Barking Robot Media Captures Youth Landscape Shift
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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
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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.
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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
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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
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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
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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.”
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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
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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
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.”
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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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