The 20 million-strong group of U.S. 8-12 year olds wields $43 billion in annual spending power. Individually, they earn about $12 a week in allowance. And in the wake of the recession, they have demonstrated an understanding of the importance of saving and restraint — even if they are apt to blow their entire allowance on candy or the latest fad.

Tween Sensibility, Spending And Influence introduces you to these ultimate multitaskers. More than a quarter have cell phones. Their spending on videogames soars at age nine. And more than one out of four downloads music or video from free sites.

In this new report by Youth Markets Alert analyst Larissa Faw, you'll see just how digitally-savvy today's tweens are as well as which child-like behaviors they cling to, and what behaviors they adopt when aspiring to be older. You'll also learn the strategies and tactics apparel, entertainment, toy and other companies use to engage tweens.

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.

Tween Sensibility, Spending And Influence aggregates data and insight from 34 sources to deliver the information you need to make the right decisions about what, how and when to market to tweens.

Published September 2010, 34 pages, 36 exhibits. $249 ($149 for subscribers to any EPM paid subscription newsletter).

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