Proceedings of the Third International Conference on E-Technologies and Business on the Web, Paris, France 2015

Tweens and Internet: Role of Digital in the Information Process.

The Case of Feature Film Releases.
Olivier AUBA, Communication & Media Alumni, Paris School of Business
59, rue Nationale, 75013 Paris, olivier.auba@gmail.com
Xavier MENAUD, Associate Professor at Paris School of Business
59, rue Nationale, 75013 Paris, xmenaud@esgms.fr

ABSTRACT
This article proposes to study a specific target in
marketing: the Tweens. Regarded as children aged
between 8 and 12 years old, they develop specific
behaviors. Due to ethical considerations,
marketing dedicated to children are quite difficult
to implement. If previous studies focused on
general browsing habits, this research proposes to
determine if Internet has a specific impact in
terms of information process when it regards a
cultural experience: cinema movies.
To propose answers a quantitative study was
conducted with 265 Tweens. Each respondent was
asked to answer questions regarding its browsing
habits, favorite medias and the nature of the
source of information about new movies.
Following the analysis of the results, it appears
that Tweens have not to be regarded as a
homogeneous target since digital practice appears
to split them over two groups. Then the results
underline the importance of family and peers to
know new movies when digital tools are the third
way of getting information.

KEYWORDS
Tweens, Internet, Cinema, Browsing Habits,
Information Process.

1 INTRODUCTION
Children are regarded as a specific marketing
target due to their direct or indirect influences
on families purchasing decisions. Yet, it still
remains taboo to propose studies focusing on
them.
Despite this ethical consideration, marketers
develop their investments to target children.
Indeed, in the United States, $150 billion in
an annual spending are attributed to children
and preteens [1]. Beyond these figures
considerations, the psychological

ISBN: 978-1-941968-08-6 2015 SDIWC

development suggests a specific interest for

children. Piaget (1972) proposes four specific
periods: sensorimotor intelligence (between
the birth and the age of 2: the child starts
organizing its environment), preoperative
intelligence (between the age of 2 and 6 : the
child is able to converse and develop his
intuition), operative intelligence (between the
age of 6 and 10 : the child integrates physical
considerations) and
formal operations
(between the age of 10 and 16 : the child
develops permanent schemes he will use
during his lifetime) [2]. For marketers steps 3
and 4 may induce some behaviors directly
influencing childrens short or long terms way
of acting.
If this classification is widely accepted in
France, a new trend from the United States
questions the relevance of Piagets theory [2].
For these researchers, the intellectual
development classification may be replaced
by a new taxonomy integrating the social
development.
Despite
a
potential
disagreement over the way to apprehend
children, it soon became clear that this target
was far from homogeneous. Children must
not be regarded through a holistic approach
but as specific markets with specific needs.
Within this typology, Tweens (8-12 yo) focus
the attention of the practitioners because of its
purchasing power and, unlike the kids, an
egocentrism fading allowing them to be
opened to the world, including through the
Internet. Therefore, to understand the
browsing behavior of Tweens, studies were
conducted [3].
If the results of these previous studies provide
information about what motivate children to
use or not Internet, it still remains descriptive
and does not provide any clues to understand
if Internet helps them to be aware of new

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things. Besides, the homogeneity of the target

is not questioned when digital tools are
introduced.
To provide some answers to these questions,
an exploratory study is carried out among 265
Tweens to determine if this target is
homogeneous when Internet is introduced as a
source of information (1) and if Internet as a
specific role for this target regarded as an
hyper connected one (2).
2 TWEEN: A LITERATURE REVIEW:
Children have been the subject of many
studies. Bre (1990) proposes an overview of
marketing research around six themes: the
cognitive development of the child
(Stemming from Piagets theories, Ward and
Wackman research -1973- [5] is discussed by
Calder, Robertson and Rossiter 1975 [6]),
the ability to process information, factors
influencing the socialization (family, peers
and medias), the influence of the children on
their parents purchases, children and
advertising, and children and retailing [4].
The importance of a literature dedicated to the
children underlines the interest to focus on
this target. However, it appears that the
consideration of a homogeneous target does
not demonstrate anymore its relevance and,
just like a literature reclassifying seniors
according to an age category, children have to
be newly assessed.
The purpose of this literature review is to
define Tweens specificities and the
importance of research fields that remain to
be investigated.
2.a. The Tweens: Features Of A Specific
Target
Tweens terminology refers to a period
between the childhood and the teen. If
authors dont always agree on the age interval
(8-14 yo for Lindstrom, 2004 [7]; 11-12 yo
for Dibley et Baker, 2001 [8]), it appears that
a consensus seems to be around the interval

ISBN: 978-1-941968-08-6 2015 SDIWC

proposed by Andersen, Tufte and alii (2007):

between the age of 8 and 14 [9].
The tween is regarded as brand sensitive,
close to his peers and peer influenced [10].
Yet, he is not regarded as a loyal consumer
and marketing practitioners have troubles to
make them recommend their product [11].
Besides, this idea is consolidated by the fact
that this target is aware of its marketing
environment and is skeptical [1]. Practitioners
may develop new ways to integrate Tweens
world such as using brand placement in field
they are involved in (Fashion for girls, sports
and video games for boys).
If the tween has a substantial purchasing
power due to pin money it holds, its influence
on family purchase decisions was early
identified [12]. This influence can be direct if
the product category is directly related to him
(such as food, apparel) or indirect if his
legitimacy is obvious (new technologies).
Leaving the Pester Power (using the whim to
get something) to the kids, the tween prefers
to negotiate with his parents. This technique
is called 4E4L (Four Eyes, Four Legs), a kind
of hybrid creature between the tween and the
parent [13]. In this purchasing process, the
parent agrees to buy something in exchange
of a service. It is a regarded as a principled
approach of purchase.
2.b. A User
Connections:

Looking

For

Social

Regarded as an hyper connected target,

Tweens have mainly been the object of
studies describing their browsing habits. It
appears that their main motivations to
navigate are to achieve an academic works, to
entertain and to communicate with peers.
Often carried out by groups of countries (such
as the EU Kids Online surveys), these results
need to be nuanced since it tends to erase
national disparities.
Despite an initial descriptive approach,
researches have focused on the Internet's
influence that could have on family
relationships. The results of this study show

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that if Tweens have the feeling they spend

less time with their families, the Internet use
does not reduce the communication within the
family: parents guide their children in their
primary navigation [14].
2.c. Tween and Internet: A Field To Be
Investigated in Marketing
The purchasing power and their strong
relationship to brands made Tweens a field of
studies for marketing researchers. Despite
previous studies, few have specifically
focused on the Internet. Some studies
underline that Internet is a major part of the
Tween culture because this target is always
changing by discovering new things about the
world
in
which
they
are
living
(Communicating to Tweens, by the US
Department of Health and Human Services).
Besides, this lack of interest may be
surprising as is frequently recall the strategic
interest to focus attention on this target
because of its strong presence on the web and
the shopping they can do there [15].
Some studies have emphasized the
importance to focus on the motivations for
young consumers to use the Internet. It
appears that five factors explain this
palatability: the opportunity to express their
identities, the social connection, the
immediacy and constant entertainment, the
discovery and the ability to create and record
[16]. These findings were investigated and
further researches proposed to reduce to four
factors: immediacy, entertainment, social
interaction and self-expression [17]. Despite
these findings, the nature of the sample
mainly included teens (Tweens only
represented, 1,9% of the sample) and further
researches must be carried out.
However, the first research dealing with a
younger target was older. Thus, De Lassus
(2003) underlines the nature of the
motivations and restraints that may lead
Tweens to use or not the Internet. It seems
that there are six reasons: the profusion of
sites allowing an almost unlimited

ISBN: 978-1-941968-08-6 2015 SDIWC

exploration, the possibility of playing on-line,

to meet challenges, to facilitate creation, to
look for information and to be able to open to
the others [3]. Nevertheless, certain browsing
experiences were discouraged further to
possible technical problems (websites not
allowed), the difficulty of writing web
addresses, a feeling of perceived slowness
when the website is loading, the absence of
online help, the problem to find a way in a
wide universe where, once the tween found
site, it still remains complex to understand its
structure.
This research allowed proposing a first
typological proposal of the behavior of
Tweens on the Internet.
In spite of these efforts and the interest for a
field still rapidly expanding, further
investigations can be brought to refine our
knowledge of this target.
Following to this literature review, it appears
that tweens approach is far from reaching a
consensus in terms of cognitive development.
France is influenced by Piagets theory
dividing children through a scholar
level: from 8 to 10 yo and 11 to 12 yo. In
terms of digital practices, this gap may be
observed. Therefore, we propose this first
proposal:
P1: In terms of digital practices, Tweens have
no homogeneous behaviors: a split will be
observed between the younger and the older
of this target.
Besides, scientists underline the importance
of their hyper connected activities. Because
they are regarded to be sensitive to their social
environment and their interest for Internet, we
can propose a second proposal:
P2: Internet is the second source of
information for a tween to know that a movie
is newly released, after the social
environment.
3. METHODOLOGY:

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This research is dedicated to the importance

for the tween of the Internet as a
communication channel to know the release
of a new movie. The choice of this sector is
justified by the nature of the cultural activity:
at the same time, appreciated by the target, it
is integrated in a social process and may be
the object of numerous source of information.
Besides, it is their third favorite activity after
games and reading (Consojunior, Kantar
Media).
This research turned to a quantitative
methodology since it appears that from the
age of 7, children are able to answer, in all
honesty, a questionnaire [18]. The latter was
built around four main subjects. The first
dealt with the respondents characteristics, the
second with the digital habits, the third with
the relationship with cinema and the fourth
with the preferences in terms of media.
The research reveals that during the
realization of a questionnaire for the children,
it is advisable to proceed in a very specific
way to obtain exploitable results. Indeed, this
target has not had the ability to express
clearly its opinion or even to understand the
questions.
Researchers have developed specific scales to
assess children attitudes: toward the brand
[19], the advertising [20] or involvement [18].
According to the academic literature, it is
important not to allow the child to be
indecisive since a central point in a
symmetric bipolar scale seems to disrupt a
large part of child [21]. The questionnaire
integrated this specificity.
Regarding the frequencies, four answers were
proposed: always / often / rarely and never.
Likerts scale with smileys were introduced
since the affectivity of the children is
enough mastered so that the most smiling or
the most surly faces do not establish levels
that would channel a majority of answers
[21].

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The questionnaire was pretested as it has been

demonstrated that the use of a questionnaire is
possible only if readability and understanding
have been first tested on a sample [22].
During this phase of pre-test, we introduced
for every question, the answer I do not
understand the question to determine if a
question must be modified.
Following to this pre-test, a question has been
reworded and an answer modality has been
added. This change made, the questionnaire
was again tested. No problem was raised
during this second phase of pre-test.
To make sure of a better reliability of the
results, questionnaires were administrated
face to face. From then, the effects of the halo
could be limited by making sure that the
participants did not exchange between them.
Participants are 265 Tweens living in Paris.
They are primarily girls (51.7%) and having
at least a brother/sister (64.9%). Average age
is 10.3 years old.
4. RESULTS:
The results presented here underline two
kinds of information: descriptive data
showing Tweens digital practices and the
nature of the source of information enabling
them to know a new release (1) and specific
tests dedicated to underline potential
differences in this target (2).
4.a. Digital Practices and Sources of
Information:
Among the 265 respondents, only 7 claimed
they did not have access to the Internet. For
the connected Tweens, we observe numerous
possibilities of connection. If the computer
remains the favorite device for the surf (80.4
%), other tools allow them to connect (47.2 %
use the tablet, 27.5 % the smartphone and
21.9 % the games console). Thus, as a hyper
connected community, Tweens reputation is
upheld.

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This characteristic leads to underline

important information: the low rate of frame
of their use of Internet. Indeed, 63.8 % of
them claim they often, even very often, go
alone on the Internet. Only 10.9 % of them
navigate only in the presence of a relative.
This lack of guidance is supported by the fact
that only 26.8% of the Tweens admit that
their parents did not put a parental code to
oversee their Internet usage. The absence of
frame may justify that 16.2% of them hold a
Facebook profile when the firm policy forbids
the registration before 13 years old.
Eventually, 8.7% declare having a Twitter
account. These first results are congruent with
literature defining Tweens as a target looking
for social interactions.

by the fact that Internet is regarded as a

natural source of pull information contrary to
the two other media. This point is confirmed
because Tweens clearly express preferences
in terms of media allowing to acquire
knowledge on a movie release: Internet (65.7
%; 9.9 % state to go on the site to allocine.fr
at least once a month) is ahead of billboards
(52,8%) and television (50,6%).
Regarding the purchasing act, it appears that
Tweens already used Internet to buy a ticket.
Indeed, even if this proportion remains
marginal, it is necessary to underline that
31.7% of the respondents claim that they
purchased a ticket on computer, 12.5% on a
tablet and 6% on a smartphone.
4.b. Determination of Specific Practices:

The results regarding the respondents

relationship with the cinema underline that
Tweens are a target largely appreciating this
activity: when they are asked to describe their
state of mind when they go to see a movie, the
average score of the sample is 4.38/5.

In order to check if Tweens are still an

homogeneous target in terms of digital
practices, crosstab analysis are carried out,
including sex and age variables.
Girls and boys, a same research approach?

It seems that the viewing of a movie in a

cinema is a socially framed activity. Indeed,
the tween is mainly accompanied with his
(her) parents (79.6 %), of his (her) brother or
his (her) sister (57.4 %) or is a school outing
(51.7 %).
To know the movie release, the tween is
mainly influenced by its social environment
(43.4 % of them get this information from
their family, 35.1 % by their peers).
Billboards (47.5 %) and the digital tools (23.4
% by the computer, 13.2 % by the tablet and
9.4 % by the smartphone) are the following
sources of information. Nevertheless, the
respondents claim that Internet is their
favorite media in terms of source of
information in front of the television and
billboards. This difference can be explained

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The relationship with the digital and the

search for information do not seem to be
discriminated by the sex. Indeed, the whole
crosstab analyses carried out do not highlight
any differences between girls and boys.
The only significant results regard preferences
in terms of favorite browsing devices: boys
would prefer using computer or games
consoles rather than girls. Yet, if the test is
significant, the association is weak and it
would be quite dangerous to conclude that a
real difference in terms of preferences exists
between girls and boys. This result must be
nuanced. (Computer: sig = 0,033, V = 0,033;
Games Consoles: sig = 0,017, V = 0,017).

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Table 1: Solitary usage according to the age
Crosstab Analysis

Khi value: 65,511; DoF: 16; Sig: 0,000

Cramer V : 0,247, Sig : 0,000
Internet Alone1
1

2
3
4
Total

Age
10

11

12

Total

10

29

10
6
2

17
11
8

13
11
24

21
21
41

5
10
35

66
59
110

28

45

54

86

52

264

Age of the Tween a discriminant variable:

It is also noticed that 11-12 years old are the
most opened to the digital practices since they
go to Internet thanks different kind of devices.
Indeed they are more connected with a
computer or a smartphone than the younger,
whereas the tablet is used in a similar way by
the respondents (Table 2).

If the sex does not split the Tweens and would

consolidate previous researches tending to
prove the consistence of this target, it appears
that the age discriminates it.
Crosstab analyses highlight a distinction
between the 8-10 years old and the 11-12
years old respondents. These differences are
pointed out not only in terms of digital
practices but also in terms of source of
information preferences.

During an outing to go to the cinema, the

oldest Tweens have a specific social
environment. When they watch a movie with
peers (Table 3), the youngest are
accompanied by their grandparents and go to
the cinema during a school outing. Regarding
the school outing, we point out a strong
association with the 8-10 years old (Table 4).

It appears that the oldest are less framed

during their browsing practice (Table 1). This
solitary use of the Web is also accompanied
by the absence of a parental code more
saliently for the oldest than the youngest.

Table 2: Use of Internet with a computer according to the age

Crosstab Analysis

Khi: 22,131; DoF: 4; Sig: 0,000

Cramer V : 0,289 ; Sig :0,000
Internet by computer usage2
0
1
Total

1
2

Age
10

11

12

Total

17

13

52

19

28

41

77

48

213

28

45

54

86

52

265

1: Never; 2: Rarely; 3: Often; 4: Always

0 meaning No ; 1 meaning Yes

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Proceedings of the Third International Conference on E-Technologies and Business on the Web, Paris, France 2015

Table 3: Outing with friends according to the age

Crosstab Analysis

Khi: 19,744; DoF: 4; Sig: 0,001;

Cramer V: 0,275, Sig: 0,001
Cinema with Friends

8
0

11

12

Total

21

33

42

49

22

12

12

37

30

98

28

45

54

86

52

265

1
Total

Age
10

167

Table 4: School outing according to the age

Crosstab Analysis

Khi: 87,397; DoF: 4; Sig: 0,000;

Cramer V: 0,574, Sig: 0,000
Cinema with School
0

1
Total

Age
10

11

12

24

47

27

38

30

28

45

54

According to these results, it appears that far

from being homogeneous in terms of digital
practices, Tweens have different behaviors.
When the youngest (8-10 yo) are watched by
their relatives because they are still regarded
as kids, the oldest (11-12 yo) are likely to
adopt teens behaviors and to pull away from
their parents. The first proposal (P1) is
supported.

Total
49

128

39

137

86

52

265

Regarding the media allowing them to know a

movie release, the age remains discriminant.
If Internet is not the best media to bring
information regarding a movie to the Tweens,
this media remains the favorite one for the
oldest (Table 5).

Table 5: Internet as a favorite media according to the age

Crosstab Analysis
Khi: 26,301; DoF: 4; Sig: 0,000;
Cramer V: 0,315, Sig: 0,000
Internet as a favorite media

0
1

Total

8
18
10
28

9
22
23
45

Age
10
21
33
54

11
21
65
86

12
9
43
52

Total
91
174
265

For the oldest one, Internet is the most

appreciated source of information. We point
out that for this part of the target, the role of
peers is also a key element to know a movie
release (table 6).

Internet is not the second source of

information to know a release, the third place
is quite close to billboards (47.5% for this
media; 46% for Internet through different
devices).

According to the results Crosstab Analysis

and descriptive data we get from the survey, if

The second proposal (P2) is not supported.

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Table 6: Friends as an information reference according to the age

Crosstab Analysis
Khi: 13,270; DoF: 4; Sig: 0,01;
Cramer V: 0,224, Sig: 0,01
Friends as an information
reference
Total

0
1

8
23
5
28

Loneliness during browsing and consequences:

The loneliness practice of the browsing shape
the multiplicity of the points of connection of
the tween. This one uses more gladly the
computer, the tablet or the smartphone than
those who do not go alone on the Internet.
However, this characteristic does not
excessively seem to modify the behavior bound
to the accompaniment of the tween to the
cinema; with the exception of the youngest of
which we observe that the low frequency of use
of Internet is linked to a film discovery during a
school outing. The youngest of Tweens being
the object of a bigger vigilance as for their use
of Internet.
Eventually,
regarding
the
source
of
information, if Internet is a media which is not
the most requested, it seems that Tweens use
computer as a device to get information from
the web.
5. DISCUSSION
The academic literature about children is the
object of numerous discussions about its
segmentation. If the approaches to define them
through their school level prevailed, under the
influence of the American school thought, the
question of the cognitive development was
integrated. From this approach ensues a
segmentation distinguishing "Kids", "Teens"
and "Tweens".

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9
33
12
45

Age
10
40
14
54

11

12
49
37
86

27
25
52

Total
172
93
265

This last target, due to its potential of turnover

and its natural orientation towards the digital, is
one of the most appreciated by the practitioners.
The scientific community developed researches
to refine the knowledge and it is accepted that
Tweens remain homogeneous.
This exploratory research had for purpose to
question this apparent homogeneity when
Tweens are confronted in terms of digital
practices. It seems that if the interest for
Internet is confirmed and that Tweens
multiplies the digital connections, we observe a
real disparity according to the age. The oldest
develop specific behaviors in terms of source of
information: admittedly, a movie release is
known by the social environment but digital
tends to take an important place.
As previous research dedicated to seniors
showed the relevance to refine this target to
integrate specific behaviors, research about
Tweens should do the same. If cognitive
development may divide children between kids
and Tweens, the second target is quite wide to
have different behavior.
This research underlines that an age difference
is highlighted at two levels.
First, in terms of digital practices, it is observed
that the youngest (8-10 yo) are watched through
the use of a parental code or the presence of a
relative during browsing experience. This care
is linked with their young age: not a kid
anymore, not yet a teen. This part of the tween
target still accepts parent authority and the
norms they can impose. At the opposite, the

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Proceedings of the Third International Conference on E-Technologies and Business on the Web, Paris, France 2015

oldest (11-12 yo) are looking for selfexpression and the ability to communicate to
their peers. Internet provides solutions enabling
them to act like teens they tend to be. Parental
authority may be contested and they are looking
for freedom Internet can bring.
Then, regarding their sources of information,
another gap can be identified. When the
youngest know a new release by traditional
media such as billboards, the oldest refer to the
peers to get this information. If the relatives
play an important role as a source of
information, Tweens social environment is
much more present when he gets older. This
point may be explained by the fact that when
the target is younger, the choice is imposed
(such as during a school outing) whereas, when
it is older, the point of view is integrated in the
purchasing process.

REFERENCES:

6. CONCLUSION

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The interest for Tweens may be explained in

part by behaviors that are going to be stable
over time. Brands presence at this specific
moment of their life may induce a deep
relationship.
However, regarding Tweens as a whole target
may cause some troubles in the implementation
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underlines that Internet split Tweens over two
groups.
If the exploratory dimension of this research
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important place in their life. The case of a
movie release is quite significant in this study
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solicited. Despite their number, digital is nearly
at the same level as traditional media such as
billboards.
This research can open now paths to investigate
to provide information regarding Tweens
homogeneity and the link to the Internet.

ISBN: 978-1-941968-08-6 2015 SDIWC

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