eMarketer estimates that 82% of US teens ages 12 to 17 and 43.5% of children ages 3 to 11 will use the Internet on a monthly basis in 2009.
“This audience navigates between a multitude of electronic options for communication, including social networks, text messaging, instant messaging and virtual worlds,” says Debra Aho Williamson, eMarketer senior analyst and author of the new report, Kids and Teens: Communication Revolutionaries. “They expect transitions between communications media to be seamless—messages sent by one means ought to be accessible in another.”
In fact, the distinctions many adults make between “online,” “offline” and “mobile” communications are meaningless to these young multimedia mavens.
“Kids and teens just communicate, period,” says Ms. Williamson.
What tools they use to interact are less important than how simple the interaction is, how seamlessly they can move across devices and how engaging the experience is.
“Marketers have never confronted a faster-moving or more elusive audience,” Ms. Williamson says.
Remember that tweens and teens are an extremely powerful and influential part of today’s economy. I like to call it the Tween Economy and they are indeed an economy of scale. I’m curious if anyone will put the two together in the next 18 to 36 months.