Characteristics
•Two age groups right now
–Tweens •Age 8-12 years old •29 million tweens in 2009 •$51 billion spent by tweens •an additional $170 billion was spent by parents and family members directly for them –Toddler/Elementary school age 2006 record number of births –49% Hispanic –The most common last name in US is not ‘Smith’ anymore Children of Gen Xers (and older Millennials) born during a mini baby boom and economic stability prior to the economic recession in 2007. Also known as the Net Generation, or Digital Native Generation, they have never known a world without the Internet and it shows. They are completely connected to all things digital, seeing it as vital to their lives. What they lack in personal social skills they make up for in technology knowledge. According to Schawbel, 90% of them would experience anxiety and emotional distress if they were separated from their online connected devices. They lived through 9/11, terrorism threats, school violence, Hurricane Katrina and the Great Recession. This has led to them being less than optimistic about their future and qualitatively more self-reliant than millennials. They volunteer to gain work experience (whereas Millennials volunteer in order to contribute to society). They are used to instant gratification and access to unlimited information 24/7.
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Marketing to this generation
•The average Tween today has three key characteristics: instant gratification, success as a given, and liberal social values.
•Realness is a core value of this generation. Even though they have grown up in the middle of a national moral meltdown, this generation has a good understanding of right and wrong. They are street smart and have considerable marketing savvy. •Kids now influence more than 70 percent of family food choices •Nearly two-thirds of parents say that their children have influenced their vehicle purchasing decisions. “kidfluence” and target marketing messages to those aged 6 to14. •Communicate product and service attributes that emphasize peer acceptance and belonging to peer groups. Kids love to see and hear other kids doing things. •For Tweens, the next generation of social and virtual networking sites makes it possible to build online communities that are more like someone’s closest group of friends. •Another appeal that can be used in advertising is civic service. Tweens know that serving others feels good. •Education is valued as a means of gaining security. •Generation Z is influenced by new media, virtual friends, and the power that comes with technology. •They respect knowledge with 83% of 8-12 year olds saying, “It’s cool to be smart.” |