Next Great Thing

A recent piece in TechWorldNews, “Think Before You Ban,” discussed the current kibosh on cell phone use in New York public schools. While cell phones (and Akon ringtones) certainly have the potential to cause disruption in the class, the question is whether an all-out ban is the answer.

Let’s look at it this way: If a band records three bad songs on an album of 10, do you delete it from your iTunes? Most would agree that it takes a lot more than a few missteps to cause him or her to banish a group’s entire catalogue. (It takes an appearance on “Rock of Love.”) To curb speeding, we don’t get rid of cars, we set speed limits and hire highway patrol officers. Similarly, the disposing of cell phones in school is a blanket approach and probably not the best way to go. In the same way that phones allow us to chat with our grandmother in Kansas while we’re sailing in the Mediterranean, they can also allow classrooms to participate with the rest of the world.

Essentially, whether or not we like it, the world is wired. It’s connected and it begs a voice, a face and an idea on the other end. There will always be the kid who forgets to put his phone on silent or would rather play Tetris than take notes, but these are simply brushstrokes on a canvas, not the entire painting. Children growing up today have the chance to learn more things, from more places and form intelligent, worldly opinions that they will take with them into adulthood. Where better to embrace the future than in schools? Instead of limiting cell phones, would it not be better to regulate and even adapt their use–and mobile technology in general–in and for school?

SingTel, a Singaporean carrier, recently announced that they are one of the companies supporting the local government’s “future schools” program. The goal is to help spearhead the use of technology in schools and set a new benchmark in experiential learning, as well as introduce ground-breaking methods for teaching and assessment. This program along with others such as North Carolina’s Mobile Education Pilot Project (in partnership with Qualcomm) will help define the next phase of education around the world. Cell phones could give kids the opportunity to communicate and collaborate with each other both in and out of school, allow them to access supplemental content, get live help from tutors, play educational games and see animated visuals. Smartphones especially could help close the digital divide and give kids hands-on learning with the technology that is shaping the future. If mobile improves the quality of education, then maybe teachers would no longer mind when students use text speak in their work. Just so long as they don’t phone it in.

This week, our Global Youth Survey explores the various media outlets young people around the globe get their entertainment. We also will take a look at which types of advertising are convincing this young bunch to go out and spend their money.

Its no surprise that like some of us, quite a few of our respondents (ages 14-29) get the majority of their entertainment from television, which accounted for 36% of all survey respondents. But when the eyes of these couch potatoes aren’t glued to the tube, chances are they are out catching the latest flick. “I love movie theaters. I go nearly once a week. When I am home, I rent DVDs,” says a 28-year-old female respondent from Hong Kong.

• Both personal computer and movie theater came in second at 19%
• 12% get their entertainment from the Internet
• The remaining 15% get entertainment from their mobile phones, video games and theme parks

Entertainment sources vary slightly by location. TV takes the cake in every country aside from the United Kingdom and South Korea where respondents prefer their PCs.

• In Malaysia, Internet (33%) and TV (33%) are equally popular sources of entertainment. Movie theaters are also quite popular (23%)
• Singaporeans spend an equal amount of time watching television (45%) and online (45%)

What types of advertising and marketing is most effective on young people around the world? This seems to be something that most respondents agree on with TV advertising being the most popular across all areas surveyed. However the experiential approach–giving free trials and samples–are equally as effective in Hong Kong. “The best kind of advertising would be giving free samples and television ads that use interesting and new ideas says a 20-year-old female respondent. Limited editions are popular in places like South Korea and Hong Kong. “The most effective kind of ads would be supported by stars like Edison Chan and Juno. They release ‘limited edition’ items that lure youngsters to buy their merchandise, according to a South Korean teen.

• 37% say TV ad placement is the most effective type of product advertising
• Magazine and Internet ads both came in distant second at 6%
• 55% of respondents in the United Kingdom and 50% in the US say that TV ads are the most effective form of advertising compared to 25% in Malaysia and 27% in Hong Kong
• Word of mouth campaigns are very effective especially in the UK, Amsterdam and Malaysia

And the least appealing form of advertising? It seems that across all areas surveyed the least are flyers and online pop-up ads. But while the majority of respondents shunned wasted paper and annoying disruptions, others responded radio, newspapers, billboards, even television ads (the most popular for some).

• In Amsterdam, 20% or respondents cited “untruthful ads” as least effective form–makes sense
• 62% in Singapore say flyers are least effective
• 58% in the US cite Internet pop ups as least favorite

Says a US respondent, “An ad shouldn’t pop up and annoy you while you are trying to get something done online, it should intrigue you when you want to be intrigued.” A well-stated argument in favor of effective targeting, which we see as the future of advertising.

May is “Teen Pregnancy Prevention Month” and yesterday was the “National Day to Prevent Teen Pregnancy.” On that very special day, the National Campaign to Prevent Teen and Unplanned Pregnancy (full disclosure: an FH client), launched a host of outreach activities that encourage teens to think about the consequences of their actions when it comes to sex (i.e., BABIES! STDs!!)

This year, our Digital team worked with the National Campaign to develop a new design and viral marketing campaign for their yearly online National Day Quiz. Placed on the National Campaign’s teen Web site – StayTeen, the new interactive quiz, available in both English and Spanish, is designed to help teens create plans for avoiding pregnancy. In addition, they wanted to augment the viral nature of the quiz in the social network environment, so a widget (pictured) was born (that is what happens when a computer and a social network have too many wine coolers, kids). The little widget contains a mini-quiz and teen pregnancy statistics that users can download to Facebook, My Space, or a personal site or blog.

Like other virtual worlds targeted towards the tween crowd (Webkinz, Neopets, Whyville, etc.), Moshi Monsters introduces a younger audience to a 3D digital universe mashed up with a child-friendly brand of social networking. It’s no Facebook,  but they can tack notes on friends’ walls and meet up for play dates in “Monstro City.” This demographic will certainly be well versed in online interaction by the time they are teenagers, and perhaps fuel the need for some avatar action on MySpace, Facebook, or whatever is next.

Moshi Monsters even serves up a little learning on the side, allowing you to complete puzzles and problems to score “rocks” which you can then use to purchase things in the game’s store. And here I had hoped that in the future learning would be just like Storylords. Alas …

Why do we care? These kinds of social networks are revolutionizing youth interaction and education. The flat web of today will no longer be enough for these hyper-visual consumers of tomorrow.

We all know that youth like to spend (their parents) money, but what factors influence their decision-making process?

This week, our Global Youth Survey explores the spending habits of young people ages 14-29 around the world. Across all surveyed countries, the most popular purchase-influencers are friends/family and online reviews.

• 43% of respondents decide which products to purchase by doing online research
• 40% say they get advice from family and/or friends
• The other 17% are influenced by TV/magazine advertisements, product design, or just make ‘on-a-whim’ purchase decisions

Men and women take completely different routes in deciding what to purchase. While women like to get advice from their friends and family, men like to dig in and do their own research. “I would ask my mom and friends first, then look at reviews in different magazines and newspapers,” says one 28-year-old female respondent from Hong Kong.

• 50% of male respondents do research compared to just 33% of women
• 45% of women rely of the advice of people they know, compared to 36% of men

It seems that older consumers are more inclined to do research before making a purchase decision than youngsters are. According to a 25-year-old Malaysian respondent, ” I usually go to online forums for ideas, but I seldom ask my friends’ advice. I make my own choices.”

• 60% of 14-17 year old respondents rely on the advice of friends and family compared to just 36% of 25-29 demographic
• 48% of 25-29 year olds say they do research compared to 38% of 14-17 year olds

One thing everyone agrees on across all surveyed countries is that the products are an extension of our identity.

• 86% of all respondents agree that the products someone purchases, wears and uses help describe his or her personality

Spending habits also vary greatly by geographic area. While respondents in Hong Kong and the US tend to spend more money on clothing, Amsterdam and UK respondents spend the bulk of their cash on their social life and going out at night. Singapore and South Korea are the only surveyed places where the majority of money is spent on food.

• Majority spending by country:

There are also major differences in the spending habits of men and women. While men like to spend their moolah on food and going out to restaurants, women would rather shop till they drop.

• 40% of women spend a majority of their money on clothing compared to just 12% of men

Money is spent on a wide variety of things, but clothing ranks right up there with food, showing just how essential it is to look good.

• 24% of respondents spend the majority of their money on shopping for clothing and food
• 15% say they spend their money on going out

Only 3% of respondents say that they spend their money on rent, and less than 1% spend money on bills. It’s great to be young and still live under your parents roof!

Will these spending habits change within the next five years? Depends on who you ask. The consensus among all respondents is nearly split down the middle with a slight majority saying that their spending habits will not change. The difference shows up with age:

• 58% of 25-29 year olds say that their spending habits will change
• Only 40% say it will in the 14-17 year old demographic

This is largely due to life stages. According to a 19-year-old male respondent from Hong Kong, “I would upgrade my dining standards if I was to be making more money.” Wouldn’t we all. “My spending habits will change since I’m planning on starting my own family in the near future,” says a 28-year-old Malaysian woman.