7/15/2013
Kids wield more of an influence over which movies their families see (55%) than over vacation (27%) or technology purchases (23%), according to the Intelligence Group’s Cassandra Report. Today’s tweens prefer customization over mass market items. Some 59% want customized products versus 41% who want to have what everyone else has. Three in 10 tweens (30%) like to customize products to make them their own, 42% like to try products before buying, and 27% would like to see more people like themselves in ads. At the same time, 41% of tween girls would rather make something themselves than buy it.
Tweens also want it now. More prefer instant gratification to waiting for a reward (56% vs. 44%). Almost one in three (31%) visit online stores, and 28% shop online. Tweens also prefer to work for themselves than work for someone else (74% vs. 26%).
SOURCE: Intelligence Group, Angel Ciangi, 2000 Ave. of the Stars, Los Angeles, CA 90067; 424-288-2873; aciangi@intelg.com; www.trendcentral.com.
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