Description of their identity
This tribe has been called Playgrounders because it is constituted by a group of profiles between 14 and 18 years of age who are positioned on social media based on the recreational logic of their lives: whether in blocks, schools, birthdays, video games, or concerts.
These are children and adolescents who seem to be visiting the virtual playground. Their main interest in social media is the playful activities that they can do alone or in the company of their peers.
Gender
60% Women, 40% Men
The gender information comes from the metadata of the study conducted. It does not define the identity of the users; other genders are not excluded.
Conversation Topics
Photographs at birthday parties, selfies, moments with your artists, video games, pets.
Brands who they follow/interact with
Netflix, Disney+, Infinitum, Naughty Dogs, Game Spot, E3, Rocksteady Studios, Insomniac Games, Bethesda, SEGA, Game Informer, Assasin's Creed, Disney Junior, Disney XD, Dragon Ball Latino, Magic Toys, La Liga, Nick Jr., Los Minions, Paw Patrol.
What hurts or causes them conflict
Not having enough time to play, boredom, and sadness cause them the most conflict. They do not always seek to play just to kill boring moments but also to relate to fictional universes of the content they relate to. This tribe constantly seeks to demonstrate that they can achieve great fun in solitude.
Kind of Stories consumed by the tribe
They relate to positive, relaxed and fun stories and narratives. In addition, they tend to repost content on social networks that have to do with this type of content. Especially, when it comes to video games or when they mention their favorite animated characters.
Google Ads Keywords
“online games,” “video game games,” “streams,” “online battles.”
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| -Entertainment - Games: Online games, Video games, Multiplayer online video games. | ||
| -Movies: Animated movies, fiction movies. | ||
| -Hobbies and activities - Technology: Tablet computers. | ||
| -Other interests: Gameplanet, Twitch, Discord. |
What Social Media Accounts do they follow?
What Podcasts do they listen to?
Brands and campaigns that may address this consumer tribe:
Paula Castellanos
Matt Pryor
