Digital Kids on Branding, Privacy and Technology Bias with Andrew Smyk Presented live at FITC Toronto 2015 More info at www.fitc.ca OVERVIEW Kids are growing up in a society filled with ubiquitous mobile devices and access to the world’s knowledge literally at their finger tips. We are seeing students who are mobile and connected. Tech-savvy kids become tech-savvy college-bound teens who will bring with them a new paradigm of gesture bias and interaction preferences with technologies, media and privacy. This cohort will break down the traditional ideas of branding, marketing and personal privacy and continue in their dependence on online information and social media. OBJECTIVE To learn why the next generation of tech savvy kids will change how we design and deliver content and digital experiences. TARGET AUDIENCE Content creators, artists, web designers, web developers, makers and anyone who designs, builds digital or traditional content. FIVE THINGS AUDIENCE MEMBERS WILL LEARN How this bias for gesture/touch over mouse/keyboard will influence the adoption of technology. How the consumption of content will change. How we will adapt and change to meet the new expectations of the digital kids. How the changing notion of privacy will change business and digital content. How digital content is and will become a ubiquitous medium.

1. Digital Kids on
Branding, Privacy
and Technology Bias
FITC Toronto 2015
@andrewsmyk
#digitalkids #FITCTO

2. Andrew Smyk
Sheridan College
Program Coordinator
#digitalkids #FITCTO
FITC Toronto 2015
@andrewsmyk

3. “People two, three or four years apart
are having completely different
experiences with technology,”
Lee Rainie, director of the Pew Research Center’s Internet and American Life Project.
http://www.flickr.com/photos/tocaboca/5523596357/ @andrewsmyk

4. 10 - 6 - 4
@andrewsmyk

5. 13 - 8 - 6
@andrewsmyk

6. the research
@andrewsmyk

7. the research

9. 64 interviews
12 birthday parties
3 girls soccer teams
2 girls hockey teams
4 class room visits
6 online surveys
Updated Nov 2014
@andrewsmyk

10. historical view
@andrewsmyk

11. the research

12. the research

14. technology clusters
@andrewsmyk

15. @andrewsmyk

16. @andrewsmyk

17. We preselect the technology
we give to kids
@andrewsmyk

18. Kids select the technology
with the lowest level of
abstraction
@andrewsmyk

19. the research

20. “They have their own brand new one.”
- Goldstone
“My daughter had her own iPad since
she was 1 years old.”
- gary2kool
“Kids hand me down went to the
grandparents.”
- themiss
@andrewsmyk

21. children ages 3 to 5 years old,
know which logo and products
correspond with which brand.
@andrewsmyk

23. variation

24. iPad Only
@andrewsmyk

25. A/B with Web Sites
@andrewsmyk

26. Two versions of a site created
(desktop vs. responsive)
@andrewsmyk

29. 90%
abandon rate

31. content
@andrewsmyk

32. content
@andrewsmyk

33. technology
@andrewsmyk

34. Technology is neither good nor bad;
nor is it neutral. Kranzberg’s six laws of technology.

35. kids
@andrewsmyk

37. “This is my iPad.”

38. “Why is there a phone in your camera?”

39. •Folding Chalk Board
+
•Face Time

40. Technology associations
phone = camera, Kindle = book

41. “digital” is disappearing
@andrewsmyk

42. “download” is disappearing
@andrewsmyk

43. “play” terminology is changing

44. If it looks like a button, it better be a button.
@andrewsmyk

45. @andrewsmyk

46. the research
https://www.flickr.com/photos/28478778@N05/5728485497/

47. Kids prefer eReaders over
traditional print books

48. Except when reading is done
with a parent

50. Adapting Technologies to
their needs

51. Kids 2 to 6 are task focused,
not necessarily goal focused.

52. analog and digital
worlds

53. “The movement between digital and traditional analog
tools as means of expression and creation comes
naturally to kids. Their movement is seamless and
effortless; we’ve lost this skill as adults.”
- Andrew Smyk
www.andrewsmyk.com/research/kids-and-robots/
@andrewsmyk

54. adults vs. children

57. branding
@andrewsmyk

58. name some search engines?
@andrewsmyk

59. Google
the internet
@andrewsmyk

60. There are other search
engines.

61. “Really? Why?”

64. genericTM

65. privacy

66. 16 girls
16 iPods

67. 16 girls
16 iPods

68. 16 girls
16 iPods
@andrewsmyk

69. 16 girls
16 iPods

70. Within the peer group,
there was no privacy
@andrewsmyk

72. http://bit.ly/digitalfirstkids
Design Considerations for Little Fingers
Designing UI and UX for Children
@andrewsmyk

73. Thank You!
@andrewsmyk