Youth Online
Went to an AIMS Canada meeting yesterday and made the following notes:
Chris Ferneyhough, SVP, Ipsos-Reid Corporation
Gave extensive survey details and included videos of teens talking about what they do online versus what their boring parents do online. Essentially they socialize with friends via IM (huge), e-mail, music, and visit community sites/journals such as xanga. Adults mainly check e-mail, news, health, weather, and do banking. There are big differences between the age groups 12-14, 15-17, boys and girls, and newbies and experts. Much of this was not surprising but some things stood out and the interviews were funny. Some stats:
I/3 own their computer.
1/4 have cell phones.
80% use the Internet often but time online is much shorter than parents.
20% hardly use Internet. Access is universal. Usage is not.
48% of youth use MSN type chat every day and like that they can talk to more than one friend at a time.
56% of adults have only tried MSN type chat once.
17% of teens have made an online purchase (with parents CC or Paypal)
CHUM, Interactive
Showed the MuchPhone with TuneTracker, a cell phone service that tells you what song you are listening to around you. Example: show off to your friends what song is on the radio or in a restaurant.
3. Max Lenderman, Vice President, Creative / CD, gearwerx
Spoke about what experiential marketing (XM). They’ve done a lot of work on campuses. Example: Let students paint a new PT Cruiser. Parents vote online for the wining school. PT Cruiser is donated to the campus drive-safe program.
