Tween Spending and Influence

Even in these tough economic times, tweens wield $43 billion in spending power annually, and influence the spending of billions more on everything from cell phones to vacations to automobiles.

Spanning ages 8-14, these 21 million U.S. children are still largely influenced and guided by their parents — but eager for independence and to be recognized as individuals. And with an average $2,047 each to spend, retailers, brand marketers, food manufacturers, entertainment companies and others are in hot pursuit.

"Tween Spending and Influence" introduces you to these ultimate multitaskers (a trait they share with their mothers!) as they do their homework, text message with friends, and roam the Internet, all at the same time. Plus, you'll discover how much tweens get for spending money, where it comes from and what they spend it on. What's more, you'll find out how boys' and girls' perceptions of brands and what's "cool" guide their product preferences for apparel, electronics, candy, fast food and more.

This fast-reading 24-page executive briefing from the editors of Youth Markets Alert:

• Immerses you in the tween lifestyle so you can follow the lead of retailers such as Wal-Mart, Target and JCPenney and tap into tweens' favorite entertainment properties to boost sales.
• Demonstrates the importance of organized sports to 16 million tweens, the most active of whom have larger than average social networks, high profiles among their classmates, and are strong academic performers – just the "influentials" marketers most want to reach.
• Shows you how tweens gravitate toward brands they recognize, and which they've learned about from friends, older siblings and parents — yet for which they have no brand loyalty.

"Tween 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 2008; 24 pages. $129 ($99 for subscribers to any EPM paid subscription newsletter).

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