Challenging tweens and E-commerce

Abstract

The age segment between 8 and 12 years old (the tweens), is gaining more influence in family shopping and more buying power every year. This market segment’s specificities bring them close to children, close to teenagers, and still with several characteristics that make them unique. They are active, open and curious. In addition, e-Commerce websites and platforms are recent and innovative way for MNC’s to attract new consumers open to innovativeness and technology. This study investigates how tweens’ background (familiar and economic) impacts their online activity and their potential to engage in e- Commerce shopping activity in Portugal and Denmark. Firstly, the study analyses data relative to tweens is analysed from a consumer socialization point of view. Than, it is introduces some data that outlines and defines the elements that outline this age segment’s familiar and economic background. Secondly, the study analyses data about the online access trends and risks in Portugal and Denmark. Following the data analysis, there is an empirical study composed of qualitative interviews with tweens, parents and a Product Manager from the Adidas Group. Interviews are translated, transcribed and analysed. Summarising data from interviews, this paper presents a discussion and presentation of findings from different perspectives. In the final part, recommendations are provided regarding the economic and familiar background elements that are influencing tweens online access and the ones that actually conditioning it. The different level of influence from each of these elements is also taken to account to provide recommendations to MNC’s Product Development and Promotion strategies to better reach the tweens market.