Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations
Executive Summary
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- Demographics and background
- Kids by the numbers
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- Figure 1: Total U.S. population, by age, 2012-17
- Kids have increasingly diverse backgrounds
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- Figure 2: Change in the U.S. population of kids aged 6-11, by race/Hispanic origin, 2012-17
- Earning, spending and Saving
- Kids’ earnings remain relatively consistent over the past five years
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- Figure 3: Amount of money kids receive weekly, April 2007-June 2012
- Snacks, entertainment, toys top kids’ weekly spending
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- Figure 4: Kids’ weekly spending habits, by gender, 2011
- Most kids “want to be rich,” appear to value saving over spending
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- Figure 5: Attitudes toward being rich and saving, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
- Kids and media
- TV remains the most popular and influential media for advertising to kids
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- Figure 6: Time kids spent viewing TV, on last school day/last weekend day, by boys and girls aged 6-8 and 9-11, 2011
- Nine out of 10 kids use computers at least once a week
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- Figure 7: Kids’ frequency of computer use, by age, 2011
- Kids today are a multimedia, multitasking generation
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- Figure 8: Incidence of engaging in other media while watching TV and while on a computer visiting websites, April 2011-June 2012
- Relationship with brands
- Kids gravitate toward toy/game brands
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- Figure 9: Favorite brands category groups, by kids’ age and gender groups, 2012
- Favorite brand characteristics include TV and social media marketing
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- Figure 10: Characteristics of favorite brand, 2012
- Family time is important to kids
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- Figure 11: Kids’ attitudes toward free time and activities enjoyed, April 2011-June 2012
- What we think
Issues in the Market
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- Though obesity rates have plateaued, health remains a weighty issue
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- Figure 12: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Can social media be used successfully (and ethically) to target kids?
- Kids are more reachable…but more protected than ever
- Media multitaskers divide their attention across multiple channels
Insights and Opportunities
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- Opportunities to reach kids in a digital world
- Mobile apps designed for kids offer organization, entertainment, education, and more
- Gamification to be used to engage kids
- Kids are no strangers to social media
- Buying online sans credit card could be modified for kids use
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- Figure 13: PayNearMe three step process, 2012
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- Figure 14: Walmart Pay with Cash, 2012
- The battle against childhood obesity presents growth opportunity
- Do-good marketing pays off
- Self-regulation is likely on the way
Trend Application
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- Trend: Help Me Help Myself
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- Figure 15: Childhood obesity trends among kids aged 10-17, by state, 2007
- Trend: Why Buy
- Inspire 2015 Trends
- Brand Intervention
Kids’ Demographics
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- Key points
- Growing kids’ population improves market opportunities
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- Figure 16: Total U.S. population, by age, 2007-17
- In 2017, Hispanics will account for more than one quarter of kids
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- Figure 17: U.S. population of kids aged 6-11, by race/Hispanic origin, 2007-17
- Hispanic households are twice as likely as non-Hispanic to have kids
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- Figure 18: Households, by race of householder and presence and ages of children, 2011
- Median household income by race
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- Figure 19: Median household income, by race/Hispanic origin of householder, 2011
- Obesity remains an issue for kids
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- Figure 20: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Government programs introduced to reverse the childhood obesity epidemic
- Private companies also move to address the issue
Innovations and Innovators
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- Flip Boom Doodle lets kids’ creativity go digital
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- Figure 21: Flip-Boom Doodle Software Package by Toon Boom Animation, 2012
- Universal adaptor kit demonstrates how toys can grow with kids
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- Figure 22: The Free Universal Construction Kit, 2012
- Adapting to the times, smartphones developed for kids
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- Figure 23: Kajeet cellular and smartphones, 2012
- For kids by kids part I: Encouraging exercise
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- Figure 24: The Workout Kid, 2012
- For kids by kids part II: Teaching investing strategies
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- Figure 25: iPhone screenshots of Oink-a-Saurus App, 2012
- Social gaming for kids
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- Figure 26: Proxy social gaming for kids, 2012
Marketing Strategies for Reaching Kids
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- Overview of the brand landscape
- Brand analysis: McDonald’s and Happy Meals
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- Figure 27: Brand analysis of McDonald’s and Happy Meals, 2012
- McDonald’s Happy Meal online
- McDonald’s Happy Meal TV commercial
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- Figure 28: McDonald’s Happy Meal, “Champions of Happy, Goat,” March 2012
- Brand analysis: Disney
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- Figure 29: Brand analysis of Disney, 2012
- Disney online
- Disney on YouTube
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- Figure 30: Disney Cruise Lines “My Disney Cruise,” April 2012
- Figure 31: Disneyland Resort “The Art of Vacationing,” April 2012
- Brand analysis: LEGO
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- Figure 32: Brand analysis of LEGO, 2012
- LEGO online
- LEGO TV commercial: LEGO Friends
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- Figure 33: LEGO Friends, “Best Trip Ever,” March 2012
- TV advertising for technology, toys, restaurants, apparel, and finance
- Technology: Dell Computer
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- Figure 34: Dell Computer, “Fly Like An Eagle,” July 2012
- Toys: American Girl
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- Figure 35: American Girl “Welcome to American Girl stores,” November 2011
- Figure 36: American Girl “Introducing Sew & Shares from American Girl Crafts,” August 2012
- Restaurants: Chuck E. Cheese's
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- Figure 37: Chuck E. Cheese, “Let’s Rock This Mouse,” April 2012
- Apparel: Justice
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- Figure 38: Justice, “Mix & Match Swim Separates Collection,” January 2012
- Apparel: Nike
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- Figure 39: Nike, “We’re All Capable,” July 2012
- Finance: BMO Harris Bank
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- Figure 40: BMO Harris Bank, “The Value Of Money,” October 2011
Kids’ Weekly Spending Money
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- Key points
- Kids’ earnings remain consistent—parents feeling pressure to provide?
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- Figure 41: Amount of money kids receive weekly, April 2007-June 2012
- Kids’ earnings differ by gender—“The Times, They Are A-Changin'”
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- Figure 42: Amount of money receive weekly, by kids’ age and gender groups, April 2011-June 2012
- Kids spend their money on snacks, entertainment, and toys
- Girls outspend boys on food/beverages, apparel, and health/beauty products
- Boys outspend girls on video games and toys
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- Figure 43: Weekly spending habits, by kids’ age and gender groups, 2011
- Kids’ spending patterns differ by gender and age
- Girls like their candy and snacks
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- Figure 44: Weekly spending habits, by boys and girls aged 6-8 and 9-11, 2011
- Video games not exclusive to boys, but boys remain core audience
- Kids want to be rich, most say they like to save…but are not so good at it
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- Figure 45: Attitudes toward spending and saving, by kids’ gender and by boys and girls aged 6-8 and 9-11, April 2011-June 2012
Attitudes Toward TV and Viewing Behavior
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- Key points
- Kids’ TV viewership increases with age; particularly among boys
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- Figure 46: Time spent viewing TV, on last school day/ last weekend day, by kids’ age and by boys and girls aged 6-8 and 9-11, 2011
- Talent show competitions are popular among kids who listen to music
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- Figure 47: Talent show competitions watched, by kids’ age and gender groups, 2012
- Girls—especially older girls—are more likely than boys to watch talent competition
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- Figure 48: Talent show competition watched, by boys and girls aged 6-8 and 9-11, 2012
- Multitasking, multiscreen behaviors are common for kids
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- Figure 49: Incidence of engaging in other media while watching TV, by kids’ age and gender groups, April 2011-June 2012
- Media multitasking activities by age and gender
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- Figure 50: Incidence of engaging in other media while watching TV, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
- Top kids’ channels are increasing in popularity according to kids
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- Figure 51: Perception of TV channels becoming more and less popular, by kids’ gender group, 2011
- Kids’ attitudes toward TV
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- Figure 52: Attitudes toward TV, by kids’ age and gender groups, April 2011-June 2012
Media Usage and Perceptions
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- Key points
- TV remains the most popular and influential media
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- Figure 53: Frequency of using media type for news and information, by kids’ age and gender groups, 2011
- Older girls most engaged in all media types for news and information
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- Figure 54: Frequency of using media type for news and information, by boys and girls aged 6-8 and 9-11, 2011
- The call for youth-oriented newspapers
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- Figure 55: Attitudes toward newspapers, by kids’ age and gender groups, April 2011-June 2012
Brand Awareness and Perceptions
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- Key points
- Toy/game brands are a kids’ favorite, apparel follows
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- Figure 56: Favorite brands and category groups, by kids’ age and gender groups, 2012
- Characteristics of kids’ favorite brands
- Besides TV, social media is essential to promote brand awareness
- Physical stores and great discounts/prices are integral in kids’ path to purchase
- Social responsibility is in kids’ DNA
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- Figure 57: Characteristics of favorite brand, by kids’ age and gender groups, 2012
Advertising Effectiveness and Favorite Commercials
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- Key points
- TV is king in advertising for kids; online garners less attention
- The power of TV ads is most evident in younger kids
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- Figure 58: Attitudes toward TV advertisements, by kids’ age and gender groups, April 2011-June 2012
- Girls are most receptive to online ads
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- Figure 59: Attitudes toward online advertisements, by kids’ age and gender groups, April 2011-June 2012
- Favorite commercials and advertisements center on toys/games
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- Figure 60: Favorite commercials or advertisements, by kids’ age and gender groups, 2012
- Humorous advertisements win kids’ attentions
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- Figure 61: Reasons to favor certain commercials, by kids’ age and gender groups, 2011
Computers and Technology
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- Key points
- Computer is entertainment for kids; parents demand education/safety
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- Figure 62: Computer access and home computer usage, by kids’ age and gender groups, April 2011-June 2012
- Kids are digital citizens
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- Figure 63: Frequency of computer use, by kids’ age and gender groups, 2011
- Kids are media multitasking powerhouses
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- Figure 64: Incidence of engaging in other media while on a computer, by kids’ age and gender groups, April 2011-June 2012
- Free online games, TV channel sites, and more
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- Figure 65: Websites visited in the past week, by kids’ age and gender group, 2011
- Girls’ favorite websites vs. boys’
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- Figure 66: Favorite websites, by boys and girls aged 6-8 and 9-11, 2011
Cell Phones and Social Media
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- Key points
- Universality of cell phone ownership among kids
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- Figure 67: Kids’ cell/wireless phone ownership, April 2007-June 2012
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- Figure 68: Cell/wireless phone ownership, by kids’ age and gender groups, April 2011-June 2012
- Texting generation integrating games, pictures, and videos
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- Figure 69: Cell/wireless phone usage, by kids’ age and gender groups, April 2011-June 2012
- About one in 10 kids think Instant Messaging (IMing) is important
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- Figure 70: Attitudes toward instant messaging, by kids’ age and gender groups, April 2011-June 2012
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- Figure 71: Attitudes toward instant messaging, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
- Kids are friendly with Facebook
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- Figure 72: Has a social network profile, by boys and girls aged 6-8 and 9-11, 2011
- Kids are fairly connected on Facebook
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- Figure 73: Number of Facebook connections, by kids’ age and gender groups, 2011
- Social media activity and its influence on brands
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- Figure 74: Activities on Facebook or MySpace, by kids’ age and gender groups, 2011
Kids’ Attitudes Toward School, the Future, and Themselves
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- Key points
- Kids’ views on the future provides opportunities
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- Figure 75: Perceptions on the future, by boys and girls aged 6-8 and 9-11, 2011
- Kids place importance on education
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- Figure 76: Values and perceptions of school and education, by kids’ age and gender groups, April 2011-June 2012
- Being famous appeals to kids
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- Figure 77: Values and perceptions of self, by kids’ age and gender groups, April 2011-June 2012
Kids’ Activities and Free Time Hobbies
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- Key points
- Spending time with family, playing sports, and computer time
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- Figure 78: Attitudes to free time and activities enjoyed, by kids’ age and gender groups, April 2011-June 2012
- Bicycling and swimming are favorite activities
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- Figure 79: Sports played in the past year, by kids’ age and gender groups, April 2011-June 2012
- More boys build and collect; girls are drawn to arts and lessons
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- Figure 80: Activities and hobbies, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
Impact of Race and Hispanic Origin
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- Key points
- On average, black kids receive among the highest weekly allowances
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- Figure 81: Amount of money kids receive weekly, by race/Hispanic origin, April 2011-June 2012
- Hispanic and black kids spend across a variety of categories
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- Figure 82: Kids’ weekly spending habits, by race/Hispanic origin, 2011
- Black kids use greatest variety of sources for news/information
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- Figure 83: Frequency of using media type for news and information, by race/Hispanic origin, 2011
Appendix—Other Useful Consumer Tables
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- Figure 84: Characteristics of favorite brand, by boys and girls aged 6-8 and 9-11, January-December 2011
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- Figure 85: Frequency of computer use, by boys and girls aged 6-8 and 9-11, 2011
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- Figure 86: Websites visited in the past week, by age and boys and girls aged 6-8 and 9-11, 2011
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- Figure 87: Favorite Websites, by kids’ age and gender groups, 2011
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- Figure 88: Has a social network profile, by kids’ age and gender groups, 2011
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- Figure 89: Time kids spent viewing TV, on last school day/last weekend day, by race/Hispanic origin, 2011
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