1 Table of Contents
2 Executive Summary
- 2.1 Methodology
- 2.2 Summary of Findings and Key Implications
- 2.2.1 A Portrait of Today’s Tweens - Behaviors, Attitudes & Shopping Habits
- 2.2.2 A Portrait of Today’s Tweens - Media Knowledge
- 2.2.3 Tweens Have a Positive Outlook
- 2.2.4 Style and Being “Cool” are Important; Tweens Are More Concerned With Following Than Setting Trends
- 2.2.5 Tweens Understand & Enjoy Advertising; Product Placement is Potentially Most Effective
- 2.2.6 Implications
3 Attitudes and Behavior of Today’s Tweens
- 3.1 Tweens’ Perception of Self and Desired Perception of Self
- 3.2 Lifestyle Statement Agreement
- 3.3 Relationship with Parents
4 Media Knowledge
- 4.1 Branding
- 4.2 Advertising
- 4.3 American Idol Promotion
5 Shopping
- 5.1 Favorite Stores
- 5.2 Defining the “Right” Clothes
- 5.3 “Cool Products” are Innovative Or “What everyone else has”
- 5.4 Personal Care Products
- 5.5 Spending Money
6 Appendix
- 6.1 Family Situation
- 6.2 Demographics
- 6.3 Comparison Between Tweens in Different Positions in the Family
- 6.3.1 Adjectives you wished described you - By Relative Age
- 6.3.2 Adjectives you wished described you - By Number of Siblings
- 6.3.3 What do you talk to your parents about - By Relative Age
- 6.3.4 What do you talk to your parents about - By Number of Siblings
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