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Tweenagers
The age group between 10-14 years is classified as Tweenagers. Even though there was a growth of 11% between 1990 and 2005, but it is expected to decline by 2015.
All the same, the tweens will continue being a rising force in the market due to the following reasons.
- Increasing media awareness and peer pressure
- Increasing level of decision-making power
- Higher disposable incomes
 With an average weekly pocket money of over £8, tweenagers now have ample time to develop impeccable irreversible taste in food, clothes and leisure activities, owing to the degree of freedom, more so in leisure and fashion. This is what determines the future lifestyle as well.
Today the tweenagers want to be approached as adults. They are brand-conscious, environmentally aware. They are enjoying more personal command and attention than any preceding generation of tweenagers. They are more cocooned, preferring to tweenspeak with their friends through the internet and sms. They spend an average of 7 hours in the school, 7 hours to sleep, and 10 hours on their computers, bypassing tv or any other media. Clearly, this is going to reflect future generations as well, in terms of their shopping preferences, media priorities and brand interactions.
They are also the biggest consumers of mobile data and accessories. Tweenagers are increasingly using mobile devices for downloading and gaming, rather than communication.
Your website needs to tweens-communicate with this target group, on their terms. These are the most professional internet users we are ever going to come across, and hence cannot be fooled into buying things. They need facts and we will give that to them, on your behalf.
Teenagers
This age group spanning from 13 to 19 years forms the9.2 % chunk of the entire population in UK. The expected representation is some 7.9 % though, by 2015.
This is an ever more influential factor in the market than the tweenagers. The students are enjoying an average of £20 as their weekly pocket money and an even larger majority is already earning their first wages.
Thankfully, this generation enjoys a much more positive relationship with their parents. The parents too are responsible for this shift, because of their acceptance of their children as equals. This has led to the need of new product development as well as new marketing communication and interaction stratagem.
A regular teenager listens to Eminem and Limp Bizkit, wears Diesel and would rather spend on ringtones than going to the cinema. Teen magazines like Sugar and Bliss reflect the precipitating maturity of these “young adults”. This has over all resulted in different responses from the marketing arena. Where Coca-Cola and Nike are just targeting this group in a generic manner, the rest are developing products for this age group exclusively. One such giant is L’Oreal. |
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Today’s youth is keener about their individualism and originality than a group identity. Their market is defined by swift deflections in lifestyles. This makes it even hard for the marketers to keep up with. An average teenager is very mocking and skeptical about the media promotion modalities. The only effective way they are responding to is the internet. The Splash Plastic online payment system is basically using the new found procuring potentiality of the teenagers. Splash Plastic is being used on a large number of UK websites like CDWow and Blockbuster. Car phone Warehouse and Sainsbury's are the most frequently visited places for the topping up of the cards.
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