One of the tactics often used by e-commerce companies during the second phase of their marketing strategy is known as market segmentation. During market segmentation, organizations identify groups of similarly behaving and like-minded customers and determine which media will be used to convey their message. Thus allowing the company to create a website that recognizes each group of stakeholders and meets each of their needs making the site more useful and accessible to each group. One market segment that companies should consider marketing to is Tweens. Term used to describe children between the ages of 6 and 12. They share some characteristics of both adolescents and children and, since they are a particular pubertal and hormonal group, they are more susceptible to media influences (Jimenez-Zarco, Gonzalez & Gonzalez, 2016). Not only are preteens potential customers of a product, but more importantly, they have the ability to influence their parents' decision-making process. For some products such as mobile devices, apps and services, tweens have become the desired