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Children's Lifestyles - UK - June 2013

INTRODUCTION
Definitions
Methodology
Abbreviations
EXECUTIVE SUMMARY
Nearly seven in ten children view their parents as role models
Figure 1: Attitudes towards relationship with parents, March 2013
Discounts and special offers appeal to teenage girls
Figure 2: What children do if they see a product they like, March 2013
Over half of children listen to advice from friends when buying products
Figure 3: Who influences children, March 2013
Over nine in ten children have some input into how they spend free time
Figure 4: Frequency of things that children decide on their own, March 2013
What we think
ISSUES IN THE MARKET
Can today’s children do what they want without parents’ involvement?
What do children’s spending habits mean for tomorrow’s shoppers?
How is technology changing family interactions?
What is the role of social networks in the future of brand engagement?
TREND APPLICATION
Trend: Click and Connect
Trend: Extend My Brand
Futures Trend: Generation Next
DEMOGRAPHIC OVERVIEW
Key points
Trends in age structure and growth projections of UK’s 7-15-year-olds
Figure 5: Trends in the age structure of the UK population, by gender, 2008-18
Marital status of parents
Figure 6: Marital status of parents, March 2013
The support network
Figure 7: Support network, March 2013
Presence of siblings
Figure 8: Presence of siblings, March 2013
Current financial situation
Figure 9: Current financial situation, March 2013
FAMILY HABITS
Key points
Healthy lifestyle – a priority
Figure 10: Family habits, March 2013
7-9-year-olds crave more family time
Figure 11: Selected family habits, by children’s age, March 2013
Teen girls more likely than teen boys to help out with housework
Figure 12: Agreement with the statement ‘I regularly help out with household chores’, by children’s gender and age, March 2013
Mums set the tone for family routines
Figure 13: Screenshot of ‘Save the Mom’ interface, May 2013
Children looked after by a childminder spend more time watching TV
Figure 14: Selected family habits, by people who help take care of children, March 2013
RELATIONSHIP WITH PARENTS
Key points
Over two thirds of children want to be just like parents when they grow up
Figure 15: Attitudes towards relationship with parents, March 2013
Boys more likely to treat their parents as friends
Figure 16: Selected attitudes towards relationship with parents, by children’s gender and age, March 2013
Mums want to appear stricter parents than they actually are
BUILDING RELATIONSHIPS WITH BRANDS
Key points
Majority of children find a way to pay for desired things on their own
Figure 17: What children do if they see a product they like, March 2013
Savvy shopping tendencies higher amongst teens
Figure 18: Selected action that children do if they see a product they like, by children’s age, March 2013
Fewer compromises if family finances are healthy
Figure 19: Selected actions of children if they see a product they like, by current financial situation in the household, March 2013
Teen girls show keener instinct for product research
Figure 20: Number of actions children undertake if they see a product they like, by children’s gender and age, March 2013
Nearly a third of teens develop brand loyalties
Figure 21: Attitudes towards shopping, March 2013
Presence on social networks helps build long-term brand relationships
Figure 22: Selected attitudes towards shopping, by children’s gender and age, March 2013
Future savvy shoppers amongst kids in families on lower incomes
Figure 23: Selected attitudes towards shopping, by household income, March 2013
TECHNOLOGY AND ONLINE HABITS
Key points
Boys more likely to use a static games console than a laptop
Figure 24: Technology devices children use at home, March 2013
Tablets more popular with children aged 10-12
Young parents driving smartphone usage amongst children
Figure 25: Children’s use of selected devices at home, by age of parent, March 2013
Older children have a stronger online presence
Figure 26: Attitudes towards going online and communication, by children’s age, March 2013
Girls are more concerned with the impression they make online
Figure 27: Attitudes towards social networks, by children’s gender, March 2013
WHO ARE CHILDREN INFLUENCED BY?
Key points
Peer influence is by far the strongest
Figure 28: Who influences children, March 2013
Quarter of girls pay close attention to celebrity fashion trends
Figure 29: Top three influences amongst children, by children’s gender, March 2013
LEVELS OF INDEPENDENCE
Key points
Only a fifth always decide how to spend their free time
Figure 30: Frequency of things that children decide on their own, March 2013
Teens assert their independence
Figure 31: Number of things that children decide on their own all the time, by children’s age, March 2013
APPENDIX – FAMILY HABITS
Figure 32: Selected parenting habits and family lifestyle, by age of children, August 2012
Figure 33: Most popular family habits, by demographics, March 2013
Figure 34: Next most popular family habits, by demographics, March 2013
Figure 35: Family habits, by relationship with parents, March 2013
APPENDIX – RELATIONSHIP WITH PARENTS
Figure 36: Selected parenting habits and family lifestyle, by age of children, August 2012
Figure 37: Most popular relationship with parents, by demographics, March 2013
Figure 38: Next most popular relationship with parents, by demographics, March 2013
Figure 39: Degree of children's independence, by most popular family habits, March 2013
Figure 40: Degree of children's independence, by next most popular family habits, March 2013
APPENDIX – BUILDING RELATIONSHIPS WITH BRANDS
Figure 41: Most popular product research channels, by demographics, March 2013
Figure 42: Next most popular product research channels, by demographics, March 2013
Figure 43: Most popular attitudes towards shopping, by demographics, March 2013
Figure 44: Next most popular attitudes towards shopping, by demographics, March 2013
Figure 45: Repertoire of actions children undertake after they see a product they like, by demographics, March 2013
APPENDIX – TECHNOLOGY AND ONLINE HABITS
Figure 46: Most popular technology use, by demographics, March 2013
Figure 47: Next most popular technology use, by demographics, March 2013
Figure 48: Most popular attitudes towards going online, by demographics, March 2013
Figure 49: Next most popular attitudes towards going online, by demographics, March 2013
Figure 50: Attitudes towards going online, by most popular technology devices used, March 2013
Figure 51: Attitudes towards going online, by next most popular technology devices used, March 2013
APPENDIX – WHO ARE CHILDREN INFLUENCED BY?
Figure 52: Who influences children with respect to snacks and sweets, by demographics, March 2013
Figure 53: Who influences children with respect to clothes and accessories, by demographics, March 2013
Figure 54: Who influences children with respect to clothes and accessories, by demographics, March 2013
Figure 55: Who influences children with respect to video games, music and films, by demographics, March 2013
Figure 56: Who influences children with respect to video games, music and films, by demographics, March 2013
APPENDIX – LEVELS OF INDEPENDENCE
Figure 57: Degree of children's independence, by demographics, March 2013
Figure 58: Degree of children's independence, by demographics, March 2013
Figure 59: Degree of children's independence, by demographics, March 2013
Figure 60: Degree of children's independence, by demographics, March 2013
Figure 61: Degree of children's independence, by demographics, March 2013
Figure 62: Repertoire of things children can decide to do on their own (all the time), by demographics, March 2013
Figure 63: Repertoire of things children can decide to do on their own (sometimes), by demographics, March 2013
Figure 64: Repertoires of things children can decide to do on their own (never), by demographics, March 2013

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