Kids are getting older younger – this is a fact we as adults, marketers and designers need to be aware of. Compared to previous generations, the younger end of the spectrum is financially better off, more independent, more self-aware and more marketing savvy. At the same time, however, most still operate within a controlled environment in which parents, teachers and their own innate need for security continue to guide and control behaviour. Welcome to Tweenagers!
The term ‘Tweenager’ was coined to describe those at a time between two distinct life stages — childhood and the teenage years. The spending power of tweenagers has become a much-debated issue in the world of marketing for a number of demographic and family-related reasons: this is a population segment that has grown in recent years; there has been an increase in the average age of parenthood; family sizes are smaller; and there are more dual-income families, leading to an increase in the disposable income available to spend on children.
For marketers, this group of consumers is important for three reasons. Firstly, the four million kids who make up the UK tweenager market have high levels of disposable income – either in their own pockets or 'on-demand' from parents. For example, 8 to 16 year olds in the UK are reported to spend £50 million a month on music alone (Datamonitor, 2000). With more adults out at work (cash-rich/time-poor) or divorced, the amount of money kids get is pushed up further by parental guilt.
The second factor that makes this age group interesting, is that they will often stick with favourite brands once they have moved out of the tweenage phase and become a teenager. Good examples of this tend to involve unfashionable brands, which have reinvented themselves for tweenagers. Ambrosia, Angel Delight, and Jammie Dodgers have used tweenage media to revitalise their dating brands.
Evidence of the impact of this market is visible on high streets around the globe. Think of the youngsters roaming the streets of Harajuku, Tokyo, with the latest MP3 players and adidas original trainers. See the kids hanging out in Alphabet City, New York, showing off next season’s Kobe Bryant, Shaquille O’Neal jersey. In the UK brands are moving in on the girls. Aside from Claire’s Accessories, which does booming business among tweenagers, retailers such as Woolworths (Gloss), Marks & Spencer (Funky Diva), Boots (Glitter Babes) and Mark One (Sophie Teenwear) have introduced Pop Culture into their ranges. And Morphy Richards is to unveil its Glitzy Chick range, while New Look is also set to target tweens with beauty products.
Finally, and most importantly, there is the issue of how far tweenagers can influence the choice of brands in their homes. Although this group are not influencing purchases such as cars or white & brown goods, there is huge potential within many markets, from hair care & cosmetics, to music and entertainment through to food and drink.
The tweenager audience represents an exciting challenge. Success depends on striking the right balance between new trends and familiar security. For us as marketers yet another high-potential market has opened – one we surely can’t ignore.
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