Marketing To Tweens
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Marketing To Tweens
Our research into the tween market led to many discoveries about this group of
current and future purchasers. We looked at statistics, marketing approaches,
and responsibilities of those involved with this demographic group. Who are the
tweens, what do they like, and how do they spend their time and money were areas
where we probably gained the most insight from the research. Other areas looked
at included how marketers target tweens, ethical responsibilities involved, what
are the responsibilities of the parents of tweens, and the future of marketing
to tweens. Children between the ages of seven and fourteen make up the consumer
market known as the tweens. About 75% of them have dual-income parents and about
50% of them have divorced parents. The tweens are very brand oriented,
requesting brand-name clothing like Nike, Levi, and Calvin Kline. This group of
young people have a significant amount of money to spend and influence an even
larger amount. A survey of 2.5 million Canadian tweens show that they spend $1.4
billion a year on themselves and influence the buying decisions of their parents
to an astronomical ten times that amount. This age group is an emerging market
for financial services. Many of them already have their own bank accounts and
ATM cards. The top three things the tweens spend money on are food,
entertainment, and clothing. They are influencing family decisions on everything
from what to watch on television to what type of car to purchase. The title of
one of the articles says it all, “Today’s Tweens Are in the Money --$1.5
Billion –and Have Major “Kidfluence” on Household Purchases, Says YTV
Survey.” This generation is media-wise, sophisticated, technically-savvy, and
influential trendsetters who are growing up much quicker than previous
generations. Tweens spend 50% of their waking hours in school and are very
involved in after-school activities. The majority of tweens plan to attend
college and research shows that some are actually saving to help finance their
college education. Today’s kids are putting away the traditional toys like
Barbie and action figures by the age of eight and moving on to what most of us
would consider more adult type entertainment. Fun, friends, and fulfillment are
very important to these children who are interested in music, fashion, video
games, computers, and on-line chat. They frequently socialize with friends via
e-mail instead of face-to-face and some Internet forums offer chats amo...
The complete article is about 1229 words and 4.92 pages long.
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