Children between the ages of 8 and 14 – tweens and young teens – are a powerful demographic group. They control billions in purchasing power and make up 60% of Internet users under age 18, and as tweens become teens, their online activities change dramatically.
They may be small in stature, but they have a huge influence.”Teens ages 12 to 14 go online more frequently than children who are 8 to 11, spend more time online and engage in a variety of online social and communication activities, such as instant messaging and social networking, that kids slightly younger have yet to grasp.”
No marketer should make the mistake of thinking that there is no difference between tweens and teens. The transition from childhood to adolescence is a big turning point — socially, mentally, physically and emotionally. Just ask any parent with children between the ages of 8 and 14.
“It also marks a turning point in online behavior,” says Debra Aho Williamson, eMarketer senior analyst and the author of the new report, Tweens and Teens Online: From Mario to MySpace.