Table of Contents
Executive Summary
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- Market overview
- Impact of COVID-19 on activities of kids and teens
- School and homework time
- Leisure time
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- Figure 1: Level of category threat (red, yellow, green), April 2020
- Top takeaways
- Key consumer trends
- Screens dominate leisure time
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- Figure 2: Activities participated in – Digital, February 2020
- Boys spend more time on leisure
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- Figure 3: Time spent per day – Leisure activities, by gender, February 2020
- Communicating with teens
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- Figure 4: Social media usage, by age, February 2020
- Social lives of kids and teens
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- Figure 5: Activities participated in – Analog, by age, February 2020
- Parental influence
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- Figure 6: Sport activity decisions, January-February 2020
- What it means
The Market – What You Need to Know
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- COVID-19 will have a severe impact on leisure
- Kids and teens account for almost a quarter of the population
- Social media cannot be ignored
- Kids and teens have some say in household decisions
- Spending is motivated by different priorities at different ages
The Impact of COVID-19 on the Activities of Kids and Teens
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- What you need to know
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- Figure 7: Level of category threat (red, yellow, green), April 2020
- Threats and opportunities
- Kids and teens have a new abundance of leisure time
- Out-of-home leisure remains at a standstill
- Converting new users to loyal fans
- Changing childhood, defining a generation
- In-home leisure positioned for long term success
- Impact on the leisure category
- Hours spent at school are now hours spent on leisure
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- Figure 8: Time spent per day – Leisure activities, February 2020
- How the crisis will affect family leisure
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- Figure 9: Mintel Trends Drivers
- Wellbeing
- Experiences
- Technology
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- Figure 10: Daily use of TikTok, by age, January versus march 2020
- How a COVID-19 recession will reshape leisure for families
- Trading down in the leisure category
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- Figure 11: COVID-19 spending priorities, by age of children in the household, April 23-28, 2020
- Kids and teens will have less money to spend, all around
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- Figure 12: Labor force participation rate and unemployment rate of 16- to 24-year-olds in July, not seasonally adjusted, 1990-2019
- Birth rate will decline
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- Figure 13: Annual births and general fertility rate, 2006-18
- COVID-19: US context
Kid and Teen Demographics
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- Kids, tweens, teens and everything in-between
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- Figure 14: Population, by age, 2019
- One out of four households have children
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- Figure 15: US households, by presence and ages of own children, 2018
- Kids’ and teens’ peer groups are more racially diverse than their parents’
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- Figure 16: Population distribution, by age, by race and Hispanic origin, 2019
- Two-parent household is common for most
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- Figure 17: Living arrangements of children under age 18, by race and Hispanic origin, 2018
Kids’ and Teens’ Digital Behaviors
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- Cell phone and tablet ownership
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- Figure 18: Tablet ownership, by age, 2018
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- Figure 19: Cell phone ownership, by age, 2018
- Social media is here to stay
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- Figure 20: Social media usage, by age, February 2020
- Teens see themselves in YouTube
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- Figure 21: Social media usage - YouTube, by age, February 2020
- Snapchat is still holding on
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- Figure 22: Social media usage – Snapchat, by age, February 2020
- Instagram is full of flops and finstas
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- Figure 23: Social media usage – Instagram, by age, February 2020
- Facebook is for parents
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- Figure 24: Social media usage – Facebook, by age, February 2020
- The hip to the hop, the Tik to the Tok
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- Figure 25: Social media usage – TikTok, by age, February 2020
Impact of Kids and Teens
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- Impact kids have on household decisions
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- Figure 26: Kids’ impact on small household purchases – Data table, November 2019
- Impact of rules and how much say does a child have
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- Figure 27: House rules and kids’ impact on parents’ behavior, by age of child, November 2019
Kids and Finances
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- How kids earn their money
- Kids rely on gifts and their parents
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- Figure 28: Ways to earn spending money, February 2020
- Teens are more likely to have a job
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- Figure 29: Ways to earn spending money, by age, February 2020
- Black children rely on their parents more than other children
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- Figure 30: Ways to earn spending money, by race, February 2020
- Where kids spend their money
- Gaming dominates kids’ and teens’ disposable income
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- Figure 31: Leisure spending, February 2020
- Boys have a single focus, while girls have many interests
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- Figure 32: Leisure spending, by gender, February 2020
- Changes in spending with age show how priorities evolve
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- Figure 33: Leisure spending, by kids groups, February 2020
Key Trends – What You Need to Know
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- Screens rule leisure time
- Wellness is a priority
- Addressing difficult topics
- Social media is the new news media
- The future looks different
Digital Trends
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- Concerns over kids, teens and screens
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- Figure 34: Sesame Street Device Free Dinner campaign, April 2019
- News media
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- Figure 35: Covid-19 toilet paper meme, March 2020
- Figure 36: COVID-19 Social Distancing Meme, March 2020
- Figure 37: COVID-19 climate change meme, March 2020
- Famous is the new top career aspiration
- Kids and teens are tackling mental health together
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- Figure 38: Wellness Barbie campaign, March 2020
- The dark side of social media
- Brands risk being #cancelled
Trends Beyond Screens
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- Schools accommodate late-rising teens
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- Figure 39: Time spent per day – Sleeping, February 2020
- Time at school has a major hurdle in 2020
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- Figure 40: Time spent per day – At school, February 2020
- Internet access determines time spent on homework
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- Figure 41: Time spent per day – On homework, by age groups, February 2020
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- Figure 42: Time spent per day – On homework, by household income, February 2020
- Teens read less than younger kids
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- Figure 43: Activities participated in – Reading, by age, February 2020
Emerging Trends
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- Kids
- Teaching mindfulness through yoga
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- Figure 44: Frozen – A cosmic kids yoga adventure, February 2016
- Parents will also be on social media
- Alexa, turn on my toys
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- Figure 45: KidKraft Alexa 2-in-1 Kitchen and Market, February 2020
- Tweens
- Tween girls tackle puberty with confidence
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- Figure 46: Lil-Lets Teen Starter Pack Facebook video, April 2017
- Figure 47: 2020 Aerie Real Role Models Instagram post, January 2020
- Talking to boys about sex through the #MeToo movement
- Teens
- Less drinking, more vaping
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- Figure 48: Julius Dein’s Magic Trick on a Vape, July 2019
- Don’t expect teens to keep quiet
- Peter Pan goals
The Consumer – What You Need to Know
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- Digital activities dominate
- Kids just want to have fun
- Boys have more free time
- The future is female
- Parents are both parent and friend
- Friendly influence
- The importance of a social life
Time Spent on Leisure
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- The average kid has 2-3 hours of leisure time a day
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- Figure 49: Time spent per day – Leisure activities, February 2020
- Time spent on leisure increases with age
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- Figure 50: Time spent per day – Leisure activities, by kid groups, February 2020
- Boys have more free time
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- Figure 51: Time spent per day – Leisure activities, by gender, February 2020
Participation in Digital Activities
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- Digital activities are the most popular
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- Figure 52: Activities participated in – Digital, February 2020
- Kids are connected 24/7
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- Figure 53: Participation frequency – Digital, February 2020
- Digital activities rarely have gender lines
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- Figure 54: Activities participated – Digital, by gender, February 2020
- Social activity increases with age
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- Figure 55: Activities participated in – Digital, by age, February 2020
Unplugged Leisure Time
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- Parents will force kids to unplug and connect in a different way
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- Figure 56: Activities participated in – Analog, February 2020
- Analog activities are done on a less-frequent basis
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- Figure 57: Participation frequency – Analog, February 2020
- The social world of girls
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- Figure 58: Activities participated in – Analog, by gender, February 2020
- The dating game
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- Figure 59: Activities participated in – Analog, by age, February 2020
Kids and Gaming
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- Everyone is gaming
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- Figure 60: Gaming devices used, February 2020
- Type of mobile gaming depends on age
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- Figure 61: Mobile gaming devices used, by kid age groups, February 2020
- What are kids getting out of gaming?
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- Figure 62: Motivation for gaming, February 2020
Getting Active with Sports
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- Basketball has increased in popularity
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- Figure 63: Sports participation, January 2020
- Parents think kids are more independent than kids actually feel
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- Figure 64: Sport activity decisions, January-February 2020
Decisions on Activities
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- Kids have a say
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- Figure 65: Activity decisions – Who decides, February 2020
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- Figure 66: Activity decision – Who decides, by number of children, February 2020
- With age comes responsibility
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- Figure 67: Activity decision – Who decides, by age, February 2020
- Black kids have less of a say in leisure decisions
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- Figure 68: Activity decision – Who, by race, February 2020
Kids Just Want to Have Fun
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- Top reasons to participate in a leisure activity
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- Figure 69: Activity decisions – Why, February 2020
- Girls are looking to the future
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- Figure 70: Activity decisions – Why, by gender, February 2020
- Household income effects motivations
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- Figure 71: Activity decisions – Why, by income, February 2020
- Whose opinion holds the most weight?
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- Figure 72: TURF analysis – Kid and tween activity decisions – Why, February 2020
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- Figure 73: TURF analysis – Teen activity decisions – Why, February 2020
What Should I Try Next?
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- Emerging new activities
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- Figure 74: Emerging activities, February 2020
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- Figure 75: Emerging activities, by more social/less social kids, February 2020
- Boys are living in their own virtual reality
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- Figure 76: Emerging activities – Virtual reality, by gender, February 2020
- Girls are building their resumes
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- Figure 77: Emerging activities, by gender, February 2020
Breaking Down Brands
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- Correspondence analysis reveals kids’ top brands
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- Figure 78: Correspondence analysis – Symmetrical map – Brand matrix, February 2020
- “Just do it” dominates
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- Figure 79: Nike COVID-19 Instagram post, March 2020
- Figure 80: Brand matrix – Retail, February 2020
- The You in YouTube
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- Figure 81: Brand matrix – Media, February 2020
- Coffee is for parents
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- Figure 82: Brand matrix – Coffee, February 2020
- The niche market of gaming brands
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- Figure 83: Nintendo Switch – For the Family that Plays Together advertisement, July 2019
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- Figure 84: Brand matrix – Gaming, February 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Further analysis – Correspondence analysis
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- Figure 85: Correspondence analysis – Principal map – Brand matrix, February 2020
- Figure 86: Brand matrix, February 2020
- Methodology
- Further analysis – TURF analysis
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- Figure 87: Table – TURF analysis – Activity decisions – Why, February 2020
- Figure 88: Table – TURF analysis – Activity decisions – Why, February 2020
- Methodology
- Abbreviations and terms
- Abbreviations
- Terms
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