Tweens og de nye medier: En analyse af tweens, deres mediebrug og markedsføring

Maria Enemærke Møller

Student thesis: Master thesis

Abstract

Tweens are an increasingly powerful and money spending segment and has influence on their own purchases as well as the buying process when the family as a whole needs something new. This is particularly the case when the new purchase has something to do with technology and even managing directors ask their children what mobile phone to buy. The tween influence has grown bigger because of a range of developments in both social structure within the families, in the way we consume products, the way we interact and the new world of social media. Kids and young people are usually the first to get their hands on a new technology and are thus also the first to get a deeper knowledge in the area. The media types I have looked into have consisted of blogs, cell phones, social network sites, games at the social network sites, search engines and podcasting. What the thesis found was that there was a heavy overload of young consumers versus their elder counterparts using these media. At the same time the young consumers have an indifferent attitude towards ordinary marketing tools and need to be addressed differently than just 10 years ago. Tweens use the new media as a natural addition to hanging out with friends in real life and are usually online throughout the day. The media is a way to interact in a world not controlled by adults and is practically the only way for tweens to do so. This all creates a possibility as well as a threat to the marketers and communicators of any company or organization who are interested in getting a message out to the tween population. The possibility is to hit the tweens at their home field by using the new media in new ways. The threat is that not many companies have been able to do so with success yet and therefore it is a challenge to figure out a way to do it right. What I further found was that the tween population wanted marketing to be fun and incorporate the new media. Despite tweens wanting the companies to reinvent themselves on the new media, not a lot of companies have been able to do so. On the Danish market few companies have used the new media alone, which makes it difficult to decide whether it is effective or not. No one is really interested in being the first one getting burned and when no one wants to be first mover no one is going to follow either which creates a huge possible market for new marketing practices but no one want to react to it. If a company is intent on using the new media in order to reach the young consumers it is important for the company to remember that a tween is neither an adult nor a child and needs to be addressed as a different kind of segment. They are no longer interested in fantasy idols but rather they want real people that they can look up to and aim to be like. Further tweens like to be entertained which are just one of the reasons why they love the new media. They want to have fun and advertising should try to aim for this as well as making products that make the tween look good. Tween networks will gladly either discard or promote a product to all of their friends based solely on the product’s appearance. An area of great importance in other countries is different solutions on the mobile phone. Developing applications for mobile phones is widely known in countries such as USA and Japan, but in Denmark this is practically untouched. It is a natural way for the tween population to personalize their mobile phones and would probably be a success. Despite having problems grasping how to interact with tweens on the new media platforms most marketing people realize the need to do so. They acknowledge a need to develop their marketing practices and we will definitely see change in this area in the future.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
LanguageDanish
Publication date2010
Number of pages63