3-11, will use the Internet on a monthly basis in 2009* – both
from computers and their mobile phones?
It’s true. Today’s kids and teens are online, mobile, and
always on the go. With toy media budgets tighter than ever in a
challenging economy, it may be time to rethink your spending patterns to
catch your moving audience where they are.
Our audience navigates and communicates across social networks, text
messaging, instant messaging and virtual worlds,” says Debra
Williamson, author of the new report, Kids and Teens: Communication
Revolutionaries. “They expect transitions between communications
media to be seamless—messages sent by one means ought to be
accessible in another. The distinctions many adults make between
‘online, ‘offline’ and ‘mobile’ are
meaningless to these young multimedia mavens. Kids and teens just
communicate, period
While TV remains an important part of the marketing mix,
today’s forward-thinking youth entertainment marketer must
integrate online and mobile media spending in order to stay relevant and
pertinent. And make no mistake: pertinence matters if your message is to
break through.
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