enter secondary school at age at 13. Interestingly, teens in the UK take the GCSE exam at age 13 (a marker of maturity and independence from parents) which also coincides with these shifts In Brazil, the shift occurs much earlier (2 years earlier+). Elementary school in Brazil includes ages 7-14 24 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 27 of 46 EARLY TEENS AND INSTAGRAM 25 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 JOINING INSTAGRAM Page 28 of 46 INSTAGRAM SELLS ITSELF: In 6th grade, age 11-12, teens get first phone and are “invited” in one of two ways... BFF "My friend just got it and told me to download it." 12, LA TOP ACCOUNTS "I want to see what my favorite YouTubers and soccer players are doing in real-life (off the screen... off the field)!" friend group, 14, S. Brazil 26 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 29 of 46 INSTAGRAM DRIVERS EMOTIONAL BENEFITS DRIVING BEHAVIORS LIFELINE IN CONTROL OF LIFE I'm not alone FOMO - not missing out On trend SS My lifeline - Constant feed checking Couldn't survive - need to see what everyone's up to feel I am not missing out. I see what other 7th graders are doing that I should try. 12, Chicago DISCOVERY AS ENTERTAINMENT Developmental need - scan word to find self Curiosity peaked at age 13 Rewarding treasure hunt. Each layer leads to another Escape after homework and before bed I am more interesting "I have more to talk to friends about" Endless Treasure Hunt SS I go to bed at 9:30. I look at my clock and it's 1am! 13, Chicago 27 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 INSTAGRAM DRAWBACKS PRODUCTION UNDERLYIN G EMOTIONS EMOTIONAL BARRIER: CONFIDENCE "PERFECT STORM" Who am I? Hormones, drama, judgement Need to impress boy/girl crush Need to be cool and fit in DRAWBACK S Looking, not producing CONSUMPTION Page 30 of 46 RELEVANT (show me stuff I love) UNDERLYING TEEN NEEDS: EASY (serve it up to me, fewer clicks) INTERACTIVE (make it fun) "Less is more" unwritten rule Not cool to post any more than once a week and need to keep caption short and sweet. party, 14, LA Teen relevant content needed in explorer tab Stuff for parents or kids not teens, and there's porn that's really weird. 13, Chicago YouTube Product Parity SS FB and YT play videos I like streamlined, I don't press a button, 14, UK Explorer content + tab awareness fdidn't even know Instagram had all this stuff! I only use explorer tab to find people. 14, S. Brazil Feed check-in is necessity I check my feed all day long, but it only takes 8 minutes, and I wish it were more interactive and fun. party, 15, UK SS I am a professional stalker. 13, Chicago 28 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 31 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 32 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 33 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 34 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 35 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 36 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 37 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 38 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 39 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 40 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 41 of 46 Case 4.22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 42 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 43 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 44 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 45 of 46 Case 4:22-md-03047-YGR Document 2758-20 Filed 02/20/26 Page 46 of 46