Kids and tweens aged 5-14 account for 13% of the US population, representing 41 million people in 2014. They are responsible for about $200 billion in sales a year including $43 billion from direct spending of their own disposable income. In addition to spending almost every penny of their allowance, kids and tweens exert significant influence over what their parents buy. Marketing successfully to kids and tweens has a big payoff, but is fraught with risks. Do it right and, most likely, brands can create a lifelong customer. A mistake will have long-term ramifications both in terms of selling to these kids and tweens when they are older and in terms of the damage they can do today through word of mouth or social media.

This report builds on findings from Mintel’s Marketing to Kids – US, October 2012 and the November 2010 report of the same title as well as Mintel’s Marketing to Kids and Tweens – US, January 2008. Other related reports include Kids as Influencers – US, April 2014 and Activities of Kids and Tweens – US, November 2013.

This report will provide advertisers and marketers with insights into the attitudes, behaviors, and activities of kids and tweens (and a topline comparison of kids and tweens) including their presence on social networks. In addition, detailed analysis will be provided of kids’ and teens’ level of awareness of advertising in traditional and nontraditional channels in order to guide marketers to the most effective channels for reaching these young consumers.

For purposes of this report, kids are defined as those in the first through fourth grades. While their ages can vary, they are generally about 6-9 years old. Tweens are those in fifth through eighth grades, or about 9-12 years old.

• For survey data, kids are defined as those in the first through fourth grades, or about 6-9 years old. Tweens are those in the fifth through eighth grade, or about 9-12 years old.

• For demographic data, US Census data is used. The closest census age cohorts are kids aged 5-9 and tweens aged 10-14.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

For the purposes of this report, Mintel commissioned exclusive consumer research through C+R Research YouthBeat™. YouthBeat fieldwork was conducted between January and December 2013 among a sample of 1,780 kids in first through fourth grades with internet access and 1,531 tweens in fifth through eighth grades with internet access. YouthBeat conducts more than 75,000 online interviews annually among first- through twelfth-grade students with the sample proportionally balanced based on age/grade and gender. The data is weighted to mirror the US Census of online households. Surveys are fielded throughout the year with each interview topic covered monthly.

Mintel has also analyzed data from Experian Marketing Services, using the Fall 2013 Experian Marketing Services Simmons NCS Teen Study and the Fall 2013 Experian Marketing Services Simmons NCS Kids Study. The studies were carried out during November 2012-December 2013 and the results are based on the sample of 1,328 kids aged 6-11, and 810 tweens aged 12-14 up to the eighth grade, with results weighted to represent the US kids and tweens population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

The following is a list of abbreviations used in this report:

Generations are discussed within this report, and they are defined as:

* Also known as Generation Y or Echo Boomers