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

 
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Published May 1, 2005 | 230 Pages | Pub ID: LA1079273

Special Offer. Now 25% off the original price of $3500.
The U.S. Market for Tweens and Young Teens, a completely new Packaged Facts report, uses primary data from the Simmons Kids and Teens National Consumer Surveys to take a fresh, in-depth look at the attitudes, aspirations, and consumer behavior of the 29 million kids in the 8- to 14-year-old age group. The first section of the report explores the social world of tweens (ages 8 to 11) and young teens (ages 12 to 14) and includes chapters on how they relate to their family and friends and what they think about their life at school. The second section, which analyzes how tweens and young teens spend their time, contains chapters on favorite leisure-time activities; media usage; computer use and online habits; and entertainment choices, including movies, video games, music, books, and toys and games. The next section focuses on how tweens and young teens spend their money and includes chapters on where they generate income and how they spend it in stores and online. Special attention is paid to analyzing the impact of tweens and young teens on family buying choices, gender differences in shopping behavior, fashion attitudes of 8- to 14-year-old girls, and attitudes toward food and eating out. The final section of the report assesses the size and growth of the market, highlights examples of approaches used by marketers and advertisers active in the tweens and young teens market, and identifies strategic issues, trends, and opportunities in the market.

Recent research shows that more than 50% of tweens and young teens also listen to music, read, or use a computer while watching television. Surveys also reveal that tweens and young teens are growing increasingly skeptical of traditional marketing approaches such as celebrity endorsements. Thus, youth marketers must continue to search for innovative ways to capture the attention of multitasking, technology-driven tweens and young teens, who control nearly $40 billion in purchasing power of their own and influence tens of billions more in family buying decisions.

Report Methodology
The information in The U.S. Market for Tweens and Young Adults is based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in tween/youth market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 25 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Learn whether gender differences in consumer behavior are already hard-wired by the age of 12 or 13. Find out about the impact of tweens and young teens on family buying decisions. Tap into the latest research showing how tweens and young teens use technology to stay in touch—and how marketers are benefiting. Learn about the growing use of non-traditional marketing to younger and younger age groups. Identify emerging issues affecting marketing approaches used in the tweens and young teens market.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is interested in reaching the lucrative 8- to 14-year-old consumer, you will find this report invaluable, as it provides a comprehensive package of information and insight about kids in this age group not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the U.S. tween/young teen population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for tweens/young teens.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the 8-to-14-year-old consumer.
  • Advertising agencies to develop messages and images that compel tweens and young teens to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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

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