YouthBeat Celebrates World Emoji Day!

Posted by Gretchen Riskind on Mon, Jul 16, 2018 @ 03:33 PM

If you’re like us at C+R Research, then you’re probably excited for July 17th which is World Emoji Day – the day we celebrate those fun, little, digital characters that have changed the way people around the world communicate online daily.world emoji day

So, why July 17th? It’s actually quite simple. The calendar emoji on iOS devices displays the date, July 17th

With 92% of the world’s online population using emojis, it only makes sense that brands and marketers are celebrating this day as well by creating fun and clever, emoji-related promotions and events to engage users both online and offline.

In 2017, here’s how some celebrated the day:

  • The Empire State Building lit up in “emoji yellow,”
  • Disney created a two-and-a-half-minute video featuring emojis re-enacting Frozen, using only sounds, music, and emojis, and
  • Sony Pictures organized and set a new Guinness World Record for the largest gathering of people dressed as emoji faces (multiple venues) as fans donned yellow emoji costumes at simultaneous events across Dubai, Moscow, London, Dublin, Sao Paulo, and more.

While we are excited to see what marketers have in store this year, we do know that Cotton On Kids just launched its new emoji-themed clothing collection in time for the celebration and Emojiland, a new original emoji musical, is premiering in New York on July 17th. Also, in anticipation of World Emoji Day, Facebook recently revealed how people are using emojis on Facebook and Messenger:

  • Over 900 million emojis are sent every day without text
  • The most popular day of the year to send an emoji – New Year’s Eve
  • And our favorite, people are using the heart emoji twice as much on Facebook this year compared to last year

While the world celebrates on July 17th, phone manufacturers will be busy choosing which of 157 officially approved emojis for 2018 will be added to your smartphone’s keyboard sometime this fall. The list includes: redheads, superheroes, curly hair and a bagel.

It turns out that emojis are regulated by a group called the Unicode Consortium, which aims to create universal character standards across platforms and languages. Anyone can submit a proposal for new emoji to be considered; that is if you are inspired enough to complete Unicode’s six-part submission form, which requires applicants to explain the emoji’s expected usage (frequency and the number of ways it can be used), what makes it distinct and user demand. 

Have an idea for the next new emoji? Unfortunately, you missed the deadline to submit a proposal for 2019, but we can tell you some of the candidates on the short list include: The Flamingo, Waffle, Diya Lamp and Hindu Temple. 

Feeling emoji inspired? Join in the celebration on Twitter, Instagram or Facebook using the hashtag #WorldEmojiDay.

Tags: youth marketing, emoji, youth research, YouthBeat, kids tweens teens market research

Youth Get Physical in the Summer Sun

Posted by Mary McIlrath on Thu, Jul 05, 2018 @ 10:34 AM

It’s summer vacation, when parents encourage their kids to take a break from the video game controller, get outside and move.  It’s an important notion, not just for burning off energy and getting some fresh air, but also because physical activity is associated with endorphin release and a feeling of well-being, as well as the satisfaction and confidence that comes from building skills—physical or otherwise.  Here are four “get moving” trends popping up in communities around the U.S. that can make burning off some energy a bit more fun than the usual trips to the park and the pool:

1. Get Your Museum On. A visit to the museum just got a lot more interesting for kids who want some kinesthetic release in addition to wandering through the exhibits.  The Children’s Museum of Indianapolis opened a new larger, space this year (more than 7 acres) for families to participate in activities from the familiar (basketball and golf) to the more exotic (tackling football dummies or racing pedal cars).  For those on the West Coast, the Portland Children’s Museum in Oregon and the Kidspace Children’s Museum in Pasadena, CA offer similar adventures.
kid yoga outside

2. Get Your Goat (Yoga). Yoga is beneficial to kids as well as adults—that’s why it’s used in so many schools and afterschool programs for relaxation and focus, as well as the physical benefits it provides. Goat yoga classes have popped up on farms all over the country. Essentially, people do their yoga thing while adorable goats wander around, encourage and will jump onto the backs of the participants. There’s also petting and snuggly involved. They’re built-in emotional support animals for kids and adults that bring the yogi experience to a whole new level.  These are available in rural areas from Massachusetts to California and points in between, and some farmers will even bring their animals to visit you. 
 
3. Get Pumped (Iron) Up. Some child athletes start lifting light weights as early as 4th grade to support their bodies in traditional sports.  But now there is an entire powerlifting circuit available to youth.  Several adult powerlifting organizations like USA Powerlifting and United States Powerlifting Association of Irvine that host events targeted to youth as young as 8 years old.  It’s important to note that any child who starts a weightlifting regimen must be closely supervised by a parent lifter or coach, to avoid progressing to weights that are too heavy, and potentially damaging muscles, ligaments, and tendons.  That said, the youth who do participate report feelings of power and achievement, which can carry over and provide confidence in all other aspects of life (including schoolwork).
 
kid skateboard
4. Get Thee to the Skate Park. Long gone are the days of the 1990s when skateboarders were the rebellious bad boys and girls of the urban scene, riding illegally and dangerously in traffic.  A generation later, they’ve evolved into supportive and encouraging communities gathering in public fixture installations across the country—nearly ubiquitously in urban areas and increasingly familiar in suburban ones.  Hanging out, learning tricks, admiring one’s fellow skateboarders, and even recording video to upload to Instagram, are the new good clean fun times of the skate park.  And the proper gear (helmet and pads) makes the sport safer than ever to give it a try.

OUR POV:

Summer is a great time for youth to get outside, try something new, and maybe discover a new passion for a new or different fitness activity.  Keep these trends in mind and try and use your brand to encourage exploration and connection with others as youth get moving.  And, as always, remind youth to remember their sunscreen!

Tags: YouthBeat, youth research, summer vacation, Physical Activity

Youth, Apps and Technology: A Sn”app”shot

Posted by Mary McIlrath on Thu, Apr 26, 2018 @ 02:50 PM

Apps are unquestionably ubiquitous today, even among toddlers, with 6 in 10 2-year-olds possessing the ability to use them.* It’s not a surprise that they have this skill set. They easily put that skill to practice by handling their parents’ smartphones as well as tablets. For older youth, 4 in 10 of them own their own tablets, as do half of tweens. Even more tweens (6 in 10) own their own cell phones, as do 8 in 10 teens.** And having their own devices only increases youth’s exposure to the world of apps.

Let’s pause for a moment to consider the nature of an app. We at YouthBeat® think of an app as a window to the content producer’s toolset, storyline, and/or imagination. Some, such as YouTube, Netflix, or Google (YouTube for grown-ups), are clearinghouses for further connections.  Others, like ABC Mouse or Minecraft, direct young users to specific creative, educational, and/or entertaining content.

In what seems like an infinite pool of available apps designed for youth, they’re not all created equal. Some are purely academic. In our YouthBeat® Trendspotter, we’ve written about apps that parents can use to link to their children’s classrooms, like ClassDojo and Seesaw, that allow teachers to upload notifications and grades to facilitate communication with parents. Others, like Angry Birds (still a Top 5 favorite with kids**) are purely for entertainment. Social media apps like Instagram and Snapchat are Top 5 favorites with tweens and teens**who want to stay connected to peers. **

But some apps are more controversial. For example, Bravo Kids Media has drawn criticism from the Endangered Bodies International Campaign for releasing an app called Beauty Clinic Plastic Surgery, in which players perform “operations” on patients to enhance their looks. Endangered Bodies contends that this fosters the notion that one’s natural beauty may not be good enough, and that plastic surgery may be the answer. At YouthBeat®, we do see that self-acceptance is still an issue for youth, particularly girls.More than 1 in 10 tween and teen girls want to change something about their face, and the same proportion of each cohort wishes to be prettier/more attractive.**

OUR POV:

Our experience is that people who create apps for children generally do it because they want to entertain or otherwise enrich children’s lives. That doesn’t mean they thoroughly think through the ramifications of their content. We advise clients to vet their content with experts, parents, and when appropriate, youth, before release, in order to “first, do no harm.”

*Source: YouthBeat® Jr., Fall 2017
**Source: YouthBeat®, Jul-Dec 2017

Tags: youth marketing, youth research, technology, smartphones, apps, kids tweens teens market research, kids

Generation Z: Socratic more than Meta

Posted by Mary McIlrath on Thu, Nov 16, 2017 @ 11:23 AM

At the Share.Like.Buy Conference this fall, we were honored to share findings from our YouthBeat® Global studies. And, we were struck by the portrait of Generation Z painted by the cumulative insights garnered from both days of the conference.

YouthBeat® concluded that Generation Z is not just a “meta” (i.e., self-referential) generation, but a Socratic one (i.e., truth-seeking by reflecting on others). 

For example, Generation Z has moved past the “Talk Soup” TV summaries of pop culture content of the ‘90s, to ‘Afterbuzz’ online. They call themselves the “ESPN of Talk TV” and include multiple hosts in varied studio locations espousing everyman analysis on the entertainment programs of the day. They cover 300+ shows a week in 100+ broadcasts, including calls from “real-life” viewers as well as chats among their hosts.

In another vein, “access over ownership” companies like Uber, Lyft, Zipcar, Airbnb, and the like, rely on user reviews to determine what constitutes a “good” company or individual provider with whom to do business. On a similar tack, Tugg offers teens the ability to choose the movie at their local theater—as long as they can crowdsource enough friends to sell out that theater. 

Even cause-related activities can become viral for Generation Z.  DoSomething.org, started way back in 1993, offers modern youth avenues to give back in ways that fit their social and lifestyle needs. From promoting “Teens for Jeans” drives, to encouraging youth to flag elephant ivory sellers on Ebay, to suggesting period product collections for local women’s shelters, DoSomething.org connects young people with a drive to give to in tangible ways they see can make a difference. 

In a similar way, the new app Dlyted, (pronounced “Delighted”), gives users of any age the opportunity to mash up their usual spending with myriad ways to flex their prosocial muscle.  Through the app, shoppers can purchase a wide variety of digital gift cards (think everything from Amazon to Texas Roadhouse), earning points that can be accumulated and donated to the user’s favorite cause. Plus, savvy philanthropists can double-dip—by buying an Amazon gift card and spending it on AmazonSmile, shoppers can designate further contributions to their causes of choice.

Our POV is that brands that matter to Generation Z engage them not just on an individual basis, but also embrace the shared experience and feedback loop they value so highly.

Tags: Youth, youth research, kids tweens teens, Gen Z, generation research

Is YouTube Stardom Not All It’s Cracked Up To Be for Today’s Youth?

Posted by Mary McIlrath on Tue, Oct 31, 2017 @ 11:50 AM

Every month, we ask YouthBeat® respondents what they want to be when they grow up.  In the last few years, we’ve seen growth in STEM-based careers like “Scientist” and “Architect,” among both male and female youth.  In the first half of 2017, the youngest kids are most likely to want to be a professional athlete (17%), as are Tweens (12%, tied with “I don’t know”).  Teens, facing down their careers most closely, are the most uncertain—they are most likely to answer “I don’t know” (21%).*

Yet, a recent study in the UK reported that 75% of youth ages 6-17 want to be a YouTube influencer.** Other popular career choices include model and pop star.  The authors attribute these aspirations to a desire to express youths’ creativity and personal uniqueness, while also acquiring fame.  Meanwhile in the U.S., SocialStar Creator Camp grooms teens who want to appear on media from YouTube creations to Saturday Night Live.

But are performance-based career goals truly fulfilling?  A recent NPR article suggests that they are hard work, and not always self-actualizing.  YouTube personalities generally write, direct, edit, and produce their own material.  And they’re met with trolls on every post—hating on posts is the modern form of bullying by anonymous critics.  Waiting for the dopamine rush generated by more followers, likes, and clicks is fraught with worry about such trolls.

At YouthBeat®, our POV is that social media stardom is at best a fleeting pastime.  Young people are sure to be adored by their parents, grandparents, and acquaintances, but need to be protected from the bilious anonymous criticism of the public.  Careers can only be developed by the random few—and trades and STEM lines of work are likely to be more psychologically and financially profitable for most of Generation Z.

*Source: YouthBeat® Jan-June 2017
**Source: TheSun 2017

Tags: Youth, youth research, YouTube, kids tweens teens, YouthBeat, youth media

Teens Taking the Scenic Route to “Adulting”

Posted by Jane Ott on Thu, Oct 26, 2017 @ 01:45 PM

The Journal of Child Development recently released a study showing that modern teens are exhibiting a slower developmental path in adopting adult behaviors like dating, alcohol use, working for pay, and driving.  These phenomena have been evolving gradually, even before today’s ubiquitous access to information through technology, and across parenting styles.

So what’s going on?  Are parents doing a better job at raising responsible teens?  Is technology delaying behaviors teens historically chomp at the bit to reach (e.g., using Uber instead of driving)?  Are teens just too busy to have time for anything other than their activities and homework?  Or, are today’s teens’ choices and behaviors a result of being raised with comfortable lifestyles and immediate access to information?  The study’s authors argue the latter.

They suggest that there has been a fundamental change in the social and cultural atmosphere of U.S. teens’ childhoods. Overall (across ethnicities, socioeconomic statuses, and geographies), their childhoods reflect a “slow life strategy.”  From an evolutionary perspective, this represents a less urgent need to undertake adult-like behaviors to sustain the succession of their gene pool.

In contrast, a “fast life strategy” is one in which life expectancy is lower, higher education is less prevalent, and fewer resources are available.  In those times, the focus becomes survival; so teens and young adults are more likely to have a need to act on adult behavior sooner (like driving oneself, getting married, and working outside the home).

Don’t get us wrong, teens are still engaging in these “proto-adult” activities, but the number of teens doing so has dropped off considerably over time (first identified in 2000).  And, their childhood milieu generally reflects a population with higher levels of education, smaller families, and fewer stresses on resources than those of previous generations.  As a result, there is less of a drive to act on these adult behaviors because there is less of a need to grow up “now,” now. 

Here at YouthBeat®, we see that despite these broad cultural trends, teens’ lives aren’t completely carefree.  Their top three most common fears aren’t about friendships, appearances, or social lives; they are weightier ones about their loved ones and their ability to thrive:

  • Being a failure
  • Family member dying
  • Not getting into a good school

Our POV: Give teens a break! They are worried about moving forward in life and need to know that adults are looking out for them and paving the way.  How can your brand be reassuring for teens building their life plans?

Source: YouthBeat® Total Year 2016

Tags: kids tweens teens, kids tweens teens market research, Youth, youth research, Teens, Teen Culture

Generation Z 2017 Summer Spotlight!

Posted by Mary McIlrath on Thu, Aug 03, 2017 @ 01:07 PM

It’s August already, and Back-to-School is just around the corner.  Plenty of families have already started the rush of shopping for school supplies and the all-important First Day of School new outfit.  Youth still do have a few precious weeks of summer left, though.  Check out our infographicfor the YouthBeat Summer Spotlight 2017!

gen z summer spotlight image.png

Click here to download YouthBeat's Generation Z 2017 Summer Spotlight!

 

Tags: Gen Z, Back to School, kids, kids tweens teens, kids tweens teens market research, Youth, youth research

Youth Marketing Strategy London Takeaways 2017

Posted by Mary McIlrath on Fri, Apr 07, 2017 @ 09:28 AM

The YouthBeat team was recently in London to present findings from YouthBeat Global at the Youth Marketing Strategy conference.  While YouthBeat’s focus is on kids, tweens, teens, and parents, most of the other presenters telescope in on young adults 16-24, given European restrictions on messaging to youngsters.  And there was particular focus on English college freshman who are exploring their identities and open to new brands during the initial transition from their parents’ home to college housing. 

We were intrigued by several of the presentations—our top takeaways were:

“Ticketmaster knows everything about you.”

Big data isn’t brand spanking new anymore, but companies are still exploring how to utilize it to maximize cross-selling and marketing efforts.  Ticketmaster is able to overlay Experian data with its customer records, so anyone who buys tickets with a credit card contributes to the pool of what is known about how such concertgoers behave.  It might sound shocking, but really any company who engages in credit card transactions can buy this kind of data.  We believe they’re using it for purposes of good –  to enhance the experiences, products, and messaging that they offer to today’s consumer.

More than half of Birchbox’s sales are now via mobile device.

The beauty service, which began as mail-order subscription and retail, has moved into the brick + mortar space.  They’ve organized their stores differently from typical beauty retail (which is brand blocked), to a broader focus on product categories.  This allows in-person shoppers to explore all of the mascaras or moisturizers at one time, rather than having to search through each brand for a particular product.  What does this mean for brand loyalty in the future?  We’re not sure, but it is a social foot forward in physical retail spaces.

“1,000 True Fans.”

Hearkening back to Kevin Kelly’s 2008 article about the point of momentum it takes for a musician to have a viable commercial career, start-up brands in every category are embracing this concept.  Even without large marketing budgets, they can form one-to-one social relationships with hardcore fans who will go on to evangelize for them to their own networks.  They don’t necessarily have to be influencers, just people who find a brand that speaks to them, and have the willingness to let their friends know.  We’ve seen this in our teen research in the U.S. also—a highly-paid celebrity endorser has far less credibility and influence than a “regular” person on Instagram who really believes in a product..

“Insights aren’t free.”

This is true—there is a lot of widely available information (including this YouthBeat blog), but generating targeted insights into your brand’s category are usually more complex and delicate than the blunt instruments available online allow.  That’s why it’s important to partner with an insights agency who is intimately familiar with your target consumers or shoppers and knows how to reach them in the way they like to communicate.  It’s worth the investment.

For more information on YouthBeat Global, register for our free webinar on April 27 or reach out to Mary McIlrath at MaryM@crresearch.com.

Tags: youth research, kids, kids tweens teens, Gen Z, millennials

Toy Fair Recon 2017 – Major Trends in the Toy Industry

Posted by Mary McIlrath on Thu, Mar 02, 2017 @ 09:18 AM

The YouthBeat team once again attended Toy Fair in New York, and it was another exciting year!  There’s a lot going on in the toy space, and here are a few of our favorite themes:

  • Danger is fun! Our subscribers have heard us talk about Millennial parents’ greater acceptance of a little bit of risk in their children’s play.  There was no shortage of toys that will feed into this.
    • Our favorite was Fiesty Pets--they look cuddly until their heads are squeezed, then “Rawr!”
    • Marshmallow guns and bows and arrows aren’t exactly new, but they are as prevalent as ever and super fun to play with, even if the child just wants to have a snack.
  • Clean sandbox play. Think of it as an evolution of kinetic sand.
    • Floof (a snow version), Mad Matter (colorful dough to play in), and Sands Alive (snow or sand) all offer the ability to mold and create without getting too sticky or dirty.
  • Bubbles, in any form, never go out of style.
    • Zuru makes large plastic ones that envelop each player, for fun Sumo-style wrestling.
    • Candylicious Bubbles was there with their blow-able and edible bubbles and toys. Yum! 
    • Their parent company, Little Kids, was there with their 25-year-old brand Fubbles and a costumed Fubble giving out free hugs!
  • Mystery and surprise are still thrilling.
    • Half Toys open up to reveal a skeleton inside, which can range from a dinosaur to a human. Perfect for a budding scientist. 
    • Surprizamals are miniature, adorable plushes that are a mystery until opened—and highly collectible.
    • Sourcebooks is offering a range of “How to Catch…” mystical creatures books, including elves, the Easter Bunny, the Tooth Fairy, and new this year, a Leprechaun.
  • Do-gooding is rising to the forefront.  We saw several companies with overt “giving back” components—not necessarily new programs, but more prominently proclaimed than in prior years. 
    • One of our favorites was Bears for Humanity. For every purchase of one of their animals, they donate one to a child in need.
    • United Healthcare Children’s Foundation is another great example. They run a book program in which proceeds from book sales go to grants for families with disabled children (things like a specially equipped ski so the child can ski with his or her family). 
    • Many other companies are using sustainable materials, to “give back” a healthy planet to all children, regardless of whether they use their products.

The exhibition floor contained plenty of drones, robotics, and other electronic toys.  And there is plenty of time for kids to engage with digital entertainment too.  But the toys that really stood out and touched our hearts this year are the ones that offered good old-fashioned fun, excitement, and kindness.

Tags: toys, Youth, youth research, kids, kids tweens teens, kids tweens teens market research, toy trends

2016: The Year in Review of Youth

Posted by Mary McIlrath on Thu, Jan 26, 2017 @ 03:41 PM

Many adults on social media have declared themselves glad to be done with 2016.  For youth and their parents, there were certainly moments of angst and uncertainty, but also moments of inspiration and just plain fun.  A few of the highlights we noted across the year:

American Academy of Pediatrics Changes Recommendations for Screen Time

In our YouthBeat® and YouthBeat® Jr. surveys, parents routinely report 
that preschoolers, kids, and tweens have about 2 hours of screen time a day—which we believe is woefully underreported.  But we know why.  For many years, pediatricians have been telling parents that children under the age of 2 shouldn’t have any TV time, and that older kids should have no more than 2 hours—so that’s what parents tell themselves is happening. Over the last five years, the presence of tablets and smartphones in year in review image 1-1.jpghomes and schools has accelerated, as has the beneficial content available to youth—including not just educational material, but also high-quality entertainment in television programming and online content.  The American Academy of Pediatrics last fall defined “screen time” as only the digital exposure that is entertainment-related.  Schoolwork doesn’t count.  For 2-5 year-olds, the new recommendation is an hour a day, and for 6 year-olds and above, there is no time limit recommendation.  Rather, parents are encouraged to have their children take breaks, spend quality face-to-face time, and help their children understand what high-quality entertainment looks like.  We expect in coming years that parents’ estimates of screen time will increase.

Sea World Announces End of Orca Whale Breeding and Shows

Though spurred by pressure from adults over the breeding and treatment of the marine mammals, the gesture is consistent with what Generation Z expects and demands from the adults who are the custodians of nature.  seaworld.jpgAlong those lines, an 11-year old Michigan boy started a non-profit called Polar Army with the aim of raising awareness of the impact of global warming on the polar bear population.  Some teens even became activists for climate change, suing the federal government for knowing about the threat of climate change for decades, but continuing to endanger the lives of future generations.  They say this limits their rights to life, liberty, and the pursuit of happiness.  Stay tuned for news from the courts to see what happens—and know that this generation expects adults to be responsible in their use and care of the environment and the human and animal creatures that inhabit it.

Flint, MI Water Crisis Extends Across U.S.

Since the tainted water crisis in Flint became national news in 2015, other municipalities began testing their own water supplies—particularly those in schools.  An alarming number were found to have unsafe amounts of
lead.  So much so that in our YouthBeat Global study, U.S. parents wereelite-daily-flint-michigan-water-crisis-twitter.jpg more likely to encourage their children to drink bottled water (66%) than tap water (57%).  Parents only in Mexico, China, and India were more likely than parents in the U.S. to prefer bottled to tap water.  In late 2016, criminal charges were filed against several local government officials in Flint who allegedly knew of the dangerous water content and did not act to protect the children in their constituencies.  Youth were unable to stand up for themselves as these dangerous waters flowed to them—but the effects of the tainted water could be felt for decades.

Pokémon Go

It’s rated E for Everyone and took the country by storm in the summer of 2016. C+R Research even blogged about the #GottaCatchEmAll craze and why it was a game changer…in the adult world.  For kids, just like adults, it represented a fun way to get out and move around without consciously exercising.  And, when played with parents, it was a great way Pokemon-GO-APK-DOWNLOAD-for-Android-Latest-Version-and-PC.jpgto bond and spend time together. But the parents in our Parentspeak community had mixed feelings about the game. As one mom summed it up, “The 10 year-old wanted to play but I didn’t want her wandering off and getting into places she shouldn’t be, so she entertains herself with other games.” Their concerns were largely around children playing by themselves—parents were happy to allow children to play from the car while driving past Pokémon, or with parental supervision.  Our take at YouthBeat® is that the Pokémon Go craze is perfectly fine for kids to play, with a responsible adult playing alongside.

Colin Kaepernick Takes a Knee

Colin Kaepernik of the San Francisco 49ers made headlines last fall for kneeling during the national anthem before football games.  His actions, in support of the Black Lives Matter (BLM) movement, caught a lot of backlash on social media as being Anti-American and anti-veteran.  Moreover, in a Yahoo/YouGov poll, a third of NFL fans said they were watching less football than usual, and 40% of them blamed Colin Kaepernick’s protests.  At the same time, he inspired some high school football players to kneel during the national anthem at their own games.  From Seattle to North Carolina, teens followed suit in support of BLM.Colin-Kaepernick.jpg  We’ve written before about the importance of the movement to multicultural youth, as it was inspired by the deaths of African-American children as young as age 12. Kneeling is their way of saying they’re aware, they care, and they are taking sides.

These are just a few of the events that shaped the lives of youth in 2016.  For creators of content and products for youth, 2017 represents a new opportunity to inspire, to entertain, and to delight the youngest consumers.  We look forward to seeing what our youth + family clients provide to support their well-being, and we are here to help.

Tags: Youth, youth research, kids, kids tweens teens market research, kids tweens teens, trends