issues media adconference smartin

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Education

Published on February 4, 2008

Author: Sigismondo

Source: authorstream.com

Surveying the Landscape: Advertising and Marketing to Children in the Digital Age:  J16916D Surveying the Landscape: Advertising and Marketing to Children in the Digital Age July 20th, 2006 Copyright 2006 Harris Interactive. All rights reserved. Technology:  Technology Most technologically-savvy generation in history Informed and aware of the technological innovations around them and are early adopters of change. This generation has lines of communication and ways to access information that previous generations could not have dreamed about. About one-quarter (23%) of 13-21 year olds report that they are the first to check out a new technology. Owned Technology:  Owned Technology Knowledgeable computer users:  Knowledgeable computer users 22 % consider themselves experts most report that they are better than most people at using computers Television is the staple:  Television is the staple More than 9 in 10 young people have TV’s in their home 2/3 have a TV set in their own bedroom Most households have 4+ TVs Cell Phones:  Cell Phones Major role in teen life Become popular at around age 13 57% of 13 to 17 year olds have a cell phone 81% of 18 to 21 year olds have a cell phone Used for more than just talking among 13 to 21 year olds: 66% use text messaging 19% access Instant Messaging 17% access the Internet Media Usage:  Media Usage 80% Watched TV 72% Surfed/accessed the Internet 67% Listened to music [Internet, CDs, MP3, etc.] 60% Listened to the radio “Yesterday,” a majority reported that they used the following media: 4 Years of Change Everyone is Spending More Time Online-Especially Tweens:  4 Years of Change Everyone is Spending More Time Online-Especially Tweens Q3160 Television and Multi-Tasking:  Television and Multi-Tasking Television viewing remains a common activity for kids and teens. About 3/4 report that they watch at least 1hour of TV on a typical weekday and even more on the weekends. Prime Multi-Tasking Time-Between dinner and Bed Multitasking With Technology Often Involves Food:  Multitasking With Technology Often Involves Food YQ April TV still most influential advertising form:  TV still most influential advertising form (13-21 Year Olds) Q2370/Q2380 Tweens like advertising strategies more than teens:  Tweens like advertising strategies more than teens YQ May Q516 How much do you like when companies do the following: Youth are most willing to share their likes/dislikes and their favorite products:  Youth are most willing to share their likes/dislikes and their favorite products YQ May Q521 How willing are you to share the following information with companies? America’s Youth have Income of $233 Billion per Year:  America’s Youth have Income of $233 Billion per Year Any questions??:  Any questions?? Suzanne Martin, Ph.D. smartin@harrisinteractive.com

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