Tweens

1
Tweens Teens Media Landscape
2
Tweens and Teens By the Numbers

• Tweens
• 19.6 million
• Ages 8-12 (sometimes classified as ages 6-12 or
  8-14)
• Skews slightly male 51 male, 49 female
• Teens
• 33.5 million
• Ages 12 - 17
• Skews slightly male 51 male / 49 female
• Student Population 31.5 Million (94)
• Tweens and Teens
• Racially diverse 1 in 3 is non-white
• White 67 (TW), 65 (T)
• Hispanic 16 (TW), 16 (T)
• African American 13 (TW), 16 (T)
• Asian 5 (TW), 1 (T)

Population by Age, Sex, Race Hispanic Origin
1999 to 2100, U.S. Census Bureau, July 2006
Projection
3
Spending Power

• In addition to their significant size, the tweens
  - teens confer unique power and significance for
  marketers
• Direct spending power
• Tweens spent 30 billion of their own money
• Teens 209 billion per year
• Influenced spending power
• Estimates are that Millennials influence as much
  as 3x their direct spend
• Tweens impacted 126 billion of their parents
  money in 2004 and forecasted to influence 150
  billion by 2007
• Future spending power
• Teen spending is expected to increase to 190
  billion in 2006. This represents an increase of
  10.5 between 2001-2006
• 82 of teens say theyll spend more/same next year

Coming of Age in Consumerdom, American
Demographics, 2004, TRU Study, Spring 2006, James
McNeal, 2003 2004
4
What Influences Tweens as Consumers?

• Do not consider themselves kids, but not yet
  teens
• Live in both reality and fantasy worlds
• Want products their friends have
• Beginning to identify strongly with brands
• Solicit input and approval from mom and dad

5
What Has Shaped Tweens as Consumers?

• Growth in Technology
• Tech-savvy
• Multitaskers
• Increasing connectivity to friends, social
  network
• Greater exposure
• Growth in Advertising
• Media-savvy
• Growth in Product Options
• Customization

6
Tweens Tech-Savvy Multitaskers

• Tech-Savvy
• 80 play games online
• 72 e-mail
• 58 chat or post messages on message boards
• Being sent to their room can be fun
• 59 have a CD player
• 56 have a TV in their room
• 36 have a video game console
• 16 have a computer in their room
• Multitaskers
• 27 of tweens multitask
• Common multitasking activities homework,
  IMing friends, listening to music, watching TV

The Great Tween Buying Machine, MRI 2005,
Marketing to the New Super Consumer Mom and Kid,
prmediaconnection.com
7
Teens Tech-Savvy Multitaskers Too

• Todays teens adopt all types of technologies to
  keep in touch with friends and stay aware of the
  latest trends
• 87 have Internet access at home
• 54 play games online
• 47 have made purchases online
• 56 own a cell phone
• 14 have purchased ring tones in the last month
• 9 have downloaded free ring tones
• 54 play games on their phones
• Multitaskers
• Viewers with Digital Video Recorders (DVRs) skip
  about 70 of ads
• Only 18 of teens say that they watch TV
  commercials
• 23 of teens change the channel during
  commercials
• When theyre watching TV, they are keeping in
  touch with their friends (Internet, IM, e-mail,
  cell phone, etc.)

TRU Study, Fall 2005 and 2004 Teen Mark
8
Custom Consumer My Way, NOW

• I want a
• Grande
• Decaf
• Soy
• Macchiato
• Extra syrup
• Extra Hot
• Whip cream
• Chocolate sprinkles

9
A Day in the Media Life
computer activity
homework
MP3
A.M.
P.M.
10
What Impact Does This Have on Traditional Media?

• While advertising costs continue to increase,
  ROI decreases

2,000,000
76,000,000
1,500,000
51,000,000
Advertisers paying 2M to be 'Friends' with NBC
for finale, Reuters, April 2004
11
So What Does This Mean for Advertisers?

• Teens and, increasingly, tweens, are empowered
  consumers
• They control their media experience and own the
  tools to avoid traditional commercial messaging
• Advertising landscape is more cluttered than
  ever, making engagement the holy grail for
  marketers

12
Advertising Mix is Evolving
13
Looking for New Ways to Engage

• To keep up with young peoples evolving media
  consumption, advertisers are experimenting with
  new types of integration
• Branded entertainment
• Peer networks
• Online social networks
• User-generated content
• Ambient media
• Cause marketing

14
cause supporters
15
The Tragedies Experienced By Todays Teens
87 89 93 95 96 99 01
02 03 04
05 06
16
Cause Marketing

• Teens purchase decisions are influenced by which
  brands are giving back to the community and
  supporting causes
• What influences teens purchase decisions?
• 49 - if product is made by a company that is
  socially responsible
• 43 - if product is manufactured in a way that is
  animal friendly
• 42 - if product is manufactured in a way that is
  environmentally safe
• 66 of teens surveyed are worried about the state
  of the world and feel personally responsible to
  make a difference

Source AMP Insights, 2005 and AMP Insights and
Cone, Inc., 2006
17
Teens Look to Companies to Make a Difference

• 80 of teens agree or strongly agree that
  companies have a responsibility to support social
  and/or environmental causes
• I think when youre getting so much like money
  from everyone in a community, like its good to
  give back to the people of that community that
  need your help.
• However, teens are naturally skeptical about
  companies and feel they must be completely honest
  when sharing their socially responsible
  initiatives
• Every company is untrustworthy in some ways
  because whats on their commercials is not
  necessarily their products, and how they
  advertise is not necessarily what youre gonna
  get. And you always keep guessing

Source AMP Insights / Coin 2006 Study
18
Questions?
Samantha Skey SVP, Strategic Marketing Alloy
Media Marketing SSkey_at_AlloyMarketing.com