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No longer kids but still not teens, and maturing more rapidly in every way than any of their predecessors, young Americans between the ages of 8 and 14 represent an increasingly important stand-alone consumer segment. On the one hand, tweens present major marketing challenges because they are part of the most marketing-savvy and consumer-oriented generation in history and consequently are extremely aware of efforts to persuade them to buy a product or service. On the other hand, tweens offer exciting possibilities for marketers of a wide range of consumer products. Their purchasing power has grown measurably within the past decade, they are dedicated to buying the "right" brands and products for themselves, and they have a significant influence on family purchasing decisions.
Find out what factors influence the purchasing decisions of tweens the most. Learn about shifting patterns of brand and product loyalty among tweens. Understand the differences between a kid and a tween and see how companies are capitalizing on them. See how companies are adapting products and developing marketing strategies to succeed in the fast-changing tweens market
8-14 Year Old Powerhouses Spent More Than $30 Billion in 2000 Diverse Environment Creates An Independent and Educated Consumer
New York, January 30/PRNewswire - MarketResearch.com, the business information center, announced the release of a new research study “The U.S. Tween Market” from Packaged Facts.
According to this report, the much sought after 8-14 year old segment spent $30 billion in 2000, influenced over $300 billion in family spending, and will continue to be both big spenders and critical consumers.
“Tweens are more brand aware and fashion conscious than teens, and nearly always consider style when shopping,” said Marzia Marzi, Director of Marketing for MarketResearch.com. “Cross-selling a product originally designed for another age group does not impress these consumers. Products that respect the tween as a valuable consumer segment with its own identity, win brand loyalty.“
The Internet has proven to be a successful promotional vehicle to gain tween loyalty. Although less than one-third of all tweens have ever made an online purchase, they actively use the Internet to research products. Tweens list the top reasons for not buying online as: lack of parental permission, credit card access or not being able to examine the item. Overall, Internet usage is on the upswing, reducing the amount of time tweens spend watching television. Nearly 14 million (49%) tweens live in households that have Internet access at home. This number is projected to increase to 75% by 2005.
The report also shows that the tween segment’s unique historical experience has helped them become the most educated and world conscious group ever. Race and ethnicity do not divide tweens as they did in previous generations. 91% have friends of a different race or color, and 79% hang out with these friends after school. The traditional married-couple family is also on the decline. Most tweens are part of blended families, in single-parent homes or have gay or lesbian parents. But even with these dramatic shifts, tweens still support traditional values, emphasizing the importance of family, religion and community service.
Scope and Methodology
Scope of Report
Market researchers have defined the tween population in a wide variety of ways. For purposes of this Packaged Facts analysis, the tween market is defined as including all individuals in the 8- to 14-year-old age category. The report further provides in-depth analyses of two segments of the tween population: Younger Tweens—defined as those in the 8- to 11-year age group—and Older Tweens ages 12 to 14. The rationale for this market segmentation is as follows:
Some of the research studies cited in this Packaged Facts report segment their data in age categories that do not precisely match the 8- to 11 and 12- to 14- year age groups. Packaged Facts has relied on data from these studies when the preponderance of ages covered by the data fit into the Packaged Facts definitions of younger and older tweens.
What Makes a Kid or Preadolescent a “Tween”?
Marketers have concluded that objective demographic variables—such as age, income, and place of residence—should play an increasingly less significant role in their strategies to target consumers. The psychographic elements of consumers’ pro-files—such as their aspirations, lifestyles, attitudes, and values—are becoming more important factors in developing marketing strategies.
Tween consumers demonstrate the increasing importance of psychographic variables. Tweens tend to be defined not only by their age but also by psychographic aspects such as the following:
This report is based on information collected directly from marketing and ad-vertising executives, a comprehensive review of print media and Web sites geared toward the tween age segment, and an extensive survey of published materials. U.S. government sources included data from the U.S. Census Bureau, the U.S. Department of Health and Human Services, the U.S. Department of Labor, and the U.S. Depart-ment of Agriculture Other sources include a wide range of journals covering the marketing and advertising fields.
Every kid’s heard it from a parent: “Don’t ask for anything while we’re in this store.”
But American tweens just didn’t listen in 2000. Tween pester power alone was estimated at an all-time high of $300 billion, with their personal spending topping $30 billion.
Is your company prepared to harness these young purchasing powerhouses?
MarketResearch.com has just the tool you need to speak directly to this marketing-savvy group and ensure brand loyalty at an early age. With our latest demographic study, you can stay ahead of the competition and be first to identify strategic opportunities for your company.
The U.S. Tweens Market from Packaged Facts provides substantial insight into this dynamic, but difficult, demographic segment. Divided into younger tweens (8-11) and older tweens (12-14), this report covers consumer behavior, purchasing preferences, motivating influences unique to these youngsters who are in-between childhood and the teen years.
For example, read how:
Armed with this information, you have the necessary information to formulate on-target business plans, execute the right creative for advertising, and budget resources properly.
Representing over 700 hours of research, analysis and execution, The U.S. Tweens Market is compiled from both primary and secondary data, including:
Our expert analysts have reviewed and interpreted all of this data for you. Now you can spend your time strategizing and executing, rather than researching.
At MarketResearch.com, we provide critical information to key decision-makers in every industry that needs to know people to make a profit. And now those crucial specifics are available to you in the format you prefer. Access the entire report, select chapters or choose discrete segments that hold the most value to you.
Case Studies of Companies Marketing to Tweens:
Tables and Graphs:
Hours of Research: 700
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