It is for this reason that 8% teenagers of the United States have some portion of their money invested in futures and stocks (Lindstorm, 2004). Almost 20% have their personal checking accounts and 70% love using a credit card if the parents allow it (Lindstorm, 2004). It is hard to argue that global kids segment does not exist when this generation spends over $150 billion a year. And that is not it, they also control another $150 billion through influencing what their parents are buying for them. Martin Lindstorm writes in Brainchild that the money which the new generation is spending is unprecedented, which is why every marketing director needs to allot money for this niche (Sudworth, Cray and Russel, 2007).
The 21st century is full of information overload. The new generation is being fed a steady diet of information 24 seven. This information is changing the way they perceive the world and shaping their behavior. The global kids segment is the product of technological advancements. They use mouse, computer screens, smart phones, tablets and other gadgets to see the world.
Toddlers now understand icons before they can even start to read. Smart phone manufacturers and app developers specifically target their marketing strategies to toddlers. They can play with the smart phone, listen to the funny sounds but they do not know that the icons and marketing tactics are targeting their subconscious and effecting their decision-making behaviors.
The new generation thinks in terms of megabytes and screen resolutions the same way the previous generation used to think in terms of memorizing football scores and doing wheelies on bicycles (Lindstorm, 2004). If the marketing directors need to target global kids’ segment they need to think the way this generation thinks. They need to understand that the new generation is very different from the older generation because they have no hindrances in fully embracing the digital media.
Electronic media has ...