Corporations Just Don't Understand: Why Some Products Fail While Social Networks Thrive for Teens

Published by: Yankee Group

Published: Aug. 7, 2007 - 12 Pages

Table of Contents

I. Teens Sway Technology

II. Connectivity and Web Services Play Key Development and Marketing Roles in Teen Devices

mylo

III. The Importance of Peer Acceptance Dominates Popular Online Activities

IM

UGC

Social Networks

Devices and a Teen’s Role in Innovation

IV. Conclusions and Recommendations

Recommendation for Social Networking Sites

Recommendations for CE Manufacturers

Recommendation for Wireless Service Providers

V. Further Reading

Abstract

A well-known fact of teen life is that they generally spend more time online than adults, often participating in new online activities and online communities. This is a trend that the consumer electronics (CE) industry has picked up on, creating a new line of teen-targeted devices that are connected and ultra-portable, such as Sony’s mylo and T-Mobile’s Sidekick. These devices often feature preloaded IM clients, connections to social networking sites and the ability to store music, video and photos. But does a portable device with all the bells and whistles, such as connections to Skype and MySpace, inherently resonate with teens?

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