#4AsTransformation 2013 - March 12 - The Intelligence Group Cassand…

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Executive Summary of Original Research Conducted by Rentrak, comScore, and The Intelligence Group

Bruce Goerlich, Chief Research Officer, Rentrak
Joan FitzGerald, VP, Television and Cross-Media Solutions, comScore, CEO, Mobilewalla
Allison Arling-Giorgi, Sr. Director of Strategic Innovation, The Intelligence Group – a division of CAA
Moderated by: Marc Siegel, Director of Sales, Bloomberg Radio

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#4AsTransformation 2013 - March 12 - The Intelligence Group Cassand…

  1. 1. THE CASSANDRA REPORT: ZDNATRANSFORMATION 2013THE IDEA EFFECT THE INTELLIGENCE GROUP
  2. 2. METHODOLOGYThe 2013 Tween Cassandra Focus is the result oftwo concurrent studies conducted in December2012. In each study, a total of 400 interviews wereconducted online with 7- to 13-year-old boys andgirls.The sample composition for each study wasethnically and geographically representative of theUS population. In compliance with COPPA(Children’s Online Privacy Protection Act), all 7- to13-year-old respondents were recruited onlinethrough one of their parents.We also utilized our Cassandra Speaks onlinecommunity for the qualitative research used in thisreport. This research was conducted among a panelof tweens and their parents from around the country.These tween and parent panels were active fromDecember 2012 to February 2013.THE INTELLIGENCE GROUP
  3. 3. DIGITAL NATIVES•  2/3 OF TWEENS WOULD RATHER GET A TECH GADGET OVER A TOY.•  57% ARE ACCESSING THE INTERNET ON A MOBILE PHONE AT LEAST ONCE PER WEEK.•  YOUTUBE, TV NETWORKS AND VIRTUAL WORLDS ARE THE MOST REGULARLY VISITED SITES ONLINE. TWEENS ARE SPENDING MORE TIME ONLINE AND “PLUGGED IN” THAN PREVIOUS GENERATIONS THE INTELLIGENCE GROUP
  4. 4. ONLINE RESEARCHERS•  MORE THAN HALF OF TWEENS ARE DOING SOME SORT OF PRODUCT RESEARCH ONLINE BEFORE BUYING IN STORES.•  THEIR USE OF ONLINE STORES TO WINDOW SHOP VIRTUALLY HAS INCREASED TEN PERCENT SINCE 2011.•  ALMOST 9 OUT OF 10 TWEENS ARE ONLINE BROWSING, 25% VISIT AMAZON REGULARLY.TWEENS ARE LOOKING ONLINE FOR IDEAS AND PRODUCTS BEFORE PURCHASING AT TRADITIONAL STORES   THE INTELLIGENCE GROUP
  5. 5. NEED TO BE HEARD•  25% OF TWEENS SAY THAT THEY WISH THEIR VOICES WERE HEARD BY BRANDS THAT ARE DEVELOPING NEW PRODUCTS.•  60% OF TWEENS WOULD RATHER HAVE A CUSTOMIZED PRODUCT OVER ONE THAT EVERYONE ELSE HAS.•  3 IN 10 WANT TO BE ABLE TO CUSTOMIZE THEIR OWN PRODUCTS. TWEENS WANT TO COLLABORATE WITH BRANDS AND HAVE PRODUCTS THAT ARE SPECIFICALLY “FOR THEM” THE INTELLIGENCE GROUP
  6. 6. ADVERTISING ATTITUDES•  THE VAST MAJORITY OF TWEENS WANT COMMERCIALS THAT MAKE THEM LAUGH. TOP COMMERCIALS: •  DORITOS •  GEICO •  ALLSTATE•  20% WANT ADS THAT TEACH THEM SOMETHING OR INSPIRE THEM IN SOME WAY. TOP COMMERCIALS: •  NIKE •  APPLE TWEENS LIKE ADVERTISING THAT MAKES THEM FEEL SOMETHING AND IS RELATABLE   THE INTELLIGENCE GROUP
  7. 7. HOW IS GEN Z DIFFERENT?FROM A PARENT’S PERSPECTIVE…A)  Cherish Technology…especially the kind they can customize…Gen Z wants to mold their appliances to fit their specific desires.B)  Savvy Shoppers…Gen Z expects to be able to purchase what they want, when they want, often immediately online.C)  Absence of Status - it strike me as strange to see my kids referencing the parents of their friends by their first name… – David, 48 THE INTELLIGENCE GROUP
  8. 8. THANK YOUTHE INTELLIGENCE GROUP

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