Facebook released the second part of its study of users aged 13 through 24 in 13 countries, with culture experts Crowd DNA, and it found that it was able to divide users in that age group into three segments, based on age — optimists, explorers and realists.
The social network described the three groups as follows:
Wanting to change the world: the optimists (13 through 15). As the most positive and enthusiastic group, 60 percent of the people surveyed agreed that their generation is going to change the world, compared with 53 percent of people ages 16 through 19 and 50 percent of those 20 through 24. Younger teens are also the most likely to say that their lives revolve around friends and family (81 percent), compared with just 68 percent of young people age 16-24.
Optimists are the most keen on tech of the three groups, not having known a world without it. They’re the most likely to agree that it’s important to have the latest gadgets or technology (66 percent). They’re also the most likely to agree that they’d be lost without access to social media (53 percent). Teens in this age bracket also tend to be “super-sharers,” with 55 percent agreeing they like to tell people about their daily lives; 46 percent of those 16 through 24 say they do.
Planning for the future: the explorers (16 through 19). As the most forward-looking of the bunch, this group was most likely to say that they are planning for the future (58 percent), and at this point in their life, they are more passionate for education (42 percent) than optimists (31 percent) or realists (37 percent).
While the entire generation is industrious, with 84 percent on average saying that they’re not afraid to work hard to accomplish their goals in life, these older teens are the most likely to say this at 87 percent.
Connected with the world: the realists (20 through 24). These young adults are the most mobile-centric: Of the three groups, they are the most likely to use their smartphone throughout the day. And they are the most likely to multi-screen: Some 81 percent of realists say they use a mobile device while TV watching, compared with 79 percent of young people aged 16 through 19 and 76 percent of those 13 through 15.
They are also more likely to agree that they can’t leave their house without their mobile phone (74 percent).
How can marketers take advantage of this information? According to Facebook and Crowd DNA:
People value personalization — they’ve grown up during a time where everything is personalized, from playlists to technology — so they like to be treated as individuals. There are different ways to reach different segments of this population.
For instance, optimists are very tech fluent, love to share and look at the world with wide, optimistic eyes. Think about contributing to the conversation in an authentic way that will tap into this optimism and encourage sharing.
Explorers are more open to experimentation and focused on education. Consider marketing initiatives that can help fuel their passion for discovery and learning.
Realists are more focused and aware of their time. Think about ways to provide them with tools to more efficient and create balance in their lives.
Readers: What did you think of the findings by Facebook and Crowd DNA?