Kids - collaboration opportunities

Adults handle 1.7 channels whereas kids can handle 5.4 channels at the same time.

Martin Lindstrom, author of one of the most extensive kids research studies that took in over 15 countries and 70 cities worldwide, noted that ‘Adults are able to handle 1.7 channels at the same time whereas kids can handle 5.4 channels at the same time (and still understand what they’re reading, watching, playing or hearing). They have a hunger for trends (and news).’

This ability to consume larger channel multiples results in much less differentiation of the channels themselves among kids. Advertising, unfortunately, pays the price as the one-to-many model fails, replaced by many-to-many and peer-to-peer communication. Today’s young can smell spam and irrelevance from a mile away and be hyper-selective about who, when and where brands come into their lives.

One answer is for brands to invite consumers, in this instance kids, into their businesses and involve them in the development of products and services and to co-create. The consumer and brand is brought closer together, each with equal importance and voice. They still wish to be heard stamp their identity on matter, but in new ways, often through the digital channel, with a reward that is on their terms.

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Published:
10.22.07 / 6am
Category:
customer engagement, user-designed, co-creation