Marketing to Kids and Tweens - US - January 2008

SCOPE AND THEMES
Definition
Consumer research studies
Abbreviations & terms
Abbreviations
Terms
FAST FORWARD TRENDS
 TREND: THE RISE OF THE SCREENAGER
Virtual Worlds
Which One Is For Me?
Little Adults
 TREND: PLAY ETHIC
Food, Kids, and Happiness
Structure or Freedom?
EXECUTIVE SUMMARY
Demographic snapshot
Spending power of tweens and children
Leaders, Followers, and Rebels: three personality types
Reaching Leaders, Followers, and Rebels
Leaders, Followers, Rebels and MP3 players and downloads
Leaders, Followers, Rebels and technology
Use of and attitudes towards fast food/drive-ins
Use of and attitudes towards family-style restaurants
Use of frozen dinners
Use of and attitudes towards snack foods
Attitudes towards common foods and drinks
Advertising spending explodes
Looking ahead
DEMOGRAPHICS
Demographic snapshot
Figure 1: U.S. children population projections, by age groups, 2002-12
Figure 2: Births by race/ethnicty, 2006
Figure 3: Population by race and Hispanic origin, 2002-12
Composition of the U.S. household
Figure 4: U.S. households, by type, 2006
Figure 5: Number of married and single U.S. households with children, by age, income and race/ethnicity, 2005
SPENDING POWER OF TWEENS AND CHILDREN
Figure 6: Households with discretionary income*, by race and Hispanic origin of householder, 2002
Single-mother families and out-of-wedlock births
Figure 7: Single-mother family groups with children under 18, by marital status, 2006
Tweens have their own spending power
How much money they spend
Figure 8: Kids and teens weekly spend on entertainment outside the home, by gender and age, December 2007
Figure 9: Kids and teens weekly spend on entertainment outside the home, by number of children in household, December 2007
THE MIND OF THE CHILD AND THE TWEEN
The mind of the child
Character merchandising works
Figure 10: Parents attitudes towards character merchandising, October 2005
The mind of the tween
THREE KID ARCHETYPES: LEADERS, FOLLOWERS AND REBELS
Summary
Figure 11: Types of children, December 2007
Demographics of Leaders, Followers and Rebels
Figure 12: Attitudes towards group decisions
Figure 13: Attitudes towards deciding an activity, by age and gender
Figure 14: Attitudes towards deciding an activity, by ethnicity
Figure 15: Attitudes towards being different from other kids, by age and gender
Figure 16: Attitudes towards being different from other kids, by age and gender
Characteristics of Leaders, Followers and Rebels
Figure 17: Making decisions, by types of children, December 2007
Figure 18: Talking the most, by types of children, December 2007
Figure 19: Helping others, by types of children, December 2007
Figure 20: Like to be different, by types of children, December 2007
Figure 21: Like trying new things, by types of children, December 2007
LEADERS, FOLLOWERS AND REBELS: TV WATCHING, ONLINE ACTIVITY AND GAME PLAYING
Summary
Spend on entertainment outside the home
Figure 22: Kids and teens weekly spend on entertainment outside the home, level of spend by types of children, December 2007
Hours spent watching TV
Figure 23: Hours spent watching tv per week, by types of children, December 2007
Online activity
Figure 24: Hours spent watching tv online per week, by types of children, December 2007
Figure 25: Hours spent chatting on a social network per week, by types of children, December 2007
Time spent on video games
Figure 26: Hours spent playing video games per week, by types of children, December 2007
LEADERS, FOLLOWER AND REBELS: INFLUENCE ON PURCHASE AND MP3 PLAYERS AND INCIDENCE OF DIGITAL DOWNLOADS
Summary
Influence on MP3 player purchases
Figure 27: MP3 player purchase influence, by types of children, December 2007
Weekly spend on music and movie downloads
Figure 28: Money spent weekly on downloading music and/or movies, by types of children, December 2007
Figure 29: Amount spent on downloads, by age and gender, December 2007
LEADERS, FOLLOWERS AND REBELS: INFLUENCE ON PURCHASE OF OTHER TECHNOLOGY PRODUCTS
Summary
Influence on computer purchases
Figure 30: Home computer purchase influence, by types of children, December 2007
Influence on software purchases
Figure 31: Home computer software purchase influence, by types of children, December 2007
Influence on video game system purchases
Figure 32: Video gaming system purchase influence, by types of children, December 2007
Influence on cell phone purchases
Figure 33: Cell phone purchase influence, by types of children, December 2007
FAST FOOD/DRIVE-INS: WHO VISITS, WHICH IS FAVORITE
Summary
Incidence of visiting favorite fast food/drive in restaurants
Figure 34: Frequency of visiting favorite fast food/drive-in restaurant, by race and ethnic origin, June 2007
Fast food/drive in restaurants visited in past month
Figure 35: Fast food/drive-in restaurants visited in last month, by age, June 2007
Figure 36: Fast food/drive-in restaurants visited in last month, by race and ethnic origin, June 2007
What makes a fast food/drive in restaurant a favorite
Figure 37: Why fast food/drive-in restaurant is favorite, by age, June 2007
FAMILY-STYLE RESTAURANTS: WHO VISITS, WHICH IS FAVORITE
Summary
Incidence of visiting favorite family-style or sit-down restaurant
Figure 38: Frequency of visiting favorite family-style/sit-down restaurant, by race and ethnic origin, June 2007
Family-style or sit-down restaurant visited in the past month
Figure 39: Family-style/sit-down restaurants visited in last month, by race and ethnic origin, June 2007
Favorite family-style or sit-down restaurant
Figure 40: Favorite family-style/sit-down restaurant, by age, June 2007
CONSUMPTION OF COMMON FOODS AND DRINKS
Summary
Foods and snacks eaten
Figure 41: Foods and snacks consumed, by age, June 2007
Figure 42: Foods and snacks consumed, by race and ethnic origin, June 2007
Single-serve drinks consumed
Figure 43: Single-serve drinks consumed, by race and ethnic origin, June 2007
CONSUMPTION OF SNACK FOODS
Summary
Single-serve foods and snacks eaten
Figure 44: Single-serve snacks consumed, by race and ethnic origin, June 2007
Fruits and vegetables eaten
Figure 45: Single-serve fruits and vegetables consumed, by age, June 2007
Single-serve fruit and vegetables eaten
Figure 46: Single-serve fruits and vegetables consumed, by race and ethnic origin, June 2007
CONSUMPTION OF FROZEN DINNERS
Summary
Incidence of eating frozen dinners
Figure 47: Frozen dinner consumption, by age, June 2007
Numbers of frozen dinners eaten in past month
Figure 48: Frozen dinners consumed in last 30 days, by race and ethnic origin, June 2007
Frequency of frozen dinners in the house
Figure 49: How often frozen dinners are in house, by race and ethnic origin, June 2007
ADVERTISING AND PROMOTION TO KIDS AND TWEENS
Humor
Figure 50: Toontown.com, TV ad, 2007
Figure 51: Sony Ericsson Mobile Phone
The Cool Factor
Figure 52: Disney Mobile Phone, TV ad, 2007
Figure 53: Skechers sneakers
Fantasy
Figure 54: EA Sports NBA Live 08, TV ad, 2008
Figure 55: Harry Potter and the Order of the Phoenix, TV ad, 2007
Figure 56: The Game of Life, TV ad, 2007
 MARKETING TO KIDS AND TWEENS: A SNAPSHOT
Television is still the primary channel
The Internet is critical
Other marketing techniques
FUTURE TRENDS
Virtual worlds, advergames, and the Internet
What obesity epidemic?
Keep away from my kids!
APPENDIX: TRADE ASSOCIATIONS