Marketing to Families - UK - July 2005

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Premier Insight

Executive Summary

- Family life today has many permutations
- Mothers spend more time on family care and housework
- Mothers and fathers have similar worries
- Life gets tougher (especially for mothers) as children get older
- Women in Non-traditional Couple families lack time to themselves…
- …and children can cause problems
- The casualties of working life
- The workplace can be a haven for mothers…
- …especially if they have children under five
- Children dominate leisure time for family adults – especially mothers
- Younger fathers more willing to spend time with children
- Fathers of under-fives give partners a break at weekends
- Full-time working women have less leisure time for themselves
- Fathers worry about their own health, while mothers worry about everyone else’s
- Plans for the future mean holidays and saving
- Trends in family life
- Future scenarios

Introduction

- Abbreviations

Family Lives

- Demographic background
- What is a family?
- - Figure 1: Composition of family households, by gender, May 2005
  - Figure 2: Composition of family households, by marital status, May 2005
- - Figure 3: Resident and non-resident children – family men and women, May 2005
- Fathers tend to live only with their children from current relationships
- - Figure 4: Children lived with – family men and women, May 2005
- Family types
- - Figure 5: Family types, May 2005
- - Figure 6: Family type, by demographic sub-group, May 2005
- Only around half of mothers have a traditional family structure
- - Figure 7: Family type, by gender, May 2005
  - Figure 8: Family type, by age, May 2005
- - Figure 9: Family type, by socio-economic group, May 2005
- Older men forming new families
- - Figure 10: Family type – men, by demographic sub-group, May 2005
  - Figure 11: Family type – men, by age, May 2005
- It is true that single mothers tend to be young and poor
- - Figure 12: Family type – women, by demographic sub-group, May 2005
  - Figure 13: Proportion of single mothers, by age and socio-economic group, May 2005
- Extended family households
- - Figure 14: Those living with parents and grown-up children, by demographic sub-group, May 2005
- Family support
- - Figure 15: Assistance to other family members, by gender, May 2005
  - Figure 16: Assistance to other family members, by family type, May 2005
- - Figure 17: Assistance to grown-up children – those with children over 18, by gender, May 2005
  - Figure 18: Extent of assistance to parents/older relatives, by gender, May 2005
- Family time
- Younger men are more hands-on fathers
- - Figure 19: Those spending any time on family care and household tasks (weekdays and weekends) – men, by demographic sub-group, May 2005
- But all mothers also look after the house
- - Figure 20: Those spending any time on family care (weekdays and weekends) – women, by demographic sub-group, May 2005
- Women still spend more of their time with children
- - Figure 21: Time spent on household tasks, personal and family care* – men and women, May 2005
- - Figure 22: Time spent on household tasks, personal and family care – full-time working men and women, May 2005
  - Figure 23: Time spent on household tasks, personal and family care – men and women in working couples, May 2005
- - Figure 24: Time spent on household tasks, personal and family care – women, by marital status, May 2005
- - Figure 25: Time spent on household tasks, personal and family care – women, by working status, May 2005
  - Figure 26: Time spent on household tasks, personal and family care – working men, by socio-economic group, May 2005
- Yummy mummys?
- - Figure 27: Time spent on household tasks, personal and family care – working women, by socio-economic group, May 2005
- Men are more involved with the youngest children
- - Figure 28: Time spent on household tasks, personal and family care, by gender and age of children, May 2005
- - Figure 29: Time spent on household tasks, personal and family care – working women, by age of children, May 2005
  - Figure 30: Time spent on household tasks, personal and family care, by gender and age group, May 2005
- A woman’s place?
- - Figure 31: Response to statement: ‘A woman's place is in the home’, by gender, 2004
- - Figure 32: Those definitely disagreeing that ‘A woman’s place is in the home’, by gender and age of youngest child, 2004
- Mothers more immune to housework
- - Figure 33: Response to statement: ‘I loathe doing any form of housework’, by gender, 2004
- - Figure 34: Those agreeing that ‘I loathe doing any form of housework’, by gender and age of youngest child, 2004
- Fitting everything in
- - Figure 35: Response to statement: ‘There are not enough hours in the day to do everything I would like’, by gender, 2004
- - Figure 36: Those agreeing that: ‘There are not enough hours in the day to do everything I would like’, men and women, by working status, 2004
- The marketing perspective

Family Equilibriums

- Current concerns
- - Figure 37: Current concerns, by gender, May 2005
- Time and money head the list
- - Figure 38: Current concerns – men, by age group, May 2005
- Youngest fathers are the most stressed
- - Figure 39: Current concerns – women, by age group, May 2005
- Young mothers worry about the bills
- - Figure 40: The top three family concerns – mothers and fathers, by age, May 2005
- - Figure 41: Current concerns – men, by socio-economic group, May 2005
- AB fathers are thinking in the long term
- - Figure 42: Current concerns – women, by socio-economic group, May 2005
- The cost of education is a nightmare for mothers
- - Figure 43: The top three current concerns – mothers and fathers, by socio-economic group, May 2005
  - Figure 44: Current concerns – adults, by age of children, May 2005
- It gets worse as the children get older
- - Figure 45: Family concerns, by gender and age of children, May 2005
  - Figure 46: Current concerns – mothers and fathers, by age of children, May 2005
- - Figure 47: Current concerns, by marital status, May 2005
- Struggling single parents
- - Figure 48: The top 3 current concerns – parents, by marital status, May 2005
- - Figure 49: Current concerns, by family type, May 2005
- - Figure 50: Current concerns – men and women in Non-Traditional Couple households, May 2005
- - Figure 51: The top 3 current concerns – mothers and fathers, by family type, May 2005
  - Figure 52: Current concerns cluster groups, May 2005
- - Figure 53: Current concerns cluster groups, by response to concerns, May 2005
  - Figure 54: Current worries cluster groups, by demographic sub-group, May 2005
- The role of marriage
- Babies and pre-schoolers cause the most stress…especially to their mothers
- - Figure 55: Current concern cluster groups, by average time spent on household tasks and childcare, May 2005
- Overly concerned about housework?
- - Figure 56: Those spending the longest time on family care and household tasks, by current concerns cluster groups, May 2005
- Happy families?
- - Figure 57: Relationships, leisure and family life, by gender, May 2005
- A child focused existence
- - Figure 58: Relationships and family life, by marital status, May 2005
  - Figure 59: Relationships and family life – married/cohabiting adults, by gender, May 2005
- - Figure 60: Relationships and family life, by family type, May 2005
- Non-Traditional families find life more difficult
- - Figure 61: Relationships and family life – men and women in Traditional and Non-Traditional Couple households, May 2005
- - Figure 62: Relationships and family life, by age of children, May 2005
- Family rows fuelled by older children
- - Figure 63: Relationships and family life – men, by age of children, May 2005
- - Figure 64: Relationships and family life, by gender and age of children, May 2005
- Family typologies
- - Figure 65: Family typologies, May 2005
  - Figure 66: Family typologies, by demographic sub-group, May 2005
- Older parents are more controlling
- - Figure 67: Family typologies, by family type, May 2005
- Unhappy families
- - Figure 68: Family typologies, by current concern cluster groups, May 2005
- Family discipline
- - Figure 69: Response to statement: ‘Children should be allowed to express themselves freely, by gender, 2004
- Children rule the roost
- - Figure 70: Those agreeing that ‘Children should be allowed to express themselves freely’, by gender and age of youngest child, 2004
- - Figure 71: Those agreeing that ‘Children should be allowed to express themselves freely’, by gender, 1996-2004
- - Figure 72: Response to statement: ‘I find it difficult to say no to my kids’, by gender, 2004
- - Figure 73: Response to statement: ‘I think children should eat what they are given’, by gender, 2004
- But meal times buck the trend
- - Figure 74: Agreement with the statement: ‘I think children should eat what they are given’, by gender, 1996-2004
- - Figure 75: Parental attitudes towards their children, 2004
- What do the children think?
- A happy home?
- - Figure 76: Level of worry over problems at home – 7-16-year-olds, by age group, 2004
- Not all parents are an embarrassment
- - Figure 77: Agreement/disagreement that ‘I like spending time with my family’ – 7-16-year-olds, by age group, 2004
- Parents are not the only ones to want time to themselves
- - Figure 78: Agreement/disagreement that ‘I don't get enough privacy’ – 7-16-year-olds, by age group, 2004
- - Figure 79: Agreement/disagreement that ‘I get on with my parents’ – 11-16-year-olds, by age group, 2004
- Getting what they want
- - Figure 80: Agreement/disagreement that ‘My parents buy me everything I want’ – 7-16-year-olds, by age group, 2004
- The marketing perspective

Working Families

- Working habits
- - Figure 81: Working status – women with children, 1996-2004
- Rise in part-time working
- - Figure 82: Working patterns among mothers, 2004
- Opinions about work
- - Figure 83: Attitude to work and family life, by gender, May 2005
- Ideals and principle
- - Figure 84: Attitudes to working – men v women, May 2005
- - Figure 85: Attitude to work and family life, by working status and gender, May 2005
- Fathers would like to cut their working hours
- - Figure 86: Attitudes to working time – working men and women, May 2005
- Hostages in their home
- - Figure 87: Attitude to work and family life – working mothers, by working status, May 2005
- Many mothers want the opposite of what they have got
- - Figure 88: Attitudes to working – working mothers, by working status, May 2005
- - Figure 89: Attitude to work and family life – working mothers, by family status, May 2005
- - Figure 90: Attitude to working parents, by demographic sub-group, May 2005
- Work, career and family
- Working time
- - Figure 91: Time spent working and travelling – men and women, May 2005
- Working fathers have longer hours than working mothers
- - Figure 92: Time spent working and travelling – men and women, by socio-economic group, May 2005
- - Figure 93: Time spent working and travelling – men and women, by age of children, May 2005
- What worries working parents?
- - Figure 94: Current concerns – men, by working status, May 2005
- Non-working fathers worry about health
- - Figure 95: Top three current concerns – fathers, by working status, May 2005
  - Figure 96: Current concerns – women, by working status, May 2005
- Full-time working mothers are stressed out
- - Figure 97: Top three concerns – mothers, by working status, May 2005
  - Figure 98: Family concerns – working women, by marital status, May 2005
- - Figure 99: Top three concerns – mothers, by marital status, May 2005
  - Figure 100: Current concerns – working women, by age of children, May 2005
- Mothers of 10-14s are finding life hard
- - Figure 101: The impact of age of children on the current concerns of working mothers, May 2005
- Family stresses and strains for working parents
- - Figure 102: Relationships, leisure and family life – men, by working status, May 2005
- - Figure 103: Relationships, leisure and family life – women, by working status, May 2005
- Caring about relationships
- - Figure 104: Attitudes to relationships – working men and women, May 2005
- What do the children think?
- - Figure 105: Agreement/disagreement that ‘I enjoy going to school ‘7-10-year-olds, by gender, 2004
- - Figure 106: Agreement/disagreement that: ‘I would like to go to university’ – 7-16-year-olds, by gender and age group, 2004
- - Figure 107: Level of worry over school work/exams – 7-16-year-olds, by gender and age group, 2004
- - Figure 108: Response to statement ‘Having a career is very important to me’ – 11-16-year-olds, by gender and age group, 2004
- - Figure 109: Agreement/disagreement that ‘I want my mum to stay at home rather than go to work’ – 7-16-year-olds, by gender and age group, 2004
- The marketing perspective

Families at Play

- Time for leisure
- Grown up leisure time
- - Figure 110: Those spending any time on leisure activities (weekday and weekend) – men, by demographic sub-group, May 2005
  - Figure 111: Those spending any time on leisure activities (weekday and weekend) – men, by demographic sub-group, May 2005
- Fathers of 5-9s are most involved
- - Figure 112: Those spending any time on leisure activities (weekday and weekend) – women, by demographic sub-group, May 2005
- The impact of full-time working for women
- - Figure 113: Time spent on leisure activities – men and women, May 2005
- - Figure 114: Time spent on leisure activities – married/cohabiting men and women, May 2005
- Lone parents don’t miss out
- - Figure 115: Time spent on leisure activities – women, by marital status, May 2005
  - Figure 116: Time spent on leisure activities – full-time working men and women, May 2005
- Fathers get all the fun
- The advantage of staying at home
- - Figure 117: Time spent on leisure activities – women, by working status, May 2005
  - Figure 118: Time spent on leisure activities – men and women, by age of children, May 2005
- Taking over the baby at weekends
- - Figure 119: Time spent on leisure activities – working women, by age of children, May 2005
  - Figure 120: Time spent on leisure activities, by gender and age group, May 2005
- Leisure and family life
- - Figure 121: Leisure and family life, by marital status, May 2005
- - Figure 122: Leisure and family life – married/cohabiting adults, by gender, May 2005
- - Figure 123: Leisure and family life, by age of children, May 2005
- - Figure 124: Leisure and family life, by gender and age of children, May 2005
- - Figure 125: Leisure and family life, by gender and socio-economic group, May 2005
- - Figure 126: Average time spent on leisure, by family typologies, May 2005
- Attitudes to leisure and holidays
- Staying at home
- - Figure 127: Agreement/disagreement that ‘I like spending a lot of my free time at home’, by gender, 2004
- Going away
- - Figure 128: Holiday cluster groups, by family adults, 2004
- Domestic travellers & Non-travellers
- - Figure 129: Holiday cluster groups, by socio-economic group, 2004
- Family leisure activities
- Swimming a key family activity
- - Figure 130: Sports & leisure activities participated in, 7-16-year-olds, 2004
- Ten-pin bowling is particularly likely to be done by ABC1 children
- Everyone goes to theme parks
- - Figure 131: Places visited, 7-16-year-olds, 2004
- Becoming embarrassed by their parents
- - Figure 132: Eating out with parents, 7-16-year-olds, 2004
- What do the children think?
- Fooling themselves
- - Figure 133: Agreement/disagreement that ‘I like the same music as my parents’ – 11-16-year-olds, by gender and age group, 2004
- - Figure 134: Agreement/disagreement that ‘I hate going on holiday with my parents’ – 11-16-year-olds, by gender and age group, 2004
- - Figure 135: Agreement/disagreement that ‘On holiday I like to eat, drink and lie in the sun’ – 11-16-year-olds, by gender and age group, 2004
- - Figure 136: Agreement/disagreement that ‘I like to take part in activities on holiday’ – 11-16-year-olds, by gender and age group, 2004
- The marketing perspective

Healthy Families

- Health worries
- - Figure 137: Health-related concerns – fathers, by demographic sub-group, May 2005
- - Figure 138: Health-related concerns – mothers, by demographic sub-group, May 2005
- Mothers do not have time for their own health
- But there is mental strain
- - Figure 139: Health related concerns – mothers and fathers, by age, May 2005
- Attitudes to healthy eating
- Parents are not setting a good example
- - Figure 140: Agreement with the statement ‘I consider my diet to be very healthy’, by age, 2004
- Sport and exercise
- - Figure 141: Those agreeing ‘I do some sport or exercise at least once at week’, 1996-2004
- - Figure 142: Those agreeing ‘I do some sport or exercise at least once at week’, by lifestage, 2004
- - Figure 143: Healthy living cluster groups, 2004
- - Figure 144: Cluster groups, by demographic sub-group, 2004
- Smoking and drinking
- Anti-smoking campaigns are failing to protect the most vulnerable
- - Figure 145: Those who smoke cigarettes, by lifestage, 2004
- Avoiding hangovers
- What do the children think?
- The marketing perspective

Future Families

- Future plans
- - Figure 146: Future plans, by gender, May 2005
- - Figure 147: Future plans – men, by age group, May 2005
- - Figure 148: Future plans – women, by age group, May 2005
- - Figure 149: Future plans – men, by socio-economic group, May 2005
- - Figure 150: Future plans – women, by socio-economic group, May 2005
- - Figure 151: Future plans – men, by age of children, May 2005
  - Figure 152: Future plans – women, by age of children, May 2005
- - Figure 153: Future plans – men, by working status, May 2005
- - Figure 154: Future plans – women, by working status, May 2005
- - Figure 155: Future plans – married/cohabiting parents, by marital status, May 2005
  - Figure 156: Future plans – women, by marital status, May 2005
- - Figure 157: Future plans – working women, by family status, May 2005
- - Figure 158: Future plans, by current concern cluster groups, May 2005
- How is family life changing?
- Are traditional male/female family roles changing?
- - Figure 159: Family vs work – working mothers and fathers, May 2005
  - Figure 160: Attitudes to having a career– working mothers and fathers, 2004
- - Figure 161: Time spent on family care and household tasks – by working parents, May 2005
- Is it more stressful for mothers to go out to work when their children are under five?
- - Figure 162: Attitudes to working, by all working mothers and working mothers of children aged 0-4, May 2005
  - Figure 163: Disagreement with the statement ‘I only go to work for the money’, 2004
- - Figure 164: Time management, by age of children, 2005
- Is life more stressful for those in ‘non-traditional’ families, with children from more than one relationship?
- - Figure 165: Current concerns & attitudes towards family life – two-parent families by type of family, May 2005
- Is life more stressful for lone parents than for those who are married/cohabiting?
- - Figure 166: Financial concerns, by marital status, May 2005
  - Figure 167: Time spent on leisure activities, mothers by marital status, May 2005

Forecast

- Family types
- Assumptions:
- - Figure 168: Forecast of the number of adults in family groups, 2005 and 2010
- Current concern typologies
- Scenario 1
- Assumptions for Scenario 1
- - Figure 169: Forecast of the current concerns target groups, Scenario 1, 2005 and 2010
- Scenario 2
- Assumptions for Scenario 2
- - Figure 170: Forecast of the current concerns target groups, Scenario 2, 2005 and 2010
- Scenario 3
- Assumptions for Scenario 3
- - Figure 171: Forecast of the current concerns target groups, Scenario 3, 2005 and 2010

Appendix: Demographic Background

- Family lifestyles
- - Figure 172: The population aged 0-14, 2000-10
  - Figure 173: Household type, Great Britain, 1971-2004
  - Figure 174: Average age of mother at childbirth1, England & Wales, 1971-2003
- - Figure 175: Average size of family – by year of birth of woman, 1960-1990
  - Figure 176: Percentage of dependent children living in different family types, Great Britain, 1972-2004
  - Figure 177: Number of divorces of couples with children under 16, 1999-2003
- - Figure 178: Children of couples divorced*, England and Wales, 1999-2003
  - Figure 179: Remarriages of divorced men and women, 1991-2003
- - Figure 180: Non-married people* cohabiting: by sex, 1986-2003/04
  - Figure 181: Non-married people* cohabiting: by sex and marital status, 1986-2003/04
- - Figure 182: Step-families containing dependant children* in Britain, 1991/92-2001/02
  - Figure 183: Economic activity status of women:1 by marital status and age of youngest dependent child, 2004
- Demographic profiles
- - Figure 184: Demographic profile – all family adults, May 2005
  - Figure 185: Demographic profile – family men
  - Figure 186: Demographic profile – family women, May 2005
- - Figure 187: Women by working and family status
  - Figure 188: Men with children under 18 who do not live with them, May 2005
- - Figure 189: Response to statement: ‘A woman's place is in the home’, by demographic sub-group, 2004
  - Figure 190: Response to statement: ‘I loathe doing any form of housework’, by demographic sub-group, 2004
- - Figure 191: Response to statement: ‘There are not enough hours in the day to do everything I would like’, by demographic sub-group, 2004
  - Figure 192: ‘Children should be allowed to express themselves freely’, by demographic sub-group, 2004
- - Figure 193: Response to statement: ‘I find it difficult to say no to my kids’, by demographic sub-group, 2004
  - Figure 194: Response to statement: ‘I think children should eat what they are given’, by demographic sub-group, 2004
- - Figure 195: Level of worry over problems at home – 7-16-year-olds, by demographic sub-group, 2004
  - Figure 196: Agreement/disagreement that ‘I like spending time with my family’ – 7-16-year-olds, by demographic sub-group, 2004
- - Figure 197: Agreement/disagreement that ‘I don't get enough privacy’ – 7-16-year-olds, by demographic sub-group, 2004
  - Figure 198: Agreement/disagreement that ‘I get on with my parents’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 199: Agreement/disagreement that ‘My parents buy me everything I want’ – 7-16-year-olds, by demographic sub-group, 2004
- Working families
- - Figure 200: Agreement/disagreement that ‘I only go to work for the money’, by demographic sub-group, 2004
  - Figure 201: Agreement/disagreement that ‘I look on the work I do as a career rather than just a job’, by demographic sub-group, 2004
- - Figure 202: Agreement/disagreement that ‘I want to get to the very top in my career’, by demographic sub-group, 2004
  - Figure 203: Agreement/disagreement that ‘my family is more important to me than my career’, by demographic sub-group, 2004
- - Figure 204: Agreement/disagreement that ‘I am willing to sacrifice time with my family in order to get ahead’, by demographic sub-group, 2004
  - Figure 205: Agreement/disagreement that ‘I worry about work during my leisure time’, by demographic sub-group, 2004
- - Figure 206: Agreement/disagreement that ‘I enjoy going to school‘ 7-10-year-olds, by demographic sub-group, 2004
  - Figure 207: Agreement/disagreement that: ‘I would like to go to university’ – 7-16-year-olds, by demographic sub-group, 2004
- - Figure 208: Level of worry over school work/exams – 7-16-year-olds, by demographic sub-group, 2004
  - Figure 209: Response to statement ‘Having a career is very important to me’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 210: Agreement/disagreement that ‘I want my mum to stay at home rather than go to work’ – 7-16-year-olds, by demographic sub-group, 2004
- Families at play
- - Figure 211: Agreement/disagreement that ‘I like spending a lot of my free time at home’, by demographic sub-group, 2004
  - Figure 212: Holiday cluster groups, by agreement with the lifestyle statements, 2004
- - Figure 213: Holiday cluster groups, by demographic sub-group, 2004
  - Figure 214: Agreement/disagreement that ‘I like the same music as my parents’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 215: Agreement/disagreement that ‘I hate going on holiday with my parents’ – 11-16-year-olds, by demographic sub-group, 2004
  - Figure 216: Agreement/disagreement that ‘On holiday I like to eat, drink and lie in the sun’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 217: Agreement/disagreement that ‘I like to take part in activities on holiday’ – 11-16-year-olds, by demographic sub-group, 2004
  - Figure 218: Sports & leisure activities participated in, 7-10-year-olds, 2004
- - Figure 219: Sports & leisure activities participated in, 11-16-year-olds, 2004
  - Figure 220: Clothes shopping with parents, 11-16-year-olds, 2004
- - Figure 221: Places visited, 7-16-year-olds, 2004
  - Figure 222: Eating out with parents, 7-10-year-olds, 2004
- - Figure 223: Eating out with parents, 11-16-year-olds, 2004
  - Figure 224: Other activities, 11-16-year-olds, 2004
- - Figure 225: 15-16-year-olds who usually go to pubs/bars with parents, 2004
- Healthy families
- - Figure 226: Agreement/disagreement that ‘I should do a lot more about my health’, by demographic sub-group, 2004
  - Figure 227: Agreement/disagreement that ‘I consider my diet to be very healthy’, by demographic sub-group, 2004
- - Figure 228: Agreement/disagreement that ‘I don’t pay sufficient attention to what I eat’, by demographic sub-group, 2004
  - Figure 229: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by demographic sub-group, 2004
- - Figure 230: Cluster groups, by agreement with the lifestyle statements, 2004
  - Figure 231: Healthy living cluster groups, by demographic sub-group, 2004
- - Figure 232: Smokers* and non-smokers, by demographic sub-group, 2004
  - Figure 233: Those who drink alcohol at least once a day, by demographic sub-group, 2004
- - Figure 234: Agreement/disagreement that ‘It’s important to eat a balanced diet’ – 11-16-year-olds, by demographic sub-group, 2004
  - Figure 235: Agreement/disagreement that ‘I often eat between meals’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 236: Agreement/disagreement that ‘I try not to eat too many sweets’ – 7-16-year-olds, by demographic sub-group, 2004
  - Figure 237: Agreement/disagreement that ‘sport is important to keep healthy’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 238: Those with ‘close friends involved’ in heavy smoking – 11-16-year-olds, by demographic sub-group, 2004
  - Figure 239: Agreement/disagreement that ‘People who smoke are stupid’ – 11-16-year-olds, by demographic sub-group, 2004
- - Figure 240: Level of anxiety about the dangers of smoking – 7-16-year-olds, by demographic sub-group, 2004
  - Figure 241: Those with ‘close friends involved’ in heavy alcohol drinking – 15-16-year-olds, by demographic sub-group, 2004
- - Figure 242: Level of anxiety about the dangers of drinking alcohol – 11-16-year-olds, by demographic sub-group, 2004

Marketing to Families - UK - July 2005

Table of Contents

Premier Insight

Executive Summary

Introduction

Family Lives

Family Equilibriums

Working Families

Families at Play

Healthy Families

Future Families

Forecast

Appendix: Demographic Background