The U.S. Tweens Market, 2nd Edition : Packaged Facts

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

800.298.5294

Int'l: +1.240.747.3095

Questions?

Contact a research specialist >