Marketing to Teens & Tweens
EPM Communications Inc, April 2010, Pages: 141
Discover the hidden motivators that capture the attention of teens and tweens. Marketing To Teens and Tweens reveals tips, tactics and techniques to help you reach today's 49 million 8-to-18-year olds. You'll learn how to prepare, target and deliver your ads and promotions for maximum impact. Plus, easy-to-read charts give you data to show where this fickle, elusive market is headed.
Case studies take you step-by-step through effective campaigns. Strategic insights identify the underlying lifestyle forces that drive teens and tweens. Dozens of practical examples demonstrate how to meld classic marketing strategies with cutting edge technology to magnify your selling power.
Result: A strategic survival guide for winning kids' trust, loyalty and $200 billion spending power. Marketing To Teens and Tweens keeps you on top of this shifting, fast-moving and lucrative market. Drawing on expertise covering the youth, entertainment and licensing markets, this in-depth report demystifies the buying habits and attitudes of this influential consumer group in a clear, convenient and comprehensive reference source.
Executive Summary
Teens and tweens are not alike
Technology is an integral part of life
They've never known a time when TV was their primary entertainment device
They're media multitaskers
Social networking and self-created content are on the rise
They have money of their own to spend, and they influence purchases by family and friends
Their parents are allies, not enemies
Tweens and tweens are multicultural
Music and entertainment are a critical component of everyday life
Teens demand that their entertainment be available wherever and whenever they want it
Teens' and tweens' social lives revolve around the mall
Interactive gaming, while still a major activity, may have peaked
Despite the importance of technology, teens and tweens still are attracted to traditional media
They're active users of financial services
Religion is important
Teens and tweens lean toward socially conservative issues
Cybercrime is on the rise
Obesity is a growing health challenge
Smoking and drug use are declining, but there are some disturbing trends
Chapter 1: Youth Marketing
Sidebar: A Virtual Magic Kingdom
Sidebar: Toyota and Tech-savvy Tweens and Teens
Figure 1.1: Types Of Online Advertising Teens Do Not Like
Sidebar: Wal-Mart Uses Technology To Improve Image Among Teens
Multimedia and Multitasking
Sidebar: Wal-Mart and ElleGirl Team For Web-Promoted Shoe Line
Sidebar: Macy's Thisit Site Targets Teens
Sidebar: Promotional Marriage of Print and Music
Personalization, Customization and Self-Expression
Sidebar: Top Tips For Reaching Kids & Teens, & Tapping The User Generated Craze
Social Networking and P2P Marketing
Sidebar: Dove-Focusing On The Positive
Sidebar: Social Networking Sites As Marketing Tools
Sidebar: Mall-Based Messages For Teens
Figure 1.2: Environments In Which Teens Would Be Most Receptive To Experiential Marketing
Targeting and Authenticity
Sidebar: Involving Teens and Tweens In The Marketing Process
Role of Parents
Tweens and Teens: Similarities and Differences
Chapter 2: Buying Power and Demographic Characteristics
Buying Power and Influence
Figure 2.1: Top Sources Of Teen and Tween Income
Figure 2.2: Top Products On Which Teens and Tweens Spend Their Money
Figure 2.3: Selected Family Purhcases On Which Teens and Tweens Have Influence
Teen Spending Power and Influence
Sidebar: Extreme-Value Retailing
Figure 2.4: Spending Levels of Teens On "Non-Essential Items"
Figure 2.5: Sources of Teen Spending Money, By Gender
Tween Spending Power and Influence
Population and Prosperity
Figure 2.6: Teen and Tween Population, by Age Cohort
Racial and Ethnic Diversity
Figure 2.7: Population Age By Race
Figure 2.8: Population Age by Hispanic Origin
Education
Figure 2.9: Population Not Enrolled In School, By Age Cohort
Financial Education
Figure: 2.10: Teens' Financial Knowledge
Figure 2.11: Importance Of Money For Youth
Chapter 3: Buying Habits and Product Usage
Where Teens and Tweens Shop
Sidebar: A Mall Destination for Teens
Figure 3.1: Selected Tween/Teen Retailers
Figure 3.2: Teen Convenience Store Shoppers, By Category
Sidebar: Target Loves Dottie
How Teens and Tweens Shop
Figure 3.3: Teen "Tribes"
What Teens and Tweens Consume
Apparel, Accessories and Footwear
Sidebar: Repaired-Jeans For Teens
Sidebar: Sweet Shoes For Tweens
Cars
Computers, Electronics and Communications
Cell phones
Figure 3.4: Cellphone Ownership, By Age
Figure 3.5: Selected Abuses of Mobile Phone Privileges By Teens
Sidebar: Firefly-Tween-Targeted Telephone
Other Electronics
Sidebar: Music Downloading For Teens
Foods and Beverages
Figure 3.6: Top Snack Foods For Tweens
Sidebar: Tempting Teens and Tweens With School Cafeterias
Licensed Products
Sidebar: Left Field Is The Best Field-Napoleon Dynamite
Sidebar: Using Tech To Push Personal Care
Personal Care
School Supplies
Sidebar: P&G's Tremor Teens
Toys
Figure 3.7: Annual Spending On Back-To-School Supplies, By Income Level
Figure 3.8: Destinations Shopped For Back-To-School Supplies, 2005
Figure 3.9: Store Choice For Middle, Junior and High School Back-To-School Supplies
Figure 3.10: Arts and Crafts Activity of Girls 6-11
Figure 3.11: New Arts and Crafts Tweens Girls (6 to 11) Want To Try
Travel and Recreation
Home Furnishings
Sidebar: Rise Of Debit Cards
Financial Services
Figure 3.12: Future Financial Services Needs, As Cited By Teens
Chapter 4: Entertainment and Media Usage
Multimedia Generation
Figure 4.1: Time Teens and Tweens (8-18) Spent With Media and Other Activities Per Day, 2005
Figure 4.2: New Media Activities Teens and Tweens (8-18) Have Tried
Figure 4.3: Which Devices Do You Personally Own Or Use On A Regular Basis?
Figure 4.4: Percent by Age Group Who Exhibit No On-Demand Behaviors
Figure 4.5: Teens 12-17 As Percentage Of U.S. Users Of Selected On-Demand Technologies
Media and Entertainment Usage by Sector
Books, Comics, Magazines and Newspapers
Sidebar: Online Marketing Drives Princess Diaries
Sidebar: Magazine For Latina Girls
Sidebar: Teen Pubs Go High Tech
Figure 4.6: Number Of Magazine Launches In Categories With Teen and Tween Interest, 2000-2005
Figure 4.7: Advertising Revenue and Pages, Selected Teens' and Kids' Magazines, March 2006 Versus March 2005
Sidebar: News For Teens and Tweens
Figure 4.8: Teen Newspaper Readership, By Section
Music and Radio
Sidebar: Graze From Sam Goody
Figure 4.9: Tweens' and Teens' Share Of U.S. Dollar Value Of Music Sales, 1996-2005
Figure 4.10: Portable MP3 Player Ownership, By Age
Sidebar: Disney Drives Downloads
Movies, Television and DVDs
Sidebar: Tying In With The Traveling Pants
Figure 4.11: What Propels Teens Age 14-18 To See A Moviegoers
Sidebar: Broadband-Delivered Reality TV
Sidebar: Fansubbers-An Avid Anime Audience
Interactive Games
Figure 4.12: Computer and Videogame Unit Sales By Rating, 2005
Figure 4.13: Top Four Reasons Parents Play Videogames With Their Children
The Internet and Social Networking
Figure 4.14: Teens' and Tweens' Media Selection, If Forced To Choose
Figure 4.15: Where 10-Year-Olds Go Online
Figure 4.16: Internet Activities Of Wired Teens 12-17
Figure 4.17: Internet Activities of Girls 15-17
Figure 4.18: Top 10 Social Networking Sites For April 2006, U.S.
Figure 4.19: Top Sites Among Teens 12-17 (U.S., Home and Work), September 2006
Figure 4.20: Top 15 Online Shopping Sites Most Visited In September 2005 By Teens, 12-17
Figure 4.21: Common IM Rules For Teens
Figure 4.22: Minutes Spent Online By Teens Age 12-17, By Category, February 2006 VS. February 2005
Figure 4.23: Online Usage and Activities, Kids 6-11
Mobile Entertainment
Figure 4.24: Functions U.S. Teens and Young Adults (13-24) Use On Their Cell Phones
Figure 4.25: Frequency Of Play For U.S. Mobile Gamers
Sports
Sidebar: Indie Sports Magazines For Teen Boys
Figure 4.26: Most Popular Sports For Teens and Tweens (6-17)
Sidebar: Dew Action Sports Tour
Chapter 5: Youth In Society
Employment
Figure 5.1: Teens' Ideal Future Job
Figure 5.2: Careers That Appeal To Male Versus Female Teens
Sidebar: Encouraging Teen Entrepreneurs
Parents and Family
Figure 5.3: Topics That Teens Discuss, And Would Like To Discuss, At The Family Dinner Table
Spirituality
Sidebar: Biblezines For Teens and Tweens
Figure 5.4: Teens 13-18 Who Have Participated In Selected Supernatural Activities
Figure 5.5: Teens' Experimentation With The Supernatural, By Religious Background
Sidebar: Retail Religion
Social Life
Figure 5.6: Factors That Influence Teen Holiday Wish Lists
Obesity
Figure 5.7: 10- To 17-Year-Olds Who Are Overweight or Obese
Figure 5.8: 10- To 17-Year-Olds Who Are Overweight or Obese, By Race/Ethnicity
Figure 5.9: Tween and Teen Girls' Health Attitudes and Behaviors
Sidebar: Teens-Got Milk?
Figure 5.10: States' Physical Education Mandates
Sidebar: Combatting Tween Obesity Virally
Substance Abuse
Smoking
Figure 5.11: Smoking and Smokeless Tobacco Use, Last 30 Days, 2005
Figure 5.12: Middle and High School Students Attending Drug-Infected Schools, 2002 and 2005
Figure 5.13: Teens Who Know A Friend Or Classmate Abusing Drugs
Figure 5.14: Effect Of Legal Restrictions On Teens' Decisions To Use Various Substances
Figure 5.15: Teens Who Have Ever Tried Illicit Drugs Or Abused Prescription/OTC Drugs/Household Products
Figure 5.16: Relationship Between Teens Prescription Drug Abuse and Other Substance Abuse
Figure 5.17: Self Reported Drug Use Among 12 to 17-Year Olds, 2003
Figure 5.18: Perfect of 12- To 17-Year-Olds Reporting Drug Use, 2003
Alcohol
Figure 5.19: Youth Exposure To Alcohol Advertising In Magazines, Compared to Adults
Figure 5.20: Factors That Influence Teens' Decision Not To Drink
Other Health Issues and Risky Behaviors
Figure 5.21: Sleep Deprivation Among Adolescents 11-17
Sex
Figure 5.22: Adolescent Birth Rates By Racial and Ethnic Group
Internet Safety and Other Safety Issues
Figure 5.23: Middle Schoolers' Attitudes Toward Online Safety
Figure 5.24: Risky Online Behavior By Middle School Students
Figure 5.25: Unsafe Online Behaviors By Teens
Selected Online Chat Abbreviations Used By Teens and Tweens
Figure 5.26: Online Habits Of Youths Age 8-18
Figure 5.27: Internet Safety Among Teens And Tweens
Figure 5.28: Tween Cyberbullying Statistics
Figure 5.29: Cyberbullying Among Tweens
Figure 5.30: Licensing Of 16-Year-Old Drivers And Fatal Crash Rates Involving 16-Year-Olds
Figure 5.31: Estimated Crash Reducations In Selected Jurisdictions With Graduated Licensing
Self-Esteem
Figure 5.32: Favorite Body Features of Girls Age 13-18 / What Teen Girls Consider Their Worst Physical Flaws
Ethics, Charity, and Activism
Figure 5.33: Teens' and Tweens' Views On Intellectual Property
Figure 5.34: What Do you Think If The Biggest Problem Our Planet Faces Today?
Figure 5.35: Teen Volunteering Status By Age
Figure 5.36: Teen Volunteering By Race
Viewpoints
Figure 5.37: Teen Views On Whether The U.S. Is On The Wrong Track Or The Right Track On The Following Issues
Figure 5.38: Teens' Opinions On Whether Celebrities' Actions Influence Teens
Figure 5.39: Teens' Opinions About Whether Movies, Music and TV Shows Should Be Censored
Conclusion
Bibliography
Research Organizations & Sorces
Marketing to teens and tweens means targeting lucrative, elusive and fickle customers. Reaching them means recognizing that teens and tweens differ and that even within those groupings, age matters. It means understanding a variety of lifestyles that morph into and out of each other, changing in an instant, though not necessarily in a manner that is perceptible to anyone outside the immediate circle of friends. It means learning a host of new languages— from instant messaging to Spanglish. It means embracing technologies wholeheartedly, no matter how short-lived they might be. The bottom line in marketing to teens and tweens: Marketers—like parents— will forever be getting to yesterday just as the Next Big Thing takes off.
Staying ahead of this ever-careening curve requires reviewing the data, assessing brand promotions, studying media usage and linking these threads to social and technological trends.
Marketing to Teens and Tweens has primarily a U.S. focus. Definitions of “teens” and “tweens” vary depending on the study cited. Unless otherwise indicated this report defines teens as age 13-17 and tweens as age 8-12.
That’s the focus of this report, which leads us to the following mission critical advice to all marketers targeting teens and tweens: Teens and tweens are not alike: While many characteristics and trends extend across all age segments within the teen and tween markets, by most measures the two groups are distinct. Teens are more independent in their behavior and less reliant on their parents than tweens are for day-to-day decisions. Teens are beginning to develop the characteristics and behaviours of adulthood, while tweens still share many traits with their younger siblings. Families are more important to tweens in terms of their social lives as well. Safety is a greater concern in many ways for tweens, who are not ready to face some of the issues teens must deal with. Both teens and tweens like to be perceived as individuals, while at the same time fitting in with their peers, but in general teens skew more toward the individual and tweens more toward the group. Teens earn the money they spend, making them more price-sensitive than tweens, who have money to spend but normally receive most of it through an allowance or a gift.
Teens and tweens both like music, but their tastes differ significantly, despite the fact that tweens like to emulate their older siblings. Tweens tend to be more brand-loyal and teens more brand-apathetic. Technology is an integral part of life: To tweens and teens, technological innovation and obsolescence are the norm. Technology infuses all aspects of their lives, from accessing entertainment and news to researching potential purchases to schoolwork and maintaining friendship. They program their parents’ speed dial numbers while customizing their own cell phones with downloadable ring tones, images and more. Music is as much about the player and downloads service they use as the beat. They welcome ad messages over all types of devices. Indeed, not only do they accept the concept of being reached anywhere, anytime, they expect it and are often delighted by it. Remember how excited you got when you got something in the mail? “The mail” may be delivered differently, but there’s still the potential for that same sense of surprise. They’ve never known a time when TV was their primary entertainment device: Among teens and young adults, 84% surf the web during their leisure time, and this is their top leisure activity. TV? Ranks fourth! TV becomes less important with age, with just 60% of teens saying they “love” TV, compared to 80% of tweens. And, if teens were forced to choose whether to give up cable TV, the Internet or their cell phone, 48% would live without cable TV.
Similarly, if tweens and teens were forced to choose only one medium, 69% would select the Internet, far more than any other option. They’re media multitaskers: Teens and tweens find it normal to use several entertainment and media devices at once, sometimes while doing other things simultaneously as well. In fact, their media exposure increased more than an hour per day from 2000 to 2005 (to eight and a half hours per day), even though their actual time spent with media per day (approximately six and a half hours) remained about the same over the same period. Of the six and a half hours, 26% was spent “media multitasking,” up from 16% five years earlier. Teens especially appear to be living a 26 or more hour day, thanks to media multitasking alone!
Social networking and self-created content are on the rise: Teens and tweens use the Internet and other technologies to create their own original forms of expression. Of teens who use the Internet, more than half have created some sort of content, including blogs, web pages, original artwork uploads, or remixes (mash-ups) of online content. Meanwhile, more than 70 million people — dominated by teens and young adults—use social networking sites. They have money of their own to spend, and they influence purchases by family and friends: Teens and tweens go to the mall to socialize, but they also go there to buy things. The average teen or tween earns close to $30.00 per week from all sources, and 30% of teens and tweens are involved in family purchase decisions on items such as cable providers and cell phone service. All told, teens spend about $160 billion annually, while tweens have buying power at about one quarter that level. Young people like to spend, with teens devoting 43% of their total budget to fashion. They’re also generous gift-givers; teens spend about 10% of their disposable income on gifts, and they love to both give and receive gifts cards.
Their parents are allies, not enemies: Tweens and especially teens have a reputation for maintaining antagonistic relationships with their parents, but this is not the case. In fact, parents and their children are more of a team. They often have similar tastes in products and services, ranging from apparel to music, and they consult each other for advice on many topics, including potential purchases. A significant majority of teens think highly of their mothers and fathers, and more than three-quarters like spending time with each of their parents. Marketers who view teens’ and tweens’ parents as allies, and whose marketing messages reflect that, will increase their chances of success. Teens and tweens are multicultural: Teens and tweens as a group are increasingly multicultural. The youngest age cohort is the most diverse, and that signals even greater diversity in coming years. Over a third (40%) of youth’s 5-9- years-old are non-White or Hispanic, versus 38% of those 15-17. Of the younger group, 18% are Hispanic, versus 15% of 15-17-year-olds. Teens and tweens therefore demand multicultural representation in marketing messages, and they are receptive to products and services influenced by various cultures, races and ethnicities. Teens and tweens are diverse in other ways, as well. For example, there is a big difference between teens and tweens living in rural areas versus cities, and that means products and services tied to urban culture won’t resonate as well among rural youths as among those who live in cities.
Music and entertainment are a critical component of everyday life: As has been true throughout history, teens and tweens love music. More than 80% of teens listen regularly to music during their free time. That fact influences consumer marketers of all types; many have created extensive product lines for teens and tweens tied to musicians such as Ashanti, Aly & AJ and Hilary Duff, encompassing apparel, accessories, fragrances, electronics and other items. Other forms of entertainment and celebrities appeal as well, but despite the falloff in sales of CDs, music rules. Teens demand that their entertainment be available wherever and whenever they want it: Teens are avid users of on-demand entertainment, with fewer than one in 10 exhibiting no on-demand behaviours at all. Over half of teens and young adults download music in a given month, and 10% download music videos. Teens also are the most avid users of entertainment functions on cell phones: About 60% play games on their cell phones, versus a quarter of adults, and teens are almost three times as likely as consumers overall to express interest in MP3-capable phones. Furthermore, teens are the most interested in future services such as mobile-delivered TV services. Technology gives teens and tweens a sense of immediacy, whether in entertainment, newsgathering, research or communication; in fact, 75% of online teens opt for instant messaging rather than e-mail due to the greater immediacy associated with IM.
Teens’ and tweens’ social lives revolve around the mall: Even with the high profile of technology, teens and tweens continue to value personal, face-to-face relationships. More than two-thirds of teens visit a mall weekly, not just to shop but to socialize. Malls and retailers are capitalizing on this fact by creating destinations for young people where they can relax, buy products created specifically for them, listen to music and, perhaps most importantly, get together with other teens. Brand marketers also realize the importance of the mall, often creating teen- and tween-targeted experiential marketing initiatives for that environment, typically coupled with music, video gaming or other entertainment activities. Interactive gaming, while still a major activity, may have peaked: While almost eight in 10 households with teens have at least one videogame system and six in 10 plays at least monthly, 75% of teens say their interest is declining. This is admittedly somewhat cyclical, based on the launch of new systems and games. Overall, the sweet spot for youth-oriented videogames has moved to younger consumers, though it is worth noting that women in their 20s and 30s are a dominant and growing proportion of online gamers! Still, more than half of teen and young adult males prefer videogames to watching TV.
Despite the importance of technology, teens and tweens still are attracted to traditional media: Contrary to popular belief, many young people like to sit down with a good old-fashioned book or a favourite magazine, watch TV or see a movie in a theatre. While the average tween/teen reader spends 43 minutes per day reading, this hasn’t stopped some publications for this age group, such as ELLEGirl and YM, from shutting down their print publications in favor of a web-only presence. Also, almost all older teen girls and boys have seen a movie within the last six months, although viewing levels are declining, especially for boys. They’re active users of financial services: More than half of teen credit card users have a card in their own name and one fifth have two. Over a tenth (12%) of teens have bonds, 10% checking accounts, 9% certificates of deposit and 9% stocks, according to Harris Interactive. Despite their use of credit cards and other financial services (roughly 10% own stocks or bonds, or have checking accounts), they are significantly lacking in financial knowledge. They tend not to understand the ins and outs of banking, particularly when it comes to the ramifications of debt. Religion is important: Two thirds of teens pray at least once a week and 40% pray daily. Religious imagery in apparel and accessories has become popular among teens, as have religion-focused retailers such as Christian bookstores (whose merchandise is only about 40% books) that exclusively target this age group. Teens’ spiritual exploration doesn’t stop at organized religion, however. Almost three-quarters have engaged in some sort of psychic or witchcraft-related activity beyond reading a horoscope.
Teens and tweens lean toward socially conservative issues: Teens’ and tweens’ religious views colour their political outlook; 43% of teens feel religion has too little influence in America and 38% feel it is extremely important for the U.S. President to have strong religious beliefs. They value religion, marriage and parenthood, and trying to live by “high moral standards.” Their political views have moved somewhat to the more liberal side (along with the rest of the country) over the last few years with a majority feeling the nation is headed in the wrong direction. Cybercrime is on the rise: The Internet has had a positive effect on many teen and tween lives, but with the good comes the bad. Of tweens and teens who have used the Internet regularly (at least once a month for six months), almost one in five have received a sexual solicitation in the past year. And a third of teens and tweens know at least one person who has been a victim of cyberbullying.
Despite this high incidence of cybercrime and teens’ awareness of such, they do not necessarily protect themselves from it; Some 80% of teens agree with their parents that teens are giving out too much information about themselves or being otherwise uncautious online. Obesity is a growing health challenge: Obesity rates among tweens and teens have quadrupled since the 1960s and nearly tripled since the early 1970s, with about 15% of today’s teens and tweens seriously overweight. Meanwhile, diseases related to obesity, such as diabetes and poor cardiovascular health, are on the rise as well. The epidemic has ramifications for marketers. For example,
31% of tween boys and 38% of tween girls are wearing men’s, women’s and junior sizes of apparel, which aren’t made for them and don’t fit properly. On the other hand, while there is a need for appropriate clothing for obese tweens, it is a marketing challenge to get them to buy it, as neither parents nor kids readily admit to weight problems, and both are embarrassed to shop for “plus” sizes. Children know how to eat well, and by some measurements they do; tweens eat fresh fruit, for example, more than any other snack, including potato chips, ice cream and chocolate! Smoking and drug use are declining, but there are some disturbing trends: While drugs and smoking have been in long-term decline among tweens and teens—although it is still easy for them to access these drugs if they want to, even at school—there are areas of concern. For example, teens are increasingly abusing legal over-the-counter and prescription drugs ranging from Valium to Ritalin, as well as other household substances. One in six teens has illegally used prescription pain medications, 10% have abused prescription stimulants or tranquilizers and 20% have inhaled household products such as nail polish remover or spray paint. This abuse of legal substances has become a social activity for some teens, who participate in “pharming parties” where legal drugs and products are swapped and the purpose is for all the participants to get high. Marketers targeting teens and tweens needs must incorporate these characteristics into their advertising and promotions, and into their products and services.
Among the critical components of success are:
_ The opportunity to personalize, customize and self-create (read the latter “user-generated content”);
_A means for teens and tweens to network communicate and organically generate word-of-mouth;
_ A reflection of teens’ and tweens’ need to multitask and receive content through multiple media;
_ A concession to their 24/7, on-the-go lifestyle through portability, on demand access and convenience;
_ A personal touch through experiential marketing support;
_ The integration of music and entertainment into all facets of a campaign; and
_ An acknowledgement of teens’ and tweens’ parents as allies rather than as adversaries.
No matter what the specific strategies and techniques used in a campaign, teens and tweens like companies whose message is tailored directly to them and who authentically speak their language—they know what marketing is, and resent any effort to disguise it. Marketers who effectively tailor product attributes and branded campaigns to the needs and desires of this target market will succeed with tweens and teens. While many marketers have alienated them—most often by pandering or talking down to them—they will embrace products, brands and marketing messages that are a good fit with their lifestyles. There have been many more studies on teens and their attitudes and behaviours than on tweens; in fact, tweens are often lumped in with younger children, in broad age cohorts such as 6-11 or 5-12. While there have been some detailed reports on tweens by researchers specializing in this group, researchers on various topics (e.g., smoking, political attitudes, health, etc.) typically study teens and children but don’t study tweens as a separate group. This report focuses on information that relates specifically to tweens where possible, but may include some references to studies that integrate tweens with younger children, in cases where that is the only data available. The purpose of this report is to offer marketers as complete as possible a portrait of the “typical” youth consumer aged 8-18, including buying habits, attitudes, life situations and financial wherewithal and influence.
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