Visitors to this blog may well know by now of my interest in consumer-generated content and co-creation. You can read some earlier posts here, here or here. But that’s not the point here. The point is that saying the consumer is in control is becoming repetitive.
For many forward-thinking marketers, the consumer-generated revolution has already started, poised to destroy the control-and-command bastions of mass media and mass marketing. The rise of the enlightened and empowered consumer is a fait accompli. Yet for many traditional Madison Avenue and Hollywood types, this notion is either misunderstood or purposely ignored.
So it is great to see a report like this, from the Pew Internet and American Life Project, which states:
About 21 million, or 87% of kids ages 12-17, use the Internet. According to a survey by the Pew Internet & American Life Project, half of all teens and 57% of teens who use the Internet have created a blog or webpage, posted original artwork, photography, stories or videos online or remixed online content into their own new creations. The study considers them “Content Creators.”
The results highlight that this is a generation of teens eager to share their thoughts, experiences, and creations with the wider Internet population. Some key findings of the study include:
33% of online teens share their own creative content online, such as artwork, photos, stories or videos
32% say that they have created or worked on web pages or blogs for others, including friends or school assignments
22% report keeping their own personal webpage
19% of online teens keep a blog, and 38% of online teens read blogs
19% of internet-using teens say they remix content they find online into their own artistic creations.
Teens are often much more enthusiastic authors and readers of blogs than their adult counterparts. Teen bloggers, led by older girls, are a major part of this tech-savvy cohort.
The kids are all right, folks. They will drag our old sorry disbelieving asses into the next marketing frontier. And they’ll do it on their terms.