The Market Research Track provides all the data you need to make your brand a kid “must have” and a parent “I’ll pay for that”. You’ll get an inside look at the digital kids and connected youth community, with an understanding of what parent/child dynamics impact kids’ media consumption, what kids want and what parents promote, prohibit and permit. Also, find out where developers should focus and what strategies you should employ to fully harness the power of mobile based on trends that have mobile outpacing the PC and Internet eras combined.

April 26, 2012 - Day 2

Location: Ballroom B

11:00 am - 12:00 pm: April 26, 2012 - Day 2
What Do the Numbers Really Say: Latest Market Research
Drilldown with the numbers, the demographics, and the trends you want to know about the digital kids and connected youth community. Who is playing online?  What are they doing online? Which properties are the stickiest? What are the trends?  What are next year's expected trends? This session will present new data that will help you identify and develop your own strategy going forward.
1:00 pm - 2:00 pm: April 26, 2012 - Day 2
‘tweens’ to ‘kiderati’
‘Tween’ no longer adequately defines the 9-12 year old, which is a unique demographic experiencing a time of huge transformation – cognitively, physically, social-emotionally. Insight Strategy Group has coined a new word that more accurately describes this group of kids in today’s world: Kiderati.

Kiderati is its own species. Kiderati kids use today’s technology and content to do the work of growing up. Media needs to be ‘right-sized’ for these kids – it can’t be someone else’s hand-me-downs. Media needs to make Kiderati kids laugh, feel smart, be kids, portray teen behavior, be edgier, and show hyper-talented role models.
2:30 pm - 3:00 pm: April 26, 2012 - Day 2
NPD Group: The State of Mobile Kids
Access, convenience, mobility, social, promotion - all words being associated with the play patterns of today's kids. This panel will look at what kids are really doing, in terms of physical and digital content, traditional and emerging toys and devices, and the interplay all these have on entertainment.  We will look at who is adopting new technology, what is being adopted, and which content formats are being used. How are kids defining mobility today? Is it a new experience spurred by tablets and smartphones or evolution of traditional play? And, where’s Mom in all of this - a driver and facilitator or merely the piggy bank?
3:00 pm - 3:30 pm: April 26, 2012 - Day 2
Digital Dilemmas, Mobile Matters and App Aptitude: The Whats and Whys Behind Today’s Parents’ Relationship to Technology
It’s not news that this generation of digital natives sees cell phones, touchscreens and apps as something that have always been around. But not so for their parents, who have had to incorporate attitudes about iPads into their parenting priorities, and have had to strategize about cell phone rules and rituals that way that previous generations had to grapple with TV time. In this presentation, based on data garnered from YouthBeat™, C+R Research’s ongoing study of over 70,000 kids, tweens, teens and parents, and ParentSpeak™, our online community of moms and dads of preschoolers through teens, we will explore the way parents perceive and participate in their children’s digital lives. We will not only expose what they do when it comes to technology for their preschoolers, kids, tweens and teens, but will also uncover the critical whys behind their behaviors.
3:45 pm - 4:45 pm: April 26, 2012 - Day 2
Kids Focus Group: What are They Playing, Where are They Spending?
We asked kids: Do you have things that sleep in your room that also live online in a virtual world? Can you find characters from your favorite book online? How many videos have you uploaded to YouTube? Have you made an in-world avatar based movie, mixed it with music and posted it online for your friends? Hear what kids think are "fun digital toys, great games" and why. Learn what "user-generated content" means to them, and what types of toys or TV shows they think need a web experience. We'll have a panel of kids tell us about these things and more. Take the time to find out now what you need to do to make your brand a kid "must have" and a parent "I'll pay for that" brand.

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