Time to Reflect: Are You Targeting Kids During "Alone" Time?

Selling to Kids, March 8, 2000

These days, while manufacturers are busy developing portable and timesaving products to fit into kids' hectic lifestyles, they may also want to seize opportunities to be part of kids' down time. The Roving Reporters, Saatchi & Saatchi Kid Connection's online panel of kids ages 8-15, say the little privacy and time alone kids have these days is precious and necessary. Marketers may also benefit from working these themes into communication and promotions.

Time alone gives Roving Reporters a chance to relax, reflect and do the things they like to do the most. Explains Gina, 12, "I can think about things I don't wanna tell anybody." Nick, 14, uses private time to "organize stuff that may not have been organized before." And Lilliana, 9, likes it because "otherwise you start getting grumpy." "You can write in a diary or just sit back, think or enjoy the quiet," says Holly, 13. Ten-year-old Zach likes to "daydream, play with my dog or read a book" when he's alone. And Jerry, 12, likes to "watch TV or movies, go on the Internet, do crafts or sleep."

For Roving Reporters, private time also offers an escape from pesky siblings and bossy parents. Explains Jesse, 11, "[When I'm alone], my brothers won't bug me and I have time to read by myself, without interruptions." Nani, 9, likes that during private time, "you don't have to bother with a family member who is in a bad mood." Ivan, 13, says, "I like to relax, and I don't have to worry about getting in trouble and fighting with my sisters." And Randy, 8, uses time alone to "do fun things that I want to do and not things I am ordered to do."

Kids acknowledge that too much privacy can be a bad thing. Explains Shayna, 10, "If you have too much time by yourself, your mind can start to play tricks on you." And Chandler, 8, feels that if there's too much privacy, "You don't get to see some people you love."

Kids' bedrooms are their favorite private time hangouts. In 8-year-old Hillary's room, she's got "my favorite dolls, my books, my Beanie Baby collection, my Pokemon collection, my desk, my boom box, my dress-up clothes, my hair stuff and jewelry." And Tariq, 11, proclaims, "I love my bedroom because it has everything that I love in it ... things that make me happy." Dom, 9, says, "I have all the stuff I could ever want - my own bunk beds, my own TV, my own Sega system, and my own puzzles and books." Karina, 14, feels that "all of my qualities make up my room," adding, "all of the pictures I drew and my friends draw are on my wall." Like many teens, Will, 15, is proud of his mess. "My bedroom is mine because only I know where anything is and how to get to the bed without tripping."

Marketers should explore ways to give kids the tools to personalize their environments in a way that is fun and creative - but not destructive to mom and dad's decor.

Though Roving Reporters understand the need for privacy, half - mostly the under-10 set - admit to violating that of others. "Me and my friends spied on boys on the block who were teasing us," explains Melina, 8. Cecilia, 11, says, "Sometimes when my brother is on the phone I [listen in] because I want to see who it is." And Monica, 14, says, "I used to read my sister's diary." Sal, 10, however, doesn't dare to snoop because "my sister would beat me up."

Given their own snooping experiences, it's no wonder that the majority of Roving Reporters don't record their private thoughts in diaries or journals. Aside from the fear that others will peek, some simply don't have the time. Amy, 13, doesn't have a diary because "if someone opened it, I would be no one. All my thoughts would be heard!" Similarly, Christopher, 12, says, "I'd like to, but I have a feeling that someone would get a hold of it, then all my secrets would be revealed." Joey, 10, doesn't bother because, "I'm the kind of guy that can do everything in his head." And Olivia, 15, says, "it seems I don't have the time [to keep a diary]." Helena, 12, starts one every year and makes it "to Jan. 3, and then after that the whole thing is blank."

Fear not - there's still hope for those in the privacy business - and opportunity for those who want to be. All they need is a microchip. As technosavvy Gen Yers, most Roving Reporters are intrigued by the addition of a digital element to diary-keeping, and think highly of the new CD-ROM versions of items like Girl Tech's Password Journal. According to Cal, 13, they're "kinda fun and help ensure people you don't want knowing things don't." Clea, 10, agrees. "They are a good way to stop people from snooping on you," she explains. And Garrett, 12, likes these products, because he feels that "everyone - including kids - has a right to their privacy."

(Saatchi & Saatchi: Holly Gross, 212/463-2020, hgross@saatchiny.com) >TK