Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 8 Age 9-14 Psychographic Data There

are approximately 2.5 million tweens in Canada. Application The following information is a broad analysis and it important to note that within the tween audience there are many subgroups. It is impossible to market effectively to the group as a whole. Enormous within group variation (Tweens are age 9-14) so categories only Communications should span an age range of no more than 4 years. helpful in providing directional information and developmental differences Multiple messages, creative executions, websites must be developed between youth ages re: cognitive abilities, brand awareness, media habits & to cater to the interests of different age groups. media literacy etc. Statistics Canada estimated in 2001 that there were 2, 076,000 tweens age 10-14. It is estimated that 2,096,400 tweens will be age 10-14 in 2006. Then this population will continue to decline to 1, 856,700 in 2026. Generation Y are those born between 1979 and 1995 (aged 9-25 in year 2004). Younger tweens have a sense of solidarity with each other and a strong joiner instinct. They are finally the big kids that little kids admire and they enjoy playing the part. They are also starting to distance themselves from their parents with means they look to peer for validation and advice. Older tweens are starting to act more like teens. They embrace the term "teen" because it has an aspirational quality for them. They are starting to adopt teen taste and attitudes. They like teen music, televisions and magazines. This is a time of major transition and uncertainty. They feel like self-conscious, inexperienced teens and experience tremendous peer pressure. even though family is important their primary motivation is the desire to fit in with their peers. Generation Y is very racially diverse. This greater diversity has helped create a more colourblind generation. Generation Y is very fragmented. Racial and ethic diversity along with a world with hundreds of television channels, magazine titles and the internet. Targets with larger age ranges pose difficulty because of differences in cognitive levels, abilities and interests. Research suggests, that every youth year equals five adult years.

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10-14

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10-25

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Too big to be a kid, but too young to be a teen, tweens are commonly thought to be a subsection of what marketers interchangeably term Generation Y, Echo Boom and Millennial Generation.

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 1 1 8 11 11 19 Age 11-12 11-12 9-14 9-10 13-14 13-17 Who's point of view is important? Application Parents still play an important role in a tweens life. As tweens are looking ahead to the next generations (teens) behaviour, they are still looking back to their parents to check in. Campaigns could include messages delivered from both parents and teens. Campaign could also incorporate message to parents empowering them to support and advise their children.

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Over 80% (83% girls, 81% boys) feel that their parents trust them. 82% of boys and 77%of girls feel what their parents think is important. 57% consider their family as most important to them in their life. 85% list that their parents have a lot of influence on their lives. 71% list that their parents have a lot of influence on their lives. Parents are the most influential in major life decisions, such as whether or not to drink. Friends are the most influential in small decisions such as what to wear and how to spend money. According to the Kaiser Family Foundation, youth benefit when they are informed early about tough issues, especially by their parents. While girls think others are influenced by the media, they believe that their own goals and concerns are not influenced. Girls report that they have excellent critical thinking skills regarding media messages. Tweens Tweens have yet to acknowledge their impressionability to advertising. Tweens At this age boys and girls are comfortable with one another. 11-12 Most youth find it easy to talk to their same-sex friends, with the number finding it easy to talk to friends of the opposite sex increasing gradually from grade 6 to grade 10. Tweens define themselves by the company they keep, and define friends as support systems. Word of mouth and in-school "hall talk" between tweens are powerful makers and breakers of new fads, trends, brands. Only 8% of tweens say their friends are the most important influence in their life. Peers are very important in guiding youth attitudes and behaviour. Some visible issues are fashion, music, and consumption. 63% of tweens heard about cool new products and brand names from friends or at school. To shape their identity, younger tweens look to their peers for validation and advice. While tweens continue to look to parents for guidance, 83% of tweens feel as though they can turn to their friends for help when they have a problem.

Tweens lack media literacy skills. They believe that what they see in ads is the gateway to the freedom and independence of teenagers.

Ads incorporating images involving unisex or both genders could be attractive to tweens.

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Friends are important and campaigns could incorporate peer to peer involvement. Also, campaign creative could include images of real teen models that tweens can aspire and relate to.

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9-12 9-14 9-10 9-14

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 1 3 7 10 20 20 2 Age 11-12 9-12 Who do they respect? Role models? 37% of boys and 29% of girls spend time with friends after school 4 or 5 times a week. Tweens are "teen wannabees". They don't see themselves as children. Application Friends are key to this age group. Finding the "early adopter" to influence the group is key to a successful campaign. Tweens are constantly aspiring to be "teens". Good teen role models could be incorporated into campaigns.

Tweens Younger children look up to teens to identify and adopt the latest fashion. Tweens Tweens respond to what is happening in the next generation (2 years their senior). Tweens no longer see themselves as children, in fact, they feel a flattering sense of authority when younger children look up to them. Older tweens (ages 12-13) feel like self-conscious, inexperienced teens. They aspire to be like teens who they look up to and admire. Hilary Clinton and Drew Barrymore were viewed as positive role models for girls because both are believed to have overcome adversity and are women of integrity. 12-19 Celebrities can be effective in gaining attention, in positioning a product to a teen segment and furthering a brand image. However, celebrities alone will not carry a brand. Tweens Tweens are beginning to attach credibility to role models like athletes and music icons while still relying and/or deferring to their parents influence for bigger decisions like when to drink alcohol. 7-19 While not all children will be engaged by any given sport or sports figure, sports in general provide a vehicle for high-action and visual ad execution, both of which have proven successful in attracting youth attention and generating word of mouth or hall talk. 7-19 With celebrities, it is difficult for teens to agree upon a hero. The current tween influencers are Avril Lavigne and Hilary Duff (2004). 43% of tweens say that teachers still play an important role in influencing their lives. tweens 38% of tweens say that siblings still play an important role in influencing their lives.

Celebrities are becoming more important but there are no universally admired celebrities among tweens and the coolness factor changes rapidly. Campaigns could be endorsed by a celebrity for a limited time and in combination with other strategies.

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Campaigns messages could be delivered by multiple sources including parents, siblings, teachers, teens and celebrities.

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 6 6 19 19 Age 10-12. 10-12. 10-12 13-15 Where do they get health related info? Application

The media ties with mothers, teachers, schools and is ahead of fathers as This is the age when youth are beginning to look for information sources of information. independent of their parents. The media is one important source of 38% say their peers find out "a lot" about issues like drugs,sex, violence from information for them. TV, movies, other entertainment media. Tweens report they learn the most of issues from their mothers and schools/teachers. Top sources for information are friends and entertainment media.

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 7 7 13 Age 12-19 12-19 9-14 How do they spend their money Application

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Tweens get their own money from a variety of sources, which can make their Tweens have independent sources income. incomes more stable than adults. A larger share of a tween's income is discretionary. Tweens provide the following sources as income: 90% from last birthday (average $88), 85% receive money as needed, 66% receive money as a gift on a major holiday (average $80), 52% get an allowance (average $9.20), 28% get back to school money (average 28%), 25% get paid for work done (average $14/wk). More than half of teenage girls and more than one third of teenage boys do Tweens are very involved in family purchasing decisions. some food shopping each week for their family. Tweens influence household spending by sneaking items into grocery chart, giving to cashier, requesting a specific brand and will only use this brand, offer parents advise on products they know more about (e.g. computers), and ask for specific gifts for birthdays & holidays. Canadian tweens influence approximately $20 billion in household family purchases. Tweens are taking more trips independently to the mall than before. Tweens are becoming more independent in their own purchasing decisions. The items tweens buy reflects what they think of themselves and how they wish others to perceive them. The act of buying can be one of independence or conformity, self-expression or socialization. Canadian tweens spend $1.7 billion of their own money. Tweens state that characteristics most associated with a cool brand are high Campaigns could produce high quality creative with high frequency to quality, advertising and the brand is specific for people their age. reach a tween audience. The top 5 coolest brands are Nike, Guess, Levi's, Gap and Sega. The top 4 are apparel and shoe brands, which reflecting the emotional importance for tweens to wear the "right" clothes and shoes. For girls, apparel is the most important product category consuming the greatest proportion of their disposable income and their greatest parentcampaigning efforts. After fashion, girls spend most on personal-grooming items. Boys convince parents to buy clothes & shoes and spend their money on food, gas, entertainment. The only item to override purchase motivations is to have fun and much of youth income is spend in this pursuit. Tweens buy the following in order of prevalence; candy, clothes & shoes, games & toys (not electronic), books/magazines, video games, potato chips, pop, movies (theatre), trading cards, gum and non-specific food & drink. Clothing and shoes are an important factor to fit in. Campaign message development and production could involve a review of clothing and shoe advertising to incorporate similar elements.

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"Fun" can be defined in many different ways. Campaigns could offer a variety of different activities to engage tweens.

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Tweens Audience Analysis Profile Data, The Health Communication Unit 19 Generation Y is entertainment driven and they are not afraid to spend money on items they desire.

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 20 Age 9-13 What are their values, beliefs, aspirations, objectives, attitudes? Literature suggests that when children reach their tween years they begin to develop unique social needs and desires, and reveal distinctive hopes, dreams and expectations for the future. Application

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Tweens are "growing up". This is the time when they are forming their values and beliefs. Campaigns should provide an opportunity for Tweens to decide for themselves. Campaigns should also be sensitive to the fact that tweens are in transition and seeking to exert Teens begin to develop their own sense of self and seek out information greater control over their environment while reminding tweens where from parents and peers that will help them further define themselves. to get support. Campaigns could provide an opportunity for tweens to Tweens are beginning to identify their own interests and express themselves decide for themselves. through their activities. Children at the "tweening" point are beginning to form unique identities. They think more about who they want to be and what they want in life. As reference by Novelli and Just Kids Inc., 2000, tweens take on new responsibilities and make small-time decisions or "little choices" that were previously made for them by their parents. Even though they seek greater independence from their parental, however, they are not fully confident that they can make good judgments on their own. They continue to look to parents and older siblings to help them with "big decisions" until they can choose wisely for themselves. Girls are entering puberty 2 years earlier that 10 years agomoving into cognitive, biological and play space that is far different from the tween-age chorts of the 80's. Tweens inherit some of the responsibility of cooking and other household chores in the absence of stay-at-home parents. Physically they undergo changes they do not completely understand which add to their stress. Tweens are highly affected by peers and face pressures and worries that are often focused on how they will fit in and interact with others society. Many initial beliefs, attitudes, perceptions and behaviours have already been The greatest potential for impact is to target those age 9-12 (grades 4established by age 13. 7). Tweens care about fun, friends and brand fulfillment. Youth must feel ownership. It is important to speak to them as a peer, instead of a "preaching" authority. Campaigns could deliver messages Successful products are positioned clearly and distinctly. These products from teen spokespersons. Branding is important; however, branding "invite tweens to the brand party". They find strategic partners who also must be continually updated with new, cool image associations. connect with tween lifestyle and share brands in ways that mutually enhance Branding and message development would benefit from engaging the partners' branch power. tweens in the process. Generation Y is very entertainment driven, they live for the moment an stand for fun, fantasy, exploration, learning and new experiences. Generation Y is very image-driven and use fashion, music and "the street" to communicate their unique youth culture. Messages must be authentic, real and presented in a way that promotes selfdiscovery.

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Tweens Audience Analysis Profile Data, The Health Communication Unit 20 20 9-13 9-13 When marketing to tweens, experts suggest that campaigns that promote fun are key. According to Children's Business (1999) brands are an extension of their total experiences and realities in which they are involved, interconnected and interactive. Successful brands are build "with" them, not for them. To win tweens over, brands must be perceived as authentic. Tweens make the final decisions of a brand's authenticity, regardless of marketing claims. Word of mouth is a powerful way to build a brand among members of this audience.

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Tweens are experimenters. They are happy to try new things and adapt to new Campaign messages and brands could be updated and developed to behaviours, fads, trends. constant present a new image. Tweens need constant refreshment of message to keep products new and exciting. 12-15 Tweens are changeable. Younger teens have been waiting years to be teens and now want someone to notice. They embrace the terms "teen" or "teenager" in a product name. Generation Y faces worries and pressures. They are concerned about not performing well in school, not having enough money, getting cancer of AIDS and experiencing violence. 10-12% of tweens feel a lot of pressure at school. 20% of tweens feel that teachers expect too much. Tweens desire more freedom in their lives. Youth expect to be spoken to at a level that demonstrated a respect for their ability to process information and make their own decisions. (p.27) When developing messages, position the desired behaviour as the kid's choice. Tweens want to be Teens. Campaigns should refrain from calling them tweens. Some are beginning to feel expectations and pressures in school. Campaign messages could also have an out of school component.

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Like adults, youth seek information form a broad range of sources that contribute to their impressions of brands and affect their attitudes, beliefs and behaviors. In particular, youth seek communication experiences that allow them to "discover" information themselves. Boys value entertainment, action, adventure, challenge and violence. Creative development will need to balance the different interests of boys and girls to cater to both audiences and/or develop separate Boys gravitate towards games, competitions, actions and adventure. gender-specific campaigns. Campaigns could incorporate comic Girls value story lines, characters, worthwhile goals, social interaction, books, superheroes, action movie starts like Jackie Chan, and even creative activities or challenges. the Harry Potter series of books to appeal to boys. Customized or do-it Girls are drawn to activities that connect them to others. yourself products could appeal to girls needs for self-expression and Boys are motivated by messages that express power, conquests of "good creativity. versus evil and bravery". Girls are often motivated by messages related to beauty, glamour and the desire to master a particular task. While tween girls are admittedly focused on the way they looks, researchers have found that appealing to them strictly on this premise is insulting.

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Tweens Audience Analysis Profile Data, The Health Communication Unit 19 Generation Y has grown up in an era of economic prosperity, stability and decreasing crime. They are more motivated and optimistic about the future than previous generations. Generation Y values intelligence and kindness in their peers. Appearance is important to today's youth As notes by Westat, 2000, tweens indicated that seeing active people on TV makes them want to be active as well. However, why asked why they would not participate in sports, tween suggest that they might have other priorities, fear embarrassment and teasing from peers or lack time.

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 19 19 19 20 Age What are possible media channels, vehicles to reach them? Application

Marketers are aggressively seeking to appeal to Generation Y, it is necessary An effective way to breakthrough may be to create a separate and to break through within this aggressive marketing environment. relevant brand identify placed in the entertainment media. (e.g. The Truth Campaign at www.truth.ca) Tweens are heavy users of traditional media such as television, radio and magazines. There are more youth-specific media outlets available to Generation Y than ever before. Marketers report that tweens are influenced by grassroots marketing tactics Youth targeted initiative could incorporate message delivery with both that allow them to discover messages within a targeted environment, such as traditional (television, radio, teen magazines, movies, music and CD's) at a mall, movie theatre, sports event and concert. and non-traditional communications channels (Internet, concerts, sports events, movie theater and malls). Generation Y does not distinguish between their on and off-line lives. They often use multiple media simultaneously and the different parts of their lives follow together. Generation Y is the first to grow-up on-line. They have never know a world without computer and digital connections. Generation Y is extremely comfortable with technology. The Internet provides Generation Y with the interactivity and depth they crave. The internet has produced a more sophisticated language for today's youth, both verbally and visually. Girls prefer to use the internet for shopping and chatting, exploring characters and sharing activities with friends. When on-line Generation Y want substantive and appropriate content that changes frequently. They want personalization and respect on the Internet, often seeking sites designed just for them. Generation Y desires more images (pictures) and less text. Generation Y want sites that are easy to navigate, feature few layers or choices and have larger easy to read type. Colour is also significant. Boys prefer to use the internet for games and information gathering. They expect quick, easy connections and interactivity. The have high expectations of most products and services, and do not hesitate to discard items that do not meet those expectations. 20-30% watch 4 or more hours of television a day. Tweens watch television. Linking campaign messages with current popular culture shows with high youth viewer-ship (i.e. YTV, Much Despite the growth of internet usage in recent years, TV viewing has Music etc.) and the corresponding websites could reach this target remained relatively stable with kids watching an average of 16.5 hours/week. audience. Despite the many entertainment options for teens, TV viewing has remained stable with teens spending over 17 hours/week watching TV in 2002-3. 80% of tweens indicated that they heard of a cool new product and brand names on TV, with TV commercials the most commonly mentioned answer.

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Campaigns could develop partnerships with popular websites for youth .(i.e.. AOL, Yahoo, Hotmail).

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Tweens Audience Analysis Profile Data, The Health Communication Unit 9 9-11 Tweens respond well to clubs with special privileges, contests, collectingdesign program promotions that incorporate an element of collecting. Tweens respond well to invitations to join a club with special privileges. They like contests, collecting and receiving mail. Younger teens (age 9-11) have an increasing need to be recognized as individuals. They like to receive and collect mail addressed to them. They may join clubs and attend social gathering that put them in the company of peers. 91% have a working computer at home and within this number 55% use the computer daily. 81% who have the internet use it at least once a week. Horoscope diagrams are the new fad for 2004 replacing branded initials on bags, sweaters etc. Sport shirts by Lacoste are back in style. Tweens follow the mainstream Gap crowd style. Tiny 80's inspired buttons will be everywhere in Spring 2004. TV show-branded board games are becoming more popular with tweens. Campaigns could involve a direct mail or contest component to engage tweens.

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Tweens are on-line and are using computers.

Understanding what is "in" right now is important for developing effective campaign promotional items that will capture the tween's attention and get the message to other tweens.

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Manga, a style of comic book that traditionally uses black and white Japanese animation is hugely popular from of entertainment in mainstream kid culture. 72% of girls and 63% of boys say they read as many as 3+ magazines a Producing magazines and/or distributing short stories could be an month. effective way to reach tweens. Girls like to read or listen to a story. 87% of girls and 84% of boys read 3+ books/month outside of school. cool-reads.com receives 1 million hits a month from tweens worldwide who want to read reviews from their peers. Companies are also taking note to see what kids are interested in. Whoa! Magazine from YTV is distributed through Pizza Hut restaurants, YTV events, Chapters, Indigo book stores and other Canadian news stands and subscriptions.

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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 1 Source King, A.J.C.; Boyce, W.F., & King, M.A. (1999). Trends in the Health of Canadian Youth. Health Canada. Methodology This report is based on the data from the World Health Organization's collaborative, cross-national study, Health Behaviours in School-Age Children (HBSC). It presents trends from 3 sets of surveys conducted in 1998-90, 1993-4, 1997-8. The HBSC surveys were administered by self-report questionnaires to a representative sample of 11, 13 and 15 years old attending school. Currently looking for more information on this resource. This is a web resource centre for marketers specifically providing information for marketing to youth. This site contains news letters, research, talkback discussion forum, references, hot news.

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Health Communication Unit, Centre for Health Promotion, University of Toronto. (2000). Analyzing the "Tween Market. Media Watch. Jewer, J.A.,. (1999).Tweens Today: Teen Wannabes. Kids Marketing: The Web Resource for Marketers to Little People. www.kindsmarketing.com

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Kaiser Family Foundation and Children Now. (1998). "Talking With Kids About This survey was conducted with parents and kids age 10-15 as part of Tough Issues: A National Survey of Parents and Kids". the "Talking With Kids About Tough Issues" a national campaign to support parents. Zollo, P.(1995).Talking to teens. American Demographics, Nov 1995, 17,11, Peter Zollo is president of Teenage Research Unlimited of Northbrook, 22-28. Illinois. This article was adapted from his book Wise Up To Teens: Insights Into Marketing and Advertising to Teenagers (1995: New Strategist Publications, Inc., Ithaca, NY). YTV. (2003). Annual Tween Report, Wave 9. This national telephone survey tracks the lifestyles, attitudes and opinions of kids ages 9 to 14. Telephone interviews were conducted in June and July 2003 with over 1,000 youth and their parents. YTV commissioned ComQUEST Research to oversee the development of the questionnaire and conduct the survey. Decew, Lynne. (July 8 1996-7). Strategy Magazine Special Report on Youth "Research informant interview" pg.14 of Youth Public Opinion Marketing. Strategy Magazine. Research Study. Secondary Analysis of Current Market Research on Youth Ages 7-19 by Health Canada. Sgromo, Peter, Project Development Manager, Binney & Smith, "Crayola iQ: Responding to Shifting Demographics, the Tween Era presentation." "Research informant interview" pg.6 Of the Youth Public Opinion Research Study. Seondary Analysis of Current Market Research on Youth Ages 7-19 by Health Canada.

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Health Canada. (1999). Youth Public Opinion Research Study: Secondary Analysis of Current Market Research on Youth Ages 7-19. Health Canada. Ipson-ASI. (2002). YTV Brand Tracking Study. www.ytvmedia.com

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Data collection involved a review and synthesis of secondary research. Also some media and research informant interviews were conducted to assess current marketing trends for youth. The Viewer ship Data & Programming sections of the YTV Brand Tracking Study provides the following graph under the "Kids Historical Hour Tuned" link: NMR Mon-Sun 6am-6am Weekly per capita viewing to TV in (E) Canada 1991-2 to 2002-3 (September-August 12-month average).

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Tweens Audience Analysis Profile Data, The Health Communication Unit 13 Can YTV. (2002). YTV Tween Report 2002: Special Kidfluence Edition. This report explores the influence that tweens have by specific product category and also gleans insights into their favourite brands. YTV Trend Huntaz team is made up of hip, young-adults who each specialize in one aspect of popular youth cultures to provide their insights into the world of emerging kid trends. NOTE: Trends listed are determined by the buzz from the street, the net and various publications and not guaranteed to be actualized.

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YTV. (2004).Kid Trends Newsletter Spring 2004. YTV. YTV. (2004).Kid Trends Newsletter February 2004. YTV.

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YTV. (2004). Whoa!Magazine. YTV www.ytvmedia.com

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Offbeat entertainment magazine that personifies kids' culture in a wacky, interesting and often humour manner. Published 4 times a year and has a circulation of 210,000 copies and reaches over 630,000 kids. Statistics Canada, The Daily, CANSIM, table 052-0001. Population estimates by age and sex are based on the 2001 Census counts. Quart, A. (2003). Branded. United States of America: Pereseus Books Group. This book discusses kid branding and the dangerous consequences of current materialism. Aeffect, Inc. (Jan. 2000). Review of Literature and Secondary Research on Source span a broad range of books, articles, papers and secondary Generation Y-Lessons to Apply in the Development of a Youth-Targeted CDC research reports from 1996-99. Data presented is primarily taken Web Site. Centre for Disease Control & Prevention. p.1-29. from business, marketing, health and education trade press, newspapers, conference proceedings and published government guidelines, standards and documents. Aeffect, Inc. (Dec. 2000) Review of the Literature to Support Development of This review provides information on subgroups that fall within the the Youth Media Campaign. Exploring How to Motivate Tweens in America. tween population, breaking information by gender, age and ethnicity Centers for Disease Control and Prevention. Atlanta p.1-30. when possible. Most of the sources selected were published from mid 1998 to late 2000.Sources also span a broad range of books, articles, papers and secondary research reports. Data presented is primarily taken from business, marketing, health and education trade press, newspapers, conference proceeding and published government guidelines, standards and documents.

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