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Marketing to Kids - US - October 2012
Marketing to Kids - US - October 2012

“The primary concern for any marketer targeting kids is that they do not inadvertently offend parents or children’s advocacy groups with cleverly designed campaigns that may be deemed ‘too effective’ or exploitative of impressionable kids—particularly for products that are not seen as beneficial for kids. Aside from this key issue, marketers can look at social, demographic, health, and technology trends to help guide their efforts. For example, obesity ...

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Overview

Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Scope and Themes
Executive Summary
Issues in the Market
Insights and Opportunities
Trend Application

Consumer

Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Kids’ Demographics
Kids’ Weekly Spending Money
Attitudes Toward TV and Viewing Behavior
Media Usage and Perceptions
Brand Awareness and Perceptions
Advertising Effectiveness and Favorite Commercials
Computers and Technology
Cell Phones and Social Media
Kids’ Attitudes Toward School, the Future, and Themselves
Kids’ Activities and Free Time Hobbies
Impact of Race and Hispanic Origin

Brand/Company

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Innovations and Innovators
Marketing Strategies for Reaching Kids

Data

Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix—Other Useful Consumer Tables
  • Report: Majority of children under five are minorities
  • Report: Summer spending on kids increases in 2014
  • Study: Nearly all preteens, younger teens watch TV every day
  • Study: School supply lists grow longer in 2014
  • Study looks at parenting style, child’s success
  • Facebook, Inc.
  • YouTube, Inc.
  • LEGO Company
  • Walt Disney Company, The
  • Amazon North America
author Fiona O'Donnell
Director - Multicultural, Lifestyles, Travel & Leisure
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think-image Growth of social networking and smartphone app use among children prompts increased regulation
19th April 2013

Updated federal regulations relating to the Children’s Online Privacy Protection Act (COPPA) go into effect July 1, 2013. Kids’ apps and websites will be required to obtain parental consent before gathering photos, videos or geographic location, and before tracking kids’ online behavior and passing along the data to other companies ...