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No other generation has ever had as much disposable income as this one. So it's no coincidence that this emerging generation has become powerful enough to have a specific allotment in every marketing director's budget representing a purchase influence of an astounding US$ 1,18 trillion in 2002! This is the first generation born with a mouse in their hands and a computer screen as their window on the world. Tweens understood icons before they could read. They now surf the Net with an ease and speed that belongs only to those who are at home in cyberspace. They think in megabytes, pipeline sizes and screen resolutions, in the same way that previous generations thought about swapping stickers, memorizing football scores and perfecting wheelies on their bicycles. It's not surprise that 8 percent of the teenagers in the United States have some or all of their money invested in stocks and futures. Twenty per cent have their own checking account, and 70 per cent would love a credit card if their parents (and the bank) would allow it. If you want to understand the dynamics of tomorrow's tweens this chapter summarizes every element of it. It takes you through fascinating statistics from the BRANDchild study and present trends most grown ups never would have noticed before now. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Join Martin Lindstrom's online e-learning program on kids branding - click here Articles for this Chapter
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