Tweens and new media in Denmark and Hong Kong

The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites.

In 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies.

Household ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The results seem to support that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently that the tween consumer segment is not as globally homogeneous as it is claimed to be.

The study was based on a convenience sample, thus it may be problematic to generalize from the findings.

The study can serve as a guideline for marketing communication targeting tweens. The emphasis on the hedonic use and social function of new media may be suitable for a highly developed, individualistic society. In collective societies, marketers may need to put emphasis on the instrumental values of new media, such as improving academic performance.

This paper offers insights into designing communication strategies for Danish and Hong Kong tweens, particularly when incorporating new media. Findings are compared with existing preconceptions of the tween segment in the marketing literature.