Table of Contents
Executive Summary
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- Savings – a high priority
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- Figure 1: How pocket money is spent, March 2014
- Sugary snacks dominate wish lists
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- Figure 2: Snacks that children and teens would ask their parents for, March 2014
- Online and offline continue to merge
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- Figure 3: Attitudes towards social media, March 2014
- Most kids and teens know what they want to be when they grow up
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- Figure 4: What children and teens want to be when they are grown up, March 2014
- What we think
Issues and Insights
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- Children’s print media could benefit from more interactivity
- The facts
- The implications
- Negating the impact of gender on the future aspirations of kids and teens
- The facts
- The implications
Trend Application
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- Trend: Influentials
- Trend: Entrepreneurial Spirit
- Trend: The Real Thing
Market Drivers
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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 age, 2009-19
- Family income and parents’ marital status
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- Figure 6: Annual household income, by parents’ marital status, March 2014
- Family support network
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- Figure 7: Support network, by age of parents, March 2014
- Childhood obesity
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- Figure 8: Proportions of underweight, healthy weight, overweight and obese children, by school year, England, 2012-13
- Use of technology in the home
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- Figure 9: Technology devices used by children and teens, March 2014
- Use of social media
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- Figure 10: Use of social media and social apps, March 2014
The Consumer – Pocket Money
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- Key points
- Nearly a fifth of kids receive over £30 a month
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- Figure 11: Monthly pocket money, March 2014
- Dads more generous with kids than mums
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- Figure 12: Monthly pocket money, by gender and age of parent, March 2014
- Boys aged 10-12 out-earn girls in the same age group
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- Figure 13: Monthly pocket money, by gender and age of children and teens, March 2014
- Almost half of children and teens save their pocket money
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- Figure 14: How pocket money is spent, March 2014
- Half of teenage girls spent on fashion items
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- Figure 15: How pocket money is spent, by gender of children and teens, March 2014
- Children’s spending rises with more pocket money
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- Figure 16: How pocket money is spent, by amount of monthly pocket money received, March 2014
The Consumer – What Children and Teens Want for Their Birthday
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- Key points
- Technology items dominate birthday wish lists
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- Figure 17: What children and teens want for their birthday, March 2014
- Making up for pocket money shortfall
- Video games for boys, fashion for girls
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- Figure 18: What children and teens want for their birthday, by gender and age of children and teens, March 2014
- Pocket money spend drives interest in upgraded versions
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- Figure 19: What children and teens want for their birthday, by selected things that pocket money is spent on, March 2014
The Consumer – Snacking Habits
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- Key points
- Children and teens most likely to ask for sugary snacks
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- Figure 20: Snacks that children and teens would ask their parents for, March 2014
- Older boys lose interest in healthy foods
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- Figure 21: Snacks that children and teens would ask their parents for, March 2014
The Consumer – Media Habits and Attitudes
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- Key points
- Blurred lines between online and offline worlds
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- Figure 22: Attitudes towards social media, March 2014
- TV remains at the centre of children’s lives
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- Figure 23: Attitudes towards TV, March 2014
- Teens look to social media for inspiration
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- Figure 24: Attitudes towards social media and TV, by age, March 2014
- Correspondence analysis – Attitudes towards media
- Methodology
- Are we having fun yet?
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- Figure 25: Correspondence analysis, May 2014
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- Figure 26: Associations with different media, May 2014
The Consumer – Ideal Day
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- Key points
- Going to a theme park is top of the wish list for an ideal day
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- Figure 27: Ideal day of children and teens, March 2014
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- Figure 28: OLLA’s furniture for kids, May 2014
- A fifth of teenage girls would choose to work on their ideal day
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- Figure 29: Ideal day of children and teens, by gender of children and teens, March 2014
The Consumer – What Children and Teens Want to Be When They Grow Up
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- Key points
- One in seven have not thought about what they want to be in the future
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- Figure 30: What children and teens want to be when they are grown up, March 2014
- Gender divisions in future aspirations
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- Figure 31: What children and teens want to be when they grow up, by gender and age of children and teens, March 2014
- Affluent families in a stronger position to direct children to a certain goal
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- Figure 32: What children and teens want to be when they grow up, by parents’ socio-economic group, March 2014
The Consumer – Concerns of Children and Teens
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- Key points
- More serious focus for today’s children and teens
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- Figure 33: Concerns of children and teens, March 2014
- Teen girls become more aware of their nutrition
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- Figure 34: Concerns of children and teens, by gender and age of children and teens, March 2014
- Bullying remains a key concern
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- Figure 35: Concerns about being bullied at school or online, by current family financial situation, March 2014
Appendix – Demographic Overview
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- Figure 36: Demographic overview, March 2014
- Figure 37: Demographic overview, March 2014 (continued)
- Figure 38: Demographic overview, March 2014 (continued)
- Figure 39: Demographic overview, March 2014 (continued)
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- Figure 40: Demographic overview, March 2014 (continued)
- Figure 41: Demographic overview, March 2014 (continued)
- Figure 42: Demographic overview, March 2014 (continued)
- Figure 43: Demographic overview, March 2014 (continued)
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- Figure 44: Demographic overview, March 2014 (continued)
- Figure 45: Demographic overview, March 2014 (continued)
- Figure 46: Demographic overview, March 2014 (continued)
- Figure 47: Demographic overview, March 2014 (continued)
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Appendix – The Consumer – Pocket Money
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- Figure 48: Monthly pocket money, March 2014
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- Figure 49: How pocket money is spent, March 2014
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- Figure 50: How pocket money is spent, by Monthly pocket money, March 2014
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- Figure 51: Most popular monthly pocket money, by demographics, March 2014
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- Figure 52: Next most popular monthly pocket money, by demographics, March 2014
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- Figure 53: Most popular how pocket money is spent, by demographics, March 2014
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- Figure 54: Next most popular how pocket money is spent, by demographics, March 2014
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Appendix – The Consumer – What Children and Teens Want for Their Birthday
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- Figure 55: What children and teens want for their birthday, March 2014
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- Figure 56: What children and teens want for their birthday, by most popular how pocket money is spent, March 2014
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- Figure 57: What children and teens want for their birthday, by next most popular how pocket money is spent, March 2014
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- Figure 58: Most popular what children and teens want for their birthday, by demographics, March 2014
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- Figure 59: Next most popular what children and teens want for their birthday, by demographics, March 2014
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- Figure 60: Other what children and teens want for their birthday, by demographics, March 2014
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Appendix – The Consumer – Snacking Habits
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- Figure 61: What snacks children would ask for, March 2014
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- Figure 62: Most popular what snacks children would ask for, by demographics, March 2014
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- Figure 63: Next most popular what snacks children would ask for, by demographics, March 2014
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Appendix – The Consumer – Media Habits and Attitudes
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- Figure 64: Attitudes towards media, March 2014
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- Figure 65: Attitudes towards social media and TV, March 2014
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- Figure 66: Attitudes towards social media and TV, by attitudes towards media – TV, March 2014
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- Figure 67: Attitudes towards social media and TV, by attitudes towards media – Magazines, March 2014
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- Figure 68: Attitudes towards social media and TV, by attitudes towards media – Books including ebooks, March 2014
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- Figure 69: Attitudes towards social media and TV, by attitudes towards media – Social networks, March 2014
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- Figure 70: Attitudes towards media, by attitudes towards social media and TV – Do your parents often check what you watch on TV?, March 2014
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- Figure 71: Attitudes towards media, by attitudes towards social media and TV – Do you find things you want to have on TV programmes?, March 2014
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- Figure 72: Attitudes towards media, by attitudes towards social media and TV – Do you find things you want to have/buy on social networks?^, March 2014
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- Figure 73: Attitudes towards media, by attitudes towards social media and TV – Do you often talk to friends whilst watching TV?, March 2014
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- Figure 74: Attitudes towards media, by attitudes towards social media and TV – Do you think it is strange if a company doesn’t have a profile on a social network?, March 2014
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- Figure 75: Attitudes towards media, by attitudes towards social media and TV – Do you share pictures of your new things on social networks?^, March 2014
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- Figure 76: Attitudes towards media, by attitudes towards social media and TV – Do you talk to your friends more online/on mobile phones, than in person?, March 2014
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- Figure 77: Most popular attitudes towards media – TV, by demographics, March 2014
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- Figure 78: Next most popular attitudes towards media – TV, by demographics, March 2014
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- Figure 79: Most popular attitudes towards media – Magazines, by demographics, March 2014
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- Figure 80: Next most popular attitudes towards media – Magazines, by demographics, March 2014
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- Figure 81: Most popular attitudes towards media – Books including ebooks, by demographics, March 2014
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- Figure 82: Next most popular attitudes towards media – Books including ebooks, by demographics, March 2014
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- Figure 83: Most popular attitudes towards media – Social networks, by demographics, March 2014
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- Figure 84: Next most popular attitudes towards media – Social networks, by demographics, March 2014
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- Figure 85: Attitudes towards social media and TV – Do your parents often check what you watch on TV?, by demographics, March 2014
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- Figure 86: Attitudes towards social media and TV – Do you find things you want to have on TV programmes?, by demographics, March 2014
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- Figure 87: Attitudes towards social media and TV – Do you find things you want to have/buy on social networks?^, by demographics, March 2014
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- Figure 88: Attitudes towards social media and TV – Do you often talk to friends whilst watching TV?, by demographics, March 2014
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- Figure 89: Attitudes towards social media and TV – Do you think it is strange if a company doesn’t have a profile on a social network?, by demographics, March 2014
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- Figure 90: Attitudes towards social media and TV – Do you share pictures of your new things on social networks?^, by demographics, March 2014
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- Figure 91: Attitudes towards social media and TV – Do you talk to your friends more online/on mobile phones, than in person?, by demographics, March 2014
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Appendix – The Consumer – Ideal Day
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- Figure 92: Ideal day, March 2014
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- Figure 93: Most popular ideal day, by demographics, March 2014
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- Figure 94: Next most popular ideal day, by demographics, March 2014
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- Figure 95: Other ideal day, by demographics, March 2014
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Appendix – The Consumer – What Children and Teens Want to Be When They Grow Up
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- Figure 96: What children and teens want to be when they grow up, March 2014
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- Figure 97: Most popular what children and teens want to be when they grow up, by demographics, March 2014
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- Figure 98: Next most popular what children and teens want to be when they grow up, by demographics, March 2014
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Appendix – The Consumer – Concerns of Children and Teens
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- Figure 99: Concerns of children and teens, March 2014
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- Figure 100: Concerns of children and teens – School work/grades, by demographics, March 2014
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- Figure 101: Concerns of children and teens – What other people think of me, by demographics, March 2014
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- Figure 102: Concerns of children and teens – What I will do in the future, by demographics, March 2014
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- Figure 103: Concerns of children and teens – Being popular, by demographics, March 2014
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- Figure 104: Concerns of children and teens – Not having the latest gadgets, by demographics, March 2014
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- Figure 105: Concerns of children and teens – The environment, by demographics, March 2014
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- Figure 106: Concerns of children and teens – Eating things that are bad for me, by demographics, March 2014
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- Figure 107: Concerns of children and teens – Getting a boyfriend/girlfriend^, by demographics, March 2014
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- Figure 108: Concerns of children and teens – Being bullied at school/online, by demographics, March 2014
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