Tween and cell phone use

According to a new MediaPost article, pre-teens are more connected than ever before, thanks to a rise in mobile phone use.

The Nielsen Company released the findings of an in-depth study on the mobile media and cross-media behavior of U.S. tweens (ages 8-12). The report estimates that 35% of tweens own a mobile phone, 20% of tweens have used text messaging, and 21% of tweens have used ring & answer tones, the article said.

The "godfathers" of the tween market are Dave Siegel, Greg Livingston, and Tim Coffey of The Wonder Group whose groundbreaking book, The Great Tween Buying Machine, came out in 2001 and for the first time defined what it means to be a "tween" consumer. You can still buy copies of the original hardcover of this book from Paramount Market Publishing.

Based on their on-going research on kids and markets, the three co-founders of WonderGroup wrote The New SuperConsumer, Mom+Kid in 2006, defining the new relationship between moms and their kids and the growing influence of kids on family purchases.

One point that The New Super Consumer makes is how much more proficient tweens and teens are at multi-tasking than their parents are. With the rise of cell phone use and text messaging, this multitasking is increasing exponentially. Even walking down the street now is usually accompanied by some other activity, especially the use of the cell phone.

What does 4i4l mean?

If you market to kids and moms these days (and who doesn't?), you should subscribe to the free e-newsletter published by WonderGroup. The newsletter chronicles new trends among youth and highlights new product and advertising campaigns and with a name change to SuperConsumer University, it will be refocused on the mom and kid dynamic. You can subscribe at the url above or click here.

Principals of WonderGroup are David Siegel, Tim Coffey, and Greg Livingston. They are also the authors of two of Paramount Market Publishing's bestselling books. The Great Tween Buying Machine and their most recent book, Marketing to the New SuperConsumer Mom+Kid.

Mom and kid (4i4l--4 eyes, 4 legs) are a new buying powerhouse with moms giving ever more consideration to products their kids favor. In Marketing to the New SuperConsumer, the authors note that moms even ask their kids (boys and girls) to help them choose their outfits and hair styles.

In its latest issue, WonderGroup reports on family mealtime and says that reports of its rebirth may be overrated. Here's a partial quote from the latest newsletter, written by WonderGroup president, Dave Siegel.

"WonderGroup used its proprietary mom-u-mentary video research to get a bird's-eye view of today’s family dinner to see for itself and its clients just what these dinners are really like.

"What we found was somewhat troubling…even if the family dinner may, in some respect, be alive…in many occaisions, it sure isn’t well! Here’s just some of what we observed:

"The family dinner hour has become the family dinner 15 minutes! And during this time the whole family is actually sitting down together for only about 8 minutes! Family members are often leaving the table to answer a phone, get something more out of the fridge, take bathroom breaks and more.

"There are constant interruptions. Cell phones ring, TVs blast, kids scream. Often, when the family does sit together, there is woefully little dialogue, bonding and/or socializing taking place.

"The TV is often on. In fact, many times the TV is actually serving as the source for conversation or the reason to eat together!

"There are many implications that can be drawn from these dinnertime observations: new products that might help mom ensure that all food is easily ready and accessible during those precious 15 minutes of family time; conversation starters or simple games to be played and talked over together during dinner; even new ways to incorporate the TV into conversations... perhaps even a family review of commercials! Think about it!"

For more from the latest newsletter, go to www.wondergroup.com.