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Title: The U.S. Tweens Market Second Edition
Published: April 2003

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The following is the abstract from the full report:
This completely new Packaged Facts report, the 2nd edition to our ground-breaking The U.S. Tweens Market, provides an in-depth analysis of the market created by tweens—the 25 million young American consumers in the 8- to 14-year-old age group. The report includes a comprehensive demographic profile of tweens that provides the latest available data on key variables such as tween household income. Key elements of the tween market are assessed, including expenditures by parents on tweens and the buying power of tweens themselves. The report offers an overview of the consumer behavior of tweens that includes topics such as the major influences on tween shopping and buying habits and the relationship of tween consumers with the Internet. Media favored by tweens—including television, radio, print, and Web sites—are discussed. Marketing and advertising approaches to tween consumers are analyzed, and case studies of companies active in the tween market are presented. The report identifies trends affecting the tween market and highlights emerging opportunities for companies that want to grow their share of the tween market. An appendix includes information about resources available to companies interested in the tween market.

Tweens are kids who aspire to be like teens. They exhibit increasingly sophisticated tastes, especially in apparel and food, and require a highly nuanced approach from marketers. Tweens reject marketing messages that seem childish but tune out ads that are over their heads. The typical tween lives a multi-tasking life in a media-saturated environment and can be difficult to reach with traditional marketing approaches. Tweens are most heavily influenced by other tweens and teens but still often shop and buy with their parents as part of a family unit.

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