The U.S. Market for Tweens and Young Teens: Attitudes, Aspirations and Consumer Behavior of 8 to 14 Year Olds, 3rd Edition : Packaged Facts

The U.S. Market for Tweens and Young Teens: Attitudes, Aspirations and Consumer Behavior of 8 to 14 Year Olds, 3rd Edition

May 1, 2005
230 Pages - Pub ID: LA1079273

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Chapter 1 Executive Summary

Introduction
- Background
- Overview of Report
Scope and Methodology
- Scope of Report
- Methodology
Demographic Profile
- Tween and Young Teen Population Tops 29 Million
- Population of 8- to 14-Year-Olds to Decline Slightly between 2004 and 2009
- Multicultural Kids Represent 40% of Tweens and Young Teens
- Profile of Tweens and Young Teens Changing Quickly
Family and Friends
- Most Tweens and Young Teens Live with Two Parents
- Friends Win Out Over Family as Tweens Get Older
- Most Tweens and Young Teens Like Their Families
- Boys More Alienated
- Girls Have Less Freedom
- Internet Creates Sense of Community for Girls
- More and More Tweens and Young Teens Use Cell Phones to Stay in Touch
- Boys More Likely to Run in Packs
Life at School
- Most Tweens and Young Teens Found in Middle Schools
- Girls Like Going to School More than Boys
- Girls Are More Motivated
- Young African American Teens Are Strivers
Leisure Activities
- Need for Privacy Increases with Age
- Bedrooms of Tweens and Young Teens Become Multimedia, Multitasking Centers
- Private Time Affected by Computers and Internet
- Boys Look to Sports
- Young Teen Girls More Active in Physical Fitness Programs
- Tween Girls Have More Organized Activities
- Young Teen Boys and Girls Share Many Leisure-Time Interests
- Collectibles Get Attention of Young Teens
Using Media
- Young Teen Boys Read Magazines about Sports and Video Games,
- Girls Favor Lifestyle and Celebrity Titles
- Young Teens Less Interested in TV
- Multitasking Common While Watching TV
- Television Programming Misses Mark with Many Tweens and Young Teens
- Top Cable Choices Similar for Tween Boys and Girls
- Gender Differences Show Up in Viewing Habits of Young Teens
- Many Cable Outlets Maintain Popularity as Tweens Get Older
- Tastes in TV Program Types Change Radically When Tweens Become
- Young Teens
- Girls Turn on Radio More
Using Technology and the Internet
- Technology Commonplace in Lives of Tweens and Young Teens
- Computer Use Becoming Nearly Universal
- Computer Use Increases with Age
- Girls and Boys Use Computers Differently
- Gender Differences Clear in Online Activities
- Girls Use the Internet More for Homework
- Online Games Top Internet Use for Boys
- Search Engines and Entertainment Sites Top Leading Web Choices
Entertainment Choices
- Young Teen Girls Like Movies More
- Tween Boys Go to Movies with Friends, Girls with Parents
- Use of Video Games Declines with Age
- Video Games Remain Boys’ Domain
- Music Important Emotional Outlet for Young Teen Girls
- Most Tweens and Young Teens Read Books
- Action Figures and Water Guns Top Toys for Tween Boys
- Traditional Toys Appeal to Tween Girls
Financial Profile of Tweens and Young Teens
- Tweens and Young Teens Cautious about Money
- Girls More Likely to Be Savers
- Tweens Get Money the Old-Fashioned Way
- Most Parents Give Modest Allowances
Emerging Young Consumers
- Tweens and Young Teens Control Many of Own Buying Decisions
- Tweens and Young Teens Key Element in Family Buying Decisions
- Girls Shop More Often
- Young Teen Girls Buy More
- Internet Affects Boys’ Shopping More
- Many Tweens Become Fashion-Conscious at Early Age
- Satisfaction with Looks Declines as Kids Become Young Teens
- Young Teens Major Users of Personal-Care Products
- Cosmetics Widely Used by Young Teen Girls
- Eating Part of Multitasking Menu of Young Teens
- Weight Control Focus of Many Tween and Young Teen Girls
- Food Shopping Routine for Many Young Teens
- Most Young Teens Eat Out Frequently
Size and Growth of the Market
- Buying Power Totals $39 Billion
- Growth in Family Expenditures Projected
- Buying Power of Younger Teens to Show Slow Growth
- Buying Power of 8- to 14-Year-Olds Will Reach $43 Billion
Marketing and Advertising to Tweens and Young Teens
- Youngest Tweens More Susceptible to Ads, Young Teens More Discerning
- Most Young Teens Fast Forward to Skip Commercials
- Movies Most Effective Ad Venue for Young Teens
- Multitasking Tweens and Young Teens Provoke New Thinking
- Non-Traditional Marketing Campaigns Age Down and Penetrate Tween and Young Teen Market
- Mobile Marketers Target Tweens and Young Teens
- Marketers Target Parents through Tweens
Strategic Issues, Trends, and Opportunities
- Differences between Tweens and Young Teens Spark Marketing Debate
- Gender Gap in Consumer Behavior Appears Hard-Wired
- Data Point to Many Opportunities

Section 1 The Social World of Tweens and Young Teens
Chapter 2 Demographic Profile

Size and Growth of Population
Tween and Young Teen Population Tops 29 Million
Table 2-1: Size of Tween Population by Single Year of Age, 2003
Boys Outnumber Girls
Table 2-2: Size of the 9- to 14-Year-Old Population by Gender and Age Group, 2003
Wide Variations in Birth Cohorts
Table 2-3: Birth Cohorts of Tween Population by Single Year of Age, 2004 vs. 2009
Population of 8- to 14-Year-Olds to Decline Slightly between 2004 and 2009
Table 2-4: Changes in the 8- to 14-Year-Old Population by Age Group, 2004 vs. 2009

Multicultural Tweens and Young Teens
Multicultural Kids Represent 40% of Tweens and Young Teens
Table 2-5: Race and Hispanic Origin of 8- to 14-Year-Olds by Age Group, Multicultural Youth Wave of Future
Table 2-6: Number of Non-Hispanic Whites 14 Years Old and under by Single Year of Age, 2003
Profile of Tweens and Young Teens Changing Quickly
Table 2-7: Growth of the 10- to 14-Year-Old Population, Hispanics vs. Other Population Groups, 2005 vs. 2010
Table 2-8: Growth of the 5- to 9-Year-Old Population, Hispanics vs. Other Population Groups, 2005 vs. 2010

Chapter 3 Family and Friends

Family Environment
Most Tweens and Young Teens Live with Two Parents
Table 3-1: Living Arrangements of 9- to 14-Year-Olds by Age Group, 2003
Family Structure Differs across Population Groups
Table 3-2: Living Arrangements of 9- to 14-Year-Olds by Race and Hispanic Origin, 2000

Views of Family and Friends
Friends Win Out Over Family as Tweens Get Older
Figure 3-1: Percent of 8- to 11-Year-Olds Who “Like to Spend Free Time with Family,” by Age Group and Gender
Figure 3-2: Spending Time with Family vs. Hanging Out with Friends, 12- to 14-Year-Olds by Gender
Most Tweens and Young Teens Like Their Families
Table 3-3: 12- to 14-Year-Olds’ Views of Their Family by Gender and Race and Hispanic Origin
Boys More Alienated
Table 3-4: 12- to 14-Year-Olds’ Views of Parents by Gender and Race and Hispanic Origin Girls Have Less Freedom
Table 3-5: 12- to 14-Year-Olds’ Views of Parent Control by Gender and Race and Hispanic Origin
Internet Creates Sense of Community for Girls
Table 3-6: Opinions about Socializing on the Internet by 12- to 14-Year-Olds by Gender
Table 3-7: Socializing on the Internet by 8- to 14-Year-Olds by Gender and Age Group
More and More Tweens and Young Teens Use Cell Phones to Stay in Touch
Figure 3-3: Percent of 12- to 14-Year-Olds with Own Cell Phone, by Gender and Race and Hispanic Origin Boys More Likely to Run in Packs
Table 3-8: The Importance of Friends, 8- to 14-Year-Olds by Gender and Age Group
Girlfriends More Important to Boys than Vice Versa
Figure 3-4: Percent of 12- to 14-Year-Old Boys and Girls Who Agree “It’s Important to Have a Boyfriend/Girlfriend”

Chapter 4 Life at School

School Environment
Most Tweens and Young Teens Found in Third to Ninth Grades
Table 4-1: Grade of Enrollment of 8- to 14-Year-Olds by Single Year of Age, October 2002
Middle Schools Continue to Gain in Popularity
Figure 4-1: Number of Middle Schools and Junior High Schools, 1970-71 vs. 2001-02
Life at School Is Risky for Some Tweens and Young Teens
Table 4-2: Percentage of 6th- to 9th Graders Who Reported Being Afraid at School and Away from School during the Previous Six Months, 2003
Table 4-3: Percentage of 6th- to 9th Graders Who Reported Being Bullied at School during the Previous Six Months, 1999, 2001, and 2003

How Tweens and Young Teens Feel about School
Girls Like Going to School More than Boys
Figure 4-2: Percent of 8- to 14-Year-Olds Who “Enjoy Going to School” by Age Group and Gender
Figure 4-3: Percent of 8- to 14-Year-Olds Who “Don’t Like Their Teachers” by Age Group and Gender
Girls Are More Motivated Table 4-4; Degree of Motivation at School, 8- to 14-Year-Olds by Gender and Age Group
Young African American Teens Are Strivers
Table 4-5: Degree of Motivation at School, 12- to 14-Year-Olds by Race and Hispanic Origin

Section 2 How Tweens and Young Teens Spend Their Time
Chapter 5 Leisure Activities

Private Time
Need for Privacy Increases with Age
Figure 5-1: Percent of 8- to 14-Year-Olds Who “Don’t Get Enough Privacy” by Gender and Age Group
Figure 5-2: Percent of 8- to 14-Year-Olds Who “Like Spending Time on My Own” by Gender and Age Group Bedrooms of Tweens and Young Teens Become Multimedia, Multitasking Centers
Table 5-1: Percent of Children Whose Bedrooms Contain Various Media Private Time Affected by Computers and Internet
Figure 5-3: Impact of the Internet on Free Time of 12- to 14-Year-Olds by Gender

Playing Sports
Boys Look to Sports
Figure 5-4: Percent of 8- to 14-Year-Olds Who “Love Playing Sports” by Gender and Age Group
Table 5-2: 12- to 14-Year-Olds’ Attitudes toward Leisure Activities by Gender
Tween Boys and Girls Play Many of the Same Sports
Table 5-3; Sports Popular with to 8- to 11-Year-Old Boys and Girls
Table 5-4: Sports Popular with to 12- to 14-Year-Old Boys and Girls Young Teen Girls More Active in Physical Fitness Programs
Table 5-5: 12- to 14-Year-Olds’ Participation in Physical Fitness Programs by Gender

Hobbies and Other Leisure Activities
Tween Girls Have More Organized Activities
Table 5-6: Hobbies and Leisure-time Activities Popular with 8- to 11-Year- Old Boys and Girls
Table 5-7: Memberships of 8- to 11-Year-Old Boys and Girls
Table 5-8: Memberships of 12- to 14-Year-Old Boys and Girls Young Teen Boys and Girls Share Many Leisure-Time Interests
Table 5-9: Hobbies and Leisure-time Activities Popular with to 12- to 14 Year-Old Boys and Girls
Collectibles Get Attention of Young Teens
Table 5-10: Collecting by 12- to 14-Year-Olds by Gender

Chapter 6 Using Media

Print Media
Internet Affects Print Media Usage of Some Young Teens
Figure 6-1: Impact of the Internet on Print Media Usage of 12- to 14-Year- Olds by Gender
Girls More Involved in Newspapers
Table 6-1: Attitudes toward Print Media of 8- to 14-Year-Olds by Gender and Age Group
Table 6-2: Readership of Sunday Newspapers by 8- to 11-Year-Olds by Gender and Age Group Nickelodeon Magazine Top Choice for Tweens
Table 6-3: Magazines Favored by 8- to 11-Year-Old Boys by Age Group
Table 6-4: Magazines Favored by 8- to 11-Year-Old Girls by Age Group
Young Teen Boys Read Magazines about Sports and Video Games, Girls Favor Lifestyle and Celebrity Titles
Table 6-5: Magazines Popular with to 12- to 14-Year-Old Boys and Girls

Television and Radio
Internet Reduces TV Time for Young Teen Boys
Figure 6-2: Percent of 12 to 14-Year-Old Boys and Girls Who Watch Less Television Because of the Internet Young Teens Less Interested in TV
Figure 6-3: Percent of 12 to 14-Year-Old Boys and Girls Who “Love
Watching Television”
Multitasking Common While Watching TV
Tweens and Young Teens View TV with Sophisticated Eyes
Table 6-6: Attitudes toward Television of 8- to 14-Year-Olds by Gender and Age Group
Television Programming Misses Mark with Many Tweens and Young Teens
Table 6-7: Attitudes toward Television Programming of 8- to 14-Year-Olds by Gender and Age Group
Boys More Likely to Be Heavy TV Watchers
Table 6-8: Time Spent Watching Television, 8- to 11-Year-Olds by Gender
Top Cable Choices Similar for Tween Boys and Girls
Table 6-9: Cable TV Services Watched by 8- to 11-Year-Old Boys and Girls
Tween Girls Pick ABC, Boys Look to WB
Table 6-10: Broadcast Network Net Audience, 8- to 11-Year-Old Boys and Girls
Cartoons at Top of Tweens’ List
Table 6-11: TV Show Types Frequently Viewed by 8- to 11-Year-Olds by Gender
Gender Differences Show Up in Viewing Habits of Young Teens
Table 6-12: Cable TV Services Watched by 12- to 14-Year-Old Boys and Girls
Many Cable Outlets Maintain Popularity as Tweens Get Older
Table 6-13: Most Popular Cable TV Services Watched by 8- to 14-Year-Old Boys and Girls by Age Group
Tastes in TV Program Types Change Radically When Tweens Become Young Teens
Table 6-14: TV Show Types Frequently Viewed by 12- to 14-Year-Olds by Gender
Girls Turn on Radio More
Table 6-15: Radio Formats Most Listened to by 12- to 14-Year-Olds by Gender

Chapter 7 Using Technology and the Internet

Ownership and Use of Technology
Technology Commonplace in Lives of Tweens and Young Teens
Table 7-1: Percent of Children with Their Own Laptop and Other Types of Technology Products, by Age Group
Computer Use Becoming Nearly Universal
Table 7-2: Use of Computers by 8- to 11-Year-Olds by Gender and Age Group
Table 7-3: Use of Computers and Internet by 8- to 11-Year-Olds by Race and Hispanic Origin
Time Spent with Computers Has Doubled since 1999
Table 7-4: Young People’s Use of Computers in 2004 and 1999
Computer Use Increases with Age
Table 7-5: Use of Computers by Age
Girls and Boys Use Computers Differently
Table 7-6: Use of Computers by 12- to 14-Year-Olds by Gender

Use of the Internet

Gender Differences Clear in Online Activities
Table 7-7; Use of the Internet by 8- to 11-Year-Olds by Gender and Age Group
Table 7-8: Use of the Internet by 12- to 14-Year-Olds by Gender Girls Use the Internet More for Homework
Table 7-9: Impact of the Internet on Work Habits of 12- to 14-Year-Olds by Gender
Table 7-10: Use of the Internet for Schoolwork by 8- to 14-Year-Olds by Gender and Age Group Online Games Top Internet Use for Boys
Table 7-11: Impact of the Internet on Entertainment Choices of 12- to 14- Year-Olds by Gender
Table 7-12: Finding Entertainment on Internet, 8- to 14-Year-Olds by Gender and Age Group Search Engines and Entertainment Sites Top Leading Web Choices
Table 7-13: Web Sites Used in Last Week by 8- to 11-Year-Olds by Gender and Age Group
Table 7-14: Web Sites Visited in Last 30 Days by 12- to 14-Year-Olds by Gender

Chapter 8 Entertainment Choices

Movies
Young Teen Girls Like Movies More
Figure 8-1: Percent of 12- to 14-Year-Olds’ Who “Love Going to the Movies” by Gender
Movies Have Wide Appeal for Tweens and Young Teens
Table 8-1: Frequency of Movie Attendance by 8- to 14-Year-Olds by Gender and Age Group
Tweens and Young Teens See Movies Right After They Open
Table 8-2: When 8- to 14-Year-Olds Usually See a Movie, by Gender and Age Group
Tween Boys Go to Movies with Friends, Girls with Parents
Table 8-3: People 8- to 11-Year-Olds Usually to the Movies With, by Gender and Age Group
TV Commercials and Friends’ Opinions Sway Movie Choices
Table 8-4: Reasons Why 8- to 14-Year-Olds Saw Last Movie, by Gender and Age Group
Movie Choices Change as Kids Get Older
Table 8-5: Movie Genres Favored by 8- to 11-Year-Olds by Gender and Age Group
Table 8-6: Movie Genres Favored by 12- to 14-Year-Old Boys and Girls

Video Games

Use of Video Games Declines with Age
Video Games Remain Boys’ Domain
Figure 8-2: Percent of 12- to 14-Year-Olds’ Who “Really Enjoy
Playing Video Games” by Gender
Table 8-7: Use of Video Games by 8- to 14-Year-Olds, by Gender and Age Group
Action Games Most Popular among Boys
Table 8-8: Number and Types of Video Games (Attached to TV)
Played by 8- to 14-Year-Olds by Age Group and Gender

Music

Music Important Emotional Outlet for Young Teen Girls
Figure 8-3: Percent of 12- to 14-Year-Olds Saying “Music Is a Passion with Me” by Gender
Figure 8-4: Percent of 12- to 14-Year-Olds Saying “Music Is a Way of Escaping” by Gender
Girls More in Touch with Music Scene
Table 8-9: Attitudes toward Music of 12- to 14-Year-Olds by Gender
Most Popular Music Types Listed
Table 8-10: Music Types Bought by 12- to 14-Year-Olds
Table 8-11: Where 12- to 14-Year-Olds Bought Music

Books
Most Tweens and Young Teens Read Books
Figure 8-5: Percent of 8- to 14-Year-Olds Who Read Books Other than
School Books by Age Group and Gender
Reading Habits of Tweens and Young Teens Analyzed
Table 8-12: Types of Books Read by 8- to 14-Year-Olds by Gender and Age Group
Comic Books Transcend Gender Gap among Tweens
Figure 8-6: Percent of 8- to 11-Year-Olds Who Read/Look At Comic Books by Age Group and Gender

Toys and Games

Board Games Continue to Have Appeal
Table 8-13: Use of Board Games by 8- to 14-Year-Olds by Gender and Age Group
Action Figures and Water Guns Top Toys for Tween Boys
Table 8-14: Most Popular Toys and Games Owned by 8- to 11-Year-Old Boys
Traditional Toys Appeal to Tween Girls
Table 8-15: Most Popular Toys and Games Owned by 8- to 11-Year-Old Girls
Barbie Favored by Young Tween Girls
Table 8-16: Dolls Owned by 8- to 11-Year-Old Girls

Section 3 How Tweens and Young Teens Spend Their Money
Chapter 9 Financial Profile of Tweens and Young Teens

Family Finances
Families of Young Teens More Affluent
Table 9-1: Household Income of Tweens and Young Teens
Few Tweens and Young Teens Get Everything They Want
Figure 9-1: Percent of 8- to 14-Year-Olds Who Say Their Parents “Buy Everything I Want” by Gender and Age Group
Affluent Kids More Careful with Money
Table 9-2: Financial Profile of 8- to 11-Year-Olds by Household Income
What Tweens and Young Teens Think about Money
- Most Tweens and Young Teens Want to Be Rich
- Figure 9-2: Percent of 8- to 14-Year-Old Boys and Girls Who “Want to Be Rich”
- Tweens Save, Teens Spend
- Table 9-3: Attitudes toward Money of 8- to 14-Year-Olds by Gender and Age Group
- Girls More Likely to Be Savers
- Figure 9-3: Percent of 12- to 14-Year-Old Boys and Girls with Savings Accounts
- Table 9-4: Percent of 12- to 14-Year-Old Boys and Girls Who Fit the Profile of “Spenders”
- Young Teens Wary of Credit Cards
- Table 9-5: Attitudes toward Credit Cards of 12- to 14-Year-Olds by Gender
Where Tweens and Young Teens Get Their Money
- Tweens Get Money the Old-Fashioned Way
- Table 9-6: Income Sources of 8- to 14-Year-Olds by Gender and Age Group
- Gender Rules in Arena of Household Chores
- Table 9-7: Household Chores Performed by 8- to 11-Year-Olds by Gender and Age Group
- Most Parents Give Modest Allowances
- Table 9-8: Amount of Allowances/Chores Earnings of 8- to 14-Year-Olds by Gender and Age Group

Chapter 10 Emerging Young Consumers

Buying Decisions
Tweens and Young Teens Control Many of Own Buying Decisions
Table 10-1: Impact of 8- to 11-Year-Olds on Family Buying Decisions, by Gender and Age Group
Figure 10-1 Peer Pressure Part of Equation
Figure 10-2: Percent of 12- to 14-Year-Olds Who “Prefer to Buy Things
Friends Would Approve”
Tweens Key Element in Family Buying Decisions
Tweens and Young Teens Have Major Impact on Family Vacations
Table 10-2: Impact of 8- to 11-Year-Olds on Family Vacations, by Gender and Age Group
Table 10-3: 12- to 14-Year-Olds’ Impact on Family Vacations by Gender
Table 10-4: What 12- to 14-Year-Olds Like to Do on Vacation, by Gender

Shopping Behavior

Girls Shop More Often
Table 10-5: Frequency of Shopping by 12- to 14-Year-Olds by Gender and Race and Hispanic Origin
Girls Like to Shop
Figure 10-3: Percent of 8- to 14-Year-Olds Who Think “Shopping for Clothes Is Boring” by Age Group and Gender
Mall Shopping a Social Event for Young Teen Girls
Table 10-6: Mall Shopping Companions of 12- to 14-Year-Olds by Gender
Girls Buy More
Figure 10-4: Percent of 12- to 14-Year-Olds Making a Purchase in Last 4 Weeks at Discount/Department Stores by Gender
Internet Affects Boys’ Shopping More
Table 10-7: Impact of Internet on Shopping by 12- to 14-Year-Olds by Gender

Looking Good: Fashion Attitudes among Tweens and Young Teens

Many Tweens Become Fashion-Conscious at Early Age
Table 10-8: Attitudes toward Fashion, 8- to 14-Year-Olds by Gender and Age Group
Multicultural Young Teens More Fashion-Forward
Table 10-9: Attitudes toward Fashion and Style, 12- to 14-Year-Olds by
Race and Hispanic Origin
Many Tweens Want to Look Cool
Table 10-10: Attitudes toward Clothes of 8- to 11-Year-Olds by Gender and Age Group
Satisfaction with Looks Declines as Kids Become Young Teens
Figure 10-5: Percent of 8- to 14-Year-Olds Who Are “Happy about the Way
I Look” by Age Group and Gender
Young Teen Boys Unnerved by Glamour
Table 10-11: Attitudes toward Self-Image and Appearance of 12- to 14-Year-Olds by Gender
Young Teens Major Users of Personal-Care Products
Table 10-12: Use of Personal-Care Products by 12- to 14-Year-Olds by
Gender and Race and Hispanic Origin
Cosmetics Widely Used by Young Teen Girls
Table 10-13: Use of Makeup and Hair-Care Products by 12- to 14-Year-Old Girls

Food and Eating Out

Eating Part of Multitasking Menu of Young Teens
Table 10-14: Eating Habits of 12- to 14-Year-Olds by Gender and Race and Hispanic Origin
Weight Control Focus of Many Tween and Young Teen Girls
Table 10-15: Attitudes of 12- to 14-Year-Olds toward Weight Control by Gender Figure 10-6: Percent of 8- to 11-Year-Olds Who “Try Not to Eat Too Many Sweets” by Age Group and Gender Healthy Eating Captures Attention of Some Tweens and Young Teens Table 10-16: 12- to 14-Year-Olds’ Attitudes toward Healthy Eating by Gender
Figure 10-7: Percent of 8- to 14-Year-Olds Saying “Breakfast Is the Most Important Meal of the Day” by Age Group and Gender
Food Shopping Routine for Many Young Teens
Table 10-17: Food Shopping by 12- to 14-Year-Olds by Gender
Most Young Teens Eat Out Frequently
Table 10-18: 12- to 14-Year-Olds’ Attitudes toward Eating Out by Gender
Table 10-19: Use of Restaurants by 12- to 14-Year-Olds by Gender
Tweens Often Get to Choose Restaurants
Table 10-20: Impact of 8- to 11-Year-Olds on Choice of Restaurants, by Gender and Age Group
Tweens More Interested in Fast Food
Figure 10-8: Percent of 8- to 14-Year-Olds Saying “Fast Food Is All Junk” by Age Group and Gender
Table 10-21: 12- to 14-Year-Olds’ Attitudes toward Fast Food by Gender

Section 4 Market Trends
Chapter 11 Size and Growth of the Market

Family Expenditures on Tweens and Young Teens
Family Expenditures on Tweens and Young Teens Analyzed
Family Expenditures for Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials Total Almost $120 Billion
Table 11-1: 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, 2003
Expenditures Increase with Age Of Child
Table 11-2: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 8- to 14-Year-Olds, by Age Group, 2003
Table 11-3: Aggregate Annual Family Expenditures on Food for 8- to 14- Year-Olds by Single Year of Age, 2003
Table 11-4: Aggregate Annual Family Expenditures on Clothing for 8- to 14-Year-Olds by Single Year of Age, 2003
Table 11-5: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment, and Reading Materials for 8- to 14-Year-Olds by Single Year of Age, 2003

Buying Power of Tweens and Young Teens

Earnings Major Source of Income for 12- to 14-Year-Olds
Table 11-6: Aggregate Earnings of Employed 12- to 14-Year-Olds, 2004
Buying Power of Tweens and Young Teens Analyzed
Buying Power Totals $39 Billion
Table 11-7: Buying Power of 8- to 14-Year-Olds by Age Group, 2004

Growth of the Market

Growth in Family Expenditures Projected
Table 11-8: Projected Growth in Family Expenditures on 8- to 11-Year-Olds for Selected Consumer Products, 2004-2009
Table 11-9: Projected Growth in Family Expenditures on 12- to 14-Year-Olds for Selected Consumer Products, 2004-2009
Table 11-10: Projected Growth in Family Expenditures on 8- to 14-Year-Olds for Selected Consumer Products, 2004-2009
Figure 11-1: Projected Cumulative Percentage Growth in Family
Expenditures, 8- to 11- Year-Olds vs. 12- to 14-Year-Olds, 2004-2009
Buying Power of Young Teens to Show Slow Growth
Table 11-11: Projected Growth in Buying Power of 8- to 11-Year-Olds, 2004-2009
Table 11-12: Projected Growth in Buying Power of 12- to 14-Year-Olds, 2004-2009
Buying Power of 8- to 14-Year-Olds Will Reach $43 Billion
Table 11-13: Projected Growth in Buying Power of 8- to 14-Year-Olds, 2004-2009

Chapter 12 Marketing and Advertising to Tweens and Young Teens

Receptivity to Advertising
Youngest Tweens More Susceptible to Ads, Young Teens More Discerning
Table 12-1: Advertising Receptivity of 8- to 14-Year-Olds by Gender and Age Group
Most Young Teens Fast Forward to Skip Commercials
Table 12-2: Percent of 12- to 14-Year-Old Boys and Girls Who Fast Forward to Skip Commercials
Movies Most Effective Ad Venue for Young Teens
Table 12-3: Effectiveness of Advertising Media on 12- to 14-Year-Olds by Gender
Young Teens Find Online Ads Less than Useful
Table 12-4: Attitudes toward Internet Advertising of 12- to 14-Year-Olds by Gender
Tweens Are Sophisticated Analysts of Ads

Overview of Marketing and Advertising Trends

Multitasking Tweens and Young Teens Provoke New Thinking
Non-Traditional Marketing Campaigns Age Down and Penetrate Tween and Young Teen Market
“Buzz Marketing” Gains Foothold
Mobile Marketers Target Tweens and Young Teens
Marketers Target Parents through Tweens
Marketers Start to Notice Tween Boys
Licensing Key Element of Tween Girls’ Marketing

Examples of Marketing and Advertising Approaches

Procter & Gamble Targets Tween and Teen Boys
Toymakers Use Technology to Attract Tweens
Reebok’s Sweets Footwear Speaks to Younger Tween Girls
Pepperidge Farm’s Goldfish Increases Its “Cool Quotient”
Disney Goes Virtual to Attract Tweens and Young Teens
Nickelodeon’s "everGirl" Brand Reflects Tween Girls’ Lifestyles

Chapter 13 Strategic Issues, Trends, and Opportunities

Strategic Issues
Differences between Tweens and Young Teens Spark Marketing Debate
Table 13-1: Overview of Differences between Tweens and Young Teens
Gender Gap in Consumer Behavior Appears Hard-Wired
Table 13-2: Overview of Gender Differences in Consumer Behavior of
Tweens and Young Teens
Controversies over Kids Marketing Continue to Attract Attention of Parents and Child Advocacy Groups
Trends and Opportunities
- Data Suggest Tweens and Young Teens Are Not Wild and Crazy Spenders
- Tweens and Their Parents Offer Opportunities for Financial Institutions
- Retailers Generate Sustained Growth from Tween and Young Teen
- Consumer
- Data Point to Other Opportunities in Tween and Young Teens Market
- Table 13-3: Selected Opportunities in Tweens and Young Teens Market

Appendix Addresses of Selected Tween and Young Teen Market Resources

800.298.5294

Int'l: +1.240.747.3095

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