Executive Summary of Original Research Conducted by Rentrak, comScore, and The Intelligence Group Bruce Goerlich, Chief Research Officer, Rentrak Joan FitzGerald, VP, Television and Cross-Media Solutions, comScore, CEO, Mobilewalla Allison Arling-Giorgi, Sr. Director of Strategic Innovation, The Intelligence Group – a division of CAA Moderated by: Marc Siegel, Director of Sales, Bloomberg Radio

1. THE CASSANDRA REPORT: ZDNA
TRANSFORMATION 2013
THE IDEA EFFECT
THE INTELLIGENCE GROUP

2. 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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3. 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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4. 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
THE INTELLIGENCE GROUP

5. 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”
THE INTELLIGENCE GROUP

6. 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
THE INTELLIGENCE GROUP

7. 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
THE INTELLIGENCE GROUP

8. THANK YOU
THE INTELLIGENCE GROUP