Tweenagers are an Anglo-Saxon age group encompassing pre-teens aged 8 to 12, sometimes extended to 5 in some studies. They are characterized by their strong independence, often supported by their own pocket money. Midway between childhood and adolescence, they navigate between the desire for comfort and security typical of childhood and the growing quest for autonomy and independence. This duality is sometimes exacerbated by families with diverse structures, often with two working parents.
Tweenagers have extensive access to media, particularly television and the internet. They are well-informed about marketing strategies, sensitive to fashion trends, and can quickly develop a cynical attitude toward advertisements that target them without considering their maturity.
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