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November 27, 2005
Tweener Technology Consultants
The Los Angeles Times reports on a very influential age group which consumer technology companies must pay special attention to:
When it comes to technology, Arden Arnold is the go-to guy in his house.
Mulling over an emergency backup power generator for the family, he researched all the choices before picking a Black & Decker Corp. Storm Station. He's interested in a new desktop computer, but it needs to have at least an 80-gigabyte hard drive, 512 megabytes of RAM and "a pretty good video card." And he's trying to persuade his mother to switch from Microsoft Corp.'s Hotmail to Google Inc.'s Gmail service.
"She pays for 1 gigabyte of storage, but Gmail gives you more than 2 gigabytes for free," he said. "And it has a very intuitive search function."
Arden is just 12 years old. But the influence the San Francisco sixth-grader wields makes marketers take notice. . . .
Tweens ages 8 to 12, according to the article, influence the purchase of some $60 billion of spending annually.
My five year old son is well on his way to influence some purchases of his own, too.
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