Ypulse Daily Update: Nielsen Finds Kids ' All But Living Online', Retiring The 'Trophy Generation' Label & More
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Ypulse Essentials: Teens Spend More Money Online, The Graying Of Facebook, A Salute To PBS Kids Posted by meredith
Posted in: Ypulse Essentials  Nielsen: Kids 'Are All But Living Online' Posted by anastasia According to new research from Nielsen, the kids/tween online space is continuing to grow making Gen Z or whatever you want to call the coming wave of teens even more wired then the current generation. From the AdWeek article: Over the past five years, the kids' Web universe has swelled by 18 percent, compared to a 10 percent growth rate seen in the relatively mature general Web population, per Nielsen. As of May, the kids 2-11 audience had reached 16 million, or 9.5 percent of the active online universe.... This is good news for some of the 200+ new virtual worlds (many for tweens) that have been springing up over the past two years but will also shine an even greater spotlight on the business models behind these sites. Whether they are ad supported or subscription-based, they have to be COPPA compliant -- and given these new numbers, I believe advocacy groups will be pressuring the FTC to watch this space even more closely for any abuse. The other reality is that for the tween end of this age spectrum [kids ages 9-12,], many of these aspirational tweens will simply lie about their age and enter communities for teens and adults ages 13 and up. I would not be surprised if there is another move towards requiring age verification from attorneys general, especially if there are any high profile incidents involving tweens on teen/adult sites. The reality these new numbers illustrate should also be a wake-up call for parents to really get involved in these kids' digital lives by discussing where their younger kids are spending time online as well as setting appropriate limits (too much of anything, even "parent approved" websites or games, is too much). I worry about the internet becoming the new "babysitter" in the same way television has been for previous generations of "latchkey" kids. And just as the mass adoption of television spurred the need for educational programming, these numbers should spur similar standards for online programming [see also Targeting Kids post on this today]. We just launched a Campus subgroup on LinkedIn for members of the Ypulse community focused on reaching college bound high school students and college students. I would be happy to create a subgroup for Ypulsers in the under 13 space as well if someone would like to help moderate. I know many of you (including myself) are members of Kids Safety in the Digital Worlds Linked In group - and I don't want to recreate the wheel, but if we need another group with a focus on COPPA/marketing related discussions as well, just let me know. P.S. Boys watching more video is also an interesting gender difference (nature or nurture?).... For more coverage of the tween space, check out the Ypulse Tweens Channel, sponsored by the Tween Tribune. Posted in: Ypulse Essentials | Tweens  Can We Officially Retire The 'Trophy Generation' Label? Posted by meredith
...much as I hate to bust a cliche, the expression "trophy kids" misses a rather important point: It sucks to get one of those participation trophies. I hadn't expressed the sentiment in so many words, but I also never really felt like the phrase suited the ranks of Gen-Yers I knew who had spent considerable time and effort to find (or create) their own way onto the playing field. And the latest campus-based research from our friends at SurveyU [now available for sale on Ypulse Research] supported my anecdotal proof, finding that contrary to the stereotypes: many college students expected to stay at the same company for five years or more, most had a realistic grasp on a typical entry-level salary (students were, in fact, twice as likely to want personal satisfaction than experience or money at a first job), and more than half of those surveyed expected to be in the work force for the next 40 plus years. Not exactly a portrait of job-hopping, entitled ne'er do wells set on rushing to the finish line. Of course, the argument is now almost besides the point. Or, at least, put on hold. Because the latest batch of Millennials set to enter the job market, either temporarily for the summer or for the long haul, are being forced to forfeit the season. The irony, of course, isn't lost on the Times. As with most of the related articles I've posted in Essentials these past few months, there is a clear undertone of "how far the mighty Millennials have fallen." The paradigm in the Times' piece is Will Ehrenfeld: Or Will Ehrenfeld, a political science major at Tufts, who worked at a think tank last year and this summer was aiming higher: a White House internship. When the White House didn't come through, and neither did the State Department or dozens of companies he applied to, Mr. Ehrenfeld, 20, moved back home to Vernon, Conn. Even the local Boston Market had no work. To me, the real irony here is the attention that's only now being paid to the ambition and momentum so many of these students possessed before they were stopped in their tracks by the downturn. But maybe in the long run the perspective will benefit relations between future employees and employers alike. For more campus coverage, visit the Ypulse Campus Channel, sponsored by Campus Media Group. Posted in: Ypulse Essentials | Tweens | Campus
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