October 04, 2006 09:00 ET
Tweens Flock Online and Spend Big
New eMarketer Report Says 71% of Pre-Teens Will Be Internet Users by 2010
NEW YORK, NY -- (MARKET WIRE) -- October 4, 2006 --Tweens online may well be marketers' next big
coveted demographic. Tweens and young teens -- children between the ages of
8 and 14 -- are strong in number and in purchasing power, says eMarketer's
new report, Tweens and Teens Online: From Mario to MySpace. Some 20 million
of them use the Internet. And by 2010, 71% of kids ages 8-11 will be
They wield a mighty pocketbook. In 2005, tweens will account for $9.7
billion in spending, according to Packaged Facts.
As they grow up, young people become more adept at snacking on multiple
media. Over half of boys and girls own and use a computer, VCR, DVD player
and mobile phone. In one survey quoted by eMarketer, tweens report that
they love watching TV. But another study points out that children 8 to 18
spend fully one-quarter of their media time multi-tasking among media.
"Tweens and young teens may be the first generation that will come into
adulthood fully expecting to obtain their media on a variety of platforms,"
writes Debra Aho Williamson, eMarketer's senior analyst and author of the
What is the best way for marketers to reach tweens and teens? The simple
answer is everywhere. The younger group plays more games, everyone prefers
instant messaging to e-mail, and as tweens pass into their teenage years
they devote more time to downloading music. More than one-third of teens
ages 12 to 14 frequent MySpace, according to one study. And, the hot growth
opportunity for wireless carriers is the tween market. Harris Interactive
data from 2006 shows that 23% of children ages 8 to 12 own a mobile phone,
up from 12% the previous year.
eMarketer is "the First Place to Look" for market research, analysis and
trends related to e-business, online marketing and emerging technologies.
eMarketer aggregates and analyzes data from over 2,000 sources and brings
it together in a suite of services offering customers the most
comprehensive compilation of up-to-date e-business and online marketing
statistics in the world. Visit www.emarketer.com for more information.