When you think about how much time and column inches are given over to marketing to Millennials, perhaps it's time to start thinking about the next generation.
Some recent research from Childwise shows for the first time that children spent more time online than watching television. It reveals they use the internet for an average of three hours a day but watch TV for about two hours.
It should be added that kids also multi task and so can be using more than one device simultaneously, potentially making them hard to target.
How and when to market to this generation could be an even bigger headache for travel companies going forward than the current Gen Y.
YouTube is now where those aged anywhere from five to sixteen go for everything from games and entertainment to instruction and advice. Half use the site everyday and of those that do about a third watch tv programmes, video blogs or 'how to' videos.
The point is that this generation, even more than Millennials, seeks out the content it wants rather than having it pushed at it.
The 2016 Childwise monitor report is also interesting seen in conjunction with some recent statistics from YouTube. The Google-owned company reaches about two-thirds of the UK population or 45 million .
Already, about 50% of travellers use YouTube in some way before they decide where to go on holiday with 48% using it when thinking about the sort of trip to take, 67% consulting it when choosing a destination and 63% when choosing accommodation.
Findings of the latest Childwise study reveal that tablet devices have overtaken laptops and PCs as the main computer children have at home. In fact more than two-thirds, 67%, now have their own tablet device.
The Childwise research is carried out with more than 2000 children across the UK using online surveys.
Today's kids, tomorrow's travellers and what they are doing online
NB: Online behavior image via Shutterstock.