Tween’s gaining importance
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In a news by Indiantelevision - Nicktropolis a virtual community website for kids started by children entrainment network Nickelodeons has just hit the 4million user base mark. They started out in Jan this year. It’s a good number within such short time. Users can interact with other kids or Nickelodeon characters in real time, and create their own personalized 3D rooms. Tweens are the ideal TG for Nicktropolis.
Tweens are children belonging to the 8-13 age group. They are certainly powerful and currently are being targeted by many companies.
Its easier for companies to create brand loyalty among young children rather than adults who keep changing their loyalty depending on their interests fashions trends prices etc. the tweens are the next generation of probable customers therefore companies are catching them young so that they are already aware about the brand and become brand loyal. It is believed that in the US, kids after they turn 10 start behaving (or want to) like teens that includes doing everything a teen would do.
Why are they so powerful when they don’t even earn ??
Yes they may not be earning but they do influence purchase. Kids all across the world in developed and developing nations are becoming smarter and have their say in a lot of matters concerning them. Of the reported US$ 51 billion spent by tweens themselves, an additional $170 billion was spent by parents and family members directly for them, according to 360Youth.com, which focuses on youth marketing.
What are companies doing?
Disney has introduced cell phones for kids from which parents can keep a track on their kids wherever they are.
Disney and Nickelodeon are already providing cellphone ringtones and content.
A lot of companies like Mtv have started making Virtual Worlds for kids and teenagers which really engross users and take up most of their time in the day.
Verizon, Cingular and newcomers Tic Talk and Firefly ("starter" phones designed specifically for keeping kids easily in touch with mom or dad. Many companies also feature GPS location tracking of the phone (eventually the child)
GIA also features a "Best Friends Forever" network where girls are given products to discuss among their friends, reporting back resulting comments to a GIA agent. Clients of GIA include Mattel, Disney and Warner Brothers
PBS also offers a website called "Don’t Buy It," chock full of advice on how to make kids intelligent consumers. Features include "advertising tricks," "buying smart — see through the sales pitch," and "cover model secrets."
Tween Brands, Inc.operates two store concepts: Limited Too and Justice. Limited Too sells apparel, underwear, sleepwear, swimwear, lifestyle and personal care products aimed at girls aged 7-14 -
MTV had also launched a virtual world for teenagers. Van Toffler the president of the MTV Networks Music said “You can not only watch TV, but now you can actually live it,”. Kids may not be able to drive a car or buy a house in the real world but virtual worlds allow them to do so.
"Advertising has always sold anxiety, and it certainly sells anxiety to the young. It’s always telling them they’re losers unless they’re cool."
(Mark Crispin Miller, The Merchants of Cool, 2000)
What gets them to make or influence purchase?
The cool factor and peer pressure. Its always been about it ever since we have known. Age/color/ creed/ religion etc has nothing to do with it. Your kid doesn’t have a Pokemon Tazoo and your neighbors kid has one ?? you are not cool enough so you get one and your kid become cool.. right!! A lot of us even at this age are sometimes influenced by our peers so why not kids.
Teens (and now many tweens) are using virtual worlds, building avatars (e.g. TSL, Gaia, Zwinky (20 million active members), WeeWorld etc.) and trying on different personalities and role playing personas to chat. (e.g. Zwinktopia). WeeWorld allows users to make their online avatar right from scratch. One can choose the type of hair, hair color, shoes, clothes etc.
On a personal note-
Kids are a lot smarter (and spoilt) now than we were at their age (that wasn’t too long ago). The cool factor is very important. Companies can harness this information and use it for their benefit to target the kids. Timing is very important. What my be cool today may be passé tomorrow.
Talking about ethical issues companies have to learn where to draw the line with kids. It could affect the Childs future emotionally and psychologically. They are net savvy and want to make decisions about the things that impact their lives. So you better be good to them. Also if you keep it ethical it will give you a good return in the long run.
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