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Tweens Audience Analysis Profile Data, The Health Communication Unit Ref 8 Age 9-14 Psychographic Data There are

approximately 2.5 million tweens in Canada. Application The following information is a broad analysis and it important to note that within the tween audience there are many subgroups. It is impossible to market effectively to the group as a whole. Enormous within group variation (Tweens are age 9-14) so categories only Communications should span an age range of no more than 4 years. helpful in providing directional information and developmental differences Multiple messages, creative executions, websites must be developed between youth ages re: cognitive abilities, brand awareness, media habits & to cater to the interests of different age groups. media literacy etc. Statistics Canada estimated in 2001 that there were 2, 076,000 tweens age 10-14. It is estimated that 2,096,400 tweens will be age 10-14 in 2006. Then this population will continue to decline to 1, 856,700 in 2026. Generation Y are those born between 1979 and 1995 (aged 9-25 in year 2004). Younger tweens have a sense of solidarity with each other and a strong joiner instinct. They are finally the big kids that little kids admire and they enjoy playing the part. They are also starting to distance themselves from their parents with means they look to peer for validation and advice. Older tweens are starting to act more like teens. They embrace the term "teen" because it has an aspirational quality for them. They are starting to adopt teen taste and attitudes. They like teen music, televisions and magazines. This is a time of major transition and uncertainty. They feel like self-conscious, inexperienced teens and experience tremendous peer pressure. even though family is important their primary motivation is the desire to fit in with their peers. Generation Y is very racially diverse. This greater diversity has helped create a more colourblind generation. Generation Y is very fragmented. Racial and ethic diversity along with a world with hundreds of television channels, magazine titles and the internet. Targets with larger age ranges pose difficulty because of differences in cognitive levels, abilities and interests. Research suggests, that every youth year equals five adult years.

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Too big to be a kid, but too young to be a teen, tweens are commonly thought to be a subsection of what marketers interchangeably term Generation Y, Echo Boom and Millennial Generation.

Tweens Audience Analysis Profile Data, v2.0 June 25, 2004, www.thcu.ca

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brands. Peers are very important in guiding youth attitudes and behaviour. Campaigns could include messages delivered from both parents and teens. 82% of boys and 77%of girls feel what their parents think is important. While girls think others are influenced by the media. 57% consider their family as most important to them in their life. 3 9-12 Friends are important and campaigns could incorporate peer to peer involvement. Parents are the most influential in major life decisions. 81% boys) feel that their parents trust them. While tweens continue to look to parents for guidance. they believe that their own goals and concerns are not influenced. As tweens are looking ahead to the next generation’s (teens) behaviour. To shape their identity. According to the Kaiser Family Foundation. Only 8% of tweens say their friends are the most important influence in their life. especially by their parents.thcu. they are still looking back to their parents to check in.ca Page 2 . Tweens At this age boys and girls are comfortable with one another. 11-12 Most youth find it easy to talk to their same-sex friends. They believe that what they see in ads is the gateway to the freedom and independence of teenagers. 83% of tweens feel as though they can turn to their friends for help when they have a problem. Tweens lack media literacy skills. Campaign could also incorporate message to parents empowering them to support and advise their children. Friends are the most influential in small decisions such as what to wear and how to spend money.Tweens Audience Analysis Profile Data. and consumption. Girls report that they have excellent critical thinking skills regarding media messages. music. Word of mouth and in-school "hall talk" between tweens are powerful makers and breakers of new fads. campaign creative could include images of real teen models that tweens can aspire and relate to. 2004. Ads incorporating images involving unisex or both genders could be attractive to tweens. such as whether or not to drink. trends. 71% list that their parents have a lot of influence on their lives.0 June 25. 85% list that their parents have a lot of influence on their lives. Also. youth benefit when they are informed early about tough issues. Some visible issues are fashion. Tweens Tweens have yet to acknowledge their impressionability to advertising. with the number finding it easy to talk to friends of the opposite sex increasing gradually from grade 6 to grade 10. younger tweens look to their peers for validation and advice. 63% of tweens heard about cool new products and brand names from friends or at school. www. 3 8 11 13 20 20 9-12 9-14 9-10 9-14 Tweens Audience Analysis Profile Data. 19 2 2 11 3 1 Over 80% (83% girls. The Health Communication Unit Ref 1 1 8 11 11 19 Age 11-12 11-12 9-14 9-10 13-14 13-17 Who's point of view is important? Application Parents still play an important role in a tween’s life. Tweens define themselves by the company they keep. v2. and define friends as support systems.

siblings. both of which have proven successful in attracting youth attention and generating word of mouth or hall talk. Tweens Tweens respond to what is happening in the next generation (2 years their senior). it is difficult for teens to agree upon a hero. They don't see themselves as children. Tweens are constantly aspiring to be "teens". they feel a flattering sense of authority when younger children look up to them. Campaigns could be endorsed by a celebrity for a limited time and in combination with other strategies. 43% of tweens say that teachers still play an important role in influencing their lives. celebrities alone will not carry a brand.ca Page 3 . sports in general provide a vehicle for high-action and visual ad execution. teachers.Tweens Audience Analysis Profile Data. 7-19 While not all children will be engaged by any given sport or sports figure. v2. Older tweens (ages 12-13) feel like self-conscious. Application Friends are key to this age group. Hilary Clinton and Drew Barrymore were viewed as positive role models for girls because both are believed to have overcome adversity and are women of integrity. 7-19 With celebrities. tweens 38% of tweens say that siblings still play an important role in influencing their lives. Tweens Audience Analysis Profile Data. in fact. The current tween influencers are Avril Lavigne and Hilary Duff (2004). Finding the "early adopter" to influence the group is key to a successful campaign. Tweens are "teen wannabees". Tweens no longer see themselves as children. They aspire to be like teens who they look up to and admire.thcu. Tweens Younger children look up to teens to identify and adopt the latest fashion. However.0 June 25. www. 11 11 11 14 11 11 Campaigns messages could be delivered by multiple sources including parents. Good teen role models could be incorporated into campaigns. in positioning a product to a teen segment and furthering a brand image. Tweens Tweens are beginning to attach credibility to role models like athletes and music icons while still relying and/or deferring to their parents influence for bigger decisions like when to drink alcohol. teens and celebrities. 2004. 12-19 Celebrities can be effective in gaining attention. inexperienced teens. 7 Celebrities are becoming more important but there are no universally admired celebrities among tweens and the coolness factor changes rapidly. The Health Communication Unit Ref 1 3 7 10 20 20 2 Age 11-12 9-12 Who do they respect? Role models? 37% of boys and 29% of girls spend time with friends after school 4 or 5 times a week.

Tweens Audience Analysis Profile Data. Tweens report they learn the most of issues from their mothers and schools/teachers. www.sex. 10-12 13-15 Where do they get health related info? Application The media ties with mothers. The Health Communication Unit Ref 6 6 19 19 Age 10-12. independent of their parents. Top sources for information are friends and entertainment media. TV. The media is one important source of 38% say their peers find out "a lot" about issues like drugs.ca Page 4 . v2. 2004. schools and is ahead of fathers as This is the age when youth are beginning to look for information sources of information.thcu. Tweens Audience Analysis Profile Data. 10-12. movies.0 June 25. violence from information for them. other entertainment media. teachers.

apparel is the most important product category consuming the greatest proportion of their disposable income and their greatest parentcampaigning efforts. Campaign message development and production could involve a review of clothing and shoe advertising to incorporate similar elements. advertising and the brand is specific for people their age. Tweens state that characteristics most associated with a cool brand are high Campaigns could produce high quality creative with high frequency to quality. Campaigns could offer a variety of different activities to engage tweens. Levi's. games & toys (not electronic).Tweens Audience Analysis Profile Data.20). The items tweens buy reflects what they think of themselves and how they wish others to perceive them. some food shopping each week for their family. 7 12-19 7 12-19 7 7 7 13 12-19 12-19 12-19 9-14 "Fun" can be defined in many different ways. Tweens influence household spending by sneaking items into grocery chart. entertainment. gum and non-specific food & drink. computers). giving to cashier. Canadian tweens influence approximately $20 billion in household family purchases. trading cards. More than half of teenage girls and more than one third of teenage boys do Tweens are very involved in family purchasing decisions. Canadian tweens spend $1. 66% receive money as a gift on a major holiday (average $80).thcu. www. potato chips. Tweens provide the following sources as income: 90% from last birthday (average $88). which reflecting the emotional importance for tweens to wear the "right" clothes and shoes. Tweens buy the following in order of prevalence. offer parents advise on products they know more about (e. requesting a specific brand and will only use this brand. incomes more stable than adults. movies (theatre).g. The act of buying can be one of independence or conformity. reach a tween audience. v2. video games. For girls. clothes & shoes. Guess. Tweens Audience Analysis Profile Data. Gap and Sega. pop. After fashion. 2004. Tweens are taking more trips independently to the mall than before. 25% get paid for work done (average $14/wk). self-expression or socialization. The top 4 are apparel and shoe brands. The top 5 coolest brands are Nike. books/magazines. 28% get back to school money (average 28%).7 billion of their own money. girls spend most on personal-grooming items. The Health Communication Unit Ref 7 7 13 Age 12-19 12-19 9-14 How do they spend their money Application 7 7 12-19 12-19 13 3 7 9-14 9-12 12-19 13 7 9-14 12-19 Tweens get their own money from a variety of sources. A larger share of a tween's income is discretionary.0 June 25. and ask for specific gifts for birthdays & holidays. gas. which can make their Tweens have independent sources income. Boys convince parents to buy clothes & shoes and spend their money on food. candy. The only item to override purchase motivations is to have fun and much of youth income is spend in this pursuit. 85% receive money as needed.ca Page 5 . 52% get an allowance (average $9. Clothing and shoes are an important factor to fit in. Tweens are becoming more independent in their own purchasing decisions.

Tweens Audience Analysis Profile Data. v2.0 June 25.thcu. www. Tweens Audience Analysis Profile Data.ca Page 6 . The Health Communication Unit 19 Generation Y is entertainment driven and they are not afraid to spend money on items they desire. 2004.

They find strategic partners who also must be continually updated with new. to get support. This is the time when they are forming their values and beliefs. Messages must be authentic. instead of a "preaching" authority. Tweens are highly affected by peers and face pressures and worries that are often focused on how they will fit in and interact with others society. Campaigns could provide an opportunity for tweens to Tweens are beginning to identify their own interests and express themselves decide for themselves. 2004. tweens take on new responsibilities and make small-time decisions or "little choices" that were previously made for them by their parents. Physically they undergo changes they do not completely understand which add to their stress.Tweens Audience Analysis Profile Data.0 June 25. perceptions and behaviours have already been The greatest potential for impact is to target those age 9-12 (grades 4established by age 13. biological and play space that is far different from the tween-age chorts of the 80's. 20 9-13 19 3 3 9-12 9-12 19 19 19 Tweens Audience Analysis Profile Data. however. Application 20 20 20 20 9-13 9-13 9-13 9-13 3 9-12 20 Tweens are "growing up". Campaigns should also be sensitive to the fact that tweens are in transition and seeking to exert Teens begin to develop their own sense of self and seek out information greater control over their environment while reminding tweens where from parents and peers that will help them further define themselves. The Health Communication Unit Ref 20 Age 9-13 What are their values. attitudes? Literature suggests that when children reach their tween years they begin to develop unique social needs and desires. It is important to speak to them as a peer. however. Youth must feel ownership. cool image associations. Branding is important. they live for the moment an stand for fun. attitudes. and reveal distinctive hopes. Children at the "tweening" point are beginning to form unique identities. Even though they seek greater independence from their parental. Many initial beliefs.ca Page 7 . 7). Campaigns could deliver messages Successful products are positioned clearly and distinctly. www. learning and new experiences. They think more about who they want to be and what they want in life. tweens in the process. As reference by Novelli and Just Kids Inc. beliefs. exploration. Generation Y is very entertainment driven. real and presented in a way that promotes selfdiscovery. fantasy. Girls are entering puberty 2 years earlier that 10 years ago…moving into cognitive. These products from teen spokespersons. through their activities. they are not fully confident that they can make good judgments on their own. music and "the street" to communicate their unique youth culture. Generation Y is very image-driven and use fashion. connect with tween lifestyle and share brands in ways that mutually enhance Branding and message development would benefit from engaging the partners' branch power. Campaigns should provide an opportunity for Tweens to decide for themselves. aspirations. Tweens care about fun. branding "invite tweens to the brand party".. dreams and expectations for the future. v2. Tweens inherit some of the responsibility of cooking and other household chores in the absence of stay-at-home parents.thcu. objectives. friends and brand fulfillment. 2000. They continue to look to parents and older siblings to help them with "big decisions" until they can choose wisely for themselves.

Tweens Audience Analysis Profile Data. challenge and violence. In particular. versus evil and bravery". competitions. Campaigns should refrain from calling them tweens. 20 9-13 3 3 3 7 Tweens are experimenters. Tweens desire more freedom in their lives. constant present a new image. Girls are often motivated by messages related to beauty.27) When developing messages. actions and adventure. www. To win tweens over. 10-12% of tweens feel a lot of pressure at school. Campaigns could incorporate comic Girls value story lines. books. They embrace the terms "teen" or "teenager" in a product name. not for them. action movie starts like Jackie Chan.thcu. the Harry Potter series of books to appeal to boys. 20% of tweens feel that teachers expect too much. Tweens want to be Teens. experts suggest that campaigns that promote fun are key. Successful brands are build "with" them. Tweens make the final decisions of a brand's authenticity. beliefs and behaviors. Generation Y faces worries and pressures. (p. characters. youth seek communication experiences that allow them to "discover" information themselves. Customized or do-it Girls are drawn to activities that connect them to others. Campaign messages could also have an “out of school” component. researchers have found that appealing to them strictly on this premise is insulting. regardless of marketing claims. position the desired behaviour as the kid's choice. While tween girls are admittedly focused on the way they looks. superheroes. conquests of "good creativity. They are happy to try new things and adapt to new Campaign messages and brands could be updated and developed to behaviours. worthwhile goals. 19 1 1 3 11 11-12 11-12 9-12 7-19 19 19 19 19 19 20 20 20 Like adults. Creative development will need to balance the different interests of boys and girls to cater to both audiences and/or develop separate Boys gravitate towards games. gender-specific campaigns. youth seek information form a broad range of sources that contribute to their impressions of brands and affect their attitudes. Youth expect to be spoken to at a level that demonstrated a respect for their ability to process information and make their own decisions. fads. 2004. According to Children's Business (1999) brands are an extension of their total experiences and realities in which they are involved. Tweens need constant refreshment of message to keep products new and exciting.Tweens Audience Analysis Profile Data. They are concerned about not performing well in school. not having enough money. adventure. Word of mouth is a powerful way to build a brand among members of this audience. Boys value entertainment. glamour and the desire to master a particular task.0 June 25. interconnected and interactive. action. 12-15 Tweens are changeable.ca Page 8 . Younger teens have been waiting years to be teens and now want someone to notice. brands must be perceived as authentic. and even creative activities or challenges. getting cancer of AIDS and experiencing violence. trends. Some are beginning to feel expectations and pressures in school. v2. yourself products could appeal to girls needs for self-expression and Boys are motivated by messages that express power. The Health Communication Unit 20 20 9-13 9-13 When marketing to tweens. social interaction.

They are more motivated and optimistic about the future than previous generations.0 June 25. 19 19 20 Tweens Audience Analysis Profile Data.Tweens Audience Analysis Profile Data.thcu. fear embarrassment and teasing from peers or lack time. 2004. v2. However. why asked why they would not participate in sports.ca Page 9 . tween suggest that they might have other priorities. www. Generation Y values intelligence and kindness in their peers. stability and decreasing crime. tweens indicated that seeing active people on TV makes them want to be active as well. 2000. Appearance is important to today's youth As notes by Westat. The Health Communication Unit 19 Generation Y has grown up in an era of economic prosperity.

They often use multiple media simultaneously and the different parts of their lives follow together. Generation Y want sites that are easy to navigate. both verbally and visually.e. They expect quick. There are more youth-specific media outlets available to Generation Y than ever before. The have high expectations of most products and services. radio and magazines. Generation Y is the first to grow-up on-line.0 June 25.e. Generation Y desires more images (pictures) and less text. Generation Y is extremely comfortable with technology.thcu. 19 19 19 19 19 19 19 Campaigns could develop partnerships with popular websites for youth . v2. audience.truth. concerts. with TV commercials the most commonly mentioned answer.) and the corresponding websites could reach this target remained relatively stable with kids watching an average of 16.ca Page 10 . movie theatre. music and CD's) at a mall. The Health Communication Unit Ref 19 19 19 20 Age What are possible media channels. and non-traditional communications channels (Internet. 2004. Despite the many entertainment options for teens.5 hours/week. Generation Y does not distinguish between their on and off-line lives. relevant brand identify placed in the entertainment media. sports events. They want personalization and respect on the Internet. exploring characters and sharing activities with friends. vehicles to reach them? Application Marketers are aggressively seeking to appeal to Generation Y.g. TV viewing has remained stable with teens spending over 17 hours/week watching TV in 2002-3. Marketers report that tweens are influenced by grassroots marketing tactics Youth targeted initiative could incorporate message delivery with both that allow them to discover messages within a targeted environment. 80% of tweens indicated that they heard of a cool new product and brand names on TV.ca) Tweens are heavy users of traditional media such as television. YTV. Yahoo. easy connections and interactivity. and do not hesitate to discard items that do not meet those expectations. often seeking sites designed just for them.. (e. TV viewing has Music etc. When on-line Generation Y want substantive and appropriate content that changes frequently. movies. 20-30% watch 4 or more hours of television a day. AOL. They have never know a world without computer and digital connections. The Truth Campaign at www. it is necessary An effective way to breakthrough may be to create a separate and to break through within this aggressive marketing environment. Girls prefer to use the internet for shopping and chatting. Boys prefer to use the internet for games and information gathering. radio. Tweens watch television. Linking campaign messages with current popular culture shows with high youth viewer-ship (i. Hotmail). feature few layers or choices and have larger easy to read type. teen magazines. sports event and concert. The internet has produced a more sophisticated language for today's youth. movie theater and malls). Colour is also significant. such as traditional (television.(i. 19 19 19 19 1 12 12 13 11-12 2-11 12-17 9-14 Tweens Audience Analysis Profile Data. www. Much Despite the growth of internet usage in recent years. The Internet provides Generation Y with the interactivity and depth they crave.Tweens Audience Analysis Profile Data.

0 June 25. TV show-branded board games are becoming more popular with tweens. They like to receive and collect mail addressed to them. YTV events. cool-reads. Indigo book stores and other Canadian news stands and subscriptions. 16 9-14 Manga. v2.thcu. a style of comic book that traditionally uses black and white Japanese animation is hugely popular from of entertainment in mainstream kid culture. Chapters. Tweens Audience Analysis Profile Data.com receives 1 million hits a month from tweens worldwide who want to read reviews from their peers. Understanding what is "in" right now is important for developing effective campaign promotional items that will capture the tween's attention and get the message to other tweens. Younger teens (age 9-11) have an increasing need to be recognized as individuals. Campaigns could involve a direct mail or contest component to engage tweens. contests. www. Sport shirts by Lacoste are back in style. Tiny 80's inspired buttons will be everywhere in Spring 2004. sweaters etc. 2004. Companies are also taking note to see what kids are interested in. Girls like to read or listen to a story. They may join clubs and attend social gathering that put them in the company of peers.Tweens Audience Analysis Profile Data. Tweens follow the mainstream Gap crowd style. 81% who have the internet use it at least once a week.ca Page 11 . collectingdesign program promotions that incorporate an element of collecting. Whoa! Magazine from YTV is distributed through Pizza Hut restaurants. 19 20 20 8 8 15 15 15 15 15 15 8 8 8 15 9-11 9-14 9-14 9-14 9-14 9-14 9-14 9-14 9-14 9-14 9-14 9-14 9-14 Tweens are on-line and are using computers. The Health Communication Unit 9 9-11 Tweens respond well to clubs with special privileges. Tweens respond well to invitations to join a club with special privileges. They like contests. 72% of girls and 63% of boys say they read as many as 3+ magazines a Producing magazines and/or distributing short stories could be an month. collecting and receiving mail. effective way to reach tweens. Horoscope diagrams are the new fad for 2004 replacing branded initials on bags. 87% of girls and 84% of boys read 3+ books/month outside of school. 91% have a working computer at home and within this number 55% use the computer daily.

0 June 25. Decew. Boyce.A. the Tween Era presentation. Ipson-ASI. NY). A. 2004. Analyzing the "Tween Market.14 of Youth Public Opinion Marketing. 22-28. Binney & Smith. P.kindsmarketing. (1999). Methodology This report is based on the data from the World Health Organization's collaborative.Tweens Audience Analysis Profile Data. This article was adapted from his book Wise Up To Teens: Insights Into Marketing and Advertising to Teenagers (1995: New Strategist Publications. v2.ytvmedia. (July 8 1996-7). Lynne. University of Toronto.000 youth and their parents. Secondary Analysis of Current Market Research on Youth Ages 7-19 by Health Canada. 13 and 15 years old attending school. Health Behaviours in School-Age Children (HBSC). Zollo. 1993-4. www. W. The Viewer ship Data & Programming sections of the YTV Brand Tracking Study provides the following graph under the "Kids Historical Hour Tuned" link: NMR Mon-Sun 6am-6am Weekly per capita viewing to TV in (E) Canada 1991-2 to 2002-3 (September-August 12-month average). Kids Marketing: The Web Resource for Marketers to Little People. attitudes and opinions of kids ages 9 to 14. (1998). Annual Tween Report.thcu. YTV commissioned ComQUEST Research to oversee the development of the questionnaire and conduct the survey. Telephone interviews were conducted in June and July 2003 with over 1. Also some media and research informant interviews were conducted to assess current marketing trends for youth. cross-national study. 17.F. The HBSC surveys were administered by self-report questionnaires to a representative sample of 11.. (1999). Strategy Magazine Special Report on Youth "Research informant interview" pg. It presents trends from 3 sets of surveys conducted in 1998-90.. Peter Zollo is president of Teenage Research Unlimited of Northbrook. Project Development Manager. Seondary Analysis of Current Market Research on Youth Ages 7-19 by Health Canada. Can 2 3 USA Health Communication Unit.com 12 Can Data collection involved a review and synthesis of secondary research. J. Sgromo. Health Canada. Ithaca. Currently looking for more information on this resource. Jewer. Research Study. The Health Communication Unit Ref 1 Source King." "Research informant interview" pg. Inc. references. hot news. www. This national telephone survey tracks the lifestyles.. www. (2000)..Tweens Today: Teen Wannabes.C..(1995). "Talking With Kids About This survey was conducted with parents and kids age 10-15 as part of Tough Issues: A National Survey of Parents and Kids". Health Canada. 10 11 Can Health Canada. Centre for Health Promotion. the "Talking With Kids About Tough Issues" a national campaign to support parents. American Demographics. Tweens Audience Analysis Profile Data. Youth Public Opinion Research Study: Secondary Analysis of Current Market Research on Youth Ages 7-19. (1999). research. Nov 1995. & King. "Crayola iQ: Responding to Shifting Demographics. 1997-8.J.A. YTV. M. talkback discussion forum. (2003).ca Page 12 .Talking to teens. Strategy Magazine.6 Of the Youth Public Opinion Research Study. This site contains news letters.11. Illinois. Media Watch. Peter. Wave 9. (2002). This is a web resource centre for marketers specifically providing information for marketing to youth.com 6 USA 7 USA 8 Can 9 Kaiser Family Foundation and Children Now. YTV Brand Tracking Study. Trends in the Health of Canadian Youth.

Centre for Disease Control & Prevention. (2003). papers and secondary Generation Y-Lessons to Apply in the Development of a Youth-Targeted CDC research reports from 1996-99. conference proceedings and published government guidelines.0 June 25.ytvmedia.Kid Trends Newsletter February 2004. This report explores the influence that tweens have by specific product category and also gleans insights into their favourite brands. table 052-0001. (2002).000 kids. Population estimates by age and sex are based on the 2001 Census counts. 16 Can YTV. YTV.ca Page 13 . 14 15 Can Can YTV. Inc. articles. Branded. The Health Communication Unit 13 Can YTV. (2004). (Dec.Kid Trends Newsletter Spring 2004. (Jan. health and education trade press. 2004. papers and secondary research reports. YTV.thcu. NOTE: Trends listed are determined by the buzz from the street. 2000) Review of the Literature to Support Development of This review provides information on subgroups that fall within the the Youth Media Campaign. The Daily.1-29. Atlanta p.Tweens Audience Analysis Profile Data. breaking information by gender. 2000). YTV Tween Report 2002: Special Kidfluence Edition.Sources also span a broad range of books. Aeffect. articles. young-adults who each specialize in one aspect of popular youth cultures to provide their insights into the world of emerging kid trends. the net and various publications and not guaranteed to be actualized. Exploring How to Motivate Tweens in America. newspapers. marketing. conference proceeding and published government guidelines. Review of Literature and Secondary Research on Source span a broad range of books. Tweens Audience Analysis Profile Data. (2004). United States of America: Pereseus Books Group. YTV www.com 17 18 19 Can USA USA 20 USA Offbeat entertainment magazine that personifies kids' culture in a wacky. www. Data presented is primarily taken from business. when possible. marketing. Data presented is primarily taken Web Site. YTV Trend Huntaz team is made up of hip. p. standards and documents.1-30. Quart.000 copies and reaches over 630. age and ethnicity Centers for Disease Control and Prevention. from business. tween population. health and education trade press. Whoa!Magazine. Published 4 times a year and has a circulation of 210. interesting and often humour manner. A. Most of the sources selected were published from mid 1998 to late 2000. Inc. v2. (2004). YTV. newspapers. CANSIM. Statistics Canada. Aeffect. This book discusses kid branding and the dangerous consequences of current materialism. standards and documents.