Table of Contents
Introduction
-
- Methodology
- Abbreviations
Executive Summary
-
- Trends in attitudes towards parenting
-
- Figure 1: Trends in agreement with selected lifestyle statements, by adults with own children aged 0-15 in their household, 2007-11
- Communication activities are most popular
-
- Figure 2: Frequency of doing online activities, April 2012
- Prioritising appearance
-
- Figure 3: How girls spend their monthly pocket money, April 2012
- Healthy snacking in greater focus
-
- Figure 4: Reasons for picking snacks, by age, April 2012
- Technology enthusiasm translates into influence for boys
-
- Figure 5: Attitudes towards technology, by gender, April 2012
- Teenagers keener on buying beauty treats
-
- Figure 6: Attitudes towards beauty products, by age, April 2012
Issues in the Market
-
- Is there a role for companies to play in encouraging children to help around the home?
- What can be done to encourage families to spend more time together?
- What will girls expect from technology?
- What do the lifestyles of today’s girls mean for future female consumer?
Future Opportunities
-
- Trend: Greenfluencers
- Trend: Life Coaching
- 2015 Trend: Access Anything, Anywhere
Demographic Overview
-
- Key points
- Age structure and growth projections
-
- Figure 7: Trends and projections in the age structure of the UK girls’ population, 2007-17
- Parents adopt the carrot and stick approach
-
- Figure 8: Trends in agreement with selected lifestyle statements, by adults with own children aged 0-15 in their household, 2007-11
- Teachers and parents take the lead in education about online safety
Online Activities and Habits
-
- Key points
- Mobile girls
-
- Figure 9: Ways of accessing the internet, April 2012
- Smartphones in, video games out
-
- Figure 10: Ways of accessing the internet, by age, April 2012
- Affluence paves way to higher number of technologies
-
- Figure 11: Ways of accessing the internet, by household income, April 2012
- Girls use technology to communicate
-
- Figure 12: Frequency of doing online activities, April 2012
- Number of devices positively correlated with engagement
-
- Figure 13: Number of devices used to access the internet, April 2012
- Flocking to Twitter to connect with celebrities
-
- Figure 14: Social networks visited, April 2012
-
- Figure 15: Trends in total unique UK visitors of selected social networking sites, February 2010-April 2012
- Figure 16: Comparison of key metrics for Twitter website, by gender and age, May 2012
- Teenagers rely on their mobiles
-
- Figure 17: Social networking habits, April 2012
- Mobile users are highly engaged
-
- Figure 18: Selected online activities, by devices used to connect to the internet, April 2012
Pocket Money
-
- Key points
- Wealthy girls do fewer chores…
-
- Figure 19: Sources of pocket money, April 2012
- … but compared with boys, girls still do more around the house
-
- Figure 20: Weekly chores, April 2012
- More discipline in middle-income families
-
- Figure 21: Number of weekly household chores, April 2012
- Higher spending power amongst teenagers
-
- Figure 22: Amount of monthly pocket money, by age, April 2012
- Investing in appearance
-
- Figure 23: How girls spend their pocket money, April 2012
Leisure Habits
-
- Key points
- Creativity and diligence are prised
-
- Figure 24: Weekly activities, April 2012
- Children’s interests drive family activities
-
- Figure 25: Regular family activities, April 2012
- Diversity of family pastimes determined by affluence
-
- Figure 26: Selected regular family activities, by household income, April 2012
- More unity in families with more discipline
-
- Figure 27: Number of regular family activities, April 2012
Snacking Habits
-
- Key points
- Parents need to champion healthier diets
-
- Figure 28: Snacking habits, April 2012
- Teen girls shunning sugar
-
- Figure 29: Snacks eaten in the afternoon, by age, April 2012
- Cheap, but healthy
-
- Figure 30: Reasons for picking snacks, by age, April 2012
- Female child obesity on the decline, but for how long?
-
- Figure 31: Body Mass Index among girls aged 2-15 in England (overweight and obese), 1999-2009
Technology Use
-
- Key points
- Television’s role in children’s creative development
-
- Figure 32: Technology used regularly, April 2012
-
- Figure 33: Weekly activities, by regular TV use, April 2012
- Video game playing leaves less time for extracurricular activities
-
- Figure 34: Weekly activities, by regular use of static games consoles, April 2012
- Playtime dominated by solo and family activities
-
- Figure 35: Playtime habits, April 2012
- Nearly all teenage girls own a mobile phone
-
- Figure 36: Mobile phone ownership, by age, April 2012
- Urbanites are the youngest mobile phone users
-
- Figure 37: Age when girls get their first mobile phone, April 2012
- Types of mobile activities differ by family income…
-
- Figure 38: Mobile phone activities, April 2012
- … and so does the number of mobile activities
-
- Figure 39: Number of weekly mobile phone activities, April 2012
- Boys’ techie enthusiasm is met with parents’ mistrust
-
- Figure 40: Attitudes towards technology, by gender, April 2012
- Girls value their mobiles more than boys
-
- Figure 41: Attitudes towards technology, by gender, April 2012
- Early adopter behaviours stronger amongst boys
-
- Figure 42: Attitudes towards technology, by gender, April 2012
Attitudes Towards Appearance
-
- Key points
- Fashion-forward teens
-
- Figure 43: Attitudes towards appearance, April 2012
- To stand out or to fit in?
-
- Figure 44: Attitudes towards appearance, by age, April 2012
- Strong appeal of beauty products
-
- Figure 45: Beauty products used weekly, by age, April 2012
- Beauty product boom amongst teenage girls
-
- Figure 46: Number of beauty products used weekly, by age, April 2012
- Over half of teens loyal to their go-to beauty brands
-
- Figure 47: Reasons for buying beauty products, April 2012
- Getting the price right
-
- Figure 48: Average prices of products for children aged 5-12 with and without ‘natural’ claims, June 2011 – June 2012
- Power of instant makeover
-
- Figure 49: Attitudes towards beauty products, by age, April 2012
Future Aspirations
-
- Key points
- Lower payoff to university education
-
- Figure 50: Future aspirations and attitudes, April 2012
- Need to provide a balance to celebrity culture
-
- Figure 51: Future aspirations and attitudes, by area of residence, April 2012
Girls’ Typologies
-
- Key points
-
- Figure 52: Girls’ typologies, April 2012
- The Image-conscious (39%) – 1.2 million female internet users aged 7-15
- Who are they?
- The Overachievers (34%) – 1 million female internet users aged 7-15
- Who are they?
- The Laid-back Teens (28%) – 0.8 million female internet users aged 7-15
- Who are they?
Appendix – Online Activities and Habits
-
-
- Figure 53: Internet access, by demographics, April 2012
- Figure 54: Social networking sites visited, by demographics, April 2012
-
- Figure 55: Social networking habits and attitudes, by demographics, April 2012
- Figure 56: Number of devices used for internet access, by demographics, April 2012
-
- Figure 57: Online activities, by internet access, April 2012
- Figure 58: Online activities, by number of devices used for internet access, April 2012
-
- Figure 59: Social networking sites visited, by number of devices used for internet access, April 2012
- Figure 60: Social networking habits and attitudes, by number of devices used for internet access, April 2012
-
Appendix – Pocket Money
-
-
- Figure 61: Sources of pocket money, by demographics, April 2012
- Figure 62: Monthly pocket money, by demographics, April 2012
-
- Figure 63: How children spend their pocket money, by sources of pocket money, April 2012
- Figure 64: How children spend their pocket money, by amount of pocket money, April 2012
-
- Figure 65: How children spend their pocket money, by demographics, April 2012
- Figure 66: How children spend their pocket money, by demographics, April 2012
-
Appendix – Leisure Habits
-
-
- Figure 67: Weekly chores, by demographics, April 2012
- Figure 68: Weekly chores, by demographics, April 2012 (continued)
-
- Figure 69: Weekly chores, by demographics, April 2012 (continued)
- Figure 70: Weekly activities, by demographics, April 2012
-
- Figure 71: Weekly activities, by demographics, continued, April 2012
- Figure 72: Family pastime, by demographics, April 2012
-
- Figure 73: Family pastime, by demographics, April 2012 (continued)
- Figure 74: Family pastime, by demographics, April 2012 (continued)
-
- Figure 75: Number of weekly chores, by demographics, April 2012
- Figure 76: Number of family pastime, by demographics, April 2012
-
Appendix – Snacking Habits
-
-
- Figure 77: Crisps/salty and fresh fruit snacking habits, by demographics, April 2012
- Figure 78: Chocolate and sweets snacking habits, by demographics, April 2012
-
- Figure 79: Sweet biscuits snacking habits, by demographics, April 2012
- Figure 80: Cereal/snack bars snacking habits, by demographics, April 2012
-
- Figure 81: Yogurt snacking habits, by demographics, April 2012
- Figure 82: Dried fruit/nuts/seeds snacking habits, by demographics, April 2012
-
- Figure 83: Reasons for buying snacks, by demographics, April 2012
- Figure 84: Reasons for buying snacks, by demographics, April 2012 (continued)
-
- Figure 85: Number of reasons for buying snacks, by demographics, April 2012
-
Appendix – Technology Use
-
-
- Figure 86: Devices used regularly, by demographics, April 2012
- Figure 87: Devices used regularly, by demographics, April 2012 (continued)
-
- Figure 88: Devices used regularly, by demographics, continued, April 2012
- Figure 89: Who children play games with, by demographics, April 2012
-
- Figure 90: Mobile phone ownership, by demographics, April 2012
- Figure 91: Age when children get their first mobile phone, by demographics, April 2012
-
- Figure 92: Mobile phone activities, by demographics, April 2012
- Figure 93: Mobile phone activities, by demographics, continued, April 2012
-
- Figure 94: Mobile phone activities, by demographics, continued, April 2012
- Figure 95: Agreement with the statements ‘I like to be the first to have the latest video games/electronic gadgets’ and ‘It’s difficult to imagine my life without the internet’, by demographics, April 2012
-
- Figure 96: Agreement with the statements ‘It’s difficult to imagine my life without my mobile phone’ and ‘It’s easy to convince my parents to buy a new electronic gadget for me’, by demographics, April 2012
- Figure 97: Agreement with the statements ‘My friends come to me for information/advice on new electronics/video games’ and ‘My parents ask for my advice on technology products’, by demographics, April 2012
-
- Figure 98: Agreement with the statements ‘It’s important for me to own the same electronic gadgets/video games as my friends’ and ‘I save up my pocket money, so I can buy electronics/video games I want’, by demographics, April 2012
- Figure 99: Agreement with the statements ‘My parents restrict the amount of time I play video games’ and ‘My parents restrict the amount of time I spend on the computer’, by demographics, April 2012
-
- Figure 100: Agreement with the statements ‘Talking on the internet is less satisfying than in real life’ and ‘I feel more confident on the internet than I do in real life’, by demographics, April 2012
- Figure 101: Number of devices used regularly, by demographics, April 2012
-
- Figure 102: Number of weekly mobile activities, by demographics, April 2012
- Figure 103: Who children play games with, by number of devices used regularly, April 2012
-
- Figure 104: Attitudes towards technology, by number of devices used regularly, April 2012
-
Appendix – Attitudes Towards Appearance
-
-
- Figure 105: Attitudes towards fashion, by demographics, April 2012
- Figure 106: Attitudes towards fashion, by demographics, continued, April 2012
-
- Figure 107: Beauty products used weekly, by demographics, April 2012
- Figure 108: Beauty products used weekly, by demographics, continued, April 2012
-
- Figure 109: Reasons for buying beauty products, by demographics, April 2012
- Figure 110: Reasons for buying beauty products, by demographics, April 2012 (continued)
-
- Figure 111: Attitudes towards beauty products, by demographics, April 2012
- Figure 112: Attitudes towards beauty products, by demographics, continued, April 2012
-
- Figure 113: Number of beauty products used weekly, by demographics, April 2012
- Figure 114: Number of reasons for buying beauty products, by demographics, April 2012
-
Appendix – Future Aspirations
-
-
- Figure 115: Future aspirations, April 2012
- Figure 116: Agreement with the statements ‘It’s important to work hard at school’ and ‘I would like to go to university’, by demographics, April 2012
-
- Figure 117: Agreement with the statements ‘I want to be rich in the future’ and ‘I want to be famous in the future’, by demographics, April 2012
- Figure 118: Agreement with the statements ‘I am good at saving money’ and ‘I like to use/buy things famous people/celebrities have’, by demographics, April 2012
-
- Figure 119: Agreement with the statements ‘I am always the first to try out new things’ and ‘My parents buy me everything I want’, by demographics, April 2012
- Figure 120: Agreement with the statements ‘I try to get my parents to buy environmentally-friendly products’ and ‘There is too much concern for the environment’, by demographics, April 2012
-
- Figure 121: Agreement with the statement ‘Everybody should recycle’, by demographics, April 2012
-
Appendix – Girls’ Typologies
-
-
- Figure 122: Target groups, by demographics, April 2012
- Figure 123: Internet access, by target groups, April 2012
-
- Figure 124: Online activities, by target groups, April 2012
- Figure 125: Social networking sites visited, by target groups, April 2012
-
- Figure 126: Social networking habits and attitudes, by target groups, April 2012
- Figure 127: Sources of pocket money, by target groups, April 2012
-
- Figure 128: Monthly pocket money, by target groups, April 2012
- Figure 129: How children spend their pocket money, by target groups, April 2012
-
- Figure 130: Weekly chores, by target groups, April 2012
- Figure 131: Weekly activities, by target groups, April 2012
-
- Figure 132: Family pastime, by target groups, April 2012
- Figure 133: Snacking habits, by target groups, April 2012
-
- Figure 134: Why children buy snacks, by target groups, April 2012
- Figure 135: Devices used regularly, by target groups, April 2012
-
- Figure 136: Who children play games with, by target groups, April 2012
- Figure 137: Mobile phone ownership, by target groups, April 2012
-
- Figure 138: Age when children get their first mobile phone, by target groups, April 2012
- Figure 139: Mobile phone activities, by target groups, April 2012
-
- Figure 140: Attitudes towards technology, by number of devices used regularly, by target groups, April 2012
- Figure 141: Attitudes towards fashion, by target groups, April 2012
-
- Figure 142: Beauty products used weekly, by target groups, April 2012
- Figure 143: Reasons for buying beauty products, by target groups, April 2012
-
- Figure 144: Attitudes towards beauty products, by target groups, April 2012
-
Back to top