The document discusses the significant cultural shift in youth demographics, emphasizing that 46% of the global population is under 25 and that this age group has substantial spending power of $260 billion annually. It highlights the differences in how younger generations engage with technology, including their unique perceptions of the internet and mobile connectivity, which are integral to their social lives. Additionally, it explores their educational priorities and preferences for digital learning tools, underscoring a strong desire for personalized, technology-enhanced education.

1. BARKING ROBOT MEDIA YOUTH LANDSCAPE

2. A HUGE DEMOGRAPHIC & CULTURAL SHIFT IS TAKING PLACE Most brands have built deep bonds with GEN X and Boomers, but they haven’t yet connected with younger users . You can’t afford to lose them. Source: UN Department of Economic and Social Affairs, “World Population Prospects: The 2004 Revision” 46% OF THE WORLD’S POPULATION IS UNDER 25. (34% in the US. 43% in Asia Pacific.)

3. KIDS’ SPENDING IS HUGE $260 billion annually Source: Marketing Sherpa “Email Marketing to Tweens (Kids Ages 8-12), June 19, 2008 $ 260 billion Total K-6 kids’ annual spending $ 176 Purchased for K-6 kids by parents $ 74 Influence parents to spend $ 10 K-6 children spend on their own

4. TO UNDERSTAND KIDS’ HEARTS, YOU MUST UNDERSTAND THEIR LIVES. BARKING ROBOT MEDIA

5. YOUTH INSIGHT #1 KIDS ARE NOT GOING THROUGH THE SAME CHILDHOOD THAT WE WENT THROUGH

6. AS A GENERATION, THEY ARE: SPECIAL SHELTERED CONFIDENT TEAM-ORIENTED ACHIEVING PRESSURED CONVENTIONAL Source: Howe & Strauss, Millennials Rising

7. YOUTH INSIGHT #2 THEIR MENTAL MAP OF THE INTERNET IS DIFFERENT

8. Instant Messenger HOW KIDS SEE THE INTERNET “ How I talk to my friends.” “ The internet” is separate from the online communities where they spend time. Email “ How I talk to adults and school.” MySpace Xanga, Facebook, LJ, etc. “ Where my friends are.” Games “ What I do with my friends.” The internet (a.k.a. Google) “ Where I get information.” Cellphone/Mobile “ How I talk to my friends–and how my parents keep tabs on me.”

9. “ SOMETIMES I HAVE TO GOOGLE THE PLACE I WANT TO GET TO, BUT MOSTLY I GO STRAIGHT TO WHERE I WANT TO GO .” The internet = keyword search = Google = boring; no emotional resonance.

10. YOUTH INSIGHT #3 KIDS ARE MOBILE

11. “ THE CHILDREN OF THE MOBILE INTERNET GENERATION ARE GETTING USED TO BEING CONNECTED – TO THEIR MUSIC, THEIR VIDEOS, THEIR SOCIAL NETWORKING SITES – WHEREVER THEY GO. AND THAT MEANS WE ARE ALL GOING TO HAVE TO THINK HARD ABOUT HOW WE REWRITE THE RULES .” – 2008 BRITISH MUSIC RIGHTS SURVEY 37% of U.S. teens aged 12-14 own a mobile phone. For those aged 15-17, the number jumps to 57%. — Pew Internet & American Life Project

12. BARKING ROBOT MEDIA A majority (57%) of teens surveyed reported that they view their mobile phone as the key to their social life. For teens, a mobile phone is more than just an accessory or communication device, it also " tells the most about a person’s social status or popularity, outranking jewelry, watches and shoes ." Teenagers: A Generation Unplugged, 2008 Harris Interactive-CTIA

13. YOUTH INSIGHT #4 THEY’RE CONSTANTLY CONNECTED, AND THEY’RE MULTI-TASKERS

14. “ IT’S REALLY CONVENIENT TO SAY THINGS OVER IM THAT YOU WOULDN’T HAVE THE CONFIDENCE TO SAY OVER THE PHONE.” Kids aged 8-18 spend nearly 6.5 hour per day using media , during which time they’re exposed to more than 8.5 hours of media messages . —” Generation M,” Kaiser Family Foundation

15. YOUTH INSIGHT #5 FOR GEN Y, MUSIC IS OXYGEN

16. “ I HAVE MUSIC PLAYING ALMOST CONSTANTLY — GOING TO BED, IN THE CAR, IN THE SHOWER. I IDENTIFY A LOT WITH MY MUSIC , WHETHER IT’S SUITING MY MOOD OR CHANGING IT.” Worldwide, mobile music generated $4.4 billion in 2005 . Mobile now accounts for nearly 15% of the entire music market—and youth leads the way. —’ Mobile Music: Ringtones, Ring-backs & Full-tracks (second edition),’ Juniper Research

17. BARKING ROBOT MEDIA “ The music industry should draw great optimism from this groundbreaking survey . First and foremost, it is quite clear that this young and tech-savvy demographic is as crazy about and engaged with music as any previous generation. Contrary to popular belief, they are also prepared to pay for it , too. But only if offered the services they want. That message comes through loud and clear.” -Feargal Sharkey, CEO Music UK Source: 2008 British Music Rights Survey

18. YOUTH INSIGHT #6 GAMES ARE HUGE

19. “ MY FAVORITE GAME IS ‘ CONNIE THE COW ’ ON NOGGIN . I CAN PLAY IT BY MYSELF. I DON’T NEED MY MOM TO HELP ME.” Kids aged 8-10 spend almost 90 minutes a day playing video or computer games . — Kaiser Family Foundation, “Generation M.”

20. YOUTH INSIGHT #7 CREATING, SELF-EXPRESSION, MIXING & MASHING

21. “ I JUST MADE MY FIRST MACHINIMA MOVIE—SIM WARS. IT’S A BLEND OF SIMS 2 AND STAR WARS.” More than 50% of online teens have created content. — Pew Internet & American Life Project

22. YOUTH INSIGHT # 8 KIDS MAKE LITTLE DISTINCTION BETWEEN SHARING AND COMMUNICATING

23. “ MY GIRLFRIEND WAS AT A PARTY AND I HAD TO WORK, SO SHE KEPT SENDING ME PHOTOS TO SAY HI. THEN SHE SENT ME THIS SONG THEY WERE PLAYING AS A RINGTONE.” 71% of teens report sharing content online (by posting or emailing.) — Jupiter Research

24. VIRTUAL WORLDS ARE HUGE YOUTH INSIGHT #9

25. BARKING ROBOT MEDIA According to Gartner Research, 80% of internet users will be in virtual worlds by 2011. Virtual worlds grew by 39% in the second quarter of 2009 to an estimated 579 million. Poptropica.com – a virtual world targeted at 5-to 10-year-olds – have 76 million registered users. Among 10- to 15-year-olds, the user base of virtual worlds rivals the populations of countries – led by Habbo (135 million), Neopets (54 million), Star Dolls (34 million) and Club Penguin (28 million). “ The Long Tail of Virtual Worlds ” --KZERO, July 2009

26. EDUCATION AND DIGITAL LEARNING INSIGHTS

27. KIDS SEE THE IMPORTANCE OF EDUCATION — Department of Education “Toward a New Golden Age of American Education” “ The 50 million students in public elementary, middle, and high schools today represent the largest and most diverse student body in history. 96% of Millennials/Gen Y say that doing well in school is important to their lives. 94% say they plan to continue their education after high school. 88% say going to college is “critical.”

28. “ I REALLY THINK THAT WE SHOULD GO TO THE COMPUTER LAB MORE OFTEN SO THAT WE CAN LEARN MORE ABOUT THE WORLD AROUND US AND WHAT’S GOING ON.”

29. KIDS USE THE INTERNET TO LEARN AT HOME Educational activities, such as homework and research, are among kids’ top five daily uses of the Internet. 94% of online teens use the internet for school-related research. Just a quarter used books and magazines from a library for their most recent project. 72% of all first graders used a computer weekly during the summer. Corporation for Public Broadcasting, “Connected to the Future,” 2008 Department of Education “Toward A New Golden Age of American Education.” National Technology Education Plan, 2005

30. KIDS’ DIGITAL LEARNING REQUESTS Source: NetDay “Visions 2020.2: Student Views on Transforming Education and Training Through Advanced Technologies” ACCESS A computer for every student High-speed, wireless access—24-7 “ Kid-friendly internet” Digital collaboration—peer-to-peer, student-to-teacher, and student-to parent “ INTELLIGENT TUTOR” “ Answer Machine” “ Live tutor website” “ Homework robot” WAYS TO LEARN Learning games Virtual worlds Virtual classes Digital teachers Online textbooks Personalized learning DEVICES Multi-functional handheld computer Voice-activated computers Computers built right into the classroom desk

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