Tweens: between media and consumption - with focus on their use of the internet

Birgitte Tufte
Copenhagen Business School

"... It's like... if you're not dressed in normal clothes, not really nice or cool clothes, then you're not popular. Then they just look at you strangely."

(Girl, 10 years old)

As children and young people increasingly have their own money and influence the family's consumption, companies and advertisers' interest in them is growing, and new and more sophisticated methods are being developed with a view to reach this segment.

Until recently, the interest was focused on teenagers, but in later years, tweens especially has become a target group in focus.