NEW YORK: YPulse, the leading authority in youth culture, has launched its Tweens insights subscription to give North American-based brands a comprehensive understanding of the trends and behaviors that are shaping - and are shaped by - tweens.

For nearly two decades, YPulse’s youth intelligence platform - powered by statistically-sound reports, AI-driven insights, proprietary data and expert articles - has empowered brands to make more informed, strategic decisions about how to authentically engage with young people.

The first YPulse Tweens Study in the new Tweens insight subscription offers a broad overview of what tweens are thinking, doing and buying in 2025, with quarterly reports that will follow to dive deeper into Hobbies, Toys, Play & Sports (Q2), Shopping Retail & Fashion (Q3) and Media and Entertainment (Q4).

Led by MaryLeigh Bliss, YPulse’s Chief Content Officer, YPulse will host a Tweens 101 webinar on Wednesday May 14 from 11am-11:45am EST, to reveal key insights from the first report and explain how tweens are influencing household decisions and reshaping consumer landscapes. Register here.

Bliss serves as the lead culture and youth insights expert at YPulse, consulting with brands to help identify actionable insights that align with consumer strategies and has been in the research industry for 17 years.

“Brands are paying close attention to tweens as they can feel and see the shift driven by this influential age group. YPulse’s new Tweens insights subscription decodes tween behavior, delivering valuable insights to help brands connect with and engage young digital natives. We understand every generation is different and we are showing how the next generation is being formed, so brands can be best prepared for the future,” said Bliss.

"The first report dives into tweens’ media consumption, gaming habits, play and hobbies, shopping behavior, tech usage, and brand preferences, while also exploring the dynamic between tween desires and parental realities—and how that relationship shapes household decisions.”

Key findings from YPulse’s inaugural tweens report include:

• Tweens have an average of five tech devices they’re using. Though it's the norm, parents are still concerned about screentime
• Despite being iPad kids, tweens aren’t spending all of their time on screens. The majority play sports, with basketball and soccer being the most popular among both tween girls and boys
• While tweens seem mature beyond their years, 96% still play with toys, and board games are the most popular overall
• 84% of 8-12-year-olds have wanted to buy something an online celebrity has spoken about or recommended
• 82% of 8-12-year-olds say they influence what their parents buy, and 68% of parents say their children influence their regular purchases

The importance of this work is to help brand marketers make better decisions about young people as YPulse offers insights backed by annual youth interviews to help streamline research processes, uncover trends, and transform complex data into actionable strategies.

About YPulse
Founded in 2004, YPulse is the leading authority on Gen Z and Millennials: today’s tweens, teens, college students, young adults, and young parents. The subscription-based research platform provides companies and organizations strategic insight on how to reach the next generation. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, YPulse offers clients a 360-degree view of what it’s like to be a young consumer in today’s age.

YPulse’s daily articles, behavioral reports, trend reports and data have helped thousands of marketers from the world’s leading brands decode the trends that matter and measure what moves young consumers.

YPulse Tweens Study was conducted between 1/14/25 - 1/27/25
n=1,500 8-12-year-olds in the U.S. and Canada and is nationally representative with quotas across age, gender, race, ethnicity and region. The sample breakdown is n=1000 in the U.S. and n=500 in Canada.

Fonte: Business Wire