"And even for those who do have parents monitoring their use, it would be far better for the tweens to have a specially built part of Facebook in which to share and communicate."

— How to protect your kids on Facebook, The Washington Post

(Source: Washington Post)

More Adventures

Our day wrapped up at Millennial Mega Mashup with our live Tween focus group. We learned some interesting things from this group of (super confident!) 8-12 year olds. For example:

Their interests were diverse: when describing their lives family, friends and pets were mentioned alongside sports and volunteering. Justice Clothing, Disney Channel and the World Wrestling Federation all got mentions as favorite brands.

Facebook is “boring:”  one of the Tweens (who technically, is not old enough to use the service) dismisses it as just a place to look at pictures, she prefers twitter for interaction

Technology is a huge part of their lives: Every participant mentioned technology, from phones to DVD players to PSPs to iPads to iPods. If stuck on a desert island with 3 items, most of those items would be technology.

And yet… When asked to choose what one thing they would want the most for a birthday present objects (clothes, toys, a paintball gun) and experiences (a limo ride, a trip to Universal studios) won out.

Moms are cooler then dads. (but it’s only relative, Dads are just more “weird and embarrassing”)

Millennials want more adventures: when asked to reinvent an industry such as video games, vacations or TV multiple participants used this word. Be it experiencing it themselves or through entertainment, these kids are ready for an adventure.

Wynne Tyree of Smarty Pants referred to her presentation on “10 Shocking Truths About Tweens” as the “most Debbie Downer presentation today,” and some of the takeaways really were shocking, for example:

Tweens have $10 billion of their own spending money, 260 billion in spending and influence power
Tweens are worried about their bodies and boys are no exception
"The big P is coming" Tweens are reaching puberty earlier, most could (physiologically) could have children
3-4% of all students are now being home schooled (up 75% in the last 8 years)
6 million kids are prescribed ritalin each year, 18 million adderall scrips are written for K-12, 25% of all kids under 12 use at least 1 prescription drug/day.

Given all this, Smarty Pants outlines some takeaways for marketers on what Tweens want and need in the photo above.

Wynne Tyree of Smarty Pants referred to her presentation on “10 Shocking Truths About Tweens” as the “most Debbie Downer presentation today,” and some of the takeaways really were shocking, for example:

Tweens have $10 billion of their own spending money, 260 billion in spending and influence power

Tweens are worried about their bodies and boys are no exception

"The big P is coming" Tweens are reaching puberty earlier, most could (physiologically) could have children

3-4% of all students are now being home schooled (up 75% in the last 8 years)

6 million kids are prescribed ritalin each year, 18 million adderall scrips are written for K-12, 25% of all kids under 12 use at least 1 prescription drug/day.

Given all this, Smarty Pants outlines some takeaways for marketers on what Tweens want and need in the photo above.