I’m sharing my experience hanging-out for 3 days with 50 middle
class pre-teens in an Indonesian Summer Camp observing their mobile behavior,
this blog will not be talking in numbers and facts, but I do believe the
experience I had with 50 Indonesian middle class pre-teens will give us all
valuable insights.
Before my weekend experience with 50 Indonesian middle class
pre-teen, I always believed that :
Most of twitter user is using ubertwitter application,
therefore :
a.
Most of twitter user will user blackberry
b.
Most of twitter user will be in the age range of
25-40 years old
This believes comes from a publication from salingsilang.com
an Indonesian digital research agency that I saw in 2011, this believes stick
in my head, until recently I had the opportunity to spend 3 days in an Indonesian
Summer Camp with 50 kids 12-14 years old, from my interaction with them changes
my perspective 180 degree, my findings
are :
1.
They used facebook and twitter as their main
digital social network
2.
Their average twitter followers are in the range of 300-400 followers
-Can you imagine a 12 years old have 300
followers in their twitter account ? I was shocked hearing this fact-
3.
They usually follow an artist in twitter and
than send a request “please folback
(follow me back)” this is how they acquired many followers and it’s common
courtesy to respond this request by following back or you’ll be considered rude
and be left out from the rest of their peer group – as a pre-teen it is the
last thing you want from your peer group-
4.
They are very reactive in their twitter
behavior, re-tweeting is consider as courtesy therefore they re-tweet between
each other, some by request some because they want to share information that
they have.
5.
Their main handset preference is Blackberry due
to BBM function (Gemini and Onyx), sometimes their parents wont allow them to
have a blackberry, so they turn to Nokia X2 or Samsung and the less fortunate
ones will use Nexian, very little pre-teen uses iPhone
They emphasize on GPRS connectivity, MP3,
camera, twitter and facebook function, and Bluetooth (to share pictures and mp3
between handset) Touch screen is not relevant to them
The average handset price is around 700-2.5
million Rupiah, their parents bought them their handset, and some parents
bought them second hand handset, which they don’t mind as long as they have
those functionality.
My conclusion is twitter pre-teen market is a very “noisy
and reactive” market which is mostly untapped, each pre-teen are able to
acquire follower very easily with the “courtesy” behavior, with the right
approach and the right conditioning, we can harness the “courtesy” behavior and
optimize their strength in distributing contents and creating Word of Mouth.
And not to mention pre-teens are the early adopters of
application and digital technology, using pre-teens as your basis to create
your WOM strategies is highly recommended
The challenges is how to connect with pre-teens smoothly
because any sign of over endorsement will cause a negative WOM within the peer
groups , and this peer groups is very
powerful, treat them nicely you’ll reap great harvest, treat them badly you’ll
reap a thunderstorm.
Have fun with your pre-teen twitter audience J
Ps : not much pre-teen that I encounter uses pinterest
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