The current generation of teens are firmly in what some analysts have called the “digital generation” or “Net generation.” They've grown up entrenched in digital and electronic technology and its effects on the media. Images in the TV and films they watch, in the magazines they read, and in the ads on all of the above which are aimed specifically at them are sophisticated, glossy, impressively sophisticated, and rapid fire.
They’ve received more exposure to computers than most of us probably did at their age; even if they don’t get hands-on usage regularly, talk of computers and the Internet is everywhere, with a majority of students anticipating having to use computers in their jobs and feeling that schools aren’t teaching them enough of what they’ll need to know. To get an idea of how quickly things are changing, it’s good to keep in mind that the transition from exclusively print media to a world saturated by electronic media has happened in less than a century. Estimates of computer and Internet usage are reflecting this kind of exponential growth pattern.
Computer technology has helped drive shifting educational paradigms. Our schools are slowly moving from the traditional broadcast teaching style (an authority dispensing information uni-directionally) to a more interactive approach where cooperative learning is being utilized, allowing students to participate in their own acquisition of knowledge. This shift is still underway and slow, but it’s receiving more and more attention and priority as research confirms its effectiveness.
At the same time, it’s good to keep in mind that, even though teens are living in a more technology-saturated world than older generations grew up in, the basic emotional challenges of fitting in, becoming independent, managing familial, friendly and romantic relationships are much the same. Today’s teens still worry about these things, in addition to grades, getting a good job, dating and peer pressure issues.
On the other hand, these teens have also been raised with the specters of cancer, HIV, and other modern plagues hanging over them, and with the growing sense of responsibility caused by the generally held belief that risks for many of the illnesses or tragedies that befall humans can be prevented or minimized.
The challenge then, is to create products that appeal to these teens, with all these other issues in mind. In order to create products in forms that this generation can relate to, are used to using, and that appeal to them, we need to teach them in ways they’re used to learning. More and more, that may mean questioning traditional instructional methods. Students are growing up digitally and as a result they learn differently.
• Over 80% of teens 13-17 use a computer at least once a week; 1/4 self-reporting as “techno-whizzes,” 28% as moderate techies.
• Surveys indicate no gender difference among teens in in-school and out-of-school computer use, including e-mail, chat rooms and school work, although teen boys visit significantly more Web sites than girls do.
• Other surveys show that girls are still not as interested as boys in a career in computers/technology. However, teen boys and girls report equal levels of confidence in their computer skills.
• A 2000 research study found that marketing is the online focus for girls; for boys, programming. While girls are reading online magazines, sending e-greetings, etc., 74% of boys are downloading free software.
• Kids are becoming self-publishers on Internet, running own sites and mailing lists, etc. It's not uncommon for high school students to make money designing Web pages or programming computers.
• Some sites offering “supervised discussions and programs like online summer camps.”
•"Virtually every major consumer magazine now visualizes the web not as a potential rival but as a potential ally." This is especially true of teen magazines -- such as Teen People -- and fashion magazines. They expand on their content on their Web site, which can be updated more frequently (e.g. daily).
Thursday, July 10, 2008
Wednesday, July 9, 2008
Observations on the Teen Demographic
(Part 1 of 3): Who are you?
In America, you are not selling if you are not tapping the teen market.
There were 30 million teens in the U.S. by 2006. In 1999 it was documented that people under 18 made up 26% of the population. As you can tell by any night on television, and any movie marquis, and any newsstand, that’s a huge chunk of the population, and by percentage on of the largest with a disposable income. Therefore, they are a target. Their most persistent suitors, outside of television and movie advertisers, are the mavens of the teen magazine market. They learn hard lessons about what it takes to get a teen’s attention in just a few seconds, and keep it from month to month, because their livelihood, and their very existence, relies on that understanding. From a publishing perspective (even as a designer for a publisher which does not sell directly to the demographic) it’s equally important.
I do little these days to sell to teens, but in my last 2 jobs it was essential to understand this demographic and how to communicate with them. So I got some goods and nowhere to go with it. This next series of blogs will explore some elements key to communicating with this teen demographic, from my perspective and experience, gleaned from exposure to the elements of popular culture they are inundated with.
First and foremost, we need to keep in mind that there really isn’t one teen reader or audience. The teen population is extremely diverse. Aside from similar emotional and physical development stages, there is tremendous racial/ethnic, cultural and social diversity (the racial/ethnic proportions in our country are undergoing rapid and drastic changes now and in the near future). However, more than ever, styles of fashion, music and language are becoming more accessible to teens across the country and around the world because of TV, radio and the Internet; no longer are Californian or New York teens light years ahead of teens in the Midwest.
In every part of the country, Teens are living in an increasingly diverse population, racially and ethnically. Also, there are many social groups within any teen community. Caution should be used not to lump everyone together or assume homogeneity within the age range. Diversity must be acknowledged.
Inclusivity and diversity are thought to reach the biggest audience in marketing to teens. Teens these days, and increasingly in the future, are living in an increasingly multicultural nation. Not only that, but the proportions of those varying cultures are changing. In 1999, 65% of U.S. children were white, non-Hispanic. Since, taking Hispanic population as an example, the number of Hispanic children had increased faster than that of any other ethnic group. They were 9% of the child population in 1980, 16% in 1999. By 2020, it is projected that more than 1 in 5 children will be of Hispanic origin. By 2050, non-Hispanic Whites are expected to decrease to less than 53% of the population.
Such demographic changes are reflected in popular culture in the increasing prevalence of television programs that feature diversity, without calling attention to that diversity. Shows such as Greys Anatomy feature an ethnically diverse cast, without ever having that diversity showcased as part of the plot.
What this means in terms of imagery in product is that it’s quite different from 10 years ago. Then it was a difficult thing to find images of diverse teens in a group. Now using anything but fully diverse images feel inauthentic, which is the worst mistake to make in communicating with this demographic.
Next: The Birth of Generation Digital
There were 30 million teens in the U.S. by 2006. In 1999 it was documented that people under 18 made up 26% of the population. As you can tell by any night on television, and any movie marquis, and any newsstand, that’s a huge chunk of the population, and by percentage on of the largest with a disposable income. Therefore, they are a target. Their most persistent suitors, outside of television and movie advertisers, are the mavens of the teen magazine market. They learn hard lessons about what it takes to get a teen’s attention in just a few seconds, and keep it from month to month, because their livelihood, and their very existence, relies on that understanding. From a publishing perspective (even as a designer for a publisher which does not sell directly to the demographic) it’s equally important.
I do little these days to sell to teens, but in my last 2 jobs it was essential to understand this demographic and how to communicate with them. So I got some goods and nowhere to go with it. This next series of blogs will explore some elements key to communicating with this teen demographic, from my perspective and experience, gleaned from exposure to the elements of popular culture they are inundated with.
First and foremost, we need to keep in mind that there really isn’t one teen reader or audience. The teen population is extremely diverse. Aside from similar emotional and physical development stages, there is tremendous racial/ethnic, cultural and social diversity (the racial/ethnic proportions in our country are undergoing rapid and drastic changes now and in the near future). However, more than ever, styles of fashion, music and language are becoming more accessible to teens across the country and around the world because of TV, radio and the Internet; no longer are Californian or New York teens light years ahead of teens in the Midwest.
In every part of the country, Teens are living in an increasingly diverse population, racially and ethnically. Also, there are many social groups within any teen community. Caution should be used not to lump everyone together or assume homogeneity within the age range. Diversity must be acknowledged.
Inclusivity and diversity are thought to reach the biggest audience in marketing to teens. Teens these days, and increasingly in the future, are living in an increasingly multicultural nation. Not only that, but the proportions of those varying cultures are changing. In 1999, 65% of U.S. children were white, non-Hispanic. Since, taking Hispanic population as an example, the number of Hispanic children had increased faster than that of any other ethnic group. They were 9% of the child population in 1980, 16% in 1999. By 2020, it is projected that more than 1 in 5 children will be of Hispanic origin. By 2050, non-Hispanic Whites are expected to decrease to less than 53% of the population.
Such demographic changes are reflected in popular culture in the increasing prevalence of television programs that feature diversity, without calling attention to that diversity. Shows such as Greys Anatomy feature an ethnically diverse cast, without ever having that diversity showcased as part of the plot.
What this means in terms of imagery in product is that it’s quite different from 10 years ago. Then it was a difficult thing to find images of diverse teens in a group. Now using anything but fully diverse images feel inauthentic, which is the worst mistake to make in communicating with this demographic.
Next: The Birth of Generation Digital
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