For many, the tweenage years can be defined by a single word: awkward. Recalling the pre-pubescent period often brings on horrifying flashbacks of braces, acne, and being in a constant state of embarrassment. However, today’s tweens—those between the ages of seven and 13—are more concerned with technology and brand involvement than mommy mortification.
The Gen Z consumers of today are constantly plugged in. According to the 2013 Cassandra Tween Study, 67% of teens would prefer to receive a tech gadget over a toy, and 57% of tweens are surfing the mobile Web at least once a week. So, how are these tweens spending their time online? According to the study, 25% of tweens admit to being Amazon regulars. Likewise, tween’s use of online stores for virtually window shopping has jumped 10% since 2011. In addition, more than half of tweens surveyed say they research a product online before making a purchase, or having their parents make a purchase, in-store.
And despite their small stature, these tweens have a big voice when it comes to brand engagement. In fact, 25% of tweens responding to the survey want their voices to be heard by brands creating new products. Tweens also want to have individualized brand experiences. According to the study, 59% of tweens would prefer to have a customized product over a generic one. Learning from the brand also appears to be part of the Gen Z consumer’s ideal experience; 20% of tweens want ads to teach or inspire them, the study finds.
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