Monday, March 2, 2009

Hi Class,
A couple intriguing facts from the Generation Tomorrow Research PDF that professor Aaker sent out on 2/13/09. If the Barack Obama case class didn’t make us all feel old, this research study likely will. It truly speaks to the impact social media is having on Tweens (ages 10 – 12).

Generation Tomorrow Research
· Research Parameters
o By Martin Lindstrom
o The world’s largest study on kids and their relationship with brands.
o 600 researchers, psychologists and strategists
o Research conducted in 70 cities across 14 countries
· Tweens have become the primary decision makers in 80% of all cases
o 60% decide the car brand
o 58% decide the clothing brand
o 57% decide the mobile phone brand
· Kids are most likely to become just as influential decision makers in the households as their parents within 5 years. Why?
o ½ of the world’s population is divorced
o They are exposed to substantially more media and advertising through the web
· TV ads no longer work
o % Recall
§ 1965 = 34%
§ 1990 = 8%
§ 2005 = 5%
· Key Tween Statistics
o 44% of tweens prefer Internet to TV
o 87% of remember brand messages integrated into video games
o 15% of tweens prefer to text instead of talk if they’re sitting beside the person
o More than ½ of the worlds tween population is concerned about terrorism and say religion is important to them (substantially higher than previous generations)
§ Over 90% say safety is most important to them
§ Music has become today’s religion to tweens
o Close to 10% of all tweens have their own website – ½ of them want one

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