Tweens and new media in Denmark and Hong Kong

Lars P. Andersen (Department of Marketing & Management, University of Southern Denmark Odense, Denmark)
Birgitte Tufte (Department of Marketing, Copenhagen Business School, Denmark)
Jeanette Rasmussen (Department of Marketing, Copenhagen Business School, Denmark)
Kara Chan (Department of Communication Studies, Hong Kong Baptist University, Kowloon Tong, Hong Kong)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 18 September 2007

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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

Practical implications

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.

Originality/value

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.

Keywords

Citation

Andersen, L., Tufte, B., Rasmussen, J. and Chan, K. (2007), "Tweens and new media in Denmark and Hong Kong", Journal of Consumer Marketing, Vol. 24 No. 6, pp. 340-350. https://doi.org/10.1108/07363760710822927

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.