Meta & Children's Online SafetyChat: if/where tweens message and if IGY should consider beyond Direct
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████ name redacted. Different bars may be the same person or different people.
quoted in an excerpt in the archive.
Wednesday 28 April 2021
11:59████Hey folks do we have data or research you can point to around early teens (or tweens) trends on messaging and competition? Specifically * how early teens use ig direct (or other messaging systems) any analysis on content/JTBD there?
* how tweens and early teens use snap * how tweens and early teens use avatars * for tiktok or ig, where do external private shares go? to snap, imessage?
12:01Darius KilsteinData wise we have nothing on tweens as there aren't any that use Instagram
12:01Darius KilsteinWe have teens as a bucket, we never looked at stated-age for those who tell us they are 13-15. So we dont have anything there and that would be net-new work.
We do have some data on Teens as an entire bucket though, can share some slides from her recent deck
12:03████did an analysis with 13-14yrs old as a tween proxy
12:04████I believe we also have competitor data on the MK side
12:05████Also I remember a study about private shares from TT but dont think its tweens just teens and adults
12:06████Let me pull some resources together for you
12:19████Slides 15-18 cover some research on Teens & perceptions of IG vs snap, etc:
https://docs.google.com/presentation/d/1hD2HfO5akpPnjGPC16cKdyChNSg30wmK7-QVIkb1JMw/edit?usp=sharing
12:20████also sharing some resources that
passed along to us:
1/ In the brand tracker, we can see where IG & Snap are at parity on app perceptions (Slide 7), but when we look at consideration vs preference for connecting with friends & messaging, Snap has a better conversion (slides 21 vs Slide 20): https://www.dropbox.com/scl/fi/j5vyzncvw2hfrq00n6ot1/Instagram-Brand- Tracker-US-Q4-20-Report-v2.1.pptx?dl=0&r1key=35hn4h31sq60ov4kwjedmgc7a
2/ for people that are using Snap more, friends using it and comfortable spending time with friends on app are often selected as reasons to increase using Snap:
https://fb.workplace.com/photo?fbid=784793265660339&set=pcb.4139663299415587
3/ and snap is viewed as fun, for young people, and private:
https://fb.workplace.com/photo?fbid=786389638834035&set=pcb.4139663299415587
4/ we also see similar findings when focusing on IG Stories, but perceptions of IG vs snap follow the same pattern: https://fb.workplace.com/groups/InstaInsights/permalink/5228947877153785/
12:21████https://tb.workplace.com/permalink.php?story_fbid=679946782765174&id=100022495757959
12:25████on the IG market tracker, I can net waves over the half so we can get a more robust sample on early teen, but it doesn't capture specific behavior, just use cases and perceptions (is used for messaging, is a place to connect with friends) at the overall brand level
12:29████Here's the very wip deck that I'm putting together on US 13-14 year olds! I haven't dug too deep into direct yet, but slides 24 and 27-29 might be relevant!
https://docs.google.com/presentation/d/1UAMJSHKqHPnx3eY35G1jeiMWoYdyAoFXohSSjSoyibk/edit#slide=id.gd02ea b7af3_0_269
12:31████You could also ask who did the Youth Competitive landscape bit for the Youth Vision Sprint if he has anything
12:53Darius Kilsteinrequsted access :)
12:58████oops just added you!
18:21████this is so good, do we have the data capabilities to analyze by early teens (13-15) vs later teens (16+)? I have been working with and on mapping out what it'll take for Data & Research to get to this level of granularities in our analyses.
18:45████hmm we could potentially use "stated age" data, but since this is fairly new, we don't have it for most users. I don't believe we've done much (if any) analysis like this, so we'd likely need to first look at how much Teen coverage we even have, as well as any kind of biases in the kinds of users that have stated ages, to gauge if we can get meaningful insights with this approach (@Darius not sure if this has been done before?)
18:47Darius Kilsteinis the first frontier for stated age and just shared some stuff (haven't had a chance to read yet) but I defer to her on what we can/can't do @silent
19:00████@silent these are so great, thank you all! Very helpful to influence convos around if/where tweens message and if IGY should consider beyond Direct.
19:02████@silent let's please get consistent in our data and research on the language and age brackets for youth.
Aligned with and on this, comms went out to IG Research this week and encourage us to keep consistent with this:
* oung Kids (0-5) * Kids (6-9) * Tweens (10-12) * Early Teens (13-15) * Later Teens (16-legal maturity that can vary by country)
19:02████Shared a file