Table of Contents
Scope and Themes
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- Definition
- Consumer research studies
- Abbreviations & terms
- Abbreviations
- Terms
Fast Forward Trends
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- Trend: The Rise of the Screenager
- Virtual Worlds
- Which One Is For Me?
- Little Adults
- Trend: Play Ethic
- Food, Kids, and Happiness
- Structure or Freedom?
Executive Summary
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- Demographic snapshot
- Spending power of tweens and children
- Leaders, Followers, and Rebels: three personality types
- Reaching Leaders, Followers, and Rebels
- Leaders, Followers, Rebels and MP3 players and downloads
- Leaders, Followers, Rebels and technology
- Use of and attitudes towards fast food/drive-ins
- Use of and attitudes towards family-style restaurants
- Use of frozen dinners
- Use of and attitudes towards snack foods
- Attitudes towards common foods and drinks
- Advertising spending explodes
- Looking ahead
Demographics
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- Demographic snapshot
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- Figure 1: U.S. children population projections, by age groups, 2002-12
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- Figure 2: Births by race/ethnicty, 2006
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- Figure 3: Population by race and Hispanic origin, 2002-12
- Composition of the U.S. household
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- Figure 4: U.S. households, by type, 2006
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- Figure 5: Number of married and single U.S. households with children, by age, income and race/ethnicity, 2005
Spending Power of Tweens and Children
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- Figure 6: Households with discretionary income*, by race and Hispanic origin of householder, 2002
- Single-mother families and out-of-wedlock births
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- Figure 7: Single-mother family groups with children under 18, by marital status, 2006
- Tweens have their own spending power
- How much money they spend
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- Figure 8: Kids and teens weekly spend on entertainment outside the home, by gender and age, December 2007
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- Figure 9: Kids and teens weekly spend on entertainment outside the home, by number of children in household, December 2007
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The Mind of the Child and the Tween
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- The mind of the child
- Character merchandising works
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- Figure 10: Parents attitudes towards character merchandising, October 2005
- The mind of the tween
Three Kid Archetypes: Leaders, Followers and Rebels
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- Summary
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- Figure 11: Types of children, December 2007
- Demographics of Leaders, Followers and Rebels
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- Figure 12: Attitudes towards group decisions
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- Figure 13: Attitudes towards deciding an activity, by age and gender
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- Figure 14: Attitudes towards deciding an activity, by ethnicity
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- Figure 15: Attitudes towards being different from other kids, by age and gender
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- Figure 16: Attitudes towards being different from other kids, by age and gender
- Characteristics of Leaders, Followers and Rebels
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- Figure 17: Making decisions, by types of children, December 2007
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- Figure 18: Talking the most, by types of children, December 2007
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- Figure 19: Helping others, by types of children, December 2007
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- Figure 20: Like to be different, by types of children, December 2007
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- Figure 21: Like trying new things, by types of children, December 2007
Leaders, Followers and Rebels: TV Watching, Online Activity and Game Playing
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- Summary
- Spend on entertainment outside the home
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- Figure 22: Kids and teens weekly spend on entertainment outside the home, level of spend by types of children, December 2007
- Hours spent watching TV
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- Figure 23: Hours spent watching tv per week, by types of children, December 2007
- Online activity
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- Figure 24: Hours spent watching tv online per week, by types of children, December 2007
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- Figure 25: Hours spent chatting on a social network per week, by types of children, December 2007
- Time spent on video games
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- Figure 26: Hours spent playing video games per week, by types of children, December 2007
Leaders, Follower and Rebels: Influence on Purchase and MP3 Players and Incidence of Digital Downloads
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- Summary
- Influence on MP3 player purchases
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- Figure 27: MP3 player purchase influence, by types of children, December 2007
- Weekly spend on music and movie downloads
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- Figure 28: Money spent weekly on downloading music and/or movies, by types of children, December 2007
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- Figure 29: Amount spent on downloads, by age and gender, December 2007
Leaders, Followers and Rebels: Influence on Purchase of Other Technology Products
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- Summary
- Influence on computer purchases
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- Figure 30: Home computer purchase influence, by types of children, December 2007
- Influence on software purchases
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- Figure 31: Home computer software purchase influence, by types of children, December 2007
- Influence on video game system purchases
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- Figure 32: Video gaming system purchase influence, by types of children, December 2007
- Influence on cell phone purchases
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- Figure 33: Cell phone purchase influence, by types of children, December 2007
Fast Food/Drive-Ins: Who Visits, Which Is Favorite
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- Summary
- Incidence of visiting favorite fast food/drive in restaurants
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- Figure 34: Frequency of visiting favorite fast food/drive-in restaurant, by race and ethnic origin, June 2007
- Fast food/drive in restaurants visited in past month
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- Figure 35: Fast food/drive-in restaurants visited in last month, by age, June 2007
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- Figure 36: Fast food/drive-in restaurants visited in last month, by race and ethnic origin, June 2007
- What makes a fast food/drive in restaurant a favorite
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- Figure 37: Why fast food/drive-in restaurant is favorite, by age, June 2007
Family-style Restaurants: Who Visits, Which is Favorite
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- Summary
- Incidence of visiting favorite family-style or sit-down restaurant
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- Figure 38: Frequency of visiting favorite family-style/sit-down restaurant, by race and ethnic origin, June 2007
- Family-style or sit-down restaurant visited in the past month
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- Figure 39: Family-style/sit-down restaurants visited in last month, by race and ethnic origin, June 2007
- Favorite family-style or sit-down restaurant
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- Figure 40: Favorite family-style/sit-down restaurant, by age, June 2007
Consumption of Common Foods and Drinks
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- Summary
- Foods and snacks eaten
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- Figure 41: Foods and snacks consumed, by age, June 2007
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- Figure 42: Foods and snacks consumed, by race and ethnic origin, June 2007
- Single-serve drinks consumed
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- Figure 43: Single-serve drinks consumed, by race and ethnic origin, June 2007
Consumption of Snack Foods
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- Summary
- Single-serve foods and snacks eaten
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- Figure 44: Single-serve snacks consumed, by race and ethnic origin, June 2007
- Fruits and vegetables eaten
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- Figure 45: Single-serve fruits and vegetables consumed, by age, June 2007
- Single-serve fruit and vegetables eaten
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- Figure 46: Single-serve fruits and vegetables consumed, by race and ethnic origin, June 2007
Consumption of Frozen Dinners
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- Summary
- Incidence of eating frozen dinners
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- Figure 47: Frozen dinner consumption, by age, June 2007
- Numbers of frozen dinners eaten in past month
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- Figure 48: Frozen dinners consumed in last 30 days, by race and ethnic origin, June 2007
- Frequency of frozen dinners in the house
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- Figure 49: How often frozen dinners are in house, by race and ethnic origin, June 2007
Advertising and Promotion to Kids and Tweens
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- Humor
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- Figure 50: Toontown.com, TV ad, 2007
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- Figure 51: Sony Ericsson Mobile Phone
- The Cool Factor
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- Figure 52: Disney Mobile Phone, TV ad, 2007
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- Figure 53: Skechers sneakers
- Fantasy
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- Figure 54: EA Sports NBA Live 08, TV ad, 2008
- Figure 55: Harry Potter and the Order of the Phoenix, TV ad, 2007
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- Figure 56: The Game of Life, TV ad, 2007
- Marketing to kids and tweens: a snapshot
- Television is still the primary channel
- The Internet is critical
- Other marketing techniques
Future Trends
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- Virtual worlds, advergames, and the Internet
- What obesity epidemic?
- Keep away from my kids!
Appendix: Trade Associations
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