Tweens & Teens as Consumers

A tween is vaguely defined as a prepubescent between the ages of 8 to 14, 9 to 12, or 8 to 12, depending on whom you believe. (Some industries, such as the wireless sector, categorize the age as an unbelievable 6 to 12 years old, prompting one to ponder, "in between" what?) Regardless of the exact age definition, most agree that the breaking point of a "child" becoming a "tween" is by the American fifth grade (approximately ten years old), when he/she rejects more childlike images and associations and aspires to be more like a teen.

The economic power of most tweens is dependent on parents and other family adults through allowances and gifts, versus the independent purchasing power of teens through after-school jobs. (360Youth.com puts the teens-with-jobs number at 63 percent.) For as much industry talk as there is about tweens being the decision-maker driving purchases, ultimately it is still the parent in control. Of the reported US$ 51 billion spent by tweens themselves (Year2005), an additional $170 billion was spent by parents and family members directly for them, according to 360Youth.com, which focuses on youth marketing.

In the year 2006, Tween spending worldwide was higher than ever at an estimated US$170 billion, according to a report from Euromonitor International.

Marketing to tweens and teens is not an easy task because the young ones are a difficult crowd. They're not known for responding to traditional forms of advertising and marketing. They're not known for consuming traditional forms of media and entertainment. They use P2P networks, and listen to their music and watch their TV and films on the Web. They even stay in touch with friends and make new ones there too. A difficult nut to crack for businesses who want to get them to purchase their wares and use their services.

Comments

Niyati said…
I remember watching my cousin bro grow....at the age from 10-12...he thought himself to be the most smartest person around...or at least always aspired to do so...at the same time he had millions of questions waiting to be answered...not that he wasn't into studies...but anything that was the talk of the town had to find a place with him...for e.g. I think the TAZO's and Pokemon stuff truly were able to catch their attention and interest...I guess we should learn from the tazo makers how to find a place in the "confused yet smart hearts" of our tweens....
Prof.Ray Titus said…
'confused yet smart'...extend that tag to other 'age' driven segments...it is indeed imperative that marketeers in a way, direct consumers to their products and services...by 'pitching' them as 'solutions'.

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