Table of Contents
Introduction
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- Definitions
- Methodology
- Abbreviations
Executive Summary
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- Nearly seven in ten children view their parents as role models
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- Figure 1: Attitudes towards relationship with parents, March 2013
- Discounts and special offers appeal to teenage girls
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- Figure 2: What children do if they see a product they like, March 2013
- Over half of children listen to advice from friends when buying products
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- Figure 3: Who influences children, March 2013
- Over nine in ten children have some input into how they spend free time
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- Figure 4: Frequency of things that children decide on their own, March 2013
- What we think
Issues in the Market
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- Can today’s children do what they want without parents’ involvement?
- What do children’s spending habits mean for tomorrow’s shoppers?
- How is technology changing family interactions?
- What is the role of social networks in the future of brand engagement?
Trend Application
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- Trend: Click and Connect
- Trend: Extend My Brand
- Futures Trend: Generation Next
Demographic Overview
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- Key points
- Trends in age structure and growth projections of UK’s 7-15-year-olds
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- Figure 5: Trends in the age structure of the UK population, by gender, 2008-18
- Marital status of parents
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- Figure 6: Marital status of parents, March 2013
- The support network
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- Figure 7: Support network, March 2013
- Presence of siblings
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- Figure 8: Presence of siblings, March 2013
- Current financial situation
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- Figure 9: Current financial situation, March 2013
Family Habits
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- Key points
- Healthy lifestyle – a priority
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- Figure 10: Family habits, March 2013
- 7-9-year-olds crave more family time
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- Figure 11: Selected family habits, by children’s age, March 2013
- Teen girls more likely than teen boys to help out with housework
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- Figure 12: Agreement with the statement ‘I regularly help out with household chores’, by children’s gender and age, March 2013
- Mums set the tone for family routines
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- Figure 13: Screenshot of ‘Save the Mom’ interface, May 2013
- Children looked after by a childminder spend more time watching TV
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- Figure 14: Selected family habits, by people who help take care of children, March 2013
Relationship with Parents
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- Key points
- Over two thirds of children want to be just like parents when they grow up
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- Figure 15: Attitudes towards relationship with parents, March 2013
- Boys more likely to treat their parents as friends
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- Figure 16: Selected attitudes towards relationship with parents, by children’s gender and age, March 2013
- Mums want to appear stricter parents than they actually are
Building Relationships with Brands
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- Key points
- Majority of children find a way to pay for desired things on their own
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- Figure 17: What children do if they see a product they like, March 2013
- Savvy shopping tendencies higher amongst teens
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- Figure 18: Selected action that children do if they see a product they like, by children’s age, March 2013
- Fewer compromises if family finances are healthy
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- Figure 19: Selected actions of children if they see a product they like, by current financial situation in the household, March 2013
- Teen girls show keener instinct for product research
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- Figure 20: Number of actions children undertake if they see a product they like, by children’s gender and age, March 2013
- Nearly a third of teens develop brand loyalties
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- Figure 21: Attitudes towards shopping, March 2013
- Presence on social networks helps build long-term brand relationships
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- Figure 22: Selected attitudes towards shopping, by children’s gender and age, March 2013
- Future savvy shoppers amongst kids in families on lower incomes
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- Figure 23: Selected attitudes towards shopping, by household income, March 2013
Technology and Online Habits
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- Key points
- Boys more likely to use a static games console than a laptop
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- Figure 24: Technology devices children use at home, March 2013
- Tablets more popular with children aged 10-12
- Young parents driving smartphone usage amongst children
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- Figure 25: Children’s use of selected devices at home, by age of parent, March 2013
- Older children have a stronger online presence
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- Figure 26: Attitudes towards going online and communication, by children’s age, March 2013
- Girls are more concerned with the impression they make online
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- Figure 27: Attitudes towards social networks, by children’s gender, March 2013
Who are Children Influenced By?
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- Key points
- Peer influence is by far the strongest
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- Figure 28: Who influences children, March 2013
- Quarter of girls pay close attention to celebrity fashion trends
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- Figure 29: Top three influences amongst children, by children’s gender, March 2013
Levels of Independence
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- Key points
- Only a fifth always decide how to spend their free time
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- Figure 30: Frequency of things that children decide on their own, March 2013
- Teens assert their independence
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- Figure 31: Number of things that children decide on their own all the time, by children’s age, March 2013
Appendix – Family Habits
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- Figure 32: Selected parenting habits and family lifestyle, by age of children, August 2012
- Figure 33: Most popular family habits, by demographics, March 2013
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- Figure 34: Next most popular family habits, by demographics, March 2013
- Figure 35: Family habits, by relationship with parents, March 2013
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Appendix – Relationship with Parents
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- Figure 36: Selected parenting habits and family lifestyle, by age of children, August 2012
- Figure 37: Most popular relationship with parents, by demographics, March 2013
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- Figure 38: Next most popular relationship with parents, by demographics, March 2013
- Figure 39: Degree of children's independence, by most popular family habits, March 2013
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- Figure 40: Degree of children's independence, by next most popular family habits, March 2013
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Appendix – Building Relationships with Brands
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- Figure 41: Most popular product research channels, by demographics, March 2013
- Figure 42: Next most popular product research channels, by demographics, March 2013
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- Figure 43: Most popular attitudes towards shopping, by demographics, March 2013
- Figure 44: Next most popular attitudes towards shopping, by demographics, March 2013
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- Figure 45: Repertoire of actions children undertake after they see a product they like, by demographics, March 2013
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Appendix – Technology and Online Habits
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- Figure 46: Most popular technology use, by demographics, March 2013
- Figure 47: Next most popular technology use, by demographics, March 2013
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- Figure 48: Most popular attitudes towards going online, by demographics, March 2013
- Figure 49: Next most popular attitudes towards going online, by demographics, March 2013
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- Figure 50: Attitudes towards going online, by most popular technology devices used, March 2013
- Figure 51: Attitudes towards going online, by next most popular technology devices used, March 2013
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Appendix – Who are Children Influenced By?
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- Figure 52: Who influences children with respect to snacks and sweets, by demographics, March 2013
- Figure 53: Who influences children with respect to clothes and accessories, by demographics, March 2013
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- Figure 54: Who influences children with respect to clothes and accessories, by demographics, March 2013
- Figure 55: Who influences children with respect to video games, music and films, by demographics, March 2013
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- Figure 56: Who influences children with respect to video games, music and films, by demographics, March 2013
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Appendix – Levels of Independence
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- Figure 57: Degree of children's independence, by demographics, March 2013
- Figure 58: Degree of children's independence, by demographics, March 2013
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- Figure 59: Degree of children's independence, by demographics, March 2013
- Figure 60: Degree of children's independence, by demographics, March 2013
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- Figure 61: Degree of children's independence, by demographics, March 2013
- Figure 62: Repertoire of things children can decide to do on their own (all the time), by demographics, March 2013
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- Figure 63: Repertoire of things children can decide to do on their own (sometimes), by demographics, March 2013
- Figure 64: Repertoires of things children can decide to do on their own (never), by demographics, March 2013
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