by Paul Katz
Let’s talk turkey. That’s the main topic of conversation this week at the Katz household in preparation for November 27th. Our Thanksgiving tradition? After polishing off the bird, we dust off an antiquated VHS copy of Charles M. Schulz’s classic A Charlie Brown Thanksgiving and gather ’round the living-room TV.
But this year will be different. At the urging of the kids at the table, we’ll be crowding around a computer screen to watch via iTunes a set of 20 new animated Peanuts webisodes. And we won’t be the only ones turning to a new tech tradition.
As online content options expand, younger consumers are increasingly viewing entertainment — via download or streaming — on the laptop or PC screen. A recent study revealed that kids age 2-11 view an average of 51 streams and 118 minutes of online video during a month; meanwhile teens 12-17 watch around 74 streams and 132 minutes of online video (Nielsen Online, VideoCensus 6.08). And the numbers are growing across all demographics. The writing is on the wall: The children shall lead the way.
Iconoculture is often asked by marketers how best to draw in these technologically savvy viewers. While the messenger may have morphed, the values in the message remain the same: fun, quality, enjoyment and novelty. Speak to these values and consumers will perform a happy (Snoopy) dance.