The U.S. Tweens Market

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Published Feb 1, 2001 | 197 Pages | Pub ID: LA587

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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

  1. 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
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. Appendix I: Examples Of Tween Advertising (available only in bound editions of this report)
  10. Appendix II: Addresses Of Selected Tween Market Resources
    Advertising Agencies/Marketing Consultants
    Publications
    Other Media