[July
26,
2000]
Babes In Internet Land
Suggest to the average teenager nowadays that there was a time before
the Internet, and you're likely to get a strange look. "But how did
you send e-mail? What happened if you wanted to buy something from a store
that didn't have a branch in your home town? You mean you had to wait
until the evening news to get sports scores? How lame is that?" In a
way, I liken it to my generation's discovery that as young people, my
parents' families didn't have cars. I always had trouble swallowing this
one. I still don't understand exactly how they got their groceries home.
E-commerce loves a young person. Forrester Research estimates that in
2000, people between the ages of 16 and 22 will spend $4.5 billion online.
That's billion, with a "b." Assume that the under-16 age group
is also getting in on the action. After all, an increasing amount of sites
seem to be targeted at younger and younger audiences, the goal being to
create not only customers today, but loyal shoppers for the future. There
are, however, some sticky facts with which e-tailers targeting children
and teenagers need to contend.
The Credit Problem
Young people under the age of 18 cannot get credit cards. Since a majority
of Web transactions are credit card-based, this is an issue that has
demanded the development of alternatives. Enter a company called RocketCash,
which allows teens to create an online account, serviced through their
e-mail addresses. The account can be set up by sending in a check or money
order in advance, or using a parent's credit card, and kids can then
choose from an extensive list of sites that work in conjunction with
RocketCash (which is owned by ISP NetZero). Included are popular
destinations such as Amazon, Beyond.com, CDNow, the Disney Store online,
MP3.com and ToysRUs.com. This way, kids can't spend if there's no money in
their accounts (I know a lot of adults that would benefit from this
service!), it gives parents more control over how much kids spend online,
and it helps encourage a sense of money management. Additionally, parents,
friends and family members can buy kids gift certificates for RocketCash,
allowing kids to choose what they want, and avoiding the horrible
possibility of a parent or family member buying a CD that was big last
Tuesday, but is so out today.
Remaining In Tune With The Young Mind
I almost used the word "hip" in the sub-heading above. But it
occurred to me that the word "hip" is probably outrageously
out-of-date in youth-speak nowadays. Here's a scenarioyou're a
35-year-old Web designer, or a 45-year-old marketing executive working for
a dot com, and it's your job to design a site that's going to appeal to
kids. How do you go about it? How do you know you're not using graphics,
references and terminology -- not to mention offering products -- that are
out of touch? Has the adult that is capable of keeping up with trends
among young people been found yet? If one does exist, I'm sure someone has
already hired him or her and thoroughly recognizes that person's value. I
can't help recalling a scene from the 1980s John Cusack film Better Off
Dead, in which the father of the lead character tries to communicate
with his son using an outdated book called something like, How To
Communicate With Your Teenager. After a stilted conversation about
dating, the father attempts to end the talk on a positive note by smiling,
offering a thumbs-up gesture and saying, "Right off!"
Kids Like Diversity
While adults are more likely to go online to check e-mail, read the news
and sports scores or stock quotes and perhaps make a purchase, kids tend
to view the Internet as a great social enabler. You're much more likely to
find that a kid uses the Web just to surf and kill time, or perhaps enter
a chat room. A static e-commerce site is not likely to appeal to them as
much as say, a site that allows them to not only buy CDs, but discuss them
with others and post reviews and, increasingly, download a song or portion
of a song from that CD to see if it appeals to them.
Now, There's Legislation
As a result of some loud protests from parents, the Federal Trade
Commission stepped forward in April to address the issue of protecting
children online by passing the Children's
Online Privacy Protection Act. Sites that direct their efforts toward
children, particularly children under 13, must now have policies in place
that outline the nature of the information they collect about surfing
children and what they plan to do with it. To comply, the sites must
implement a parental notification and approval system. It is now illegal
to operate without doing so. This month, the FTC began randomly evaluating
sites that cater to children in an effort to check for compliance. It
found that roughly half of the sites it visited were in violation of the
ruling and commenced sending e-mail to these companies, warning them of
their lack of compliance. It is presumed that after the initial spot
checking, the FTC will begin handing out steep fines.
Using Common Sense
If you've ever watched the Saturday morning cartoons (or perhaps you still
do?), you know how ruthlessly some companies seem to market to children.
Toy companies' commercials seem to become increasingly persistent in
persuading children to make sure Mom and Dad buy them the latest and
greatest in toy technology. But there's no personal contact involved
between the marketer and the child, so it doesn't make parents quite as
twitchy as, say, a stranger initiating a chat session with their child.
(Ask any parent how they feel about knowing a strange adult is typing
messages to their child, particularly an under-13 child, and you'll
probably see them squirm.) Companies that direct their efforts toward
children need to step carefully. They should know who is working in their
contact centers and talking to kids. They should make sure their agents
stick to scripts and never, ever overstep the boundaries of what questions
they can and can't ask.
For the digital generation, buying things online will become as second
nature as breathing. E-tailers today know this and are adjusting their
practices to welcome these kids and teenagers with open arms. There's
nothing wrong with that. Many of them need to realize, however, that
navigating those waters means being a little more cautious. There will
always be shady or just plain clueless companies in operation. (My
11-year-old niece recently received a pre-approved credit card offer
e-mailed to her in her child-friendly America Online account.) It's going
to take vigilance from parents, common sense from kids, genuine compliance
from e-tailers and, occasionally, a poke from the government to make sure
things don't get ridiculous.
The tragically unhip author may be contacted at troth@tmcnet.com.
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