Tween (demographic)

Tween has been used to describe children between the ages of 8 and 14, however most research defines a tween as a person between the ages of 8 and 12 years old (grades 3 - 6). Synonyms: preteen, tweenager, tweenie, Generation We, Generation Z

Definition

Tweens are in-between being a child and a teen. Tweens are children in the sense that they are not adolescents, but they differ from small children in that they are not primarily occupied with play. They are going through a period of social, emotional and psychological development. The tween years are a time of the most rapid and dramatic change in development since conception.

There are currently 20 million tweens in the U.S. and they are projected to hit 23 million by 2020 (U.S. Census). Tweens are a highly diverse segment of the U.S. population. Minorities will comprise more than half of all children by 2023, with nearly 40% projected to be Hispanic.

Tweens are typically children of Generation X; however, some parents include the youngest Baby Boomers and some of the oldest Generation Y.

"Literature suggests that when children reach their tween years (9 –13 years old) they begin to develop unique social needs and desires, and reveal distinctive hopes, dreams, and expectations for the future. Most notably in this age group, physical changes brought on by the onset of puberty are accompanied by emotional changes. Tweens begin to develop their own sense of self and seek out information from parents and peers that will help them further define themselves. They are beginning to identify their own interests and express themselves through their activities. At the same time, tween self-esteem is in development and fragile, at best. As such, 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 in society."

Key characteristics of modern day tweens

• Highly participative – tweens enjoy things that are fun and interactive
• Highly connected – lifelong use of internet, cell phones, etc. They interact with technology flawlessly; to them it is invisible. They see electronic devices as an extension of themselves rather than a medium of communication.
• Achievement oriented - “Eighty percent of tweens say they feel stress/pressure, with the root of their stress coming predominately from themselves, followed by their peers and then their parents. Stress factors include grades, pleasing parents, having friends/fitting in/popularity and looks.”

Tweens in the Market

The word tween has also been used as a marketing term. Marketing firms and advertisers have started targeting younger demographics, including tweens and young children. Marketers no longer target kids 2-11 as one segment. There are five separate targets: Toddlers (0-3), Preschoolers (2-5), Kids (6-8), Tweens (9-12) and Teens (13-15).

Tweens have a lot of influence over their parent’s spending. Statistics show 8- to-12-year-olds spend $30 billion of their own money annually and influence another $150 billion of their parents' spending each year. In addition, Tween spending power worldwide is estimated at $170 billion.