Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Demographic trends
- Kids and teens population rises moderately
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- Figure 1: Population of kids and teens aged 6-17 and total US, 2008-18
- The diversity of today’s kids and teens
- Obesity high but stabilizing?
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- Figure 2: Percentage of obesity among high school students, by state, for selected year 2003 and 2011
- The consumer
- Online and mobile gaming both popular among kids
- Girls’ activity involves social elements; boys prefer activities for adults/older kids
- Convenience and uniqueness cherished
- Kids and teens don’t seek to disappoint their parents.
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- Figure 3: Attitudes toward favorite activities, by gender and age, August 2013
- Family time for all
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- Figure 4: Attitudes toward leisure time with family and paying for activities, by gender and age, August 2013
- Almost half of kids and teens like to spend time online rather than outside
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- Figure 5: Attitudes toward leisure time, by gender and age, August 2013
- Teens, mobile devices, and their parents
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- Figure 6: Teens, parents, and technology, by gender and age, August 2013
- Healthy eating habits start at home
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- Figure 7: Attitudes toward healthy eating habits, by age, August 2013
- Minority kids’ and teens’ activities
- What we think
Issues and Insights
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- Is there a “war on teens” that is impacting leisure activities among teenagers?
- The issues
- The implications
- Should companies address childhood and teen obesity?
- The issues
- The implications
- How can companies or brands leverage the changing landscape of children’s activities in line with advancements in digital technology?
- The issues
- The implications
Trend Applications
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- Trend: FSTR HYPR
- Trend: Make It Mine
- Mintel Futures: Generation Next
Kids’ Demographic Trends
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- Key points
- 6-11-year-old population increases, albeit at a moderate rate
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- Figure 8: Total US population, by age, 2008-18
- In 2018, Hispanic kids to comprise nearly one quarter of all kids
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- Figure 9: US population of kids aged 6-11, by race/Hispanic origin, 2008-18
- Hispanic households twice as likely to have kids
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- Figure 10: Households, by presence and age of children and Hispanic origin of householder, 2012
- Median household income by race
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- Figure 11: Median household income by race and Hispanic origin of householder, 2012
- Obesity among kids a major problem
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- Figure 12: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Teens’ Demographic Trends
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- Key points
- Slight drop in number of teens 2013-18
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- Figure 13: Total US population, by age, 2008-18
- Today’s teens are more multicultural than previous generations
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- Figure 14: US Population of teens aged 12-17, by race/Hispanic origin, 2007-17
- Hispanics twice as likely as non-Hispanics to have teens in the household
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- Figure 15: Households, by presence and age of children and Hispanic origin of householder, 2012
- Figure 16: Share of households, by presence and age of children and race of householder, 2012
- Rate of adolescent obesity stabilizing
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- Figure 17: Percentage of obesity among high school students, by state, for selected year 2003 and 2011
- Teenage boys more likely than girls to be obese
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- Figure 18: Prevalence of child obesity, by gender, 2009-10
Market Drivers
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- Key points
- Drop in adult unemployment level aids teen spending, teen labor force hampered by a slow economic recovery
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- Figure 19: Unemployment of 16-19-year-olds vs. 16+, 2000-September 2013
- Median household income finally picks up
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- Figure 20: Median household income, in inflation-adjusted dollars, 2002-12
- Figure 21: Median household income in inflation-adjusted dollars, by race/Hispanic origin, 2002-12
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- Figure 22: Index of median household income in inflation-adjusted dollars, by race/Hispanic origin, 2002-12
- Figure 23: Median household income by race and Hispanic origin of householder, 2012
Innovations and Innovators
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- Gamification
- Fun ways to spend time with kids while completing daily chores
- Promoting healthy eating habits
- Active video games
- Geocaching: a marriage between technology and outdoor activity
- Plated: fun, fast cooking experience
Marketing Strategies
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- Strategy: Intense horror appeal for older teens
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- Figure 24: Universal Studios “Halloween Horror Nights” TV ad, August 2012
- Strategy: Dining out with friends a fun experience
- Strategy: The bid to keep girls involved in sports
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- Figure 25: Gatorade “Keep Her In The Game” TV ad, June 2012
- Strategy: Enticing more reading through promotional rewards
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- Figure 26: Barnes & Noble summer email promotion, June 2013
- Strategy: Making the shopping trip a more enjoyable experience with kids
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- Figure 27: Brooklyn Industries email promotion, October 2013
- Strategy: Hotel with kids in mind
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- Figure 28: LEGOLAND hotel online ad, November 2013
- Strategy: Emphasize the bonding experience
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- Figure 29: Bounty’s “Get Ready” TV ad, October 2013
- Strategy: Small changes in lifestyle may yield health benefits
- Strategy: Engaging parents to help reduce kids’ screen addiction
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- Figure 30: Amazon Kindle Fire HD’s “Kid Control” TV ad, June 2013
Source of Spending Money and Weekly Allowance
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- Key points
- Kids’ and teens’ earning capacity hinges on parents' generosity
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- Figure 31: Primary source of spending money, by age, August 2013
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- Figure 32: Primary source of spending money, by gender and age, August 2013
- Kids saving a greater share; teens saving more money
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- Figure 33: Average amount of money kids and teens receive and spend per week, by age, August 2013
- Boys bigger savers
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- Figure 34: Average amount of money kids and teens receive and spend per week, by gender and age, August 2013
Teens’ Activities and Companionship
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- Key points
- Overview
- Free time spent with self and others
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- Figure 35: Teens’ free time spent with self and others, by gender and age, August 2013
- Time spent in various activities likely “just the right amount,” and yet “too much” for some
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- Figure 36: Teens’ participation on select activities and perception of time spent, August 2013
- Family time most prominent, time with friends follows
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- Figure 37: Teens’ participation in select activities, by who they mostly do those activities with, August 2013
- Weekly income and spending higher among teens who shop at a mall
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- Figure 38: Average amount of money teens receive and spend per week, by types of activities they participate in, August 2013
- Time spent with family
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- Figure 39: Teens’ perception of the amount of time spent with family, by gender and age and household income, August 2013
- Time spent with friends
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- Figure 40: Teens’ perception of the amount of time spent with friends, by gender and age and household income, August 2013
- TV viewership
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- Figure 41: Teens’ perception of the amount of time spent watching TV, and who they watch TV with, by gender and age and household income, August 2013
- Dining out
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- Figure 42: Teens’ perception of the amount of time spent dining out, and who they dine out with, by gender and age and household income, August 2013
- General internet activity
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- Figure 43: Teens’ perception of the amount of time spent on general internet activity and who they spend time doing this with, by gender and age and household income, August 2013
- Reading
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- Figure 44: Teens’ perception of the amount of time spent reading, by gender and age and household income, August 2013
- Sports and exercise participation
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- Figure 45: Teens’ perception of the amount of time spent on exercise/sports, and who they exercise with, by gender and age and household income, August 2013
- Playing outside
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- Figure 46: Teens’ perception of the amount of time spent in outdoor play and who they play with, by gender and age and household income, August 2013
- Playing computer and video games
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- Figure 47: Teens’ perception of the amount of time spent computer and video gaming and who they play with, by gender and age and household income, August 2013
- Talking, texting, and online browsing on mobile devices
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- Figure 48: Teens’ perception of the amount of time spent talking, texting, or web browsing on a cell phone, by gender and age and household income, August 2013
- Shopping at a mall
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- Figure 49: Teens’ perception of the amount of time spent shopping at a mall and who they go with, by gender and age and household income, August 2013
- Outdoor/indoor attractions activity
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- Figure 50: Teens’ engagement in indoor/outdoor attractions activity and who they go with, by gender and age and household income, August 2013
- Sports events/live concerts
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- Figure 51: Teens’ incidence of attending sport events/live concerts and who they go with, by gender and age and household income, August 2013
Kids’ Activities and Companionship
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- Key points
- Free time spent with others most likely with parents
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- Figure 52: Teens’ free time spent with self and others, by gender and age, August 2013
- Family, television, and gaming top kids’ activities
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- Figure 53: Kids’ activities, by gender and age, August 2013
- Home central to healthy eating behaviors
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- Figure 54: Kids' activities, by attitudes toward health and exercises, August 2013
Activities Related to Electronics and Computers
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- Key points
- Mobile/online gaming more likely favored by kids; internet browsing by teens
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- Figure 55: Activities related to electronics and computers, by age, August 2013
- Teenage girls most active for electronics and computer use at home
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- Figure 56: Activities related to electronics and computers, by gender and age, August 2013
Attitudes toward Favorite Activities
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- Key points
- Girls enjoy social activities; boys engage in activities for older kids
- Teens enjoy convenience, uniqueness
- Kids, teens don’t seek to disappoint their parents
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- Figure 57: Attitudes toward favorite activities, by gender and age, August 2013
- Teen girls the least likely to enjoy activities with much movement
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- Figure 58: Attitudes toward non-sedentary and at-home activities, by gender and age, August 2013
Attitudes toward Leisure Time
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- Key points
- Kids, teens overwhelmingly in favor of family time
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- Figure 59: Attitudes toward leisure time with family and paying for activities, by gender and age, August 2013
- Online activity nearly as popular as spending time outside
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- Figure 60: Attitudes toward leisure time, by gender and age, August 2013
- Maintaining the balance between after-school activities to prevent boredom and having enough free time
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- Figure 61: Attitudes toward leisure time, by whom activities are most often with, August 2013
Attitudes toward Technology
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- Key points
- Kids: internet access device ownership
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- Figure 62: Kids’ internet-based device ownership, by gender and age, August 2013
- Kids: level of parental control for online time
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- Figure 63: Kids whose parents limit their time spent on online, by gender and age, August 2013
- Teens: internet access device ownership
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- Figure 64: Teens’ internet-based device ownership, by gender and age, August 2013
- Figure 65: Teens’ internet-based device ownership, by age and household income, August 2013
- Teens: level of parental control for online time
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- Figure 66: Teens, parents, and technology, by gender and age, August 2013
- Teens: social media
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- Figure 67: Teens' attitudes toward social networking, by gender and age, August 2013
Attitudes toward Health and Exercise
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- Key points
- Home as epicenter for children’s healthy eating habits
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- Figure 68: Attitudes toward healthy eating habits, by age, August 2013
- Teenage girls least likely to eat healthy
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- Figure 69: Attitudes toward healthy eating habits, by gender and age, August 2013
- Income not a significant factor in healthy eating at home
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- Figure 70: Attitudes toward healthy eating habits, by household income, August 2013
- Teens need help with exercise
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- Figure 71: Attitudes toward exercising, by age, August 2013
- Teenage girls least likely to eat healthy
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- Figure 72: Attitudes toward exercising, by gender and age, August 2013
Impact of Race and Hispanic Origin
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- Key points
- Weekly allowance primary spending for Black/Hispanic kids and teens
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- Figure 73: Primary source of spending money, by race/Hispanic origin, August 2013
- Family-oriented appeals to Hispanic kids
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- Figure 74: Attitudes toward free time, by race/Hispanic origin, April 2007-June 2013
- Minority teens’ varied interests in leisure activities
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- Figure 75: Teens’ leisure activities and hobbies, by race/Hispanic origin, May 2012-June 2013
- Asian teens highly engaged in sports
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- Figure 76: Teens' attitudes toward leisure, by race/Hispanic origin, May 2012-June 2013
Correspondence Analysis
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- Methodology
- Most teens’ activities revolve around with family and friends
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- Figure 77: Correspondence analysis of teens leisure activities, by whether spent alone or with others, November 2013
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- Figure 78: Teens leisure activities, by whether spent alone or with others, November 2013
Appendix – Other Useful Consumer Tables
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- Teens
- Teens' attitudes toward family
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- Figure 79: Teens' attitudes toward family, April 2007-June 2013
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- Figure 80: Teens' attitudes toward family, by gender and age, May 2012-June 2013
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- Figure 81: Teens' attitudes toward family, by race/Hispanic origin, May 2012-June 2013
- Teens' attitudes toward leisure
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- Figure 82: Teens' attitudes toward leisure, April 2007-June 2013
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- Figure 83: Teens' attitudes toward leisure, by gender and age, May 2012-June 2013
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- Figure 84: Teens' attitudes toward leisure, by race/Hispanic origin, May 2012-June 2013
- Teens' leisure activities and hobbies
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- Figure 85: Teens' leisure activities and hobbies, April 2007-June 2013
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- Figure 86: Teens' leisure activities and hobbies, by gender and age, May 2012-June 2013
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- Figure 87: Teens' leisure activities and hobbies, by race/Hispanic origin, May 2012-June 2013
- Teens' exercise
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- Figure 88: Teens' participation in sports and fitness, April 2007-June 2013
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- Figure 89: Teens' weekly engagement in exercise programs, April 2007-June 2013
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- Figure 90: Teens' weekly engagement in exercise programs, by gender and age, May 2012-June 2013
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- Figure 91: Teens' weekly engagement in exercise programs, by race/Hispanic origin, May 2012-June 2013
- Kids’ leisure activities and hobbies
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- Figure 92: Kids’ leisure activities and hobbies, April 2007-June 2013
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- Figure 93: Kids’ leisure activities and hobbies, by gender and age, April 2007-June 2013
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- Figure 94: Kids’ leisure activities and hobbies, by race/Hispanic origin, April 2007-June 2013
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- Figure 95: Kids’ book reading, by genre, April 2007-June 2013
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- Figure 96: Kids’ book reading, by genre, by gender and age, April 2007-June 2013
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- Figure 97: Kids’ book reading, by genre, by race/Hispanic origin, April 2007-June 2013
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- Figure 98: Kids’ attitudes toward video games, April 2007-June 2013
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- Figure 99: Kids’ attitudes toward video games, by gender and age, April 2007-June 2013
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- Figure 100: Kids’ attitudes toward video games, by race/Hispanic origin, April 2007-June 2013
- Kids' exercise
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- Figure 101: Kids' participation in sports and fitness, April 2007-June 2013
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- Figure 102: Kids’ participation in sports and fitness, by gender and age, April 2007-June 2013
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- Figure 103: Kids’ participation in sports and fitness, by race/Hispanic origin, April 2007-June 2013
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- Figure 104: Sports and fitness, April 2007-June 2013
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- Figure 105: Sports and fitness, by gender and age, April 2007-June 2013
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- Figure 106: Sports and fitness, by race/Hispanic origin, April 2007-June 2013
- Kids’ attitudes toward free time
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- Figure 107: Kids’ attitudes toward free time, April 2007-June 2013
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- Figure 108: Kids’ attitudes toward free time, by gender and age, April 2007-June 2013
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- Figure 109: Kids’ attitudes toward free time, by race/Hispanic origin, April 2007-June 2013
- Kids’ entertainment activities
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- Figure 110: Kids’ entertainment activities, April 2007-June 2013
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- Figure 111: Kids’ entertainment activities, by gender and age, April 2007-June 2013
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- Figure 112: Kids’ entertainment activities, by race/Hispanic origin, April 2007-June 2013
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- Figure 113: Kids’ influence on choice of entertainment activities, April 2007-June 2013
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- Figure 114: Kids’ influence on choice of entertainment activities, by gender and age, April 2007-June 2013
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- Figure 115: Kids’ influence on choice of entertainment activities, by race/Hispanic origin, April 2007-June 2013
- Kids and movies
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- Figure 116: Factors influencing kids in going to the movies, April 2007-June 2013
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- Figure 117: Factors influencing kids in going to the movies, by gender and age, April 2007-June 2013
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- Figure 118: Factors influencing kids in going to the movies, by race/Hispanic origin, April 2007-June 2013
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- Figure 119: Who kids go to the movies with, April 2011-June 2013
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- Figure 120: Who kids go to the movies with, by gender and age, April 2007-June 2013
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- Figure 121: Who kids go to the movies with, by race/Hispanic origin, April 2007-June 2013
- Kids’ interests and playtime activities
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- Figure 122: Kids’ interests and playtime activities, April 2009-June 2013
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- Figure 123: Kids’ interests and playtime activities, by gender and age, April 2007-June 2013
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- Figure 124: Kids’ interests and playtime activities, by race/Hispanic origin, April 2007-June 2013
Appendix – Other Useful Consumer Tables 2
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- Kids’ and teens’ weekly allowance
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- Figure 125: Amount of money kids and teens receive per week, by age, August 2013
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- Figure 126: Amount of money kids and teens receive per week, by gender, August 2013
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- Figure 127: Amount of money kids and teens receive per week, by gender and age, August 2013
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- Figure 128: Amount of money kids and teens receive per week, by household income, August 2013
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- Figure 129: Amount of money kids and teens receive per week, by region, August 2013
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- Figure 130: Amount of money kids and teens receive per week, by school type, August 2013
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- Figure 131: Amount of money kids and teens receive per week, by who they mostly do activities with, August 2013
- Kids’ and teens’ weekly spending
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- Figure 132: Weekly spending, by age, August 2013
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- Figure 133: Amount of money kids and teens spend per week, by gender, August 2013
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- Figure 134: Weekly spending, by gender and age, August 2013
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- Figure 135: Weekly spending, by region, August 2013
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- Figure 136: Weekly spending, by who they mostly do activities with, August 2013
- Kids’ and teen’s free time spent with self and others
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- Figure 137: Free time spent with self and others, by age, August 2013
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- Figure 138: Free time spent with self and others, by gender, August 2013
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- Figure 139: Free time spent with self and others, by gender and age, August 2013
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- Figure 140: Free time spent with self and others, by region, August 2013
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- Figure 141: Free time spent with self and others, by who they mostly do activities with, August 2013
- Kids’ and teens’ activities related to electronics and computers
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- Figure 142: Activities related to electronics and computers, by gender, August 2013
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- Figure 143: Activities related to electronics and computers, by age, August 2013
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- Figure 144: Activities related to electronics and computers, by gender and age, August 2013
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- Figure 145: Activities related to electronics and computers, by region, August 2013
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- Figure 146: Activities related to electronics and computers, by family type, August 2013
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- Figure 147: Activities related to electronics and computers, by who they mostly do activities with, August 2013
- Kids’ and teens’ attitudes toward leisure time
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- Figure 148: Attitudes toward leisure time, by age, August 2013
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- Figure 149: Attitudes toward leisure time, by gender, August 2013
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- Figure 150: Attitudes toward leisure time, by gender and age, August 2013
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- Figure 151: Attitudes toward leisure time, by household income, August 2013
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- Figure 152: Attitudes toward leisure time, by region, August 2013
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- Figure 153: Attitudes toward leisure time, by who they mostly do activities with, August 2013
- Kids’ and teens’ attitudes toward favorite activities
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- Figure 154: Attitudes toward favorite activities, by age, August 2013
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- Figure 155: Attitudes toward favorite activities, by gender, August 2013
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- Figure 156: Attitudes toward favorite activities, by gender and age, August 2013
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- Figure 157: Attitudes toward favorite activities, by age and household income, August 2013
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- Figure 158: Attitudes toward favorite activities, by region, August 2013
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- Figure 159: Attitudes toward favorite activities, by family type, August 2013
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- Figure 160: Attitudes toward favorite activities, by who they mostly do activities with, August 2013
- Kids’ and teens’ attitudes toward health and exercises
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- Figure 161: Attitudes toward health and exercises, by age, August 2013
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- Figure 162: Attitudes toward health and exercises, by gender, August 2013
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- Figure 163: Attitudes toward health and exercises, by gender and age, August 2013
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- Figure 164: Attitudes toward health and exercises, by household income, August 2013
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- Figure 165: Attitudes toward health and exercises, by region, August 2013
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- Figure 166: Attitudes toward health and exercises, by who they mostly do activities with, August 2013
- Teens’ indoor/outdoor attractions activity
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- Figure 167: Teens’ indoor/outdoor attractions activity, by age, August 2013
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- Figure 168: Teens’ indoor/outdoor attractions activity, by gender and age, August 2013
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- Figure 169: Teens’ indoor/outdoor attractions activity, by age and household income, August 2013
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- Figure 170: Teens’ indoor/outdoor attractions activity, by who they mostly do activities with, August 2013
- Teen's activities
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- Figure 171: Teens' participations on select activities (any time spent), by age, August 2013
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- Figure 172: Teens' participations on select activities (any time spent), by gender, August 2013
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- Figure 173: Teens' participations on select activities (any time spent), by gender and age, August 2013
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- Figure 174: Teens' participations on select activities (any time spent), by household income, August 2013
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- Figure 175: Teens' participations on select activities (any time spent), by gender and household income, August 2013
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- Figure 176: Teens' participations on select activities (any time spent), by age and household income, August 2013
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- Figure 177: Teens' participations on select activities (any time spent), by region, August 2013
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- Figure 178: Teens' participations on select activities (any time spent), by public school, August 2013
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- Figure 179: Teens' participations on select activities (any time spent), by family type, August 2013
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- Figure 180: Teens' participations on select activities (any time spent), by who they mostly do activities with, August 2013
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- Figure 181: Teen's activities (any time spent), by free time with self and others, August 2013
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- Figure 182: Teens' activities (any time spent) by activities related to electronics and computers, August 2013 (part 1)
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- Figure 183: Teens' activities (any time spent) by activities related to electronics and computers, August 2013 (part 2)
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- Figure 184: Teen's activities (any time spent), by attitudes toward health and exercises, August 2013 (part 1)
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- Figure 185: Teen's activities (any time spent), by attitudes toward health and exercises, August 2013 (part 2)
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- Figure 186: Amount received and spent, by participation in activities, August 2013 (part 1)
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- Figure 187: Amount received and spent, by participation in activities, August 2013 (part 2)
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- Figure 188: Spending too much time on activities, by gender and age, August 2013
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- Figure 189: Spending too much time on activities, by who they mostly do activities with, August 2013
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- Figure 190: Spending the right amount of time on activities, by gender and age, August 2013
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- Figure 191: Spending the right amount of time on activities, by who they mostly do activities with, August 2013
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- Figure 192: Spending not enough time on activities, by gender and age, August 2013
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- Figure 193: Spending not enough time on activities, by who they mostly do activities with, August 2013
- Teens’ activities spent with self and others
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- Figure 194: Teens’ activities spent with self and others, August 2013
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- Figure 195: Teens’ activities spent by themselves, by gender and age, August 2013
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- Figure 196: Teens’ activities spent by themselves, by household income, August 2013
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- Figure 197: Teens’ activities spent with friends, by gender and age, August 2013
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- Figure 198: Teens’ activities spent with friends, by household income, August 2013
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- Figure 199: Teens’ activities spent with family, by gender and age, August 2013
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- Figure 200: Teens’ activities spent with family, by household income, August 2013
- Teens’ attitudes toward technology
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- Figure 201: Teens' attitudes toward technology, by age, August 2013
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- Figure 202: Teens’ attitudes toward technology, by gender, August 2013
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- Figure 203: Teens' attitudes toward technology, by household income, August 2013
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- Figure 204: Teens' attitudes toward technology, by age and household income, August 2013
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- Figure 205: Teens' attitudes toward technology, by region, August 2013
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- Figure 206: Teens’ attitudes toward technology, by public school, August 2013
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- Figure 207: Teens’ attitudes toward technology, by who they mostly do activities with, August 2013
- Kids’ activities
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- Figure 208: Kids' activities, by age, August 2013
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- Figure 209: Kids’ activities, by gender, August 2013
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- Figure 210: Kids’ activities, by gender and age, August 2013
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- Figure 211: Kids' activities, by gender and household income, August 2013
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- Figure 212: Kids' activities, by age and household income, August 2013
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- Figure 213: Kids' activities, by region, August 2013
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- Figure 214: Kids' activities, by family type, August 2013
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- Figure 215: Kids' activities, by free time with self and others, August 2013
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- Figure 216: Kid's activities by activities related to electronics and computers, August 2013
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- Figure 217: Amount received and spent, by participation in activities, August 2013
- Kids’ attitudes toward technology
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- Figure 218: Kids' attitudes toward technology, by age, August 2013
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- Figure 219: Kids' attitudes toward technology, by gender, August 2013
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- Figure 220: Kids' attitudes toward technology, by region, August 2013
Appendix – Trade Associations
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