Abstract
With $51 billion in spending power, children and tweens represent an important
and lucrative demographic, offering companies an opportunity to build
life-long brand loyalty. Children' s and tweens' tastes, however, are
notoriously fickle. The Internet as an entertainment medium has also changed
the way products are marketed.
Some of the topics covered in this report include:
- Categorization and analysis of children and tweens by three mutually
exclusive personality types: Leaders, Followers, and Rebels
- An examination of how these three personality types affect the purchase of
MP3 players, music downloads, computers, video games, cell phones, and other
electronic products
- Details of children' and tweens' attitudes towards drive-in and casual
dining restaurants, snack foods, and staple foods
- Discussion of advertising targeting children
- Forecast of future trends, including an examination of online marketing
tactics
Readers of this report will gain insight into the values and attitudes of
leaders, followers and rebels towards a host of topics, and be empowered to
create marketing campaigns that speak to these influential cohorts.
Mintel defines children as boys and girls between the ages of six and eight.
Tweens are between the ages of nine and twelve.
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