This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert November 23, 2011 Young Buyers attract Market Attention Characterized as the new "Big Spenders", youths, 8 to 24 year-olds, are "extremely engaged in all aspects of technology and media". They exert a tremendous influence on their families' purchases---211 billion dollars, to be exact. Moreover, they have huge spending power of their own. Children are making buying decisions at increasingly earlier ages. According to the 2012 Harris Poll YouthPulse℠ study, the purchasing power of today's youth is substantial. Large percentages of children make their own buying decisions, beginning at the age of eight, and over half of teens 13 to 17 buy their own candy, 42 percent buy clothing, and 33 percent spend their own money on entertainment. While the purchasing power of today's youth is strong, it is even stronger when combined with their influence on their parents' purchases. Over one-third (34 percent) claim they influence their parents' purchasing decision on mobile phones---almost 8 million teens in the United States, alone. We believe that teens have this influence because they begin interacting with technology at a very early age. This early engagement fosters a curiosity that the Internet is ready to satisfy. Having the time to conduct the online research, young people across the globe are often better informed about the leading edge of technology than their parents. One interesting fact is that we are finding that young people are not as brand loyal as their parents. This fact is not surprising, given the tendency to research reviews and experiences online. They want to invest in the best value and they do not care as much as their older counterparts about brand names. This study also reinforced their accessibility to the Internet. In fact, over three-quarters of 8-9 year olds (76 percent) and up to nine-in-ten 16-17 year-olds (91 percent) are on the Internet an hour or more a day, excluding email. Interestingly, most of them expect to be doing something "meaningful" with their lives when they are 30 years old (82 percent). This encouraging news bodes well for society. In addition, though this study was conducted in the United States, we see similar trends around the globe---particularly among educated populations. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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