Aspirational, tending to make kids feel older and think about the future. Bolt is a forum for diverse topics from kissing to current events, SATs to CDs. One Boston respondent was in the process of buying rollerblades. Previously, Mom would take the lead. Now, he scours the Internet for information on what inline pros are wearing, narrows his choices to five brands, prints off a list, takes it to the store and negotiates the sale.
Kids turn to brands that inform.
And information is directly tied to buying decisions. They want email updates related to their hobbies and interests from sites and brands. Today's sites allow kids to build dream houses, cars and engagement rings. Immediate needs compete with long-term interests. Kids like brands that allow them to express creativity and dream.