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THE CASSANDRA REPORT: ZDNA TRANSFORMATION 2013 THE IDEA EFFECT

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METHODOLOGY The 2013 Tween Cassandra Focus is the result of two concurrent studies conducted in December 2012. In each study, a total of 400 interviews were conducted online with 7- to 13-year-old boys and girls. The sample composition for each study was ethnically and geographically representative of the US population. In compliance with COPPA (Children’s Online Privacy Protection Act), all 7- to 13-year-old respondents were recruited online through one of their parents. We also utilized our Cassandra Speaks online community for the qualitative research used in this report. This research was conducted among a panel of tweens and their parents from around the country. These tween and parent panels were active from December 2012 to February 2013.

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DIGITAL NATIVES •  2/3 OF TWEENS WOULD RATHER GET A TECH GADGET OVER A TOY.

•  57% ARE ACCESSING THE INTERNET ON A MOBILE PHONE AT LEAST ONCE PER WEEK.

•  YOUTUBE, TV NETWORKS AND VIRTUAL WORLDS ARE THE MOST REGULARLY VISITED SITES ONLINE.

TWEENS ARE SPENDING MORE TIME ONLINE AND “PLUGGED IN” THAN PREVIOUS GENERATIONS

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ONLINE RESEARCHERS .     •  MORE THAN HALF OF TWEENS ARE DOING SOME SORT OF PRODUCT

RESEARCH ONLINE BEFORE BUYING IN STORES.

•  THEIR USE OF ONLINE STORES TO WINDOW SHOP VIRTUALLY HAS INCREASED TEN PERCENT SINCE 2011.

•  ALMOST 9 OUT OF 10 TWEENS ARE ONLINE BROWSING, 25% VISIT AMAZON REGULARLY.

TWEENS ARE LOOKING ONLINE FOR IDEAS AND PRODUCTS BEFORE PURCHASING AT TRADITIONAL STORES  

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NEED TO BE HEARD •  25% OF TWEENS SAY THAT THEY WISH THEIR VOICES WERE HEARD BY

BRANDS THAT ARE DEVELOPING NEW PRODUCTS.

•  60% OF TWEENS WOULD RATHER HAVE A CUSTOMIZED PRODUCT OVER ONE THAT EVERYONE ELSE HAS.

•  3 IN 10 WANT TO BE ABLE TO CUSTOMIZE THEIR OWN PRODUCTS.

TWEENS WANT TO COLLABORATE WITH BRANDS AND HAVE PRODUCTS THAT ARE SPECIFICALLY “FOR THEM”

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ADVERTISING ATTITUDES •  THE VAST MAJORITY OF TWEENS

WANT COMMERCIALS THAT MAKE THEM LAUGH.

TOP COMMERCIALS: •  DORITOS •  GEICO •  ALLSTATE

•  20% WANT ADS THAT TEACH THEM SOMETHING OR INSPIRE THEM IN SOME WAY.

TOP COMMERCIALS: •  NIKE •  APPLE

TWEENS LIKE ADVERTISING THAT MAKES THEM

FEEL SOMETHING AND IS RELATABLE  

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HOW IS GEN Z DIFFERENT? FROM A PARENT’S PERSPECTIVE… A)  Cherish Technology…especially the kind they can customize…Gen Z wants to

mold their appliances to fit their specific desires. B)  Savvy Shoppers…Gen Z expects to be able to purchase what they want, when

they want, often immediately online. C)  Absence of Status - it strike me as strange to see my kids referencing the

parents of their friends by their first name… – David, 48

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THANK YOU