Report: Understanding Tweens

By Andrea Geeson | Public Relations Executive, Vox Pops International

As the amount of pocket money tweens receive grows to an average of £7 a week, marketers have become much more aware of the power of the pre teen pound. Video research techniques allowed Vox Pops International to infiltrate youth culture and provide a unique insight into tween behaviour, while identifying the key characteristics that define present day tweens.

Childhood is changing and the boundaries of the tween demographic are shifting as children start behaving older at a younger age. Sources suggest that there are more than four million tweens in the UK but there continues to be a certain amount of debate as to the exact age when this stage starts. Variations include six, seven and even ten years of age. Access to a regular supply of money (either as an allowance or for doing chores) seems to be speeding up the process, so as the amount of disposable income tweens have in this country continues to rise (up to £7.03 in 2005, from £6.25 in 2003, ChildWise Monitor Report, 2000-2006), we conducted an extensive qualitative video research study with children aged six to twelve years old.

Our research showed a decisive spilt between the behaviour of six to eight years olds and nine to twelve years old in terms of articulation and market awareness. From the age of eight children become increasing brand specific, technologically hungry and more astute media consumers.

Although tweens have a considerable amount of cash to burn we discovered that they are more discerning retail consumers than perhaps imagined. From the age of nine they become more acutely aware of the cost and value of their purchases and having the latest model is equated against price; most of the respondents were aware that the cost of new technology often goes down and were prepared to wait for it to do so. Pester power was more prevalent amongst the six to eight years olds, who wouldn’t just nag but actually tell their parents off for not buying the latest craze. Suggesting that younger children have more influence on purchasing decisions than their slightly elder counterparts.

Brand awareness and affinities, though continually in flux, were apparent. Girls over the age of nine like to emulate the fashion of older women and wearing skirts or trousers with boots is a particularly hot look at the moment. Brands Pineapple and McKenzie are regarded as cool and for boys casual clothing, in particular sportswear or jeans is where it’s at. And while there was an expressed tendency towards adopting an individualistic style, siblings in particular are a major source of fashion advice and imitation.

Analysing the essential components of a successful tween brand we found that brand preferences change rapidly. Tweens are aware of the emerging styles put forth in the mass media and they demand brands that are ‘cool new’ (example being Apple, owning an iPod is essential and highly desired) or ‘cool established’ (Sony being the most sought-after model of mobile phone). The cost of a brand has to be high enough to retain some exclusivity and because tweens are becoming increasingly aware of the competition, they expect a considerable standard of quality. This is also the life stage when the most permanent negative brand associations are formed that can persist into adulthood. We all remember the brands that were deemed deeply uncool at school and how this influences our purchasing decisions today as adults.

Tweens understand the importance of wearing the right label or clothes and the need for social acceptance but we must not forget that this is an age when friendships are fragile – whispering campaigns and gossip are rife. Character development and the transition from primary to secondary school takes place at this age, meaning that peer groups can change rapidly and a new circle of friends can be acquired with opposite brand affinities, which can either reinforce or dilute brand strength and loyalty.

Social interaction amongst tweens is largely determined by and conducted through media technology. TV programmes influence tween vocabulary and derogatory slang and abbreviations are cool. ‘Whatever’ ‘minger’ and ‘get the picture’ as well as txt and MSN inspired terminology like BRB (be right back) and LOL (laugh out laugh) have all made the transition to the school playground. These and other messages are communicated by email or text and though there is a rise in the amount of tweens that have access to the internet, we found that the majority of computers were located in the sitting room or family rooms rather than in their bedrooms.

Tweens prefer websites that are interactive and young girls favour pet sites or those that allow you to dress different characters up. MSN remains popular among older tweens and boys like sites that let you build your own webpage. Responding or even reading emailed updates is rare due to fear of viruses and siblings are the biggest influential factor in deciding which sites tweens visit.

As statistics suggest, mobile phones are tweens most essential accessory and a huge part of tween culture. Tweens demand cutting edge technology on their phones including mp3 players, cameras and blue tooth. Possessing an outdated or oversized mobile phone is paramount to social suicide among this age group.

Mobile phones and emails are a major source of communication for maintaining friendships; tweens love the freedom and privacy as well as the grown associations that these methods allow. As the mobile phone becomes a multi functioning life survival kit for tweens, who use them for array of purposes including socialising, listening to music and purchasing (ring tones & text services) they may become one of the most successful new media marketing alleys. This is because mobile phones are far less subject to parent’s preferences than other forms of media. Tweens spend a lot of time listening to the radio due to the increased amount car journeys they take with their parents. Nearly all could name radio stations they listen to but this seems to be wholly determined by parents who choose what station to tune into. The same can be said of some TV viewing and it was unsurprising that Eastenders was the top show tweens like to view. Mobile phones however, often offer media access that is not pre-determined by parents.

Nine to ten year olds don’t like to refer to their playthings as toys and most have moved on from dolls (including Bratz and Barbie) though Lego is still popular for boys. Their spare time is largely based indoors and reading books including Harry Potter and Jackie Wilson’s titles are the most popular books for this age group. Interestingly TV shows that bear resemblance to cartoon shows like extreme sports or comical action shows that feature stunts but no real injury to the presenters are big, suggesting a need to watch shows that replicate children’s programmes.

Putting on make up and experimenting with new looks is a major activity for 11-12 year old girls and topics of conversation indicate that tweens are starting to develop their own sense of identity. Talking points include school and members of the opposite sex but they also discuss extra curricular activities and TV shows they watch.

Our research showed that from eight years old children have become informed consumers with high expectations and the ability to distinguish between value for money and marketing hype. As their personality continues to develop they become more fussing and label conscious, while desiring the latest adult gadgets and technology. While they are striking to be escape the ‘child’ label and have grown out of toys, their parents still control and influence very much of their media intake. Mobile phones however represent independence and freedom and have become a symbol of social status making them the one device tweens cannot live without.

Vox Pops International conducted 150 qualitative video interviews with children aged 6-12 years old from September 2005 to January 2006 in order to discover the key characteristics of the tween demographic. The study focused on technology usage, brand preferences and media consumption as well as exploring role models and aspirations of this age group. Full length video copies of the findings can be purchased by visiting our video library, which also contains over 100 free research video previews.

Daisy, 12
Cool TV programmes are Eastenders with Alfie in it and I watch Coronation Street too. I’ m not really into magazines but I like reading, The Lion, The Witch and the Wardrobe, the Narnia book, and there is a new film out on that too.

The radio stations I like are Heart and Kiss cos they have got really new songs out so I like them.

Everyone is wearing designers like Lonsdale, McKenzie and Pineapple.

And yeah, skirts with high heels or skirts with boots or a tracksuit bottom are cool.

You pick out the clothes that you really like and you put them all together and think if you really like it. But I think tracksuit bottoms are going to go out of fashion and big puffy coats will be in next year. Make up is also cool.

Words we use at school are ‘Whatever’ or ‘minger’ and ‘Get the picture,’and we talk about school, boyfriends, school work and stuff. Next year we will talk more about boyfriends, going to clubs and going to things outside of school and things inside of school as well.

In my spare time I like to watch TV, put make up on and dress up with my sister. I like to read books and all sorts of things.

Jake, 10
I like watching the Simpsons, and my favourite book is the ‘Horrible Histories’ series. Games I play with are a board game called Risk and I like playing with planes.

The radio station I like to listen to is Triple Drey. They play all sorts of music and they have got funny jokes on it and stuff as well.

I like big clothes and brands DC shoes and Quiksilver. I just pick out clothes, my sisters don’t, they take a couple of hours, but I just pick out anything.

I like to say ‘wicked’ and ‘cool’ and I like to ride motorbikes, that’s if I’m allowed. Or play upstairs with Lego or whatever.

Chloe, 9
Popular TV programmes to watch on the television are X Factor but that’s finished now, also I’m a celebrity but that’s finished now. I watch Eastenders, that’s good. I like Jacqueline Wilson books, they are good.

At the moment, they are starting to bring in the tights and at weekends I like to wear jeans and t-shirts and stuff. I mostly shop at Croydon. I don’t really care where I get my clothes, I just…if there’s something that I like, I think that’s nice, but if its something really girly...no! I like to look kind of casual in a way, but like nice casual.

The websites I visit are pets sites and some of the soaps websites because sometimes on the Eastenders website you get to dress people up and its quite fun and you can see what people look like in different stuff, which is quite funny.

The computer, it’s not in the kitchen, its next to the kitchen in the room opposite, it’s kind of like a study.

Popular toys? Sometimes it’s the Tamogotchi and now there’s this new craze about the Robo pets, the Robo Rapter and stuff. But I prefer the Tamogotchi than the robotic pets. I hate Bratz, they’re horrible. I’ve got some old Barbie dolls, they’re ok, I don’t really play with them now but I still keep them.

It’s not really important to have the latest things. We do have a Playstation but we don’t really get the new games, sometimes, but not really.

We say ‘loser’ and ‘whatever.’ We sometimes do handshakes and things like that.

We talk about what’s on TV, how you doing and the latest gossip in our school or what teacher we are going to get in year 6.

In my spare time I like reading, playing games, sometimes going round to my friends because my friend lives round the corner from me so we go up to each other. Most of the time, hanging out and doing fun stuff, sometimes we have to do homework but it’s ok most of the time.

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