6/1/2013
Tween girls have particularly strong opinions about fashion, technology, and celebrities. And FPgirl.com is tapping into that knowledge with a regular release of research into the minds of more than 50,000 tween girls.
The platform relies on a two-part strategy for its survey questions. It first seeks open-ended questions, such as which tween girls play mobile apps, and then gathers the top four or five responses for a more specific survey.
Fashion
More than two in three tween girls (63%) say their interest in fashion is self-generated, according to market research firm W5 and online platform FPgirl Market Insights. Tween girls are more likely to receive fashion inspiration from a TV star than their mother (12% vs. 7%). As for their top celebrity influences, Disney’s Zendaya Coleman takes the top spot, followed by Taylor Swift, Victoria Justice, and Lucy Hale.
Tween girls may not seek fashion inspiration from their mothers, but they like shopping with them. “Shopping until they drop” was the number-one activity they like to do with their mothers, followed by cooking/baking, arts and crafts, and outdoor activities.
Almost one in two tween girls (48%) prefer purchasing clothing as their top fashion item, over shoes (25%), jewelry (14%), or bags (13%).
More than four in 10 tween girls (43%) say their mothers typically approve of their clothing choices, while 25% say their moms rarely approve, 24% say their moms always approve, and 10% say their moms never approve of their selections.
Technology
Temple Run and Subway Surfers are tween girls’ favorite apps, beating out Instagram, Pandora, Angry Birds, and Kik. Overall, tween girls prefer gaming-related apps over lifestyle or entertainment ones.
Entertainment
Tween girls’ favorite programs include a mixture of age-appropriate content, including “Austin & Ally,” “Shake It Up,” and “Good Luck Charlie,” with reality-based shows, including “Duck Dynasty,” Animal Planet programming, and Food Network shows. PBS Kids ranks last in the poll, with tween girls noting that the content is geared to a younger audience.
Lifestyle
A majority of girls stay active by participating in dance, cheerleading, and gymnastics, according to FP Market Insights. However, 17% aren’t as physically engaged, preferring to stay inside, watch TV, and play video games.
SOURCES: FPgirl Market Insights, FPgirl.com, Andy Komack, Program Director, 500 Cummings Center, #4100, Beverly, MA 01915; 978-232-3900; support@fashionplaytes.com; www.fashionplaytes.com.
W5, Eric Erwin, 3211 Shannon Rd., #610, Durham, NC 27707; 919-932-1117; projects@w5insight.com; www.w5insight.com.
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