In Tween Sensibility, Spending And Influence, you'll discover how much tweens get for spending money, where it comes from and what they spend it on. You'll learn how much they get as gifts, when parents think their tweens should start working "odd jobs," and how kids budget their money.
This fast-reading 37-page executive briefing:
- Immerses you in the tween lifestyle so you can develop advertising and marketing campaigns that take advantage of their media habits, play patterns, and even the key factors that ensure they are engaged at school.
- Demonstrates the importance of targeting your marketing to both child and parent -- and why when targeting tweens you should never portray parents as villains.
- Delivers the data you need about how much time tweens spend watching online video, their perceptions of online ads, and how they use search engines and smartphones.
- Shows you what annoys tweens and how their beliefs and values are reflected in what they do and spend.
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- EXECUTIVE SUMMARY
- PART 1:WHO ARE TODAY’S TWEENS?
- Demographics
- Basic Population Data: Tweens By The Numbers
- Exhibit 1.1: Youth Population By Age, Gender 2009
- Exhibit 1.2: Youth Population By Age, 2010-2025
- Exhibit 1.3: Those Who Live In Multi-Generational Homes
- Academic Motivation
- Key Factors That Ensure Children And Engaged And Successful In School
- Exhibit 1.4: Projected School Enrollment, 2010, 2014, 2017
- Money Matters
- The Cost Of Raising A Child
- Exhibit 1.5: Annual Spending, Married & Single With Kids
- Chores Correlate With Money Savvy
- Exhibit 1.6: Influence Of Chores On Child’s Financial Responsibility, 2010
- Parents Take Divergent Views Of Their Kids’ Allowance
- Likelihood Of Allowance Is Tied To Siblings
- Exhibit 1.7: Amount Of Allowance Given To Kids, By Parents’ Age, 2009
- Kids, Cash, And The Best Age To Start Working
- Exhibit 1.8: Largest Single Amount Of Money Children Have Received As Gift, Say Parents
- Exhibit 1.9: Age When Parents Should Let Children Start Working ‘Odd Jobs’ Such As Walking Dogs
- Playtime
- At Age Nine, Kids’ Videogame Spending Soars, But Toy Purchases Plummet
- Exhibit 1.10: Kids’ Budgets, By Age
- Parents Play With Their Tweens Two Hours A Day
- Exhibit 1.11: 7-12-Year-Olds Who Consider Themselves Very Good At Making Friends, By Country
- Media Use
- Tween, Teen Online Habits Vary By Age And Gender
- Exhibit 1.12: Tweens’ And Teens’ Online Activities, By Age Group, 2010
- Exhibit 1.13: Tweens’ And Teens’ Online Communication, By Age Group, 2010
- What Youth Watch On TV And Visit Online
- Exhibit 1.14:Websites Kid Internet Users Under 15 Most Regularly Visit
- Exhibit 1.15: TV Channels Kids Under 15 Most Regularly Watch
- Today’s Tweens Regularly Watches Online Video; Equate Online Ads With TV Spots
- Exhibit 1.16: Frequency Users Watch Online Video, By Age Group
- Exhibit 1.17: Comparing Online Video Ads Vs. TV Ads, By Age Group
- Digital Natives: How Tweens Use Search Engines
- Media Usage Linked To Poor Grades
- Exhibit 1.18: Media Usage, By Age, In Hours, Minutes
- Techno Tweens
- Parents Outline The Most Appropriate Ages For Children To Get Their Own Tech Gadgets
- Exhibit 1.19: Best Age For Children To Have Their First Cellphone
- Exhibit 1.20: Best Age For Children To Have Their Own TV
- Exhibit 1.21: Best Age For Children To Have Their Own Computer
- Exhibit 1.22: Best Age For Children To Have Their Own Social Media Pages, Such As Facebook
- Stats Show 6-11-Cell Owners On Rise
- Exhibit 1.23: Tween Cell Ownership, 2005 And 2009, By Age
- Exhibit 1.24: Cellphone Activities Among 6-11-Year-Olds
- Mobile Content For Tweens: Tips To Reach The Target Audience
- Tween Online Purchasing Behaviors & Smartphone Habits
- Exhibit 1.25: Select Smartphone Activities, By Age
- Social Matters
- Tweens Share Similar Tastes With Parents
- Exhibit 1.26: It’s So Annoying To Tweens When Parents…
- Tweens More Accepting As They Age
- Exhibit 1.27: Beliefs And Values Among 11-17-Year-Olds, By Age
- Children Have Liberal Views, Value Their Ethnic Heritage
- Parental Discipline Methods: Let’s Talk
- Exhibit 1.28: Most Effective Discipline Methods, Say Parents
- Moms Stay Active In Tweens’ Schooling
- Rumors, School Are Key Stressors For Tweens
- Exhibit 1.29 Top Challenges For Today’s Tweens, According To Their Moms
- PART 2: HOW MARKETERS REACH TWEENS AND THEIR GATEKEEPER PARENTS
- Gatekeepers Keep A Distance
- Moms Of Tweens Share Similar Tastes, Behaviors
- Exhibit 2.1 Top Influencers On Apparel Purchases, Moms Of Tweens Vs. Adults
- Exhibit 2.2 What Triggers An Online Search, Moms Of Tweens Vs. Adults
- Exhibit 2.3 Ways Moms Of Tweens, Adults Discuss Brands, Products, Services
- Tweens Look To Parents For Back-To-School Shopping Tips
- When Shopping With Tweens, Parents Keep Tight Reign On Girls’ Apparel Choices
- Exhibit 2.4: Key Decision-Maker In Tween Clothing Buys
- Exhibit 2.5: How Tweens Shop For Clothes, By Gender
- Case: Apparel—Celebrity-Backed Youth Apparel Lines Need End Dates, Authenticity, And Athletes To Ensure Success
- Exhibit 2.6 Select Celebrity Apparel Lines, By Retailer, 2010
- Case: Entertainment—Enduring Fandom: Charting The Most Effective Tactics
- For Attracting Today’s Tween Music Lovers
- Case: Toys & Cable—Hasbro’s Plan For Dominance: Guiding Both Entertainment And Toy Development
- Case:WWE Ages Down—WWE Rebrands As Family-Friendly
- Tween Influence/Tween Influencers
- Disney: Tweens Want To Emulate, Not Mimic
- Tween Girls Wield Most Influence Over Family Restaurants, Food
- Exhibit 2.7:What Tween Girls Have Influence Over In Household
- Tween Girl Use Of Beauty Products Rises
- Girl Scouts Organization Embraces Social Media
- Jewelry Designer Uses Celebrities To Appeal To Tweens
- Heelys Revamps Image
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