In 2010, Gen X, the group defined as having graduated high school around the turn of the millennium, might as well be considered over the hill. Likewise, Gen Yers are slowly growing up and out of their "teen" phase, paving the way for tweens to take the crown. Increasingly, pre-teens of today are becoming more savvy and in tune with behaviors and preferences normally reserved for teens.
So what is this generation -- chronologically called by the name "Generation Z" -- going to look like? Here are three predictions:
1. Sorry, Kindle, Gen Zers are iPad enthusiasts.
The iPad has been the breakthrough device of the year. One could argue that the iPhone 4 or other mobile technologies should take that crown. But the iPad has created an entirely different way of receiving and absorbing information in 2010.
The iPad will outpace the iPhone for the chosen "keep the kids entertained device" for Gen Z parents as there is more room for security, limited need for a data plan, and the device will allow parents to hold onto their cell phones
2. They won't take criticism well.
If there's one thing we've learned from Generation Y, it's that they're not to be ... umm ... messed with. One slip of the tongue with a teenager and they're likely to stomp on your foot, leave the room, and start an empire quicker than you can say Facebook. The generation of entitlement is only going to continue to grow, so be prepared to speak to your young-ers the right way.
3. They will continue to find loopholes.
Generation Z will continue to find ways to access their information more quickly. Overall, a very interesting game of cat and mouse is about to ensue, and marketers will need to be even more on their toes in choosing the right strategy, creative, and media to engage this audience in something interactive.
Source: Engage:Teens - MediaPost
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=132445
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