Tweens and Internet: Role of Digital in the Information Process. The Case of Feature Film Releases.

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