Dispatches From The Tween And Gen Y Panels At The Millennial Mega Mashup

What better way to learn about youth at the Millennial Mega Mashup than by meeting members of this generation? Through the Smarty Pants’ annual tween panel and Ypulse’s annual Meet the Millennials Live Discussion we learned about what 8-27 year olds are interested in, their habits, what brands they love, and where they think companies can improve…

Insights From The Smarty Pants Tween Panel

Meet The Tweens

Kaitlyn, age 10 and in 4th grade, loves the brand Justice because of the cool clothes they sell and the journals she can write in; Lego friends because she can make buildings and it’s like an adventure; Barbie because she can play with them like they’re real people; Hello Kitty because she’s cute, and her iPod because she can go to YouTube, play games, and look up homework definitions. Her room is a mixture of Bella Thorne and Hello Kitty.

Savannah, age 10 and in 4th grade, loves Monster High because they’re different than other dolls and have cool accessories and clothes. She has a collection of stuffed animals, including a monkey, Miss Piggy, a pillow pet, and Angry Birds. She likes playing sports, including softball with her grandpa, and likes to play outside. She’s in Girl Scouts with her friends, including Kaitlyn, and likes it because it combines community service and fun activities.

Fernando, age 9 and in 3rd grade, likes to play with monster trucks. He’s played baseball, soccer, and basketball since he was younger. He has a flat screen TV in his room to watch movies and likes listening to music. He likes paintball — it’s fun even though it hurts sometimes. His favorite brands are Adidas and Nike because they’re colorful and comfortable. He likes the WWE and The Rock is his favorite celebrity.

Mia, age 9 and in 3rd grade, has decorated her own room with lamps and a…

 
 

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The Newsfeed

Quote of the Day: “When a brand can adapt to all shoppers, it makes me trust them more.”

—Female, 24, MI

A startup is leveraging angry tweets to let brands find new consumers, and engineer some incredibly personalized marketing. Customer service listening tool SocialRank Realtime allows brands to view a dashboard of tweets from consumers “who might be fans of theirs in the future.” For example, after viewing a tweet from a potential consumer about a flight delay, an airport restaurant might send over a cup of coffee to their location. The tool touts its ability to let brands to create “real relationships” with consumers and has already signed on Juicy Couture and Aéropostale. (Business Insider)  

Teens are watching influencers on YouTube, but what are the teen influencers watching? According to an Influenster survey of 14-51-year-old “tastemaker consumers,” 93% of 14-18-year-old influencers are watching product reviews—compared to 86% of overall respondents. Haul videos came in next in popularity at 76% (24% more than overall), followed by unboxing videos at 71% (19% more than overall). Seven in ten teen influencers are also watching YouTube videos at least once a day, and 42% say they can watch between six to 15 per sitting. (eMarketer

Pokémon Go is still going. The revolutionary game, which attracted 500 million users in eight weeks last summer, has made an estimated $1 billion in the last seven months and reports “a very large level” of users. The second version of the game will soon be released, with 80 new monsters to catch—which is good news for brands. According to the CEO of Niantic Labs, the game will soon be integrating ads that fit in organically to the platform, and the game’s partnership with Starbucks on a Pokémon Go beverage “opened a lot of people’s eyes to start imagining other cool things that you can do.” (Adweek

Wattpad is the latest company getting into storytelling via text messages. The social publishing platform has launched mobile app Tap, where readers can discover “chat-style” stories across genres like horror, romance, drama and more. Although fiction app Hooked and kid-targeted Amazon Rapids takes a similar approach, Tap is the only one that takes a “voyeuristic” angle, giving readers the feeling that they’re reading through someone else’s chat messages—a move that can appeal to teenagers and young adults. (TechCrunch

Nordstrom is going above and beyond the “typical department store” offerings to reach young consumers. Earlier this week, the retailer launched the Lab—an incubator venture that showcases indie, new designers with “completely different audiences, messages, and points of view.” Each season will bring a new crop of designers, and according to the retailer, new stories: “It's the full package — who is the designer, what is their story, what do they stand for, why are they doing what they are doing, who is it for. There’s an authenticity [in that].” (Racked

Quote of the Day: “For my engagement ring, I want a tattoo. No ring.”—Female, 30, AZ

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