Background Overview of Report Scope and Methodology Scope of Report What Makes a Kid or Preadolescent a "Tween " Methodology Demographic Trends Tween Population Will Experience Slow Growth Tweens Diversify Rise in Nontraditional Families Affects Tweens Tweens Still Subscribe to Many Traditional Values Parents and Family Remain Important Influence on Tweens Tweens Watch Less TV and Use the Internet More Tweens Place High Priority on Shopping Need to Socialize Drives Product Choices of Tween Girls Media Have Less Influence on Buying Decisions of Tweens Tweens Look to Brand Names for Buying Clues and Personal Status Tween Boys Take Charge of Their Own Buying Decisions Tweens Infrequent Visitors to E-Commerce Web Sites Web Sites Increasingly Critical Components of Multimedia Promotional Approaches to Tweens Survey of the Market Families Spend More than $55 Billion on Consumer Products for Younger Tweens Spending by Younger Tweens Will Grow More than 23% Aggregate Family Expenditures on Older Tweens Will Grow at Faster Rate Older Tween Market Segment Will Exceed $26 Billion in 2005 Tweens Estimated to Influence $300 Million in Family Spending Total Spending by U.S. Tweens Will Top $40 Billion in 2005 Older Tween Segment Will Become More Important Tween Media Cable Networks Battle for Tween Audience Broadcast Networks Less Interested in Tweens Arbitron Study Shows Radio Is Effective Medium for Reaching Tweens General-Market Magazines Succeed with Spin-Offs for Tweens and Teens Large Media Companies Dominate Web Sites for Tweens Marketing, Promotional, and Advertising Strategies for the Tween Market Marketers "Age Up" Media Placement Decisions for Tweens Retailers Blend Entertainment with Merchandising Extreme Sports Appeal to Tween Boys Celebrity Endorsements and Sponsorships Key Marketing Tool Kids Foot Locker Campaign Shifts Target from Moms to Tweens Case Studies of Companies Marketing to Tweens Kraft Foods Gives New Energy to Old Brands by Targeting Tweens Health and Beauty Aids Marketers Increasingly Look to Tweens AT&T Wireless Services Creates Plan for Tweens Tween Girls Major Factor in Camera Market Fast-Food Chains Segment Marketing to Concentrate on Tweens Mass-Market Retailers Learn to Court Tweens Toy Industry Scrambles to Keep Tween Customers The Younger Tween Segment Population of Younger Tweens Will Become Smaller and More Diverse Families Spend More than $6,000 Annually on Younger Tweens Younger Tweens Have Better Diet and More Healthy Lifestyle than Older Tweens and Teens Involvement in Sports Increases but More Young Tweens Are Overweight Younger Tweens Get More Sleep Delinquency Rates Rise Less for Younger Tweens Educational Achievement Shows Positive Trend The Older Tween Segment Population of Older Tweens Will Experience Above-Average Growth Many Older Tweens Hold Paying Jobs Tweens Have Higher Level of Physical Activity than Teens Most Tweens Do Not Engage in Risk Behaviors Illicit Drug Use Declines Violent Crime by Tweens Drops Two Segments of Tween Population Analyzed What Makes a Kid or Preadolescent a "Tween"? Demographic Trends Tween Population Reaches Nearly 28 Million Table 2-1: Number of 8- to 14-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 Tween Population Will Experience Slow Growth Table 2-2: Size and Growth of Population of 8- to 14-Year-Olds vs. Other Age Groups, 2000 and 2005 Decline in Younger Tween Population Signifies End of "Echo Boom" Tweens Diversify Table 2-3: Family Size: by Race and Hispanic Origin, 1999 Table 2-4: Size and Growth of Population of 8- to 14-Year-Olds: by Race and Ethnicity, 2000 and 2005 Most Tweens Live in the Suburbs Table 2-5: Number of 8- to 14-Year-Olds: by Gender, Race, Hispanic Origin, and Location of Residence, 2000 Rise in Nontraditional Families Affects Tweens Values and Attitudes Tweens Share Unique Historical Experience Tweens Aware of World Events Religion Important to Many Older Tweens Table 2-6: Percentage of 8 th -Grade Students Reporting that Religion Plays a Very Important Role in Their Lives, 1991-1997 Table 2-7: Percentage of 8 th -Grade Students Reporting Weekly Religious Attendance, 1991-1997 Tweens Participate in Community Service Table 2-8: Percentage of 6 th - to 8 th -Graders Who Participated in Volunteer Activities during the School Year, 1996 and 1999 Parents Remain Important Influence on Older Tweens Table 2-9: Percentage of 12- to 14-Year-Olds Who Report Feeling Very Close to Their Parents Younger Tweens Still Participate in Family Activities And Feel Effects of Family Discipline Media Usage Tweens Watch Less TV and Use the Internet More But Television Still Gets the Most Media Attention from Tweens Figure 2-1: Television-Watching Patterns of 9- and 13-Year-Olds: Selected Years, 1982-1996 Table 2-10: Proportion of Time Each Medium Contributes to Total Media Budget of 8- to 13-Year-Olds Tweens Often Watch TV to Kill Time Table 2-11: Attitudes of 8- to-13-Year-Olds Toward TV and Computers Younger Tween Boys More Likely to Watch Programs with Violent Content Consumer Behavior Tweens Place High Priority on Shopping Need to Socialize Drives Product Choices of Tween Girls Older Tweens More Likely to Have Sense of Style Tweens Look to Brand Names for Buying Clues and Personal Status Brand Loyalty Increases with Age Boys More Brand-Conscious But Girls Care More about Style and Fashion Studies Reach Different Conclusions about Parental Influence on Apparel Purchasing Decisions of Younger Tweens Media Have Less Influence on Buying Decisions of Tweens Tween Boys Take Charge of Their Own Buying Decisions E-Commerce and Tweens Nearly 14 Million 8- to 14-Year-Olds Have Internet Access at Home Table 2-12: Projected Growth in the Number of 8- to 14-Year-Olds with Internet Access at Home, 2000-2005 Tweens Use Internet to Stay in Touch with Friends Tweens Infrequent Visitors to E-Commerce Web Sites Minority of Tweens Buy on the Internet Tweens Face Obstacles to E-Commerce E-Wallet Sites Enable Tweens to Buy Online More Tweens Use Web Sites to Research Product Purchases Web Sites Increasingly Critical Components of Multimedia Promotional Approaches to Tweens Two-Income Families Grow Tween Market Age Compression Key Market Driver "Pester Power" of Tweens Influences Family Spending Current Population Projections May Be Too Conservative Tween Population Will Decline in Next Decade Marketability May Be an Issue Greater Diversity May Mean Slightly Lower Average Spending for and by Tweens Table 3-1: Size of Population of 8- to 14-Year-Olds: by Race and Hispanic Origin, 2000-2010 Table 3-2: Median Household Income: by Race and Hispanic Origin, 1998 Figure 3-1: Tween Population Trends, 2000-2020 Size and Growth of the Younger Tween Segment of the Market Families Spend More than $55 Billion on Consumer Products for Younger Tweens Table 3-3: Estimated Annual Family Expenditures on 8- to 11-Year-Olds: by Selected Expenditure Category, 1999 Family Spending on Consumer Products for Younger Tweens Will Exceed $68 Billion in 2005 Table 3-4: Projected Growth in Family Expenditures on 8- to 11-Year-Olds for Selected Consumer Products, 2000-2005 Slowing Population Growth Affects Younger Tween Segment But Spending by Younger Tweens Will Grow More than 23% by 2005 Table 3-5: Projected Growth in Expenditures by 8- to 11-Year-Olds, 2000-2005 Size and Growth of the Older Tween Segment of the Market Families Spend More on Individual Older Tweens But Aggregate Expenditures Are Lower Figure 3-2: Family Expenditures on Selected Consumer Products and Services for Tweens: 8- to 11-Year-Olds vs. 12- to 14-Year-Olds Table 3-6: Estimated Annual Family Expenditures on 12- to 14-Year-Olds: by Selected Expenditure Category, 1999 Table 3-7: Estimated Aggregate Annual Family Expenditures by Selected Expenditure Category: 8- to 11-Year-Olds vs. 12- to 14-Year-Olds, 1999 Family Spending on Older Tweens Will Grow at Faster Rate Table 3-8: Projected Growth in Family Expenditures on 12- to 14-Year-Olds for Selected Consumer Products, 2000-2005 Population Trends More Favorable for Older Tween Market Segment Older Tween Market Segment Will Exceed $26 Billion in 2005 Table 3-9: Projected Growth in Expenditures by 12- to 14-Year-Olds, 2000-2005 Size and Growth of the U.S. Tween Market Family Expenditures for Consumer Products for Tweens Exceed $102 Billion Table 3-10: Estimated Annual Family Expenditures on 8- to 14-Year-Olds: by Selected Expenditure Category, 1999 Family Expenditures for Tween Consumer Products Will Increase 29.5% by 2005 Table 3-11: Projected Growth in Family Expenditures on 8- to 14-Year-Olds for Selected Consumer Products, 2000-2005 Tweens Estimated to Influence $300 Million in Family Spending Total Spending by U.S. Tweens Will Top $40 Billion in 2005 Table 3-12: Projected Growth in Expenditures by 8- to 14-Year-Olds, 2000-2005 Older Tween Segment Will Become More Important Table 3-13: Projected Growth in U.S. Tween Market: by Market Segment, 2000-2005 Cable Networks Battle for Tween Audience Disney Aggressively Pursues Tweens Nickelodeon Targets Tweens Fox Family Creates a Place for Tweens Cartoon Network's Tween Audience Grows Broadcast Networks Less Interested in Tweens than Cable Networks Starz Encore Group Offers Tweens an Alternative with WAM! Radio Tween Radio Stations Show Significant Growth Arbitron Study Shows Radio Is Effective Medium for Reaching Tweens Tweens Influence Family Listening Habits Radio Disney Leads in Younger Tween Market Welch's Launches Radio Advertising Campaign General-Market Magazines Succeed with Spin-Offs for Tweens and Teens Established Titles React to the Competition for the Tween Girl Demographic Tween TV Networks Develop Magazines to Extend Their Brands Tween Boys Viewed as Elusive Targets for Magazines MH-18 Makes an Effort with Older Tween and Teen Males Sports Illustrated for Kids Franchise Targets Tweens Girls' Life Distinguishes Itself from Teen Girl Magazines New Media Large Media Companies Dominate Web Sites for Tweens Nick.com Offers Full-Service Web Site for Kids and Tweens Cartoon Network Brings Content Online FoxKids.com Builds on Fox Kids Brand KidsWB.com Highlights WB Shows Headbone Designed for Tween Audience FreeZone Offers Tween-Driven Content Say "Teen" When Talking to Tweens Talk Directly to Tweens But Be Careful Not To Turn Off Their Parents Have a Global Perspective Understand That Tweens Are Difficult to Identify and Target Acknowledge the Gender Gap Get Continuous Feedback "Age Up" Media Placement Decisions Appeal to Tween Desire for Individuality But Understand Their Need for Conformity Overview of Marketing and Promotional Strategies Trendspotting Vital Element of Tween Marketing Strategies Teen People Creates Army of "Cyberinformants" Licensing Often a Vital Element of Tween Strategies Tween Girls Affect Apparel Industry Licensing Practices Wide Range of Licensed Characters and Names Appeal to Tweens P&G Uses Mall Kiosks to Attract Tweens Crossmarketing Taps into Habits of Multitasking Tweens Retailers Blend Entertainment with Merchandising Extreme Sports Appeal to Tween Boys Celebrity Endorsements and Sponsorships Key Marketing Tool Advertising Strategies and Campaigns Kids Foot Locker Campaign Shifts Target from Moms to Tweens McDonald's Shifts from Fantasy- to Reality-Based Ads to Attract "Tweenagers Nabisco Targets Tweens Minute Maid Goes After Tween Market Kraft Foods Advertises Cinna-Crunch to Tweens Heinz Ties Growth of Long-Time Brands to Tween Market Kellogg Launches New Snack for Tweens Kraft Foods Gives New Energy to Old Brands by Targeting Tweens Nabisco Leverages "Pester Power" of Tweens Health and Beauty Aids Health and Beauty Aids Marketers Increasingly Look to Tweens Coty Extends Line to Younger Tweens Disney Ages Up Cosmetics Line Johnson & Johnson Expands Products for Tweens Soda and Candy "Flavored" Cosmetics for Tweens Coppertone Wacky Foam Designed for Tweens on the Beach Personal Electronics and Cameras Older Tweens Courted by Wireless Industry AT&T Wireless Services Creates Plan for Tweens Girl-Friendly Wireless Communicators Take Hold among Tweens Radica USA Appeals to Parents Tween Girls Major Factor in Camera Market Kodak Focuses on Tween Girls Polaroid Taps into Tween Market Restaurants Fast-Food Chains Segment Marketing to Concentrate on Tweens McDonald's Reconsiders Tween Market Strategy Burger King Competes Aggressively for Tween Market Pizza Chains Look to Tweens Retailers Specialty Retailers First Movers in Tween Market Limited Too Pioneers in Tween Market G&G Retail Creates Rave Girl for Tween Girls Mass-Market and Chain-Drug Retailers Learn to Aggressively Court Tweens Mass-Market Retailers Beef Up Accessory Departments to Attract Fashion-Conscious Tween Girls Macy's Attracts Tweens with "Thisit" Boutiques Steve Madden Launches Stevie's Line for Tweens Journeys Kidz Follows Suit Home-Furnishing Retailers Eye Tween Market FAO Girl Focuses on Tween Lifestyle Wal-Mart Features Tween Apparel Line Toys Toy Industry Scrambles to Keep Tween Customers Barbie Gets a Makeover Population of 8- to 11-Year-Olds Exceeds 16 Million Table 7-1: Number of 8- to 11-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 Younger Tweens More Diverse than Older Tweens Table 7-2: Number of 8- to 11-Year-Olds and 12- to 14-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 Population of Younger Tweens Will Become Smaller and More Diverse Table 7-3: Size and Growth of Population of 8- to 11-Year-Olds: by Race and Hispanic Origin, 2000 and 2005 Economic Status Families Spend More than $6,000 Annually on Younger Tweens Table 7-4: Estimated Expenditures on Children: by Age of Child and Type of Family, 1999 Younger Tweens in High-Income Families Benefit from Discretionary Spending Table 7-5: Estimated Annual Expenditures on 9- to 11-Year-Olds: by Type of Household, 1999 Families in Urban Areas in the West Spend the Most on Younger Tweens Table 7-6: Estimated Annual Expenditures by Husband-Wife Families on 9- to 11-Year-Olds: by Family Income and Location of Residence, 1999 Indicators of Health and Well-Being Involvement in Sports Increases But More Younger Tweens Are Overweight Table 7-7: Percentage of Overweight 6- to 11-Year Olds: by Gender and Race, Selected Years, 1963-1994 Younger Tweens Have Better Diet and More Healthy Lifestyle than Older Tweens and Teens Table 7-8: U.S. Department of Agriculture Healthy Eating Index (HEI) Scores and Percentage of 7- to 10-Year-Olds Meeting Dietary Recommendations for HEI Components, 3-Year Average, 1994-1996 Younger Tweens Get More Sleep Delinquency Rates Rise Less for Young Tweens than Other Age Groups Table 7-9: Delinquency Rates among 10- to 11-Year-Year-Olds, 1987 and 1996 Younger Tweens Account for Higher Proportion of Cases of Child Maltreatment Figure 7-1: Violent Crime Arrest Rates for 10- to 17-Year-Olds, 1997 Table 7-10: Victims of Child Maltreatment in the United States, 1990-1997 Educational Achievement Educational Achievement Shows Positive Trend Science Scores Higher Table 7-11: Average Science Proficiency of 9-Year-Olds: by Gender, Race, and Hispanic Origin, Selected Years, 1970-1996 Mathematics Proficiency Improves Table 7-12: Average Mathematics Achievement of 9-Year-Olds: by Gender, Race, and Hispanic Origin, Selected Years, 1982-1996 Reading Scores Stable Figure 7-2: Mathematics Achievement Level of 9-Year-Olds, 1990, 1992, and 1996 Table 7-13: Average Reading Achievement of 9-Year-Olds: by Gender, Race, and Hispanic Origin, Selected Years 1980-1996 Older Tweens Total Nearly 12 Million Table 8-1: Number of 12- to 14-Year-Olds: by Gender, Race, and Hispanic Origin, 2000 Population of Older Tweens Will Experience Above-Average Growth Table 8-2: Size and Growth of Population of 12- to 14-Year-Olds: by Race and Hispanic Origin, 2000 and 2005 Economic Status Many 12-Year-Olds Earn Money from Jobs Table 8-3: Percentage of 12-Year-Olds Engaged in Work Activities: by Type of Job, Gender, Race, Hispanic Origin, and Household Income, 1995-1997 Non-Paying Work Activity Also Common Table 8-4: Percentage of 12-Year-Olds Engaged in Work Activities: by Type of Job, Sex, Race, Hispanic Origin, and Household Income, 1995-1997 More than Half of 14-Year-Olds Hold Paying Jobs Table 8-5: Percentage of 14-Year-Olds Employed: by Race and Hispanic Origin, 1994-1997 Sales and Service Offer Most Opportunities Table 8-6: Occupation of Longest-Held Employee Job of 14-Year-Olds, 1994-1997 Indicators of Health and Well-Being Tweens Have Higher Level of Physical Activity than Teens Diets Need Improvement Table 8-7: U.S. Department of Agriculture Healthy Eating Index (HEI) Scores and Percentage of 11- to 14-Year-Olds Meeting Dietary Recommendations for HEI Components: 3-Year Average 1994-1996 Obesity Increases Table 8-8: Percentage of Overweight 12- to 17-Year-Olds: by Gender and Race: Selected Years, 1963-1994 Most Tweens Do Not Engage in Risk Behaviors Table 8-9: Percentage of Youths by Their 15 h Birthdays Who Have Engaged in Selected Risk Behaviors: by Age, Gender, Family Structure, and Family Income Illicit Drug Use Declines Cigarettes and Binge Drinking Still Pose Challenge Table 8-10: Percentage of 8 th -Grade Students Who Reported Smoking Cigarettes Daily in the Previous 30 Days: by Race, Gender, and Hispanic Origin, 1992-1999 Table 8-11: Percentage of 8 th -Grade Students Who Reported Having Five or More Alcoholic Drinks in a Row in the Past 2 Weeks: by Race, Gender, and Hispanic Origin, 1992-1999 Older Tweens at Increased Risk from Sexually Transmitted Diseases Table 8-12: Reported Rates of Chlamydia per 100,000 Population by Race/Ethnicity: 10- to 14-Year-Old Females vs. Other Age Groups, 1999 Figure 8-1: Incidence of Chlamydia and Gonorrhea among 10- to 14-Year-Old Females, 1996-1999 Births to 10- to 14-Year-Olds Show Decline Table 8-13: Birth Rate for 10- to 14-Year-Olds: by Race and Hispanic Origin, 1980-1998 Violent Crime by Tweens Drops Figure 8-2: Violent Crime Arrest Rates for 13- and 14-Year-Olds: Selected Years, 1980-1997 Older Tweens Now Less Threatened by Violent Crime Table 8-14: Youth Victims of Serious Violent Crime: Number and Rate of Victimization of 12- to 14-Year-Olds: by Gender and Race, 1980-1998 Delinquency on the Rise Table 8-15: Delinquency Rates among 12- to 14-Year-Olds, 1987 and 1996 Educational Achievement Older Tweens Improve Educational Performance in Some Areas Table 8-16: Average Science Proficiency of 13-Year-Olds: by Gender, Race, and Hispanic Origin, 1970-1996 Figure 8-3: Mathematics Achievement Level of 13-Year-Olds, 1990, 1992, and 1996 Most Older Tweens See Importance of Good Grades Table 8-17: Percentage of 8 th -Grade Students Reporting that Good Grades Have Great or Very Great Importance to Peers: by Race and Gender, 1991-1997 Table 8-18: Percentage of 8 th -Grade Students Reporting Peer Disapproval of Intentionally Angering a Teacher in School: by Race and Gender, 1991-1997 Advertising Agencies/Marketing Consultants Publications Other Media |
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