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

This article proposes to focus on a specific target in marketing: the Tweens. Defined as children between 8 and 12 years old, they are known to develop specific behaviors. Due to ethical considerations,marketing strategies aimed at children are quite difficult to implement. If previous studies focused on general browsing habits, this research proposes to determine if the Internet has a specific impact in terms of information search process when considering a cultural experience: the choice of cinema movies. To investigate this research question, 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 looked upon when getting information about new movies. Following the analysis of the results, it appears that Tweens should not to be regarded as a homogeneous target since digital practice appears to split them into 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.