Table of Contents
Executive Summary
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- Snapshot of kids aged 6-11
- Kids as consumers
- Kids spend the majority of their time sedentary
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- Figure 1: Top activities done on week days and weekend days, January-December 2014
- Watching TV is a family affair, kids often multitask while watching
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- Figure 2: Kids’ most common TV companions, January-December 2014
- Kids use internet for entertainment, sometimes information
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- Figure 3: Top websites visited in the past week, January-December 2014
- Two thirds carry cash, those with savings accounts have amassed a small fortune
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- Figure 4: How much money kids have in cash and in a bank/savings account, January-December 2014
- Most kids don’t work for their money, it is often given to them
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- Figure 5: Top sources of where kids’ money comes from, January-December 2014
- From a young age, gender often dictates household duties
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- Figure 6: Common household chores, by gender, April 2013-June 2014
- Kids most likely saving for small ticket items
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- Figure 7: Top things kids are saving for, January-December 2014
- Humor is an effective approach to reach kids; people around them are influential
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- Figure 8: Favorite commercials, January-December 2014
- Ethical products resonate, kids are accepting of others
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- Figure 9: Attitudes toward the environment and diversity, April 2013-June 2014, January-December 2014
- What we think
Issues and Insights
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- How to simultaneously target kids and parents
- The issues
- The implications
- Increasing diversity necessitates rethinking of characters and narratives
- The issues
- The implications
- Kids believe they are healthier than they actually are
- The issues
- The implications
Trend Application
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- Trend: Let’s Make a Deal
- Trend: Secret, Secret
- Trend: Moral Brands
Snapshot of Kids
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- Key points
- Kids aged 6-11 projected to decrease modestly
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- Figure 10: Population <18, by age, 2010-20
- With each generation, America becomes increasingly diverse
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- Figure 11: Population of kids aged 6-11, by race or Hispanic origin, 2010-20
- Majority of kids live with both parents
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- Figure 12: Household relationship and living arrangements of kids, by age, 2013
- Kids most likely to access internet at home, use internet for entertainment
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- Figure 13: Where kids access the internet, by gender and by age, April 2013-June 2014
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- Figure 14: Online activities, by gender and by age, April 2013-June 2014
Innovations and Innovators
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- Techie toys
- Barbie breaks her silence
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- Figure 15: “Hello Barbie is the world’s first interactive Barbie doll,” online video, 2015
- Crayola launches coloring books for the modern age
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- Figure 16: “Crayola Color Alive!” online video, 2015
- Autodesk releases app for 3D printable toys
- Gender bending and girls’ empowerment products
- Limited edition Lego set featuring female scientists sells out in days
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- Figure 17: “Inspire imagination and keep building,” online video, 2014
- Upcycling mom becomes internet phenomena
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- Figure 18: “Tree Change Dolls,” online video, 2015
- Princess Awesome offers girls’ clothing with “boyish” prints
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- Figure 19: “Back us on Kickstarter!,” online video, 2015
- Coloring book shows princesses that do more than wear pretty dresses
- Wonder Crew to offer dolls for boys
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- Figure 20: “See us in action!,” online video, 2015
- Targeting multicultural kids
- MGA Entertainment releases Hispanic dolls
- Disney introduces Elena of Avalor
Marketing Strategies
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- Overview of the brand landscape
- Empowering girls
- Dove calls for girls to love their curls
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- Figure 21: “Dove Hair: Love Your Curls,” online video, 2015
- Microsoft insists that “Girls Do Science”
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- Figure 22: “Girls Do Science,” online video, 2015
- Health and wellness
- Captain Citrus gets a makeover courtesy of Marvel
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- Figure 23: “Captain Citrus Teaser,” online video, 2014
- WAT-AAH! uses urban kids and pop stars to make drinking water cool
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- Figure 24: “Soapbox,” online video, 2015
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- Figure 25: “WAT-AAH! x Ariana Grande – A video message,” online video, 2014
- Fuel Up to Play 60
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- Figure 26: “#FuelGreatness with school breakfast,” online video, 2015
- Retailers and shopping
- Toys“R”Us invites kids, “C’mon, let’s play”
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- Figure 27: “It’s the most magical time of the year at the world’s greatest toy store!” online video, 2014
- Claire’s and Toys“R”Us partner on branded shops
- Target launches Annie collection
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- Figure 28: “Subway to runway,” online video, 2014
- JCPenney looks to bring back the magic with Cinderella push
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- Figure 29: Inside JCPenney Disney shop, 2015
- Figure 30: “Fairy tales,” online video, 2015
Kids’ Activities
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- Key points
- Activities done on weekdays and weekend days
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- Figure 31: Top 15 Activities done on week days, by gender and by age, January-December 2014
- Figure 32: Top 15 activities done on weekend days, by gender and by age, January-December 2014
- Low gaming participation among girls amounts to missed opportunity
- Boys slightly more active than girls
- Kids begin putting away childish things as young as age nine
- Out-of-home and organized activities
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- Figure 33: Out-of-home entertainment, by gender and by age, April 2013-June 2014
- Figure 34: Membership to organization, by gender and by age, April 2013-June 2014
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- Figure 35: Kids' influence on out-of-home activities, by gender and by age, April 2013-June 2014
Kids and Watching TV
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- Key points
- Kids’ TV companions
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- Figure 36: Kids’ TV companions, by gender by age, January-December 2014
- How kids watch TV
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- Figure 37: How kids watch TV, by gender and by age, January-December 2014
- Activities done while watching TV
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- Figure 38: Activities done while watching TV, by gender and by age, January-December 2014
- General attitudes toward TV
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- Figure 39: Attitudes toward media, by gender and by age, April 2013-June 2014
- When kids watch TV
Kids and the Internet
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- Key points
- Websites visited in past week
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- Figure 40: GEICO YouTube ad, “Family: Unskippable,” 2015
- Figure 41: Websites visited in the past week, by gender and by age, January-December 2014
- Amount of time kids spend online
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- Figure 42: Amount of time spent online, by gender and by age, April 2013-June 2014
Kids and Money
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- Key points
- How much money kids have in cash
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- Figure 43: How much money kids have in cash, by gender and by age, January-December 2014
- How much money kids have in bank/savings accounts
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- Figure 44: How much money kids have in a bank/savings accounts, by gender and by age, January-December 2014
- How much money kids have in gift cards
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- Figure 45: How much money kids have in gift cards, by gender and by age, January-December 2014
- Figure 46: How much money kids have in other places, by gender and by age, January-December 2014
- Where kids’ get their money
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- Figure 47: Where kids’ money comes from, by gender and by age, January-December 2014
- Allowance and chores
Kids and Shopping
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- Key points
- What kids are saving for
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- Figure 48: What kids are saving for, by gender and by age, January-December 2014
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- Figure 49: What kids spend their money on, by gender and age, April 2013-June 2014
- Where kids shop
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- Figure 50: Where kids shop, by gender and by age, January-December 2014
- Figure 51: Stores visited, by gender and by age, April 2013-June 2014
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- Figure 52: Favorite stores, by gender and by age, April 2013-June 2014
Targeting Kids
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- Key points
- Favorite commercials
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- Figure 53: Favorite commercials, by gender and by age, January-December 2014
- What kids want from their favorite brands/stores on social media
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- Figure 54: What kids want from their favorite brands/stores on social media, by gender and by age, January-December 2014
- Attitudes toward favorite brands
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- Figure 55: “The A/W13 Campaign,” online video, 2013
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- Figure 56: Attitudes toward favorite brands – Any agree, by gender and by age, January-December 2014
- Kids and ethical products
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- Figure 57: Attitudes toward the environment, by gender and by age, April 2013-June 2014
Kids’ Attitudes and Opinions
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- Key points
- Attitudes and opinions about life
- Kids and acceptance
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- Figure 58: “It Gets Better Promo,” online video, 2013
- Kids and health
- Kids, education and the future
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- Figure 59: Attitudes toward life – Any agree, by gender and by age, January-December 2014
- Issues that concern kids
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- Figure 60: Issues that concern kids, by gender and by age, January-December 2014
Appendix – Other Useful Consumer Tables
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- Kids’ activities
- On weekdays
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- Figure 61: Activities done on week days, by age, January-December 2014
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- Figure 62: Activities done on week days, by household income, January-December 2014
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- Figure 63: Activities done on week days, by race and Hispanic origin, January-December 2014
- On weekend days
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- Figure 64: Activities done on weekend days, by age, January-December 2014
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- Figure 65: Activities done on weekend days, by household income, January-December 2014
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- Figure 66: Activities done on weekend days, by race and Hispanic origin, January-December 2014
- Kids and watching TV
- Kids’ TV companions
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- Figure 67: Kids’ TV companions, by household income, January-December 2014
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- Figure 68: Kids’ TV companions, by race and Hispanic origin, January-December 2014
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- Figure 69: Kids’ TV companions, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 70: Kids’ TV companions, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- How kids watch TV
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- Figure 71: How kids watch TV, by household income, January-December 2014
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- Figure 72: How kids watch TV, by race and Hispanic origin, January-December 2014
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- Figure 73: How kids watch TV, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 74: How kids watch TV, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Activities done while watching TV
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- Figure 75: Activities done while watching TV, by household income, January-December 2014
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- Figure 76: Activities done while watching TV, by race and Hispanic origin, January-December 2014
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- Figure 77: Activities done while watching TV, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 78: Activities done while watching TV, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
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- Figure 79: Time of day kids watch TV – Weekdays, by gender and by age, April 2013-June 2014
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- Figure 80: Time of day kids watch TV – Weekends, by gender and by age, April 2013-June 2014
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- Figure 81: Hours spent watching TV – Weekdays, by gender and by age, April 2013-June 2014
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- Figure 82: Hours spent watching TV – Weekends, by gender and by age, April 2013-June 2014
- Kids and the Internet
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- Figure 83: Websites visited in the past week, by household income, January-December 2014
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- Figure 84: Websites visited in the past week, by race and Hispanic origin, January-December 2014
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- Figure 85: Websites visited in the past week, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 86: Websites visited in the past week, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Kids and money
- How much money kids have in cash
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- Figure 87: How much money kids have in cash, by household income, January-December 2014
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- Figure 88: How much money kids have in cash, by race and Hispanic origin, January-December 2014
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- Figure 89: How much money kids have in cash, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 90: How much money kids have in cash, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- How much monkey kids have in bank/savings accounts
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- Figure 91: How much money kids have in a bank/savings accounts, by household income, January-December 2014
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- Figure 92: How much money kids have in a bank/savings accounts, by race and Hispanic origin, January-December 2014
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- Figure 93: How much money kids have in a bank/savings accounts, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 94: How much money kids have in a bank/savings accounts, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- How much money kids have in gift cards
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- Figure 95: How much money kids have in gift cards, by household income, January-December 2014
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- Figure 96: How much money kids have in gift cards, by race and Hispanic origin, January-December 2014
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- Figure 97: How much money kids have in gift cards, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 98: How much money kids have in gift cards, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Where kids’ money comes from
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- Figure 99: Where kids’ money comes from, by household income, January-December 2014
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- Figure 100: Where kids’ money comes from, by race and Hispanic origin, January-December 2014
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- Figure 101: Where kids’ money comes from, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 102: Where kids’ money comes from, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
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- Figure 103: Attitudes toward money, by gender and by age, April 2013-June 2014
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- Figure 104: Allowance, by gender and by age, April 2013-June 2014
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- Figure 105: Money for chores, by gender and by age, April 2013-June 2014
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- Figure 106: Wages, by gender and by age, April 2013-June 2014
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- Figure 107: Chores, by gender and by age, April 2013-June 2014
- Kids and shopping
- What kids are saving for
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- Figure 108: What kids are saving for, by household income, January-December 2014
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- Figure 109: What kids are saving for, by race and Hispanic origin, January-December 2014
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- Figure 110: What kids are saving for, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 111: What kids are saving for, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Where kids shop
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- Figure 112: Where kids shop, by household income, January-December 2014
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- Figure 113: Where kids shop, by race and Hispanic origin, January-December 2014
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- Figure 114: Where kids shop, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 115: Where kids shop, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Targeting kids
- Favorite commercials
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- Figure 116: Favorite commercials, by household income, January-December 2014
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- Figure 117: Favorite commercials, by race and Hispanic origin, January-December 2014
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- Figure 118: Favorite commercials, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 119: Favorite commercials, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- What kids want from their favorite brands/stores on social media
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- Figure 120: What kids want from their favorite brands/stores on social media, by household income, January-December 2014
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- Figure 121: What kids want from their favorite brands/stores on social media, by race and Hispanic origin, January-December 2014
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- Figure 122: What kids want from their favorite brands/stores on social media, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 123: What kids want from their favorite brands/stores on social media, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Attitudes toward favorite brands
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- Figure 124: Attitudes toward favorite brands, January-December 2014
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- Figure 125: Attitudes toward favorite brands – Netted, January-December 2014
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- Figure 126: Attitudes toward favorite brands – Any agree, by household income, January-December 2014
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- Figure 127: Attitudes toward favorite brands – Any agree, by race and Hispanic origin, January-December 2014
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- Figure 128: Attitudes toward favorite brands – Any agree, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 129: Attitudes toward favorite brands – Any agree, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Kids’ attitudes and opinions
- Attitudes toward life
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- Figure 130: Attitudes toward life, January-December 2014
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- Figure 131: Attitudes toward life – Netted, January-December 2014
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- Figure 132: Attitudes toward life – Any agree, by household income, January-December 2014
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- Figure 133: Attitudes toward life – Any agree, by race and Hispanic origin, January-December 2014
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- Figure 134: Attitudes toward life – Any agree, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 135: Attitudes toward life – Any agree, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
- Issues that concern kids
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- Figure 136: Issues that concern kids, by household income, January-December 2014
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- Figure 137: Issues that concern kids, by race and Hispanic origin, January-December 2014
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- Figure 138: Issues that concern kids, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
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- Figure 139: Issues that concern kids, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Appendix – Trade Associations
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- Advertising Research Foundation (ARF)
- American Advertising Federation (AAF)
- American Association of Advertising Agencies (4A’s)
- American Marketing Association (AMA)
- Association of National Advertisers (ANA)
- Digital Media Association (DiMA)
- Generations United
- Interactive Advertising Bureau (IAB)
- International Advertising Association (IAA)
- World Federation of Advertisers (WFA)
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