Young Consumers: Insight and Ideas for Responsible Marketers

Purpose – The purpose of this paper is to compare sources of money as well as responses to television commercials and pop up advertisements on the internet among young “tween” consumers in Denmark and Hong Kong. Findings are compared with existing preconceptions of the tween segment in the marketing literature.

Design/methodology/approach – A survey was conducted in six primary schools in Denmark and Hong Kong, with 434 respondents from fourth, fifth and sixth grades.

Findings – The paper finds that the Danish tweens received higher monthly incomes from all sources than Hong Kong tweens. Danish tweens were more likely to spend money on CDs, computer games, clothing, sports equipment, and cosmetics/jewelry than Hong Kong tweens. Hong Kong tweens were more likely to spend money on books than Danish tweens. The results showed complex differences in the perception and reactions to advertising. The results seem to support that tween consumption and responses to advertising are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be.

Research limitations/implications – The study was based on a convenience sample. The questionnaire consisted of mainly dichotomous scales, limiting the available statistical analysis. Further qualitative study is needed to explore the reasons for the differences.

Practical implications – The paper can serve as a guideline for marketing communication targeting tweens, particularly in case of international or global campaigns.

Originality/value – This paper offers insights into designing communication strategies for tweens, particularly when incorporating advertising on television as well as new media. Policy makers should be aware that perceptions and impact of advertising on children may vary significantly across cultures.