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Published: Feb 1, 2001 - 197 Pages
Table of Contents:
- Executive Summary
Introduction
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
- Overview Of The Tween Population
Market Definition
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
- Survey Of The Market
Factors Affecting Market Growth
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
- Tween Media
Television
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
Print
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
- Marketing, Promotional, And Advertising Strategies For The Tween Market
Marketing Fundamentals
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
- Case Studies Of Companies Marketing To Tweens
Food and Beverages
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
- Younger Tweens
Size and Growth of Population
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
Size and Growth of Population
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
- Appendix I: Examples Of Tween Advertising (available only in bound editions of this report)
- Appendix II: Addresses Of Selected Tween Market Resources
Advertising Agencies/Marketing Consultants
Publications
Other Media
Abstract:
This Packaged Facts report provides a thorough analysis of the tweens market, which includes more than 23 million young American consumers ages 8 to 14. The report begins with a demographic overview of tweens that includes an analysis of where they live, how much their parents earn, and what they think is important in life. Factors affecting the tweens market, such as population and household income projections, are evaluated, and estimates of market size and growth are provided. The report then presents an analysis of the consumer behavior of tweens, including an overview of the similarities and differences between boys and girls, their shopping behavior, and patterns of brand loyalty. Special emphasis is given to the impact of the Internet on the shopping and buying habits of tweens. Marketing and promotional approaches to the tweens market are analyzed, and case studies of the strategies of companies targeting the tweens market are presented. Following a review of media usage habits and the media favored by tweens—including television, radio, print, and Web sites and online media—the report offers examples of advertising designed for the tweens market. Appendices include information about resources available to companies interested in the tweens market and examples of advertisements targeting the market.
No longer kids but still not teens, and maturing more rapidly in every way than any of their predecessors, young Americans between the ages of 8 and 14 represent an increasingly important stand-alone consumer segment. On the one hand, tweens present major marketing challenges because they are part of the most marketing-savvy and consumer-oriented generation in history and consequently are extremely aware of efforts to persuade them to buy a product or service. On the other hand, tweens offer exciting possibilities for marketers of a wide range of consumer products. Their purchasing power has grown measurably within the past decade, they are dedicated to buying the "right" brands and products for themselves, and they have a significant influence on family purchasing decisions.
Find out what factors influence the purchasing decisions of tweens the most. Learn about shifting patterns of brand and product loyalty among tweens. Understand the differences between a kid and a tween and see how companies are capitalizing on them. See how companies are adapting products and developing marketing strategies to succeed in the fast-changing tweens market
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