America's tweens, young teens losing interest in TV

MUMBAI: As they get older, American tweens and young teens - the 8-14 year old crowd - become increasingly disinterested in watching television, and more and more distracted when they do watch it.



This information is contained in a report titled The US Market for Tweens and Young Teens from publisher Packaged Facts, a division of The TV still reigns supreme -- almost 80 per cent of the younger tweens say that they "love" watching television, according to research conducted by Simmons Market Research Bureau. However, this drops to 60 per cent when kids reach their early teen years. And, many tweens and young teens often do something else while the tube is on, such as read, listen to music or use a computer.



Moreover, consumers in this age group are relatively realistic and sophisticated in their perceptions of the place of television in their lives. Few think that television is more exciting than real life, and a significant minority believes that "watching too much TV is bad for you." The latest Census Bureau report shows that there are 29.3 million young Americans in the 8- to 14-year-old age group. This includes 16.4 million 8-to 11-year-olds and 12.8 million 12- to 14-year-olds. Packaged Facts projects that these consumers command a purchasing power of $40 billion.



Packaged Facts acquisitions editor Don Montuori says, "Tweens and young teens are mastering the adult art of multi-tasking. The Internet, in particular, offers a compelling alternative to TV programming, and this is a significant development for marketers in their efforts to target these consumers." Now in its 3rd edition, The US Market for Tweens and Young Teens offers industry executives an analysis of US tweens and young teens as consumers. The report explores their social world, analyses how tweens and young teens spend their time and money, and assesses the size and growth of the market.

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