Theres a Tween In Your Future - Are You Ready?


Within 15 minutes of coming through the door from school, she has her neck crooked around the phone. A music CD tucked into the computer's drive drowns out all but the occasional giggles of that conversation. While her fingers fly over the keyboard, you risk a quick glance and count six open "chat" boxes. She's IMing (sending instant messages with) the friends she didn't get to talk to at school.

That's just how she communicates.

Once the "he said," "she looked" minutia of the all important social event (lunch hour) of the day have been dissected, the conversations begin to move outward. Movie trivia websites are visited en masse, and the merits of a certain pair of kahkis for sale on one site versus another found the day before cause more windows to be opened, as this virtual gaggle of girls move around the web together.

Sometimes, tasks are split. Three girls visit different movie theater sites where start times for this week's chosen film are carefully matrixed against which parent might be able to drive the group to which venue.

That's just how decisions are made.

Some people call her a tween. She's between 8 and 12 and attends middle school, Sunday school, and high school football games where she and her friends pay far less attention to each other's older brother on the team than their slightly older siblings. Usually that's all an anxious parent in this group is able to watch out for. They don't know the half of what she is capable of yet.

According to brand analyst and Clickz columnist, Martin Lindstrom, 22% of these tweens have already made an online purchase on their own. Lindstrom's study excerpt didn't discuss how they were able to pay for these purchases, but it's a good bet a majority of them were done using mom or dad's credit card. That's a pretty safe assumption when you consider that tweens determine what brand is purchased 60% of the time in a typical household.

60%!
Clothes, music, accessories, gifts, games and other entertainment used to be the exclusive province of the American teenager. The 13 and over crowd used to decide where those dollars were spent. But they're passing the baton to their younger brothers and sisters while they pursue their own, more diverse, interests, also online.

That's just where the teens and tweens are spending their time these days.

Tweens are even more intensely committed to the Internet than their older teenage siblings. Teens are spending in excess of 16.7 hours per week online according to a 2002 Yahoo study. That compares to 13.6 hours spent watching television, 12 hours spent listening to music and 7.7 hours talking on the phone.

Did you catch it?
Do you see what the real difference is between these two groups? And do you understand just how large, and just how evolutionary the impact of that difference will be on your business?

That's the piece of the puzzle that I think is being overlooked. It's been buried beneath an already staggering pile of statistics.

It's not about the numbers at all.

It's about the fact that tweens have already assimilated the Internet completely. It's about the fact that tweens have already begun to filter their media differently, and process that input differently. They don't surf websites anymore, clicking their mouse to zoom in to see the pocket detail on those jeans. They "experience" a site clicking their mouse to turn 3d model images wearing those jeans, or clicking hotspots in panoramic images designed to make them feel as if they are in a room at a store.

They don't spend 16.7 hours on the Internet, then 13.6 watching TV, then 12 hours listening to music, then 7.7 hours talking on the phone. They spend 16.7 and 13.6 and 12 and 7.7 simultaneously. They move from one media to another effortlessly, automatically typing coherent messages for up to five conversations at once, laughing at a girlfriend's joke on the phone, and tapping their foot to the relentless beat of the music. At - the - same - time.

"Tween" is not just a convenient demographic catch phrase for a bundle of statistics. It's also a very apt description of where this particular generation will fall on technology timeline. The web "experience" is likely to continue unfolding long after they have grown up and become everyone's prime demographic.

I have a tween in my house. And she really is somewhere between. Her reliance on a strong social network of girlfriends is as old as the hills. But her communication methods raise the bar on the definition of multitasking. Sometimes I watch her and wonder if we haven't finally broken through another old barrier. I wonder if she's tapping into, and effectively using, more than the 10% of our brains than science claims we use.

But probably not. It's still clear that not all of her senses have been enhanced.

She still can't seem to hear me when I ask if she has homework.


Liz Micik has been an Ordinary Marketer for nearly 25 years, helping companies tell their story to the right people in the right way to sell their products and services. Visit www.ordinarymarketer.com to sign up for the Inside Edge, a free monthly multimedia newsletter, and find out how you can get extraordinary results from marketing you can live with.

http://store.xiiiv.com/rss
In The News:


TechCrunch

Photo marketplace Picfair raises £1.5M, aims to 'weaponise ...
TechCrunch
Picfair, the London-based photo marketplace founded by ex-journalist Benji Lanyado, has raised £1.5 million in new funding — capital it plans to use to market ...

and more »

Variety

John Landgraf Mounts His Silicon Valley Counteroffensive With New ...
Variety
When FX Networks launched its new commercial-free offshoot, FX+, earlier this month, 16 of its series past and present were offered only to Comcast ...
FX+ commercial-free channel to be offered to Cox customers - LA ...Los Angeles Times

all 13 news articles »

The New York Times rebrands Wirecutter amid a growing business ...
Fast Company
Beloved product review sites The Wirecutter and The Sweethome–which were bought by the New York Times last year for about $30 million–are rebranding…
NYT revamping Wirecutter as revenues grow - New York Times Co ...Seeking Alpha

all 4 news articles »

MarTech Advisor

The State of Affiliate Marketing, and What It Means for Marketers
MarTech Advisor
Display advertising has been the heavyweight champion for publishers' online revenue generation, until now. Survey results showcased that publishers ranked affiliate marketing ahead of display advertising in revenue generation capabilities, and came in ...


MediaShift

Sortable Analytics Helps Publishers Optimize Their Revenue Faster
MediaShift
The site, which draws more than 750,000 visitors a month, reviews of running shoes alongside related content, earning revenue from affiliate commissions and display ads. A year and a half ago, owner Ruggero Loda started using a new ad-and-analytics ...


Daily Beast

NBC Is Doing All It Can To Make You Watch Megyn Kelly's Morning Show
Daily Beast
... NBC's president of affiliate relations, directs NBC-owned and affiliate stations to give up lucrative minutes of local advertising during Kelly's 9 a.m.-to-10 a.m. time slot so that the network can sell the spots and pocket the revenue, thus ...
Megyn Kelly: 'It Is a Relief to Be Out of the Vitriolic Stew That Is Cable News Prime Time'TVNewser
NBC Touts Megyn Kelly's Softer Side in Bid to Launch New Morning ShowVariety

all 132 news articles »

KWCH

WPD: Suspect asked for seizure agent by name in taxation office ...
KWCH
A house supervisor at Via Christi-St. Francis says Cortney Holloway's condition has improved from critical to serious.

and more »

How to craft an intelligent affiliate program that enhances your travel business
Tnooz
Affiliate marketing rewards partners through revenue sharing or paying commission for referred business, but it covers a wide range of approaches including mobile apps, email, and content marketing. Travel affiliate programs have generally been link ...


Viveport to Give Developers 100% of Revenue Earned Over The Holidays
Road to VR
At this year's Virtual Reality Developers Conference (VRDC), HTC announced a number of changes to Viveport to celebrate the one year anniversary of the app store and its subscription service. Developers will receive a 100% revenue share between ...

and more »

Boston Business Journal

Keolis considers ads, discounted fares to woo more riders
Boston Business Journal
Keolis has incentive to get more riders on their trains: It signed an agreement with the MBTA earlier this year in which the company gets to keep some of the revenue generated from its efforts to curb fare evasion and increase ridership. Keolis calls ...

Google News

Common Mistakes Made by Unsuccessful Affiliates

A vast majority of successful online entrepreneurs are affiliates of... Read More

How to Evaluate an Affiliate Program

There are thousands of affiliate programs offering wide range of... Read More

The Many Benefits Of Affiliate Programs

Throughout the coming weeks, I am going to thoroughly cover... Read More

Affiliate Communication

Communication is Key!When building an affiliate network communicating with affiliates... Read More

Working With Affiliate Programs

Everywhere you look you see affiliate program offers forevery product... Read More

Is There Any Money On Over Saturated Markets?

Well that depends ultimately on you! Let me explain?I have... Read More

In Mourning for the Google Cash System

Do you remember when you could pick an affiliate program,... Read More

Make Money Online With Affiliate Programs

If you have wanted to find a way to make... Read More

Affiliate Marketing - Ten Excellent Reasons Why You Should Do It

There are many opportunities to make money working on the... Read More

Writing About How Easy Affiliate Marketing Is, Dont Make It So

It seems that the VERY popular fashion of article writing... Read More

Making Money with Affiliate Programs ? Part III

Whether you are a newbie to Internet or a proud... Read More

10 Hot Ways To Sell Your Products Like Crazy

1. Turn your ad copy into a story or article.... Read More

Vital Things To Check At Any Affiliate Program

Affiliate programs are now one of the most popular ways... Read More

Become An Affiliate Champion: 10 Tips

Affiliates programs are one of the easiest ways to make... Read More

11 Awesome Ways To increase Your Affiliate Commissions!

Let me ask you a simple question. "Now that you... Read More

The Logic Behind Niche Content Profits

In researching most successful online businesses, you start to notice... Read More

How to Easily Increase Your Affiliate Commissions in Two Days or Less?

Clearly, the people benefiting the most from affiliate programs are... Read More

Affiliate Programs... A Not THAT Easy Start To Your Own Online Business

"Where is all the help I'm supposed to get. I... Read More

Build A High Profit Business With Affiliate Programs

QUESTION: I am considering starting an ebusiness using affiliate programs,... Read More

Two Quick Ways to Make Your Copy of Merchants Data Feed Different From All Other Affiliates

Product data feeds are really popular among affiliates because they... Read More

Generate More Sales in ANY Affiliate Program ? Part Four

VISUALIZE, STRATEGIZE, ENERGIZE, REALIZE reprogramming is the subject today.Every single... Read More

Generate More Sales in ANY Affiliate Program ? Part Two

Incentive Marketing, Incentive Marketing, Incentive Marketing?It doesn't matter that there... Read More

7 Ways To Increase Your Affiliate Commissions

Suppose you could launch an online business in the next... Read More

Top 3 Things All Affiliate Marketers Need To Use

Every affiliate marketer is looking for exactly what allows those... Read More

A Successful Satellite TV Affiliate Website

Satellite TV has exploded on the scene during the last... Read More

http://store.xiiiv.com/rss