Table of Contents
Issues in the Market
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- Methodology
- Abbreviations
Executive Summary
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- What is it about?
- Age structure and growth projections
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- Figure 1: Trends and projections in the age structure of the UK children’s population, 2006-16
- Switched on tech-savvy children
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- Figure 2: Ways in which children have accessed the internet, July 2011
- Social stars and security concerns
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- Figure 3: Action taken upon receipt of a text message while sitting at a table eating dinner with family, July 2011
- Tech versus the real world
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- Figure 4: How children spend their time, July 2011
- Brand-aware
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- Figure 5: Top seven sources of information for new products, July 2011
- Pester power and a £1.3 billion pocket money market
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- Figure 6: How children spend their money (monthly), July 2011
- Pressure to look good
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- Figure 7: Most prized possessions, July 2011
- What we think
Future Opportunities
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- Switched on Kids, switch off!
- Making room for Xbox and sandbox
- Blurred boundaries
- Connecting with the kidults
Demographic Overview
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- Key points
- Age structure and growth projections
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- Figure 8: Trends and projections in the age structure of the UK children’s population, 2006-16
- Single-parent households on the rise
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- Figure 9: Trends in marital status, by presence of own children, 2001-11
- More households but smaller in size
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- Figure 10: UK households, by size, 2006-16
- Financial status
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- Figure 11: Gross weekly household income, by family type amongst families with dependent children, 2009
Internet Usage
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- Key points
- Access all areas
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- Figure 12: Ways in which children have accessed the internet, July 2011
- Game boys
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- Figure 13: Ways in which children have accessed the internet, by gender, July 2011
- Plugged in kids
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- Figure 14: Number of devices via which children have accessed the internet, by age, July 2011
- Gaming and social networking most popular
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- Figure 15: Frequency of visiting websites, July 2011
- Boys opt for online shop
- Site visits
- Nearly a million of 7-12-year-olds use Facebook every day
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- Figure 16: Frequency of social networking websites, July 2011
- Opportunities to educate
- Too grown-up for Club Penguin?
- Social scene
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- Figure 17: Agreement with selected attitudes towards social networking sites, July 2011
- Few concerns about privacy online
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- Figure 18: Agreement with selected attitudes towards social networking sites, July 2011
- Boys more receptive to new products and brands
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- Figure 19: Agreement with the statement ‘I learn about new products or brands via social networks’, by gender, age, living area and household income, July 2011
Pocket Money and Spending Habits
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- Key points
- National pocket money budget stands at £1.2 billion per annum
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- Figure 20: Weekly pocket money or earnings, July 2011
- Gender divide
- £24 million market a month for food/snacks
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- Figure 21: How children spend their money (monthly), July 2011
- Bread and games!
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- Figure 22: How boys spend their money (monthly), by age, July 2011
- Future socialites and fashionistas?
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- Figure 23: How girls spend their money (monthly), by age, July 2011
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- Figure 24: Examples of Hello Kitty cosmetics products, October 2011
Leisure Habits
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- Key points
- Screen time
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- Figure 25: How children spend their time, July 2011
- Game boys and TV girls
- Game and learn?
The Support Network
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- Key points
- Alpha Mums
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- Figure 26: Who children turn to for help or advice, July 2011
- Too grown-up for tweens
- Trad dads
- A friend in need
Brand Awareness
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- Key points
- Seen it on TV
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- Figure 27: Top seven sources of information for new products, July 2011
- Word of mouth
- Social scene
- Trendy tweens
- Who finds out what and where?
- Fashion forward
Communication
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- Key points
- Texting etiquette
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- Figure 28: Action taken upon receipt of a text message while sitting at a table eating dinner with family, July 2011
- Peer-to-peer communication
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- Figure 29: Most popular means of communication with friends, July 2011
- Pester Power
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- Figure 30: Degrees of influence over parents, July 2011
- We want to be the same…
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- Figure 31: Agreement with selected attitudes, July 2011
- …or very different
What's Important to Today's Children?
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- Key points
- It’s all about the screen
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- Figure 32: Most prized possessions, July 2011
- What girls and boys treasure
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- Figure 33: Most prized possessions – ranked first, by gender, July 2011
- Book matters
- Be smart and enjoy
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- Figure 34: Selected activities and qualities that are important to children, July 2011
- Values into action
Targeting Opportunities
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- Key points
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- Figure 35: Consumer typologies, July 2011
- Traditionals
- Conformers
- Going against the grain
- Influencers
Appendix – Internet Usage
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- Figure 36: Ways in which children have accessed the internet, by demographics, July 2011
- Figure 37: Repertoire of devices on which children have accessed the internet, July 2011
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- Figure 38: Frequency of visiting websites, by demographics, July 2011
- Figure 39: Frequency of visiting websites, by demographics, continued, July 2011
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- Figure 40: Frequency of visiting websites, by demographics, continued, July 2011
- Figure 41: Repertoire of websites visited every day, by demographics, July 2011
- Figure 42: Repertoire of websites visited some days, by demographics, July 2011
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- Figure 43: Frequency of visiting social networking websites, by demographics, July 2011
- Figure 44: Frequency of visiting social networking websites, by demographics, continued, July 2011
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- Figure 45: Repertoire of social networking websites visited every day, by demographics, July 2011
- Figure 46: Repertoire of social networking websites visited some days, by demographics, July 2011
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- Figure 47: Repertoire of devices on which children have accessed the internet, by repertoire of websites visited every day, July 2011
- Figure 48: Repertoire of devices on which children have accessed the internet, by repertoire of websites visited some days, July 2011
- Figure 49: Repertoire of devices on which children have accessed the internet, by repertoire of social networking websites visiting every day, July 2011
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- Figure 50: Repertoire of devices on which children have accessed the internet, by repertoire of social networking websites visiting some days, July 2011
- Figure 51: Attitudes towards social networking sites, by demographics, July 2011
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- Figure 52: Attitudes towards social networking sites, by demographics, July 2011
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Appendix – Pocket Money and Spending Habits
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- Figure 53: Weekly pocket money, by demographics, July 2011
- Figure 54: How children spend their money, by weekly pocket money, July 2011
- Figure 55: How children spend their money, by demographics, July 2011
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- Figure 56: How children spend their money, by demographics (continued), July 2011
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Appendix – Leisure Habits
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- Term-time
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- Figure 57: How children spend their time during the term, by demographics, July 2011
- Figure 58: How children spend their time during the term, by demographics, continued, July 2011
- Weekends and holidays
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- Figure 59: How children spend their time on the weekends and during holidays, by demographics, July 2011
- Figure 60: How children spend their time on the weekends and during holidays, by demographics, continued, July 2011
Appendix – The Support Network
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- Figure 61: Who children turn to for help or advice, July 2011
- Figure 62: Who children turn to for help or advice, by demographics, July 2011
- Figure 63: Who children turn to for help or advice, by demographics, July 2011
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- Figure 64: Who children turn to for help or advice, by demographics, July 2011
- Figure 65: Who children turn to for help or advice, by demographics, July 2011
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- Figure 66: Who children turn to for help or advice, by demographics, July 2011
- Figure 67: Who children turn to for help or advice, by demographics, July 2011
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- Figure 68: Who children turn to for help or advice, by demographics, July 2011
- Figure 69: Who children turn to for help or advice, by demographics, July 2011
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- Figure 70: Who children turn to for help or advice, by demographics, July 2011
- Figure 71: Who children turn to for help or advice, by demographics, July 2011
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Appendix – Brand Awareness
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- Figure 72: Sources of information for new products, July 2011
- Electronic gadgets (mobile phones, computers, MP3 players)
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- Figure 73: Sources of information for new products, by demographics, July 2011
- Clothes
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- Figure 74: Sources of information for new products, by demographics, July 2011
- Snacks/sweets
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- Figure 75: Sources of information for new products, by demographics, July 2011
- New music and films
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- Figure 76: Sources of information for new products, by demographics, July 2011
- New games
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- Figure 77: Sources of information for new products, by demographics, July 2011
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Appendix – Communication
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- Figure 78: Action taken upon receipt of a text message while at dinner table, by demographics, July 2011
- Figure 79: Most popular means of communication with friends, by demographics, July 2011
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- Figure 80: Degrees of influence over parents, by demographics, July 2011
- Figure 81: Agreement with selected attitudes, by demographics, July 2011
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- Figure 82: Agreement with selected attitudes, by demographics, July 2011
- Figure 83: Agreement with selected attitudes, by demographics, July 2011
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- Figure 84: Agreement with selected attitudes, by demographics, July 2011
- Figure 85: Agreement with selected attitudes, by demographics, July 2011
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- Figure 86: Agreement with selected attitudes, by demographics, July 2011
- Figure 87: Agreement with selected attitudes, by demographics, July 2011
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- Figure 88: Agreement with selected attitudes, by demographics, July 2011
- Figure 89: Agreement with selected attitudes, by demographics, July 2011
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Appendix – What’s Important to Today’s Children
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- Figure 90: Most prized possessions, by demographics, July 2011
- Figure 91: Most prized possessions, by demographics, continued, July 2011
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- Figure 92: Most prized possessions, by demographics, continued, July 2011
- Figure 93: Things children could not live without in a typical day, July 2011
- Term-time/working week
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- Figure 94: Things children could not live without in a typical day, by demographics, July 2011
- Weekend/holidays
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- Figure 95: Things children could not live without in a typical day, by demographics, July 2011
- Figure 96: Activities and qualities that are important to children, by demographics, July 2011
- Figure 97: Activities and qualities that are important to children, by demographics, July 2011
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- Figure 98: Activities and qualities that are important to children, by demographics, July 2011
- Figure 99: Activities and qualities that are important to children, by demographics, July 2011
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- Figure 100: Activities and qualities that are important to children, by demographics, July 2011
- Figure 101: Activities and qualities that are important to children, by demographics, July 2011
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- Figure 102: Activities and qualities that are important to children, by demographics, July 2011
- Figure 103: Activities and qualities that are important to children, by demographics, July 2011
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- Figure 104: Activities and qualities that are important to children, by demographics, July 2011
- Figure 105: Activities and qualities that are important to children, by demographics, July 2011
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- Figure 106: Activities and qualities that are important to children, by demographics, July 2011
- Figure 107: Degree to which selected things impress children, July 2011
- Figure 108: Degree to which selected things impress children, by demographics, July 2011
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- Figure 109: Degree to which selected things impress children, by demographics, July 2011
- Figure 110: Degree to which selected things impress children, by demographics, July 2011
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- Figure 111: Degree to which selected things impress children, by demographics, July 2011
- Figure 112: Degree to which selected things impress children, by demographics, July 2011
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- Figure 113: Degree to which selected things impress children, by demographics, July 2011
- Figure 114: Degree to which selected things impress children, by demographics, July 2011
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Appendix – Consumer Typologies
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- Figure 115: Target groups, by demographics, July 2011
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- Figure 116: Devices on which children have accessed the internet, by target groups, July 2011
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- Figure 117: Repertoire of devices on which children have accessed the internet, by target groups, July 2011
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- Figure 118: Frequency of visiting websites, by target groups, July 2011
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- Figure 119: Repertoire of websites visited every day, by target groups, July 2011
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- Figure 120: Repertoire of websites visited some days, by target groups, July 2011
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- Figure 121: Frequency of social networking websites, by target groups, July 2011
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- Figure 122: Repertoire of social networking websites visited every day, by target groups, July 2011
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- Figure 123: Repertoire of social networking websites visited some days, by target groups, July 2011
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- Figure 124: Attitudes towards social networking sites, by target groups, July 2011
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- Figure 125: Weekly pocket money, by target groups, July 2011
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- Figure 126: How children spend their money, by target groups, July 2011
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- Figure 127: How children spend their time, by target groups, July 2011
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- Figure 128: Who children turn to for help or advice, by target groups, July 2011
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- Figure 129: Sources of information for new products, by target groups, July 2011
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- Figure 130: Action taken upon receipt of a text message at dinner table, by target groups, July 2011
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- Figure 131: Most popular means of communication with friends, by target groups, July 2011
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- Figure 132: Degrees of influence over parents, by target groups, July 2011
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- Figure 133: Agreement with selected attitudes, by target groups, July 2011
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- Figure 134: Most prized possessions, by target groups, July 2011
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- Figure 135: Things children could not live without in a typical day, by target groups July 2011
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- Figure 136: Activities and qualities that are important to children, by target groups, July 2011
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- Figure 137: Degree to which selected things impress children’s friends, by target groups, July 2011
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