Tween research

Source: Chiefmarketer.com

We don't often come across research on tweens (10-14 year olds) but DoubleClick Performics have just released their findings on tweens' online search and purchase behaviors across 10 different product categories.  Main learnings were:

• Tweens consume information through many channels, but the Internet leads:  When asked how much time they spent with various media types, 83% said they spend at least an hour per day online, and 68% reported at least an hour per day watching TV. Radio, magazines and newspapers came in much lower with 29%, 10% and five percent indicating they spent an hour per day with these channels.
• Nearly half of respondents go online many times per day (more than three), and 87% usually spend at least a half hour each time. Looking closer at this time spent online, the survey found:
  · 72% have a profile on at least one social networking site
  · 54% have a MySpace profile
  · 35% have a Facebook profile
  · 45% have some other social networking profile
  · 64% visit social networking sites at least once per day
  · 34% spend four or more hours per week on social networking sites
• Tweens reported varying levels of involvement across product categories, but apparel was the most popular: On average, tweens shopped for apparel 8.2 times over the past six months.
• Other popular product categories for tweens included electronics (4.5 times) and home furnishings (4.4 times).

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Comments

[Colin Donald]

Jo, Interesting to see what a relatively large percentage are on Facebook. If you're looking at tween media consumption, it's worth taking some time to check out Fred on YouTube, as an LA Times article explains:

http://latimesblogs.latimes.com/webscout/2008/06/freds-youtube-c.html

[Lambro]

I already knew it, but whatever thanks.
http://www.rapidsharemix.com