Tweens, defined as children between 8-12 years old, are fast learners, trend setters, and multi-taskers who consume media on 5 channels simultaneously. They are now more active creators of their own media content which they share on social platforms like musical.ly, Vine and YouTube. As the most sophisticated group of consumers, tweens own numerous devices, have their own phones and tablets, and highly influence family consumption patterns and purchases.

1. Tweens own media
HYPER ISLAND MASTERCLASS
BUSINESS TRANSFORMATION SÃO PAULO
GROUP 4

2. Definition
Children between 8-12;
Fast learners;
Trend setters;
5 channels simultaneously;
Multi taskers;
Active consuption;
Create their own media;
More music and TV shows;

3. • Until 2012, parents introduced children to
technologies;
• Now, kids introduce parents to tech;
• Boys spend more time online than girls;
• Tablets and devices driven;
• Most sophisticated group of consumers.
Curiosities

4. Tweens = empowered
Hypothesis

5. Hypothesis
• Guilty parents = permissive parents
• Too many devices;
• Own their own phones and tablets;
• Social plataform to publish their content: musical.ly, Vine,
Youtube;
• They are critical consumers, interactive with their own audience;
• They highly influence family consumption;
• US$ 100 TRI spent