Infographic: Targeting the Tweenybopper

Share this article:

For many, the tweenage years can be defined by a single word: awkward. Recalling the pre-pubescent period often brings on horrifying flashbacks of braces, acne, and being in a constant state of embarrassment. However, today's tweens—those between the ages of seven and 13—are more concerned with technology and brand involvement than mommy mortification.

The Gen Z consumers of today are constantly plugged in. According to the 2013 Cassandra Tween Study, 67% of teens would prefer to receive a tech gadget over a toy, and 57% of tweens are surfing the mobile Web at least once a week. So, how are these tweens spending their time online? According to the study, 25% of tweens admit to being Amazon regulars. Likewise, tween's use of online stores for virtually window shopping has jumped 10% since 2011. In addition, more than half of tweens surveyed say they research a product online before making a purchase, or having their parents make a purchase, in-store.

And despite their small stature, these tweens have a big voice when it comes to brand engagement. In fact, 25% of tweens responding to the survey want their voices to be heard by brands creating new products. Tweens also want to have individualized brand experiences. According to the study, 59% of tweens would prefer to have a customized product over a generic one. Learning from the brand also appears to be part of the Gen Z consumer's ideal experience; 20% of tweens want ads to teach or inspire them, the study finds.

 

We know you love infographics. Check out some more Direct Marketing News originals.

This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization. Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions