Market Research and Analysis

Teen & Tween Demographics

Teens are said to be the most diverse market segment according to Teen Market Profile Magazine. The three major ethnic teen populations are African Americans, Latinos and Asians. The largest and fastest growing ethnic teen population is the Hispanic/Latino market which totals 4.6 million teens. The highest expected percent of growth resides amongst the Asian-American Teenagers ages 10-14 which is expected to grow 31% by 2010. The African American population accounts for 15% of US teens age 12-19; Caucasians make up approx. 66% of teens (Teen market profile magazine).

In 2004, the US Census reported 19,077,645 teenagers between the ages of 15-19 years; 11,857,758 of this population consisted of White (non-Hispanic or Latino), 2,791,541 African American/Black and 3,175,742 Hispanic or Latino origins.? 47% of these teenagers are enrolled within the workforce.(factfinder.census.gov)

Within the tween industry, minority kids will become majority by the year 2010; multicultural children will account for 48% of the 3-12 year old population and 38.7% of the population as a whole. Between 1990 and 2002, the Latino kid population grew three times as fast as the kid population in its entirety. In addition, the African American population grew faster than the Caucasian population. Hispanic, African American and Asian children account for 42% of 3-14 year olds (The US Kids Market 2004).