As I was thinking about the implications of the NSBA article, I came across an interesting article in CNN Money about a report done by Microsoft, MTV and Nickelodeon and while I can't find the report itself, Microsoft's press release was posted globally from AllAfrica.com to IndiaInfoline, and the findings as stated in THIS report were intriguing:
The article goes on to examine each of these trends...with a bit of a marketing twist...The report found:
-- Technology has enabled young people to have more and closer
friendships thanks to constant connectivity.
-- Friends influence each other as much as marketers do. Friends are as
important as brands.
-- Kids and young people don't love the technology itself -- they just
love how it enables them to communicate all the time, express
themselves and be entertained.
-- Digital communications such as IM, email, social networking sites and
mobile/sms are complementary to, not competitive with, TV. TV is part
of young peoples' digital conversation.
-- Despite the remarkable advances in communication technology, kid and
youth culture looks surprisingly familiar, with almost all young
people using technology to enhance rather than replace face-to-face
-- Globally, the number of friends that young males have more than
doubles between the ages of 13-14 and 14-17 -- it jumps from 24 to 69.
-- The age group and gender that claims the largest number of friends are
not girls aged 14-17, but boys aged 18-21, who have on average 70
I give this as an example "And for IM, the top topics for 14-24s were: gossiping (62%), making arrangements (57%), talking about the opposite sex (57%) and flirting (55%), work or school (54%) and TV and music (52%). "Given the amount of time young people are spending on instant messenger every day presents a very powerful opportunity for brands to connect with the youth audience. When on IM, teenagers are at their most engaged and interactive," said Vogt. [Caroline Vogt, Head of International Research, Microsoft Digital Advertising Solutions.]
For as much press as the NSBA article is getting, I was surprised that this is not getting as much "airtime" Hmmm, the advertising industry is saying connect to kids, the NSBA is saying connect to kids, yes...change is tough and scary, but isn't it time we start to examine how we are connecting to kids in schools? Thoughts?