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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