While tweens are surrounded by screens and social media, they’re still very much kids—and they’re playing off those screens. YPulse’s newest Tweens: Hobbies, Sports, and Play data shows 92% of 8-12-year-olds still play with toys, even if they’re also scrolling on TikTok, customizing avatars, or begging for that viral Sephora skincare. And because this gen has had access to online shopping since birth, they know exactly what they want and how to get it. In fact, YPulse data shows 65% of tweens say they already know what toys or games they want for Christmas right now. YPulse has said before that these kids are major purchase influencers in their households, with 82% of 8-12-year-olds saying they help guide what their parents buy. And for brands, understanding this mix of play and influence is key to reaching tweens where they are—and where they plan on having their parents’ shop. That’s why for YPulse’s new Tweens: Hobbies, Sports, and Play report (exclusive to our tween subscribers), we asked 8-12-year-olds themselves what the...
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