As we become a society that depends on the use of the internet, more and more companies are focusing on explaining, determining and forecasting kids’ behaviors. Microsoft is one of those companies and they recently released a very interesting study that dealt with illegal downloading.
The study also focused on why it is teens download and share content illegally. What is most surprising about this study is that almost half of the kids (7th-10th grade) felt this is something they should not be punished for and gave the following reasons as of why:
- Friends do it so “why not” 66%
- Can’t afford to pay for it 65%
- Didn’t know it was illegal 65%
- Should be free 56%
- Those companies make too much money 47%
- Rock stars don’t need the money 40%
What is very important to note, but disturbing at the same time, is that a very high percentage of kids/teens believe it is simply ok to do it because they are determining that the income/revenue of other companies is too much for them to accept it. It also emphasizes that peer pressure plays a very important role in determining these things.
Kids these days know what is ok to do and what is not acceptable based on several things: their upbringings, their backgrounds and sometimes based on what others do. This particular study also broke down these criteria in further categories. These are the sources listed as where kids go to see if it is ok or not to do something online.
- Their parents 50%
- TV programs/articles 14%
- Specific websites 10%
- Teachers 9%
- Friends 8%
- Online searches 8%
As much as we hate to admit it, parents also play a very and crucial role in helping kids differentiate between what is right, wrong, acceptable, etc. Compare the 50% vs 8% between parents and friends. Parents MUST continue to push and talk to their kids – they are obviously listening. While kids may not always do what parents say, it is clear that they will at least listen.
IBM also released a study that had to do who/what influences kids and broke it down by desire and by ACTUAL purchases. While friends influence what teens want the most, it is in fact parents who dictated what they will get.
What influences kids’ desires:
- Friends/peers: 67%
- Celebrities: 51%
- Offline ads: 41%
- Movies: 39%
- Product brands: 39%
- Retail brands: 31%
- Online ads: 33%
- Blogs: 29%
- Online communities: 25%
- Parents: 20%
What influences ACTUAL purchase:
- Parents 71%
- Friends/peers: 60%
- Offline ads: 43%
- Product brands: 31%
- Retail brands: 29%
- Movies: 25%
- Online ads: 17%
- Celebrities: 15%
- Online communities: 12%
- Blogs: 2%
Most of dictates what kids want, comes from friends, celebrities and offline ads. Movies, advertising and branding carries some weight as well. In determining what influences actual purchases, parents head the list. However, friends and peers also carry substantial strength, while advertising and branding should not be taken lightly.
