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Marketing to Kids - US - April 2015
Scope and Themes
 
What you need to know
In 2015, there are an estimated 24.7 million kids aged 6-11 in the US. Though they represent roughly 8% of the population, their buying power is significant, as their preferences are often considered in their parents’ purchasing decisions.

Marketing to kids is often tricky as brands must win the approval of both kids and their parents. However, resonating with kids is not only important due to the tremendous buying power they hold now, but also because they are the shoppers of the future.

This report builds on the analysis presented in Mintel’s Marketing to Kids and Tweens – US, May 2014. Readers of this report may also be interested in Feeding Your Kids – US, August 2014; Kids as Influencers – US, April 2014; Children’s Personal Care – US, March 2014; Activities of Kids and Teens – US, November 2013; Children’s Clothes Shopping – US, November 2013; and Kids and Dining Out – US, July 2013.

Definition
For the purposes of this report, Mintel has used the following definitions:

Kids are defined as those aged 6-11 (typically in the first through fourth grades).

This group has been further broken down into younger kids (aged 6-8) and older kids (aged 9-11).

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

Data sources
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through C+R Research YouthBeat™. YouthBeat fieldwork was conducted between January and December 2014 among a sample of 2,258 kids aged 6-11 with internet access. YouthBeat conducts more than 75,000 online interviews annually among first through twelfth grade students with the sample proportionally balanced based on age/grade and gender. The data is weighted to mirror the US Census of online households. Surveys are fielded throughout the year with each interview topic covered monthly.

Mintel has also analyzed data from Experian Marketing Services. The Experian Marketing Services, Simmons NCS Kids Study was conducted during April 2013-June 2014 and based on a sample of 1,975 kids aged 6-11, with results weighted to represent the US kid population.

Note: Due to weighting, there may be some instances when the sum of the subsegments may not add up to the total for YouthBeat data.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Abbreviations and terms
Abbreviations
The following is a list of abbreviations used in this report:

CDC | Centers for Disease Control and Prevention
DIY | Do it yourself
FDOC | Florida Department of Citrus
LGBT | Lesbian, Gay, Bisexual, Transgender
NCS | National Consumer Study
NFL | National Football League
USDA | United States Department of Agriculture

Terms
Generations are discussed within this report, and they are defined as:

World War II /Swing generations | Members of the WWII Generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born between 1933 and 1945 and are aged 70-82 in 2015.
Baby Boomers | The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69.
Generation X | The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50.
Millennials* | The generation born between 1977 and 1994. In 2015, Millennials are between the ages of 21 and 38.
iGeneration | The generation born between 1995 and 2007. In 2015, iGens are between the ages of 8 and 20.
Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015 members of this as-yet-unnamed generation are younger than age 8.

* also known as Generation Y or Echo Boomers

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