The U.S. Tweens Market, 2nd Edition

Apr 1, 2003
238 Pages - Pub ID: LA820456
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This 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.

Report Methodology
The information in The U.S. Tweens Market is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in youth marketing research, as well as companies that market products specifically for tweens (e.g., food, toys, consumer electronics). Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

What You’ll Get in this Report
The U.S. Tweens Market, 2nd Edition, is a follow-up to the popular Packaged Facts report that pioneered syndicated research on the Tweens market. With this report you will discover how successful marketers learn what tweens want. Identify untapped opportunities in the tween market. Find out about the steps being taken by a wide range of retailers and consumer products companies to grab the attention of tweens. Learn about the delicate balance between marketing directly to tweens while maintaining the confidence of their parents.

The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of companies that are targeted tweens (and their parents) and analyses of the products they market)
  • Retail Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the tween market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for tween products, as well as market growth and trends through 2007. Contributing to that understanding will be a complete analysis of tween-related data from published and trade sources, a detailed discussion of the tween market based on Simmons data, and in-depth case studies of companies that are targeting tweens, with an examination of marketing, advertising and promotional strategies.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for tween-oriented products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting tweens.
  • Advertising agencies working with clients in the toy, food, consumer electronic and other youth-oriented industries understand the product buyer to develop messages and images that compel tweens and their parents to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

    Introduction
    • Background
    • Overview of Report

    Scope and Methodology

    • Tweens Defined
    • Methodology

    Demographic Overview

    • Tween Population Grew at Above-Average Rate in 1990s
    • Tween Population Nears 30 Million
    • Tween Population Not Expected to Grow
    • Tweens Will Become More Multicultural
    • Most Tweens Live with Both Parents
    • Two in Five Tween Households Have Incomes of $75,000+
    • Tweens Have Multiple Income Sources
    • Middle Schools Form Core of Tween Population
    • Many Teens Feel Stressed
    • Parents Remain Central Element in Tween Life
    • Hanging Out with Friends Highest Tween Priority
    • Most Tweens Wish They Were Older

    Survey of the Market

    • Buying Power of Tweens Product of Multiple Income Sources
    • Tween Buying Power Totals $38 Billion
    • Families Spend $60 Billion on Food for Tweens
    • Clothing Expenditures Show Wide Variances
    • Expenditures for Personal-Care Items, Entertainment, and Reading Materials Exceed $43 Billion
    • Family Expenditures on Tweens Will Total $144 Billion in 2007
    • Buying Power of Younger Tweens Expected to Grow Slowly
    • Older Tweens Drive Market Growth
    • Tween Buying Power To Exceed $43 Billion

    Consumer Behavior

    • Tween Households Look for New Stores
    • Tween Girls Have Strong Influence on In-Store Shopping Behavior
    • Family Meals Increasingly Rare
    • Vegetarianism Makes Inroads among Tweens
    • Convenience Influences Choice of Breakfast Foods in Tween Households
    • New Beverages Capture Attention of Tweens
    • Tweens Like Mexican Foods
    • Tween Households Major Consumers of Snacks
    • Tween Meal Tastes Have Distinct Profile
    • Video Games Top Category of Games and Toys
    • Tweens Generate Big Phone Bills
    • Multiple TVs and VCRs Common
    • Most Tween Households Have PCs
    • E-Mail and Computer Games Leading Home PC Uses
    • Tween Households More Likely to Be Online
    • Majority of Older Tweens Use Internet at Home
    • Tween Households Turn to E-Commerce

    Media

    • Special-Interest Magazines Target Older Tween Boys
    • Teen Vogue Distinguishes Itself In a Crowded Field
    • Tween Households Favor Certain Networks
    • TV Programmers Continue to Look to Tweens as Core Audience
    • Disney Builds Tween Empire
    • Animated Shows Made for Tweens
    • Entertainment Sites Attract Tweens

    Marketing and Advertising Strategies

    • Tweens Remain Complex Blend of Kids and Teen Wannabes
    • Marketers Need to Be Cool, Not Cute
    • Gender Differences Start to Matter
    • Tween Boys Harder to Reach
    • Traditional Advertising Seen as Less Important in Tween Market
    • Tweens Take to Grassroots Marketing
    • Entertainment Tie-Ins Remain Important in Tween Market
    • Innovative Product Design Key Part of Tween Marketing
    • Online Marketing Routine Component of Marketing to Tweens
    • Television Main Advertising Medium in Tween Households

    Case Studies of Companies Marketing to Tweens

    • Hershey’s Appeals to Tweens Through Action Sports
    • Campbell’s Launches “Soup at Hand” Flavors for Tweens
    • Spa Swami Launched by Rite-Aid
    • Tween Retailer Limited Too Continues to Grow
    • Bratz Dolls Take on Barbie and Mattel

    Trends and Opportunities

    • Tweens Are Still Kids at Heart
    • Marketers Search for Next Big Fad but Fundamentals Remain
    • Parental Guilt Contributes to Growth in Tween Market
    • Marketers Face Potential Pitfalls
    • Tweens Offer Untapped Opportunities

Chapter 2: Demographic Overview

    Size and Growth of the Population
    • Structure of Tween Population Analyzed
    • Table 2-1: Size of Tween Population by Single Year of Age, 2000
    • Table 2-2: Population of 8- to 14-Year-Olds by Age Group, 2000
    • Table 2-3: Population by Gender, 8- to 14-Year-Olds vs. Other Age Groups, 2000
    • Tween Population Grew at Above-Average Rate in 1990s
    • Table 2-4: Size and Growth of Population by Age Group, 1990 vs. 2000
    • Tween Population Increased in Importance
    • Table 2-5: Tweens as Percent of Total Population by Age Group, 1990 vs. 2000
    • Table 2-6: 10- to 14-Year-Olds as Percent of Total Population, 1990, 2000, 2001
    • Tween Population Nears 30 Million
    • Table 2-7: Population of 8- to 14-Year-Olds by Age Group, 2002
    • Size of Birth Cohorts Main Factor in Growth Patterns in Tween Population
    • Table 2-8: Birth Cohorts of Tween Population by Single Year of Age, 2002 vs. 2007
    • Tween Population Trending Flat
    • Table 2-9: Projected Growth of U.S. and Tween Populations, 2002-2007
    • Older Tween Population Will Grow but There Will Be Fewer
    • Younger Tweens
    • Table 2-10: Projected Growth of Tween Population by Age Segment, 2000-2007
    • Figure 2-1: Population Trends, Older vs. Younger Tweens, 2002-2007

    Geographic Distribution

    • Tween Population More Densely Concentrated
    • Table 2-11: Ranking of States by Population of 8- to 14-Year-Olds vs. Total Population, 2000
    • Regional Disparities in Tween Population
    • Table 2-12: Population of 8- to 14-Year-Olds by Region, 2000
    • Major Metro Areas Analyzed
    • Table 2-13: Metropolitan Areas by Population of 8- to 14-Year-Olds

    Race and Hispanic Origin

    • Tween Population More Diverse than Rest of U.S. Population
    • Table 2-14: Race and Hispanic Origin, Tweens vs. Rest of U.S. Population, 2000
    • Table 2-15: Number of 8- to 14-Year-Olds by Gender, Race, and Hispanic Origin, 2000
    • Hispanics Drive Tween Population Growth
    • Table 2-16: Growth of the 7- to 14-Year-Old Population, Hispanics vs. Other Population Groups, 1990-2000
    • Figure 2-2: Hispanic and Non-Hispanic Shares of Growth in the Population of 7- to 14-Year- Olds, 1990-2000
    • Trends in Birth Rates Drive Tween Diversity
    • Figure 2-3: Hispanics and Asians as Percent of Total Births, 1990 vs. 2000
    • Diversity of Tween Population Accelerates
    • Table 2-17: Number of 8- to 14-Year-Olds by Race and Hispanic Origin,
    • April 2000 vs. July 2001
    • Tweens Will Become Even More Multicultural
    • Table 2-18: Projected Number of 8- to 14-Year-Olds by Race and Hispanic Origin, 2000 vs. 2007

    Family Structure and Living Arrangements

    • Most Tweens Live with Both Parents
    • Table 2-19: Living Arrangements of Tweens by Age Group, 2000
    • But Many Have Complex Living Arrangements
    • Table 2-20: Living Arrangements of Tweens by Identity of Householder, 2000
    • Suburban Tweens Most Likely to Live in Traditional Family Homes
    • Table 2-21: Living Arrangements of Tweens by Location of Residence, 2000
    • Asian American Tweens Have Most Traditional Family Structure
    • Table 2-22: Living Arrangements of Tweens by Race and Hispanic Origin, 2000
    • Extended Families Provide Support for Many Tweens with Single Parents
    • Table 2-23: Living Arrangements of Tweens Living with One or Neither Parent, 2000
    • Tweens Less Likely to Be Only Children
    • Table 2-24: Number of Children in Households,Tweens vs. Other Age Groups
    • Tween Householders Most Likely to Be in 35- to 44-Year-Old Age Group
    • Table 2-25: Age of Head of Household by Presence of Children, Tweens vs. Other Age Groups

    Economic Status

    • Tween Families Feel Effects of Recession
    • Table 2-26: Mean Family Income by Race and Hispanic Origin, 2001 vs. 2000
    • Tweens Live in Households with Relatively High Incomes
    • Table 2-27: Mean Household Income by Household and Family Type, 2001
    • Two in Five Tween Households Have Incomes of $75,000+
    • Table 2-28: Household Income by Presence of Children, Tweens vs. Other Age Groups
    • Tweens More Likely to Live in Own House
    • Table 2-29: Type of Residence, Tween vs. Other Households
    • Tween Householders More Likely than Teen Householders to Be College Graduates
    • Table 2-30: Educational Achievement Level of Householders by Presence of Children
    • Tweens Have Multiple Income Sources
    • Many Tweens Work at Paying Jobs
    • Older Tweens Earn $9.5 Billion Annually
    • Table 2-31: Aggregate School-Year Earnings of Employed 12- to 14-Year-Olds, 2002
    • Table 2-32: Aggregate Summer Earnings of Employed 12- to 14-Year-Olds, 2002
    • Table 2-33: Aggregate Earnings of Employed 12- to 14-Year-Olds, 2002

    School Enrollment

    • Middle Schools Form Core of Tween Population
    • Table 2-34: Grade of Enrollment of 8- to 14-Year-Olds by Single Year of Age, October 2000
    • Most Tweens Enrolled in Public Schools
    • Table 2-35: Enrollment in Grades 5-8 by Type of School and Gender, 2000
    • Private School Enrollment Related to Income and Ethnicity
    • Table 2-36: Enrollment in Grades 1-8 by Type of School and Race and Hispanic Origin, 2000
    • Tween Academic Performance Remains Stable

    Indicators of Well-Being

    • Research Shows Decrease in Use of Illicit Drugs by 8th-Graders
    • Majority of Tweens Covered by Health Insurance
    • Table 2-37: Health Insurance Coverage by Age Group, 2001
    • Tweens Share in Overweight Epidemic
    • Healthy Eating Declines as Tweens Get Older
    • Table 2-38: U.S. Department of Agriculture Healthy Eating Index (HEI) by Age Group, 2000
    • Some Tweens Enter Juvenile Justice System
    • Many Teens Feel Stressed

    Attitudes and Activities

    • Parents Remain Central Element in Tween Life
    • Parents Are Main Source of Information and Advice for Tweens
    • Parents Are Important Role Models
    • Hanging Out with Friends Highest Tween Priority
    • Most Tweens Wish They Were Older
    • Tweens Place High Priority on Outward Appearances
    • Sports Top List of Tween Activities

Chapter 3: Size and Growth of the Market

    Tween Buying Power
    • Buying Power of Tweens Product of Multiple Income Sources
    • Tween Buying Power Totals $38 Billion
    • Table 3-1: Buying Power of 8- to 14-Year-Olds by Age Group, 2002
    • Tweens Represent Multi-billion Dollar Market for Several Industries
    • Tweens Multibillion Dollar Part of Licensing Market

    Family Expenditures on Tweens

    • Family Spending on Tweens Creates Major Market
    • Table 3-2: Annual Expenditures by Two-Child Husband-Wife Families of 6- to 14-Year- Olds for Selected Consumer Products, by Age Group and Family Income Level, 2001
    • Families Spend $60.3 Billion on Food for Tweens
    • Table 3-3: Aggregate Annual Family Expenditures on Food for 8- to 14-Year-Olds, by Single Year of Age, 2001
    • Clothing Expenditures Show Wide Variances
    • Table 3-4: Aggregate Annual Family Expenditures on Clothing for 8- to 14-Year-Olds, by Single Year of Age, 2001
    • Expenditures for Personal-Care Items, Entertainment, and Reading Materials Exceed $43 Billion
    • Table 3-5: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment, and Reading Materials for 8- to 14-Year-Olds, by Single Year of Age, 2001
    • Younger Tweens Account for Majority of Family Expenditures
    • Table 3-6: Aggregate Annual Family Expenditures on Food, Clothing,
    • Personal-Care Items, Entertainment, and Reading Materials for 8- to 14-Year-Olds, by Age Group, 2001
    • Table 3-7: Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 8- to 14-Year-Olds, by Percent of Total for Each Age Group, 2001
    • Table 3-8: Average Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 8- to 14-Year-Olds, by Age Group and Category of Expenditure, 2001

    Growth of the U.S. Tween Market

    • Family Expenditures on Tweens Will Total $148 Billion in 2007
    • Table 3-9: Projected Growth in Family Expenditures on 8- to 11-Year-Olds for Selected Consumer Products, 2002-2007
    • Table 3-10: Projected Growth in Family Expenditures on 12- to 14-Year-Olds for Selected Consumer Products, 2002-2007
    • Table 3-11: Projected Growth in Family Expenditures on 8- to 14-Year-Olds for Selected Consumer Products, 2002-2007
    • Buying Power of Younger Tweens Expected to Grow Slowly
    • Table 3-12: Projected Growth in Buying Power of 8- to 11-Year-Olds, 2002-2007
    • Older Tweens Drive Market Growth
    • Table 3-13: Projected Growth in Buying Power of 12- to 14-Year-Olds, 2002-2007
    • Tween Buying Power To Exceed $43 Billion
    • Table 3-14: Projected Growth in Buying Power of 8- to 14-Year-Olds, 2002-2007
    • Figure 3-1: Older and Younger Tween Buying Power by Percent of Buying Power, 2002 vs. 2007

Chapter 4: Consumer Behavior

    Consumer Attitudes and Shopping Behavior
    • Tween Girls Affect Household Shopping Behavior
    • Table 4-1: Parents’ Attitudes toward Shopping, Tweens vs. Other Age Groups
    • Tween Households Look for New Stores
    • Table 4-2: Parents’ Selection of Stores, Tweens vs. Other Age Groups
    • Tween Girls Have Strong Influence on In-Store Shopping Behavior
    • Table 4-3: Parents’ In-Store Behavior, Tweens vs. Other Age Groups Tweens Like Wal-Mart
    • Tween Household Retail Choices Analyzed
    • Table 4-4: Department/Discount/Clothing/Children’s Stores Preferred by Tween Households
    • Tween Households Major Spenders by Mail and Phone
    • Table 4-5: Amount Spent by Mail/Phone by Tween Households in Last 12 Months Catalog Spending Also Significant
    • Table 4-6: Amount Spent on Catalog Purchases by Tween Households in Last 12 Months
    • Brand Affiliation Mixed
    • Table 4-7: Brand Loyalty, Tween vs. Other Households
    • Tweens Have Major Impact on Brand Selection
    • Table 4-8: Children’s Influence on Parents’ Shopping Behavior, Tweens vs. Other Age Groups

    Consumer Profile: Food and Beverages

    • Family Meals Increasingly Rare
    • After-School Most Popular Time for Snacking
    • Tween Taste Palates Get More Sophisticated
    • Vegetarianism Makes Inroads among Tweens
    • Many Tweens Skip Breakfast
    • Convenience Influences Choice of Breakfast Foods in Tween Households
    • Table 4-9: Breakfast Foods Used in Tween Households
    • Kellogg’s Brands Favored by Tweens
    • Table 4-10: Cold Cereal Brands Used in Last 7 Days, Tweens vs. Other Age Groups
    • Table 4-11: Toaster Pastry Brands Most Used in Last 6 Months, Tweens vs. Other Age Groups
    • American Cheese and Ice Cream Top Tween Dairy List
    • Table 4-12: Use of Dairy Products in Tween Households
    • Tweens Got Milk
    • Table 4-13: Milk Consumption in Tween Households
    • New Beverages Capture Attention of Tweens
    • Orange Juice Top Choice
    • Table 4-14: Orange Juice Consumption in Tween Households
    • Tropicana Leads in Non-Frozen Orange Juices
    • Table 4-15: Orange Juice Brands Used Most Often, Tweens vs. Other Age Groups
    • Apple Juice Also Popular
    • Table 4-16: Consumption of Other Fruit Juices and Vegetable Juices in Tween Households
    • Ketchup Remains King of Condiments in Tween Households
    • Table 4-17: Condiment Use in Tween Households
    • Hunts Does Better in Tween Households
    • Table 4-18: Ketchup Brands Used Most Often, Tweens vs. Other Age Groups
    • Tweens Like Mexican Foods
    • Table 4-19; Use of Mexican Foods and Ingredients in Tween Households
    • White Bread Leads the Way
    • Table 4-20: Use of Bread in Tween Households
    • Peanut Butter and Jelly a Tween Staple
    • Table 4-21: Use of Peanut Butter and Jams, Jellies & Preserves in Tween Households
    • Skippy Has Larger Share of Tween Household Market
    • Table 4-22: Peanut Butter Brands Used Most Often, Tweens vs. Other Age Groups
    • Tween Households Major Consumers of Snacks
    • Table 4-23: Use of Snacks in Tween Households
    • Tweens Eat More Ruffle’s Potato Chips
    • Table 4-24: Potato Chip Brands Used Most Often, Tweens vs. Other Age Groups
    • Cookies Find Ready Market in Tween Households
    • Table 4-25: Use of Ready-to-Eat Cookies in Tween Households
    • Nabisco Oreo and Chips Ahoy Top Cookie Brands in Tween Households
    • Table 4-26: Ready-to-Eat Cookie Brands Used Most Often, Tweens vs. Other Age Groups
    • Tween Households Still Use Cake and Cookie Mixes
    • Table 4-27: Use of Baked Goods and Baking Products in Tween Households
    • Read-to-Eat Snack Packs Popular with Tweens
    • Table 4-28: Use of Pudding and Gelatin Desserts in Tween Households
    • Tween Meal Tastes Have Distinct Profile
    • Table 4-29: Lunch and Dinner Foods Used in Tween Households
    • Bagel Bites Brand Succeeds in Tween Market
    • Table 4-30: Frozen Hot Snack Brands Used Most Often, Tweens vs. Other Age Groups
    • Kids’ Frozen Complete Dinners Still Work for Tweens
    • Table 4-31: Frozen Complete Dinner Brands Used Most Often in Last 30 Days, Tweens vs. Other Age Groups
    • Kraft Dominates Complete Dinner Mix Market for Tweens
    • Table 4-32: Complete Packaged Dinner Mix Brands Used Most Often, Tweens vs. Other Age Groups

    Consumer Profile: Restaurants

    • Tweens Have Major Say in Where to Eat Out
    • Wendy’s and Pizza Hut Especially Popular in Tween Households
    • Table 4-33: Use of Fast-Food Restaurants by Households, Tweens vs.
    • Other Age Groups
    • Table 4-34: Fast Food Restaurants Visited Most Frequently, Tween Households vs. Other Households
    • Family Restaurants & Steak Houses Visited More Frequently
    • Table 4-35: Use of Family Restaurants & Steak Houses by Households, Tweens vs. Other Age Groups
    • Table 4-36: Family Restaurants & Steak Houses Visited Most Frequently, Tween Households vs. Other Households

    Consumer Profile: Games and Toys

    • Tween Boys Play Video Games the Most
    • Handheld Video Games Top Tween Choice
    • Table 4-37: Handheld Video Games Owned by Households with Children, Tweens vs. Other Age Groups
    • Video Games Top Category of Games and Toys
    • Table 4-38: Games & Toys Bought within Last Year by Households with Children, Tweens vs. Other Age Groups
    • Tween Households Remain Significant Factor in Games & Toys Market
    • Table 4-39: Amount Spent on Games & Toys by Households with Children, Tweens vs. Other Age Groups

    Consumer Profile: Household Furnishings, Appliances, and Housekeeping Products

    • Tween Households Important Customers for Furniture Industry
    • Table 4-40: Furniture Purchases by Tween Households
    • Home Improvement Projects Abound in Tween Households
    • Table 4-41: Home Improvement Purchases by Tween Households
    • Tween Households Major Buyers of Home Appliances
    • Table 4-42: Appliance Purchases by Tween Households
    • Tweens Create Need for Kitchen Supplies
    • Table 4-43: Use of Kitchen Supplies in Tween Households

    Tween Household Consumer Profile: Consumer Electronics

    • Tweens Generate Big Phone Bills
    • Table 4-44: Telephone Services and Equipment in Tween Households
    • Multiple TVs and VCRs Common
    • Table 4-45: Consumer Electronics Products in Tween Households

    Tween Household Consumer Profile: Automotive

    • Tween Households Hot Prospects for Auto Industry
    • Table 4-46: Next Vehicle Purchases Planned by Tween Households
    • Tween Households Have Vans and SUVs
    • Table 4-47: Type of Vehicles in Tween Households
    • Multiple Vehicles More Common
    • Table 4-48: Number of Vehicles in Tween Households

    Tweens and the Internet

    • Most Tween Households Have PCs
    • Table 4-49: Personal Computers in Tween Households
    • Table 4-50: Personal Computers at Home by Children 3 to 17 Years, 2001
    • E-Mail and Computer Games Leading Home PC Uses
    • Table 4-51: Use of Personal Computers in Tween Households
    • Tween Households More Likely to Be Online
    • Table 4-52: Use of Interactive Computer Services, Tween Households vs. Other Households
    • Tween Internet Usage Shows Above-Average Growth
    • Table 4-53: Internet Use from Any Location by Age Group, 1998 vs. 2001
    • Majority of Tweens Use Internet at Home
    • Table 4-54: Use of Internet at Home by Children 3 to 17 Years, 2001
    • Online Older Tweens More Social than Younger Tweens
    • Table 4-55: Major Online Activities of 5- to 24-Year-Olds, 2001
    • Tweens Flourish in Virtual Worlds
    • Tween Households Turn to E-Commerce
    • Table 4-56: Internet Orders Placed by Tween Households
    • Note About Simmons Survey Data and Figures

Chapter 5: Media

    Print Media
    • Magazine Audiences in Tween Households Listed
    • Table 5-1: Magazine Audiences, Tweens vs. All U.S. Households
    • Special-Interest Magazines Target Tween Boys
    • Seventeen Magazine Facing Fierce Competition
    • YM Promotes Healthy Body Image
    • Teen Vogue Distinguishes Itself In a Crowded Field

    Television and Radio

    • Tween Households Favor ABC Family
    • Table 5-2: Cable TV Services Viewed by Households with Children, Tweens vs. Children in Other Age Groups
    • Fox and WB Top Networks in Tween Households
    • Table 5-3: Networks Viewed in Primetime by Households with Children, Tweens vs. Children in Other Age Groups
    • Science Fiction and Animated Shows Most Popular Primetime Programs
    • Table 5-4: Type of Primetime Network Television Shows Viewed by Households with Children, Tweens vs. Children in Other Age Groups
    • Syndicated Situation Comedies Capture Attention of Tween Households
    • Table 5-5: Type of Syndicated Television Shows Viewed Monday-Friday by Households with Children, Tweens vs. Children in Other Age Groups
    • Talk Shows Popular Daytime TV Choice
    • Table 5-6: Type of Network Daytime TV Shows Watched by Households with Children, Tweens vs. Other Age Groups
    • TV Programmers Continue to Look to Tweens as Core Audience
    • Disney Builds Tween Empire
    • Animated Shows Made for Tweens
    • Early Morning and Late Afternoon Peak Radio Listening Times
    • Table 5-7: Radio Listening by Households with Children, Tweens vs. Children in Other Age Groups
    • Radio Formats Listed
    • Table 5-8: Radio Formats Favored by Households with Children, Tweens vs. Children in Other Age Groups
    • Radio Disney Maintains Tween Interest

    New Media

    • Internet Has Less Impact on Tween Household Media Usage
    • Table 5-9: Impact of Internet on Media Usage of Parents, Tweens vs. Other Age Groups
    • Entertainment Sites Attract Tweens
    • NeoPets Invade the Web
    • Noggin Launches Web Site For Tweens
    • PBS Gives Tweens Alternatives to Commercial Web Sites
    • Note About Simmons Survey Data and Figures

Chapter 6: Marketing and Advertising Strategies

    Marketing Fundamentals
    • Tweens Like to Think of Themselves as Teens
    • But Remain Complex Blend of Kids and Teen Wannabes
    • Tweens Focus on the “Light Side” of Teen Life
    • Age Segmentation Seen as Key
    • Marketers Need to Be Cool, Not Cute
    • Timeless Themes Drive Tween Attitudes and Behavior
    • Tweens Sometimes Part of Kids and Teens Marketing Strategies
    • Moms and Tweens Approached as Single Consumer Unit
    • Ragu Express Learns about the Mom-Tween Connection
    • Gender Differences Start to Matter

    Overview of Marketing and Promotional Approaches

    • Traditional Advertising Seen as Less Important in Tween Market
    • Tween Boys Seen as Harder to Reach
    • Tweens Take to Grassroots Marketing
    • Kraft Foods Sponsors Tween Music Favorite for Back-to-School Promotion
    • Rave Girl Finds Neighborhood Strip Malls Prime Location to Attract Tween Shoppers
    • In-Store Environment Viewed as Key
    • Entertainment Tie-Ins Remain Important in Tween Market
    • Minute Maid Partners with Harry Potter
    • Innovative Product Design Key Part of Tween Marketing
    • Many New Products Try to Connect with Extreme Sports
    • Online Marketing Routine Component of Marketing to Tweens

    Advertising Strategies

    • Tween Parents Have Positive Attitudes toward Advertising
    • Table 6-1: Attitudes toward Advertising in Tween Households
    • Tweens Have Realistic View of Ads
    • Television Main Advertising Medium in Tween Households
    • Table 6-2: Attitudes toward Advertising in Tween Households
    • Humorous Ads Get Highest Rating from Tweens
    • Kellogg’s Pop Tarts Ads Switch Focus
    • Tony’s Pizza Ads Appeal to Tween Urge for Collectibles
    • NeoPets Scores with Immersive Advertising™
    • Note About Simmons Survey Data and Figures

Chapter 7: Case Studies of Companies Marketing to Tweens

    Food and Beverages
    • Tony’s Pizza Looks to Tweens
    • Hershey’s Appeals to Tweens Through Action Sports
    • Campbell’s Launches “Soup at Hand” Flavors for Tweens
    • Drink Brands Fight for Tween Loyalty

    Health and Beauty Aids

    • Niche Brands Win Tween Market
    • Spa Swami Launched by Rite-Aid
    • Suave Teams with Nickelodeon for Tween Product Launch

    Retailers

    • Specialty Retailers Move from Teens to Tweens
    • Club Libby Lu Courts Tween Girls
    • Tween Retailer Limited Too Continues to Grow
    • Reebok Uses Limited Too to Target Tween Girls

    Games and Toys

    • Bratz Dolls Take on Barbie and Mattel
    • Tiger Electronics Uses New Technologies to Attract Tweens

Chapter 8: Looking Ahead: Trends and Opportunities

  • Tweens Are Still Kids at Heart
  • Marketers Search for Next Big Fad but Fundamentals Remain
  • Parental Guilt Contributes to Growth in Tween Market
  • Marketers Face Potential Pitfalls
  • Parental Surveillance of Internet Use Becomes Issue
  • Multicultural Tweens Become More Significant Segment
  • Marketers Find Many Opportunities
  • Tweens Still Offer Untapped Opportunities

Appendix: Addresses of Tweens Market Resources

  • Advertising/Marketing/Market Research
  • Publications
  • Other Media

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