Nigel Hollis states that "kids are a market in their own right." I believe this comment is too simplistic as it "bundles" kids together as one homogenous group, denying them of any differentiation. Tweens, like adult society are able to make product/service decisions based on their individual needs, which differ somewhat for younger age groups where the whole market segment is targeted in an organisations marketing strategy.
Perhaps a way to understand this market is to understand their primary motivations: Independence, individuality and peer group acceptance are all apart of a tweens "driving force". In realising this, a product or service that couples itself with one or more of these ideals will be successful in targeting this segment.
The tween market refers to any consumer within the 9-14 age group. This group is unlike any other from previous generations, with their increased knowledge of the world around them adding to their cynicism and intelligence in making product decisions. As Guber and Perry (1993) state " more aware of the environment, social issues confronting their families with a keen awareness of drugs, social problems, pollution, AIDS, teenage pregnancy and other grim realities." Does this diminish the ethical debate over advertising to tweens?.
Understanding this market segment means understanding the way they communicate with each other. Growing up with technology all around them, tweens tend to be the early adopters of any new technology. Internet and mobile phones are increasingly popular communication mediums that marketers can use to create a brand presence. In saying this, it is simply not good enough to communicate a message via these mediums without taking into account slang, text-language styles, peer leaders, innovators, primary driving forces and above all an intelligent message which doesn't look at tweens like intellectual second-class citizens.
Depending on the product or service a dual communications strategy is often needed in persuading mum, dad or any other adult to feel helpful in purchasing a positive benefit for the tween.
