What is a ‘Tween’ you ask? Well it’s those in ‘preadolescence’, that is, the stage between middle childhood and adolescence, in the range of 10 to 12 years old. In short one of the fastest growing audience segments with an even faster growing appetite for smartphones and tablets.
Two thirds of tweens own or have access to smartphone while almost 50% have regular access to tablets, a new report from Pacific Magazines has revealed.
The Tween Tracker research study, which surveyed over 1700 people aged between six and 12 years, illuminates the lifestyles of a demographic which controls $1.4bn annual spend in the economy, according to Pac Mags.
Other findings included the fact that three in five tweens have a say in choosing the grocery products bought each week, and that social connections are more important than ever, with the top five sources of happiness in 2012 family, friends, pets, magazines, and TV/movies.
Miriam Condon, research and strategy director, Pac Mags, said: “Children are often at the heart of family decisions, with activities and purchases centred on their likes and interests.
“This latest research reflects Pacific Magazines’ commitment in the future generation of consumers. As one of the most innovative research studies of its kind in the country, Tween Tracker presents a unique overview into the needs, likes, fears and ambitions of Australian tweens today.”
Mychelle Vanderburg, youth publisher, Pacific Magazines, said: “The results provide a barometer into the hearts and minds of Australian youth – but also clear-cut guidelines to marketers on how to communicate, engage and interact in a meaningful way with tweens today.”
The new research comes as Pacific Magazines expands touch-points for K-Zone and Total Girl readers, with newly launched Channel Seven TV shows K-Zone TV and Total Girl TV.
In the past six months, K-Zone and Total Girl’s circulation increased by 3.0% to 42,042 copies and 3.4% to 48,145 copies respectively.
