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July 24, 2008 |
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September 1, 2000 - KidScreen Magazine
by Tina Imig For kids struggling to define themselves in the real world, the Internet is a compassionate, fun and information-rich community. With it comes the advent of more informed and media-savvy consumers. Kids can avoid brands with a mouse click, and they expect personalized messages, empowerment and respect. The implications for on-line marketers are profound. An extensive national survey KidLeo, Leo Burnett USA's kid consultancy, surveyed more than 2,000 kids ages 10 to 17. A national on-line survey, in-home interviews conducted in Chicago, Boston and Seattle, as well as insight from popular kid chatrooms unearthed four distinct on-line kid populations. Cool Seekers Consistently voted most popular, Jade remains a crucial step ahead of her peers, having recently purchased a HitClip and an Eminem CD on-line. Leaders in real life, Cool Seekers comprise 18% of the kid population and seek brands with: * a sense of discovery, a feeling they found the brand, * exclusivity, joining a privileged group, * innovativeness, anticipating hot products. Cool Seekers spend the most time and purchase more on-line than any other kid group. To successfully reach them, brands should project an "only for the coolest kids" attitude. Seekers would be motivated to reserve an advanced copy of the newest Nintendo game or be the first sporting a Kate Spade bag. They congregate at sites like Alloy.com, which maintains a grown-up, one-step-ahead feel. Strivers From the minute he leaves school until Mom calls him for dinner, Paul practices basketball in hopes of making the team. Strivers, 36% of those surveyed, yearn for greater social status. On the web for approximately two hours at a time, Strivers prefer brands that are: * inviting, reinforcing confidence, * supportive, offering tips and advice, * experimental, allowing kids to escape reality and take risks. Successful marketers realize Strivers are in information search mode on-line, but not as willing to purchase as Cool Seekers. They twig to resources that can help them fit in. Information-rich, star-heavy (how is Britney Spears wearing her hair, and how can they emulate it?) and promotion-related content in a safe, welcoming environment is key. Striver girls are especially attuned to retail brands (makeup, accessories and apparel), while boys seek sports and electronic/gaming knowledge. Freezone, with its clothing tips, daily surveys and a "slang translator," encapsulates the ultimate Striver brand, offering an on-line escape and window into the lives of teen stars. Visible Bailey's a varsity soccer player, designated social planner among his friends and a cell phone addict. On-line, he's a Visible (36% of kids surveyed). Well-liked, thanks to athletic prowess or good looks, and highly social although not among the most popular, on-line Visibles chat and play games,
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