Captivating Connections.

are your kids a part of the ‘app gap’?

Is the 'app gap' the new digital divide?

You’ve probably seen the video with the kid who doesn’t understand how to read a magazine, swiping it like you would a tablet. You may have laughed, you may have cringed, but you probably realized that this may be a part of children’s’ reality today.

 

According to research by Common Sense Media, not only are children under 8 are spending more time than ever in front of screens, but there’s an “emerging ‘app gap’ in which affluent children are likely to use mobile educational games while those in low-income families are the most likely to have televisions in their bedrooms.”

 

What’s this reality look like? Focusing on apps, thefirm found that “almost half the families with incomes above $75,000 had downloaded apps specifically for their young children, compared with one in eight of the families earning less than $30,000. More than a third of those low-income parents said they did not know what an ‘app’ — short for application — was.”

 

ladies, is your anxiety getting the best of you?

According to Boston Consulting Group, "women are more worried about jobs and the economy than at the height of the recession."

In fact, these anxiety levels are record breaking. According to Michael J. Silverstein, senior partner at The Boston Consulting Group and coauthor of 'Women Want More,' "the anxiety among women is unprecedented. Women are upset about a lot of things, including the way the government works and all the failed programs. Unemployment is a bigger problem among men, who have lost about 85% of the jobs, but if women are married, it makes them worried about the family's finances. And if they're single, it means unemployed men are ineligible. They have a lot of anxiety and resentment and they really feel like no one is listening."

When my brother graduated college two years ago, he was lucky enough to know he was evading the real world for a bit longer, going to law school to become (what I know will be) an amazing lawyer. However, I remember a slew of his friends (as well as siblings of my friends), started flooding my inbox with requests for help or thoughts on how to get a job.

The NYTimes has coined the group of kids who graduated college and entered the workforce during the recession 'Generation Limbo', and has an interesting look on where they're at (mentally and professionally) in their lives.

Apparently, these "highly educated 20-somethings, whose careers are stuck in neutral, coping with dead-end jobs and listless prospects," are all dealing with it in different ways, given the level of responsibilities (and debt) they have. 

Check it out.

just because you advertise earlier doesn't mean consumers will start back to school shopping earlier.

You may have already seen ads for back to school shopping. Lot's of retailers are bringing them out earlier than ever before.

However, "despite marketers' early promotions, the National Retail Federation reports that more parents will be shopping closer to the beginning of school this year. Nearly one-third of families will begin shopping just one to two weeks before school starts, up from less than one-quarter last year. And more than 40% of shoppers will begin shopping three weeks to one month before school starts, up from 33% last year. That means, for many of those students not hitting the books until September, shopping won't kick off until early August or later."

Why?

"Parents are still feeling pinched by the troubled economy, the survey found. More parents say they will buy store-brand or generic items, comparison shop, shop for sales and use coupons. Last year many families replenished their kids' closets and replaced worn-out items that had been in use throughout the recession, meaning that spending in categories like clothing and school supplies will decrease slightly this year, the NRF found. Nearly 30% of those surveyed said they would be making do with last year's school items.

Fewer families also reported that they would be purchasing electronics this year. This year just more than half of families with children in grades K-12 said they planned to purchase electronics, compared to 64% a year ago. Among families with college-aged kids, 46% said they planned to buy electronics, the lowest level since 2005. The back-to-college crowd is expected to spend about $210 per family, an 11% decrease from a year ago."

we're moving from a credit to debit country.

Check out the initiatives going on on college campuses around the country that have kids moving from credit to debit. I think this is going to be the future for cash conscious kids.

back-to-school spending is a-go.

"Consumers will not cut back on back-to-school spending, as more than half -- 54.4% -- plan to spend more or at least the same amount on back-to-school clothing and supplies as they did last year, according to a new report from online ad rep Burst Media.

Burst found that the Internet will be a key shopping tool for back-to-school consumers, with nearly half -- 48.9% -- saying they will use it to research and/or purchase products as they get ready for the school year.

In addition, Internet advertising will influence consumers' purchase behavior, as 47.1% of respondents report they are influenced by online advertisements geared toward the back-to-school season. A full four out of five -- 79.3% -- say online back-to-school coupons or promotions would or could influence their purchase decisions.

'The Internet plays a significant role in the back-to-school shopping season,' said Mark Kaefer, marketing director at Burst Media. 'More than a shopping tool, it also offers savvy marketers the opportunity to get their message to highly targetable audiences and influence purchase decisions with advertising creative that offer time-sensitive coupons and promotion codes.'"

just how tuned in are kids to $ issues?

Like they always say, kids are smarter than you think...

"Finances are a family affair, according to a recent survey by American Express. In fact, a surprising seven in ten (71%) parents of children between the ages six and 16 say their children understand we are in a recession. This number suggests that talks about the current economic environment are happening at kitchen tables across the country. The survey also reveals that 91 percent of parents say they are committed to instilling lessons of financial responsibility upon their children in 2010."

So, what does this mean?

"Not only are America's youth attuned to the country's economic downturn -- some are even internalizing a sense of responsibility for the family budget. One in five children (20%) has indicated to a parent that 'maybe we shouldn't buy that due to the recession.' Interestingly, kids of the affluent were most apt to suggest that a parent hold back on a particular purchase -- 31 percent.

Parents are not leaving their kids to figure it out on their own. More than nine in ten (91%) parents will be focused on offering valuable financial instruction in 2010. The top lessons are as follows:

• Understanding of debt and its impact on saving and spending (30%).
• Teaching the value of a dollar through reward systems like an allowance (25%).
• The basic teaching of how money is earned and used in everyday life (21%)."

check it out: love what you do.

Recently, I had the pleasure of meting Dorothy Cann Hamilton, founder and CEO of the world-renowned French Culinary Institute (The FCI). She was also the creator/host of Chef's Story, a 26-part television series on PBS, author of the complimenting book, Chef's Story, and creator of The Fundamental Techniques of Classic Cuisine, which received James Beard Foundation Award in 2008. She’s now written the book, ‘Love What You Do’, an inspirational and educational book geared towards those not only looking to enter the culinary world, but anyone looking to start or change their career.

 

The book adopts a step by step process, demystifying the actual career decision process (both in general and within the culinary field), and guides readers through the job hunting process.

 

Dorothy, who has over 35 years of teaching under her belt, including in vocational education, is a major believer in the power of someone empowering themselves and transforming their lives. Especially with the recession that recently ravaged the country, as she explained, “you never know what’s in store for you. You can’t be afraid in life because there’s always something in the way.” Her belief, of being happy with what you do, is the reason she pushes people to “grab this life and get everything you deserve out of it,” a major driver behind turning her book into a workbook. It’s a powerful message that transcends age, sex, and current career/job/employment status. It’s an inspiration message, especially in this holiday season.

 

If you’re interested in checking the book out, you can find it here.

ftc targets the kidlets.

In more FTC news....

"David Vladeck, the new director of the Federal Trade Commission's Bureau of Consumer Protection, put attendees of the BBB's National Advertising Division Conference on notice on Monday: The commission is reviewing practices and standards on a number of fronts, particularly around advertising to kids.

The commission, said Vladeck, plans substantial efforts this year and next around food marketing to children and adults; Internet selling techniques; endorsements and testimonials; green marketing and privacy matters; and better coordination with sister agencies, especially the Food and Drug Administration.

The actions include a new campaign directed at tweens next year that will comprise advertising, interactive elements and in-school and library programs aimed at teaching kids how to recognize and analyze advertising.

Vladeck says the reasons to address marketing to kids -- particularly around food -- are more compelling now because of the rising number of incidences of obesity, cardiovascular disease and diabetes.

'Progress has been made because of self-regulatory initiative from the Council for Better Business Bureaus (of which the NAD is part) but more needs to be done,' he said. Two weeks ago, he said, the FTC served notice to get approval from the Office of Management and Budget to do a major food marketing study that will allow a direct comparison of marketing spend, profile data and market data between the new study and one done two years ago.

The multimedia ad campaign, directed at kids ages 8 to 12, will include a Web site featuring a game that teaches core ad literacy concepts. The game will also be on mobile devices. In-school curricula developed with Scholastic magazine will deal with why, where, and how commercial messages are constructed and placed, per Vladeck."

pbs more flexible with marketers.

You know companies are trying to survive the recession when PBS is willing to negotiate with marketers...

"Companies will soon be able to sponsor some PBS programs for as little as one week at a time, rather than a full year.

Feeling the pinch of marketing budgets, public television stations are being forced to be more creative when they approach corporate underwriters. This week the Sponsorship Group for Public Television, a sales organization for the Boston station WGBH and other producers, said it would encourage companies to underwrite children’s shows like 'Arthur' and 'Clifford' for as little as a single week or as many as 10 weeks this summer.

Until now, the Sponsorship Group offered only full-year sponsorships. 'We’re trying to be more flexible,' said Suzanne Zellner, the vice president for corporate sponsorships for WGBH.

While PBS officials spurn the word advertising, critics say shorter sponsorship stints are another example of the creeping commercialization of public television."