Girls' Lifestyles - UK - July 2012

INTRODUCTION
Methodology
Abbreviations
EXECUTIVE SUMMARY
Trends in attitudes towards parenting
Figure 1: Trends in agreement with selected lifestyle statements, by adults with own children aged 0-15 in their household, 2007-11
Communication activities are most popular
Figure 2: Frequency of doing online activities, April 2012
Prioritising appearance
Figure 3: How girls spend their monthly pocket money, April 2012
Healthy snacking in greater focus
Figure 4: Reasons for picking snacks, by age, April 2012
Technology enthusiasm translates into influence for boys
Figure 5: Attitudes towards technology, by gender, April 2012
Teenagers keener on buying beauty treats
Figure 6: Attitudes towards beauty products, by age, April 2012
ISSUES IN THE MARKET
Is there a role for companies to play in encouraging children to help around the home?
What can be done to encourage families to spend more time together?
What will girls expect from technology?
What do the lifestyles of today’s girls mean for future female consumer?
FUTURE OPPORTUNITIES
Trend: Greenfluencers
Trend: Life Coaching
2015 Trend: Access Anything, Anywhere
DEMOGRAPHIC OVERVIEW
Key points
Age structure and growth projections
Figure 7: Trends and projections in the age structure of the UK girls’ population, 2007-17
Parents adopt the carrot and stick approach
Figure 8: Trends in agreement with selected lifestyle statements, by adults with own children aged 0-15 in their household, 2007-11
Teachers and parents take the lead in education about online safety
ONLINE ACTIVITIES AND HABITS
Key points
Mobile girls
Figure 9: Ways of accessing the internet, April 2012
Smartphones in, video games out
Figure 10: Ways of accessing the internet, by age, April 2012
Affluence paves way to higher number of technologies
Figure 11: Ways of accessing the internet, by household income, April 2012
Girls use technology to communicate
Figure 12: Frequency of doing online activities, April 2012
Number of devices positively correlated with engagement
Figure 13: Number of devices used to access the internet, April 2012
Flocking to Twitter to connect with celebrities
Figure 14: Social networks visited, April 2012
Figure 15: Trends in total unique UK visitors of selected social networking sites, February 2010-April 2012
Figure 16: Comparison of key metrics for Twitter website, by gender and age, May 2012
Teenagers rely on their mobiles
Figure 17: Social networking habits, April 2012
Mobile users are highly engaged
Figure 18: Selected online activities, by devices used to connect to the internet, April 2012
POCKET MONEY
Key points
Wealthy girls do fewer chores…
Figure 19: Sources of pocket money, April 2012
… but compared with boys, girls still do more around the house
Figure 20: Weekly chores, April 2012
More discipline in middle-income families
Figure 21: Number of weekly household chores, April 2012
Higher spending power amongst teenagers
Figure 22: Amount of monthly pocket money, by age, April 2012
Investing in appearance
Figure 23: How girls spend their pocket money, April 2012
LEISURE HABITS
Key points
Creativity and diligence are prised
Figure 24: Weekly activities, April 2012
Children’s interests drive family activities
Figure 25: Regular family activities, April 2012
Diversity of family pastimes determined by affluence
Figure 26: Selected regular family activities, by household income, April 2012
More unity in families with more discipline
Figure 27: Number of regular family activities, April 2012
SNACKING HABITS
Key points
Parents need to champion healthier diets
Figure 28: Snacking habits, April 2012
Teen girls shunning sugar
Figure 29: Snacks eaten in the afternoon, by age, April 2012
Cheap, but healthy
Figure 30: Reasons for picking snacks, by age, April 2012
Female child obesity on the decline, but for how long?
Figure 31: Body Mass Index among girls aged 2-15 in England (overweight and obese), 1999-2009
TECHNOLOGY USE
Key points
Television’s role in children’s creative development
Figure 32: Technology used regularly, April 2012
Figure 33: Weekly activities, by regular TV use, April 2012
Video game playing leaves less time for extracurricular activities
Figure 34: Weekly activities, by regular use of static games consoles, April 2012
Playtime dominated by solo and family activities
Figure 35: Playtime habits, April 2012
Nearly all teenage girls own a mobile phone
Figure 36: Mobile phone ownership, by age, April 2012
Urbanites are the youngest mobile phone users
Figure 37: Age when girls get their first mobile phone, April 2012
Types of mobile activities differ by family income…
Figure 38: Mobile phone activities, April 2012
… and so does the number of mobile activities
Figure 39: Number of weekly mobile phone activities, April 2012
Boys’ techie enthusiasm is met with parents’ mistrust
Figure 40: Attitudes towards technology, by gender, April 2012
Girls value their mobiles more than boys
Figure 41: Attitudes towards technology, by gender, April 2012
Early adopter behaviours stronger amongst boys
Figure 42: Attitudes towards technology, by gender, April 2012
ATTITUDES TOWARDS APPEARANCE
Key points
Fashion-forward teens
Figure 43: Attitudes towards appearance, April 2012
To stand out or to fit in?
Figure 44: Attitudes towards appearance, by age, April 2012
Strong appeal of beauty products
Figure 45: Beauty products used weekly, by age, April 2012
Beauty product boom amongst teenage girls
Figure 46: Number of beauty products used weekly, by age, April 2012
Over half of teens loyal to their go-to beauty brands
Figure 47: Reasons for buying beauty products, April 2012
Getting the price right
Figure 48: Average prices of products for children aged 5-12 with and without ‘natural’ claims, June 2011 – June 2012
Power of instant makeover
Figure 49: Attitudes towards beauty products, by age, April 2012
FUTURE ASPIRATIONS
Key points
Lower payoff to university education
Figure 50: Future aspirations and attitudes, April 2012
Need to provide a balance to celebrity culture
Figure 51: Future aspirations and attitudes, by area of residence, April 2012
GIRLS’ TYPOLOGIES
Key points
Figure 52: Girls’ typologies, April 2012
The Image-conscious (39%) – 1.2 million female internet users aged 7-15
Who are they?
The Overachievers (34%) – 1 million female internet users aged 7-15
Who are they?
The Laid-back Teens (28%) – 0.8 million female internet users aged 7-15
Who are they?
APPENDIX – ONLINE ACTIVITIES AND HABITS
Figure 53: Internet access, by demographics, April 2012
Figure 54: Social networking sites visited, by demographics, April 2012
Figure 55: Social networking habits and attitudes, by demographics, April 2012
Figure 56: Number of devices used for internet access, by demographics, April 2012
Figure 57: Online activities, by internet access, April 2012
Figure 58: Online activities, by number of devices used for internet access, April 2012
Figure 59: Social networking sites visited, by number of devices used for internet access, April 2012
Figure 60: Social networking habits and attitudes, by number of devices used for internet access, April 2012
APPENDIX – POCKET MONEY
Figure 61: Sources of pocket money, by demographics, April 2012
Figure 62: Monthly pocket money, by demographics, April 2012
Figure 63: How children spend their pocket money, by sources of pocket money, April 2012
Figure 64: How children spend their pocket money, by amount of pocket money, April 2012
Figure 65: How children spend their pocket money, by demographics, April 2012
Figure 66: How children spend their pocket money, by demographics, April 2012
APPENDIX – LEISURE HABITS
Figure 67: Weekly chores, by demographics, April 2012
Figure 68: Weekly chores, by demographics, April 2012 (continued)
Figure 69: Weekly chores, by demographics, April 2012 (continued)
Figure 70: Weekly activities, by demographics, April 2012
Figure 71: Weekly activities, by demographics, continued, April 2012
Figure 72: Family pastime, by demographics, April 2012
Figure 73: Family pastime, by demographics, April 2012 (continued)
Figure 74: Family pastime, by demographics, April 2012 (continued)
Figure 75: Number of weekly chores, by demographics, April 2012
Figure 76: Number of family pastime, by demographics, April 2012
APPENDIX – SNACKING HABITS
Figure 77: Crisps/salty and fresh fruit snacking habits, by demographics, April 2012
Figure 78: Chocolate and sweets snacking habits, by demographics, April 2012
Figure 79: Sweet biscuits snacking habits, by demographics, April 2012
Figure 80: Cereal/snack bars snacking habits, by demographics, April 2012
Figure 81: Yogurt snacking habits, by demographics, April 2012
Figure 82: Dried fruit/nuts/seeds snacking habits, by demographics, April 2012
Figure 83: Reasons for buying snacks, by demographics, April 2012
Figure 84: Reasons for buying snacks, by demographics, April 2012 (continued)
Figure 85: Number of reasons for buying snacks, by demographics, April 2012
APPENDIX – TECHNOLOGY USE
Figure 86: Devices used regularly, by demographics, April 2012
Figure 87: Devices used regularly, by demographics, April 2012 (continued)
Figure 88: Devices used regularly, by demographics, continued, April 2012
Figure 89: Who children play games with, by demographics, April 2012
Figure 90: Mobile phone ownership, by demographics, April 2012
Figure 91: Age when children get their first mobile phone, by demographics, April 2012
Figure 92: Mobile phone activities, by demographics, April 2012
Figure 93: Mobile phone activities, by demographics, continued, April 2012
Figure 94: Mobile phone activities, by demographics, continued, April 2012
Figure 95: Agreement with the statements ‘I like to be the first to have the latest video games/electronic gadgets’ and ‘It’s difficult to imagine my life without the internet’, by demographics, April 2012
Figure 96: Agreement with the statements ‘It’s difficult to imagine my life without my mobile phone’ and ‘It’s easy to convince my parents to buy a new electronic gadget for me’, by demographics, April 2012
Figure 97: Agreement with the statements ‘My friends come to me for information/advice on new electronics/video games’ and ‘My parents ask for my advice on technology products’, by demographics, April 2012
Figure 98: Agreement with the statements ‘It’s important for me to own the same electronic gadgets/video games as my friends’ and ‘I save up my pocket money, so I can buy electronics/video games I want’, by demographics, April 2012
Figure 99: Agreement with the statements ‘My parents restrict the amount of time I play video games’ and ‘My parents restrict the amount of time I spend on the computer’, by demographics, April 2012
Figure 100: Agreement with the statements ‘Talking on the internet is less satisfying than in real life’ and ‘I feel more confident on the internet than I do in real life’, by demographics, April 2012
Figure 101: Number of devices used regularly, by demographics, April 2012
Figure 102: Number of weekly mobile activities, by demographics, April 2012
Figure 103: Who children play games with, by number of devices used regularly, April 2012
Figure 104: Attitudes towards technology, by number of devices used regularly, April 2012
APPENDIX – ATTITUDES TOWARDS APPEARANCE
Figure 105: Attitudes towards fashion, by demographics, April 2012
Figure 106: Attitudes towards fashion, by demographics, continued, April 2012
Figure 107: Beauty products used weekly, by demographics, April 2012
Figure 108: Beauty products used weekly, by demographics, continued, April 2012
Figure 109: Reasons for buying beauty products, by demographics, April 2012
Figure 110: Reasons for buying beauty products, by demographics, April 2012 (continued)
Figure 111: Attitudes towards beauty products, by demographics, April 2012
Figure 112: Attitudes towards beauty products, by demographics, continued, April 2012
Figure 113: Number of beauty products used weekly, by demographics, April 2012
Figure 114: Number of reasons for buying beauty products, by demographics, April 2012
APPENDIX – FUTURE ASPIRATIONS
Figure 115: Future aspirations, April 2012
Figure 116: Agreement with the statements ‘It’s important to work hard at school’ and ‘I would like to go to university’, by demographics, April 2012
Figure 117: Agreement with the statements ‘I want to be rich in the future’ and ‘I want to be famous in the future’, by demographics, April 2012
Figure 118: Agreement with the statements ‘I am good at saving money’ and ‘I like to use/buy things famous people/celebrities have’, by demographics, April 2012
Figure 119: Agreement with the statements ‘I am always the first to try out new things’ and ‘My parents buy me everything I want’, by demographics, April 2012
Figure 120: Agreement with the statements ‘I try to get my parents to buy environmentally-friendly products’ and ‘There is too much concern for the environment’, by demographics, April 2012
Figure 121: Agreement with the statement ‘Everybody should recycle’, by demographics, April 2012
APPENDIX – GIRLS’ TYPOLOGIES
Figure 122: Target groups, by demographics, April 2012
Figure 123: Internet access, by target groups, April 2012
Figure 124: Online activities, by target groups, April 2012
Figure 125: Social networking sites visited, by target groups, April 2012
Figure 126: Social networking habits and attitudes, by target groups, April 2012
Figure 127: Sources of pocket money, by target groups, April 2012
Figure 128: Monthly pocket money, by target groups, April 2012
Figure 129: How children spend their pocket money, by target groups, April 2012
Figure 130: Weekly chores, by target groups, April 2012
Figure 131: Weekly activities, by target groups, April 2012
Figure 132: Family pastime, by target groups, April 2012
Figure 133: Snacking habits, by target groups, April 2012
Figure 134: Why children buy snacks, by target groups, April 2012
Figure 135: Devices used regularly, by target groups, April 2012
Figure 136: Who children play games with, by target groups, April 2012
Figure 137: Mobile phone ownership, by target groups, April 2012
Figure 138: Age when children get their first mobile phone, by target groups, April 2012
Figure 139: Mobile phone activities, by target groups, April 2012
Figure 140: Attitudes towards technology, by number of devices used regularly, by target groups, April 2012
Figure 141: Attitudes towards fashion, by target groups, April 2012
Figure 142: Beauty products used weekly, by target groups, April 2012
Figure 143: Reasons for buying beauty products, by target groups, April 2012
Figure 144: Attitudes towards beauty products, by target groups, April 2012