Most brands have built deep bonds with Gen X and Boomers, but they haven’t yet connected with younger users. Here's why you can’t afford to lose them.

2. A HUGE DEMOGRAPHIC & CULTURAL SHIFT IS TAKING PLACE Most brands have built deep bonds with GEN X and Boomers, but they haven’t yet connected with younger users . You can’t afford to lose them. Source: UN Department of Economic and Social Affairs, “World Population Prospects: The 2004 Revision” 46% OF THE WORLD’S POPULATION IS UNDER 25. (34% in the US. 43% in Asia Pacific.)

3. KIDS’ SPENDING IS HUGE $260 billion annually Source: Marketing Sherpa “Email Marketing to Tweens (Kids Ages 8-12), June 19, 2008 $ 260 billion Total K-6 kids’ annual spending $ 176 Purchased for K-6 kids by parents $ 74 Influence parents to spend $ 10 K-6 children spend on their own

4. TO UNDERSTAND KIDS’ HEARTS, YOU MUST UNDERSTAND THEIR LIVES. BARKING ROBOT MEDIA

9. “ SOMETIMES I HAVE TO GOOGLE THE PLACE I WANT TO GET TO, BUT MOSTLY I GO STRAIGHT TO WHERE I WANT TO GO .” The internet = keyword search = Google = boring; no emotional resonance.

11. “ THE CHILDREN OF THE MOBILE INTERNET GENERATION ARE GETTING USED TO BEING CONNECTED – TO THEIR MUSIC, THEIR VIDEOS, THEIR SOCIAL NETWORKING SITES – WHEREVER THEY GO. AND THAT MEANS WE ARE ALL GOING TO HAVE TO THINK HARD ABOUT HOW WE REWRITE THE RULES .” – 2008 BRITISH MUSIC RIGHTS SURVEY 37% of U.S. teens aged 12-14 own a mobile phone. For those aged 15-17, the number jumps to 57%. — Pew Internet & American Life Project

14. “ IT’S REALLY CONVENIENT TO SAY THINGS OVER IM THAT YOU WOULDN’T HAVE THE CONFIDENCE TO SAY OVER THE PHONE.” Kids aged 8-18 spend nearly 6.5 hour per day using media , during which time they’re exposed to more than 8.5 hours of media messages . —” Generation M,” Kaiser Family Foundation

16. “ I HAVE MUSIC PLAYING ALMOST CONSTANTLY — GOING TO BED, IN THE CAR, IN THE SHOWER. I IDENTIFY A LOT WITH MY MUSIC , WHETHER IT’S SUITING MY MOOD OR CHANGING IT.” Worldwide, mobile music generated $4.4 billion in 2005 . Mobile now accounts for nearly 15% of the entire music market—and youth leads the way. —’ Mobile Music: Ringtones, Ring-backs & Full-tracks (second edition),’ Juniper Research

19. “ MY FAVORITE GAME IS ‘ CONNIE THE COW ’ ON NOGGIN . I CAN PLAY IT BY MYSELF. I DON’T NEED MY MOM TO HELP ME.” Kids aged 8-10 spend almost 90 minutes a day playing video or computer games . — Kaiser Family Foundation, “Generation M.”

21. “ I JUST MADE MY FIRST MACHINIMA MOVIE—SIM WARS. IT’S A BLEND OF SIMS 2 AND STAR WARS.” More than 50% of online teens have created content. — Pew Internet & American Life Project

23. “ MY GIRLFRIEND WAS AT A PARTY AND I HAD TO WORK, SO SHE KEPT SENDING ME PHOTOS TO SAY HI. THEN SHE SENT ME THIS SONG THEY WERE PLAYING AS A RINGTONE.” 71% of teens report sharing content online (by posting or emailing.) — Jupiter Research

24. VIRTUAL WORLDS ARE HUGE YOUTH INSIGHT #9

26. EDUCATION AND DIGITAL LEARNING INSIGHTS

28. “ I REALLY THINK THAT WE SHOULD GO TO THE COMPUTER LAB MORE OFTEN SO THAT WE CAN LEARN MORE ABOUT THE WORLD AROUND US AND WHAT’S GOING ON.”

30. KIDS’ DIGITAL LEARNING REQUESTS Source: NetDay “Visions 2020.2: Student Views on Transforming Education and Training Through Advanced Technologies” ACCESS A computer for every student High-speed, wireless access—24-7 “ Kid-friendly internet” Digital collaboration—peer-to-peer, student-to-teacher, and student-to parent “ INTELLIGENT TUTOR” “ Answer Machine” “ Live tutor website” “ Homework robot” WAYS TO LEARN Learning games Virtual worlds Virtual classes Digital teachers Online textbooks Personalized learning DEVICES Multi-functional handheld computer Voice-activated computers Computers built right into the classroom desk

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