The children and tween market in the Philippines is particularly large. According to latest census figures, an estimated 29,901,400 Filipinos or 35 percent of the population belong to the 0-14 age bracket. Of this number, 10.4 million fall under the 0-4 age group, 9.8 million under the 5-9 age group, and 9.6 million under the 10-14 age group.
A rough idea of the spending power of the Philippine children and tween market can be gleaned from a November 2003 survey commissioned by the Cartoon Network, a major provider of children’s entertainment on cable TV.Entitled “New Generations Philippines 2004,” the survey covered the cities of Metro Manila, Davao, and Cebu and involved 1,000 children from age 7 to 14. It showed that the Filipino children in these three cities across the country have a spending power of P20.9 billion every year.
According to the survey, “96 percent of parents give their children an average of P109 in pocket money every week. Children in Metro Manila received an average of P140 per week, with seven to eight year olds receiving P99, and teenagers given as much as P218 for pocket money.”
All over the world, marketers and advertisers are increasingly focusing their attention on young children and tweens. This is because these two market segments wield a very substantial spending power on their own and exert a strong influence on how parents spend the family’s money.
Another reason is that these market segments are expected to keep on getting bigger. In a few years, even as the tweens of today shall have grown into teens and young adults, the young children of today shall have become tweens.
Beyond the toddler age of 2 years until they are 6, kids are often referred to as young children. Tweens, on the other hand, are kids who are no longer children but aren’t quite teenagers yet. Indeed, the term “tween” comes from the word “in-betweeners”, the range that encompasses the ages from 8 to 12 or, in the reckoning of some, from 9 to 12. Continue reading here
photo from thethriftycouple.com
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