Four Observations Regarding the Teens and Tweens Market
Fickle and elusive, teen and tweens still represent a whopping $200 billion spending power that will only grow with time, says the recent April 2007 report “Marketing To Teens and Tweens.” Produced by New York–based EPM Communications, this guide seeks—through charts, case studies, strategic insights and practical examples—to uncover all the hidden motivators that can capture the attention of 8-to-18-year olds, all 49 million of them.
Derived from EPM’s executive summary of the report, here are a few observations to consider before approaching this growing, fast-moving audience.
1. Teens and tweens are not the same: While some characteristics and trends are shared between these two age groups, they’re different in some key ways. Teens are less dependent on their parents for day-to-day decisions, unlike tweens, and are beginning to develop adult characteristics and behaviors. Teens also may earn the money they spend, so some are more price-sensitive than tweens, who usually get their money directly from parents or relatives.
2. Technology is the bomb. It doesn’t require a good deal of observation to note that teens and tweens have an easygoing yet strong relationship with technology. It infuses all aspects of their lives, and it’s often how they communicate with others.
3. TV is not as big a deal as you think. Among teens and young adults, 84 percent surf the Web during their leisure time and rank it as their top leisure activity. TV? It’s ranked fourth!
4. Parents are friends, not enemies. Media loves to talk about the antagonistic relationship between parents and teens/tweens, but they actually operate much more like a team, with similar tastes in products and services, ranging from apparel to music. And they often carefully consult each other about what purchases to make.