June 14, 2005
The Nickelodeon / Youth Intelligence Tween Report (Week 3)
Car Culture
Every June we here at Youth Intelligence publish The Nickelodeon/Youth Intelligence Tween Report, an in-depth look into the lives of a nationally representative sample of 9-14 year olds. It’s a fun, comprehensive study, based on up-to-the-minute qualitative and quantitative research. With entertaining video footage and over 100 pages of tween trends, statistics, and insights, the report is an ideal way to dive deep into the world of tweens.
One of our notable findings this time around is the astoundingly obsessive interest tween boys have in cars and car culture. Even though Driver’s Ed is still years away, car culture strongly resonates with tween boys, who cite Pimp My Ride, Car and Driver, Hot Rod and Grand Theft Auto as favorite TV, magazines, and video games. We’ve been seeing this among teen and twentysomething males in the past few issues of The Cassandra Report®, but this is the first time in our research that tween boys have shown similar interest.
The perception of independence associated with going places without relying on a parent or sibling for transportation is highly appealing for tweens. In fact, qualitatively, when asked if they could be any age, tweens most frequently cite ages 16 and over, noting that they will be of driving age then.
To learn how to subscribe to The Nickelodeon/Youth Intelligence Tween Report please contact Melissa Lavigne via email at mlavigne@youthintelligencecom or by phone at 212-277-9090.