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Theres a Tween In Your Future - Are You Ready?
That's just how she communicates. Once the "he said," "she looked" minutia of the all important social event (lunch hour) of the day have been dissected, the conversations begin to move outward. Movie trivia websites are visited en masse, and the merits of a certain pair of kahkis for sale on one site versus another found the day before cause more windows to be opened, as this virtual gaggle of girls move around the web together. Sometimes, tasks are split. Three girls visit different movie theater sites where start times for this week's chosen film are carefully matrixed against which parent might be able to drive the group to which venue. That's just how decisions are made. Some people call her a tween. She's between 8 and 12 and attends middle school, Sunday school, and high school football games where she and her friends pay far less attention to each other's older brother on the team than their slightly older siblings. Usually that's all an anxious parent in this group is able to watch out for. They don't know the half of what she is capable of yet. According to brand analyst and Clickz columnist, Martin Lindstrom, 22% of these tweens have already made an online purchase on their own. Lindstrom's study excerpt didn't discuss how they were able to pay for these purchases, but it's a good bet a majority of them were done using mom or dad's credit card. That's a pretty safe assumption when you consider that tweens determine what brand is purchased 60% of the time in a typical household. 60%! That's just where the teens and tweens are spending their time these days. Tweens are even more intensely committed to the Internet than their older teenage siblings. Teens are spending in excess of 16.7 hours per week online according to a 2002 Yahoo study. That compares to 13.6 hours spent watching television, 12 hours spent listening to music and 7.7 hours talking on the phone. Did you catch it? That's the piece of the puzzle that I think is being overlooked. It's been buried beneath an already staggering pile of statistics. It's not about the numbers at all. It's about the fact that tweens have already assimilated the Internet completely. It's about the fact that tweens have already begun to filter their media differently, and process that input differently. They don't surf websites anymore, clicking their mouse to zoom in to see the pocket detail on those jeans. They "experience" a site clicking their mouse to turn 3d model images wearing those jeans, or clicking hotspots in panoramic images designed to make them feel as if they are in a room at a store. They don't spend 16.7 hours on the Internet, then 13.6 watching TV, then 12 hours listening to music, then 7.7 hours talking on the phone. They spend 16.7 and 13.6 and 12 and 7.7 simultaneously. They move from one media to another effortlessly, automatically typing coherent messages for up to five conversations at once, laughing at a girlfriend's joke on the phone, and tapping their foot to the relentless beat of the music. At - the - same - time. "Tween" is not just a convenient demographic catch phrase for a bundle of statistics. It's also a very apt description of where this particular generation will fall on technology timeline. The web "experience" is likely to continue unfolding long after they have grown up and become everyone's prime demographic. I have a tween in my house. And she really is somewhere between. Her reliance on a strong social network of girlfriends is as old as the hills. But her communication methods raise the bar on the definition of multitasking. Sometimes I watch her and wonder if we haven't finally broken through another old barrier. I wonder if she's tapping into, and effectively using, more than the 10% of our brains than science claims we use. But probably not. It's still clear that not all of her senses have been enhanced. She still can't seem to hear me when I ask if she has homework.
Liz Micik has been an Ordinary Marketer for nearly 25 years, helping companies tell their story to the right people in the right way to sell their products and services. Visit www.ordinarymarketer.com to sign up for the Inside Edge, a free monthly multimedia newsletter, and find out how you can get extraordinary results from marketing you can live with.
Latest News:Site: Yahoo! News Search Results for news Myanmar's Suu Kyi to get family letters, news mags (Reuters via Yahoo! News) Detained Myanmar opposition leader Aung San Suu Kyi has managed to wring small concessions from the ruling generals in the form of letters from her family and some international news magazines, her lawyer said on Friday. JCDecaux in talks for News Outdoor Group in Russia (AP via Yahoo! News) French outdoor advertising firm JCDecaux SA said Thursday it is negotiating to buy Russian rival News Outdoor Group from global media company News Corp. News Corp tightens grip on Premiere with new CEO (Reuters via Yahoo! News) Rupert Murdoch tightened his grip on German pay-TV broadcaster Premiere by appointing News Corp executive Mark Williams as CEO in a move to get the company back on track. SEC Looks Into UAL Stock Scare; Implications For Online News? (CBS News) A ton of digits have been devoted to this in other spots but the SEC's decision to investigate takes it to another level. The backstory: a six-year-old news story about UAL declaring bankruptcy made it into the Tribune-owned Sun-Sentinel 's current news flow, was picked up by a Google (NSDQ: GOOG) News bot and, via a reporter for a newsletter, made it onto Bloomberg News. After a lot of buck ... JCDecaux and News Corp. in talks to combine outdoor ad groups (International Herald Tribune) The News Corp. chief executive, Rupert Murdoch, has recently expressed nervousness about investments in Russia, where News Outdoor generated the bulk of its revenue last year. Asia Markets: Financials in rally mode, as Lehman news helps (Market Watch) Asian markets advanced early Friday, with financials such as Mizuho Financial Group and Macquarie Group rallying after a rebound on Wall Street and on news Lehman Brothers was looking for a buyer. SEC Looks Into UAL Stock Scare; Implications For Online News? (paidContent.org via Yahoo! Finance) A ton of digits have been devoted to this in other spots but the SEC's decision to investigate takes it to another level. The backstory: a six-year-old news story about UAL declaring bankruptcy made it into the Tribune-owned Sun-Sentinel's current news flow, was picked up by a Google News bot and, via a reporter for a newsletter, made it onto Bloomberg News. News Corp says Mark Williams interim Premiere CEO (Reuters via Yahoo! News) News Corp. executive Mark Williams has taken over as chief executive of German pay-TV broadcaster Premiere in an interim capacity, News Corp. said after the move led to renewed takeover speculation. News Corp. says Mark Williams interim Premiere CEO (Reuters via Yahoo! News) Mark Williams, a News Corp. executive named late on Wednesday as chief executive of German pay-TV broadcaster Premiere, has taken over in an interim capacity, a News Corp. spokeswoman said on Thursday. JCDecaux in talks to buy News Corp. billboard unit (AP via Yahoo! Finance) In a deal that would create the world's largest outdoor advertising company, French conglomerate JCDecaux SA said Thursday that it is in talks to buy Russian rival News Outdoor Group from global media company News Corp. Site: news - Google News Palm Shares Soar As New Smartphone Wins Wall Street Praise - CNNMoney.com
MORE RESOURCES: Site: Yahoo! News Search Results for affiliate revenue Top 1,000 Shoppers Will Share in 25% of Total Site Profit/Revenue (PRWeb) Top 1,000 shoppers will share in 25% of total profit generated by epricesearch.com. Internet entrepreneur Kevin Adams of Dallas, Texas provides a fundamentally better way for consumers to shop. A new website set to change the way internet advertising revenue is distributed by giving a large portion back to the shoppers/members. (PRWeb Sep 11, 2008) Read the full story at ... Top 1,000 Shoppers Will Share in 25% of Total Site Profit/Revenue (PRWeb via Yahoo! News) Top 1,000 shoppers will share in 25% of total profit generated by epricesearch.com. Internet entrepreneur Kevin Adams of Dallas, Texas provides a fundamentally better way for consumers to shop. A new website set to change the way internet advertising revenue is distributed by giving a large portion back to the shoppers/members. AsiaTiv Offers White Label Affiliate Program for Travel Partners (PRWeb via Yahoo! News) AsiaTiv.com, a highly popular hotel reservations portal offering a lowest rate guarantee, has announced that it is now taking an even more active role in its goal of helping its clients to succeed by providing a high-performance room reservation system built on a foundation of flexibility and scalability through a new affiliate program offering fully managed white label services. Fitch Rates $90MM ThedaCare, Inc. (Wisconsin) 2008 Bonds 'AA-'; Outlook Stable (Centre Daily Times) Fitch Ratings has assigned an 'AA-' underlying rating to approximately $90 million of Wisconsin Health and Educational Facilities Authority revenue bonds, series 2008, issued on behalf of ThedaCare, Inc. (ThedaCare). Additionally, Fitch assigns an 'AA-' underlying rating to approximately $175 million of outstanding revenue bonds issued on behalf of ThedaCare. The Rating Outlook is Stable. Fitch Rates $123.270MM Oklahoma Capital Improvement Auth State Facilities VRDBs 2006D 'AA-/F1+' (Centre Daily Times) Fitch Ratings assigns a rating of 'AA-/F1+' to the $123,270,000 Oklahoma Capital Improvement Authority state facilities revenue bonds (Higher Education Projects) multi-modal variable rate demand, series 2006D, consisting of: Fitch Rates NCMC's (Colorado) $55.5MM Revs 'A+'; Outlook Stable (Centre Daily Times) Fitch Ratings has assigned an 'A+' underlying rating to the Colorado Health Facilities Authority's approximately $55.5 million hospital revenue bonds (NCMC, Inc. Project) series 2008A&B. The 2008A&B bonds are expected to sell via negotiation during the week of Oct. 14 and will be issued as variable-rate demand bonds backed by a letter of credit. In addition, Fitch has affirmed the underlying ... Fitch Confirms Intermountain Power Agency VRBs, Ser 85E & F Maturing 2014 & 2015 'AA-/F1+' (Centre Daily Times) Fitch Ratings confirms the 'AA-/F1+' rating assigned to the Intermountain Power Agency (IPA) variable rate power supply revenue and refunding bonds, 1985 series E maturing July 1, 2014, and variable rate power supply revenue and refunding bonds, 1985 series F maturing July 1, 2015. The confirmation of the rating is in connection with a substitution of the standby bond purchase agreement (SBPA) ... Fitch Rates Indiana Municipal Power Agency's 2008A $30MM Rev Bonds 'A+'; Outlook Stable (Centre Daily Times) Fitch has assigned an 'A+' rating to Indiana Municipal Power Agency's (IMPA) $30 million power supply system revenue bonds, series 2008A. Fitch also affirmed the 'A+' rating on IMPA's $1 billion of outstanding parity power supply system revenue bonds. The 20-year fixed rate bonds are scheduled to price Sept. 25. Proceeds from the series 2007A bonds will fund capital improvements to IMPA's ... Fitch Rts $397MM AZ Health Fac Auth Revs (Banner Health), Series 2008 E-H 'AA+/F1+' (Centre Daily Times) Fitch Ratings assigns an 'AA+/F1+'rating to the following series of Arizona Health Facilities Authority revenue bonds (Banner Health) $124,195,000 weekly rate securities: Fitch Rates $90MM ThedaCare, Inc. (Wisconsin) 2008 Bonds 'AA-'; Outlook Stable (Business Wire via Yahoo! Finance) NEW YORK----Fitch Ratings has assigned an 'AA-' underlying rating to approximately $90 million of Wisconsin Health and Educational Facilities Authority revenue bonds, series 2008, issued on behalf of ThedaCare, Inc. . Site: affiliate revenue - Google News Fitch downgrades YRC credit on economy concerns - Forbes
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