Here is part two of my picks for the biggest trends in the teen media & marketing space over the past year. Agree? Disagree? Think I left a big one out? Post a comment and let me know.

Personalization moves from Buddy Icons to social networks and avatars: It was just a couple of years ago, when choosing and changing your buddy icons in instant messaging was all the rage — you could even choose custom environments (usually sponsored by an advertiser) for your IM session to take place in. But with the reinvention of online communities and chat as social networking sites and virtual reality environments this year, the need to personalize quickly transferred from instant messaging to profiles and avatars. Whatever number of adults and web designers cringe at the DIY design aesthetic of MySpace, there are millions of teens who are happily either creating their own layouts, using a friend's or going to a site where they can choose from hundreds. And it's not just layouts. It's song lyrics, voice recordings, embedded video and audio and photo slideshows — what has now come to be known as the MySpace ecosystem (although most can also be used on other social networking sites as well). At the same time, chat has evolved to virtual reality environments where teens can chat, buy, sell, fly, listen to music or get a flu shot. The most important aspect of these communities is what your avatar looks like - hair, skin, clothes, accessories. Wherever digital space teens decide to hangout in, especially those that aren't focused on a topical niche, they will want to decorate or personalize. The companies that make it easy for them to do this will be winners in 2007.

From the Ypulse archives:
Decorating Their Space

Bad girls: This year has been all about Paris, Lindsay, Nicole and Britney — all behaving very badly. With the rise of celebrity gossip blogs like Perez Hilton, The Superficial, Defamer, etc., and the continuing popularity of celebrity weeklies like US and People, these girls have managed to stay in the spotlight for better or for worse. What's unfortunate is that while savvy teens can see through their antics, younger girls actually look up to them and many of their products, books, etc. are marketed to the tween set. Seventeen even put Paris on its cover after she agreed to do a PSA-ad against drinking and driving. They have become the anti-role models collecting pantiless photos, DUIs and eating disorders. And as long as they continue to misbehave, they will continue to be in the spotlight.

From the Ypulse archives:
From The Ypulse WTF Files

Gaming goes after girls…(again):This happened once before in the late 90s with games popping up that were incredibly girl oriented - (think: Purple Moon). This time around it's less obvious and that's for the better. Virtual reality environments like There.com and Virtual Laguna Beach, the continued popularity of The Sims with girls, Paris playing her Nintendo DS, and the smashing success of Ninendo's Wii console have all contributed to bringing more mainstream gamers (and girls) into this space. And for the girls who actually do enjoy carnage, groups like the Frag Dolls, offer an alternate vision of who hardcore gamers can be.

From the Ypulse archives:
Game On

The rise of the tween juggernaut: This was really Disney's year. They ruled the tween set with "High School Musical," "The Cheetah Girls," "She's So Raven," and "Hannah Montana." The formula of making stars out of its leads and then spawning not just TV, but tons of branded stuff, soundtracks, etc. has proved a winning one making the company millions by pleasing both tweens and their parents. Don't be surprised when there is a local production of "High School Musical" happening in your town. That said, Nickelodeon is still doing just fine with hits like "Drake & Josh" and independent companies in the animated/licensing/YA fiction space like Miss O & Friends and The Beacon Street Girls also continue to thrive.

From the Ypulse archives:
Tween Fandom In A Multi-Platform World
Are Musicals Moribund?

I can't think of a super strong tenth trend so I'll throw a handful out there and let you choose:

- Beyond the iPod: The iPod is still tops with teens but this year saw the launch of the Zune and cell phones that can store music threaten to eat away at the iPod's marketshare.

- The Internet as the new talent pool: Vlogger Amanda Congdon landed at ABC, Wonkette now writes for TIME and Lonelygirl has a big time agent. Everyone is trying to sign Ze Frank to some kind of development deal. There were a smattering of Web Junk type shows and HBO's special on the viral superstars. Hollywood and "old media" is now including Internet superstars in its hunt for the next big thing.

- Tween luxury: High end fashion and retail for the younger set. Spurred by mags like Teen Vogue, teen girls want their Louis Vuitton.

Fill in your suggestions…in the comments!

Related:
Ypulse [Y]ear In Review 2006 Part One

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