She says Daniel and Carly are not unusual. While they may be embellishing the truth, the fact is, they love the sense of empowerment that the Internet gives them. They also know it's a game and that the people they are communicating with are also likely to be lying. Whether you agree with how they are using the Internet or not, it's teenagers like Daniel and Carly that are driving Internet growth across Europe. Then here are some clues.
Teenagers use their own language in chat rooms and for sending text messages on their mobile phones.
Brevity is essential, says Robin Lauffer of McCann Erickson. They understand the pressure of time and text messages on mobile phones are limited to 160 characters, hence the need for abbreviation. Not surprisingly, major brands are keen to develop an online relationship with teenagers and to part them from their pocket money. Brands that take the time to earn teenagers' loyalty are setting the stage for many years of future consumption. But targeting teenagers on or offline is notoriously difficult.