Kids as Influencers - US - April 2014
Kids as Influencers - US - April 2014

“Kids are influencing what parents buy, but families are getting harder to reach and more difficult to pigeonhole. We are seeing a shift in the demographics of the ‘traditional family’ as well as massive changes in how media is consumed. Marketers need to develop strategies with content that is not only targeted to a unique audience but delivered across the relevant channels.”

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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.

Executive Summary
Issues and Insights
Trend Application

Market

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Kids by the Numbers

Consumer

Consumer

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

Parents’ Attitudes toward Family and Media Use
Kids’ Media Behaviors, Shopping and Vacations Influence
Kids’ Influence on Purchase Decisions
How Often Parents Buy Kids What They Request
How Often Parents Ask for Their Kids’ Opinions
Activities Typically Done With Kids on a Weekly Basis
Media and Marketing, Interactions and Relationships, and Purchasing Motivations
Impact of Race and Hispanic Origin
Custom Segments – Family Decision-Making Styles
Custom Segments – Married and Single-parent Homes

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

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 – The Consumer – Kid’s Influence on Purchase Decision
Appendix – The Consumer – How Often Parents Buy Kids What They Request
Appendix – The Consumer – How Often Parents Ask for Their Kids’ Opinions
Appendix – The Consumer – Activities Typically Done With Kids on a Weekly Basis
Appendix – The Consumer – Media and Marketing, Interactions and Relationships, and Purchasing Motivations
Appendix – The Consumer – Family Decision- Making Style
Appendix – Trade Associations