Marketing to Kids and Tweens - US - May 2014


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Mintel

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Companies or brands may be enticed to market directly to kids and tweens because they exert influence over billions in annual spending. However, smart marketers will avoid this temptation and build lasting brand equity through a more tempered approach. They will create positive brand experiences that will create loyal customers for life.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Snapshot of kids and tweens
Figure 1: Total US population distribution including kids and tweens aged 5-14, 2014
Marketing strategies
The kid and tween consumer
Kids’ allowance averages $30/month; tweens’ $38
Figure 2: Amount kids and tweens earn weekly, November 2012-December 2013
Allowance is spent on nonessential items like toys, confectionary, video games
Figure 3: What kids spend their money on, November 2012-December 2013
Television and homework are still prevalent activities for kids and tweens
Figure 4: Top activities done during most recent school day, by kids and tweens, January-December 2013
Television service is ubiquitous in the homes of kids and tweens
Figure 5: Type of TV service in home, by kids and tweens, January-December 2013
Channel preferences reflect changing tastes
Figure 6: Top TV channels watched in the last week, by kids and tweens, January-December 2013
Multitasking while watching TV is the norm
Figure 7: Top activities done while watching TV, kids and tweens, January-December 2013
Half of kids, three quarters of tweens go online almost every day or more
Figure 8: Profile page on any of the social networks, kids and tweens, January-December 2013
Kids and tweens exposed to ads everywhere; recall having seen many
Figure 9: Where advertising was seen in the past week, by kids and tweens, January-December 2013
Online shopping not just for adults
Figure 10: Top categories of online shopping, by kids and tweens, January-December 2013
What we think

Issues and Insights

Why is it important to understand kids and tweens?
The issues:
The implications:
Should kids or tweens younger than age 13 be on social media?
The issues:
The implications:
Why are kids and tweens driven to distraction?
The issues:
The implications:

Trend Application

Inspire trend: Survival Skills
Inspire trend: Edutainment
Inspire trend: Switch Off

Kids and Tweens by the Numbers

Key points
Kids and tweens are 41 million strong
Figure 11: Total US population of kids and tweens aged 5-14, 2009-19
The multicultural society is here
Figure 12: US population of kids and tweens aged 5-14, by race/Hispanic origin, 2009-19
iGeneration much more diverse than their parents’ or grandparents’ generations
Figure 13: Share of US population by generation, by race/Hispanic origin, 2014
Two thirds of kids/tweens live with both parents
Figure 14: Household relationship and living arrangements of kids and tweens, by age, 2013
Figure 15: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender, February 2014

Innovations and Innovators

LL Bean’s Outdoor Discovery Schools
Figure 16: LL Bean Kayak Class Video
KLM Royal Dutch Airlines/Disney
Figure 17: KLM Planes screening event, 2013
The Viddiverse
iBitz by GeoPalz
Makey Makey
Figure 18: Makey Makey – An Invention Kit for Everyone, video, 2013

Marketing Strategies

Overview
LEGO Group
Apple/The Apple Store
Amazon – Kindle FreeTime and FreeTime Unlimited
Disney

Kids’ and Tweens’ Income Sources

Key points
Allowance, gifts are most likely source of spending money; parents often pay for everything
Figure 19: Primary source of spending money, by kids and teens, August 2013
Kids, on average, receive $30 per month in allowance; tweens, $38
Figure 20: Amount kids earn weekly, by gender, November 2012-December 2013
Tweens’ allowance averages $38 per month
Figure 21: Amount tweens earn weekly, by gender, November 2012-December 2013

Spending by Category

Key points
Two thirds of kids’ allowance is spent on toys
Figure 22: What kids spend their money on, by gender, November 2012-December 2013
Older kids spend differently than younger kids
Figure 23: What kids spend their money on, by gender and age, November 2012-December 2013

Activities Done During Most Recent School Day

Key points
Homework a close second to watching television for both kids and tweens
Older kids/tweens abandon toys
Figure 24: Activities done during most recent school day, by kids and tweens, January-December 2013
Boys’ and girls’ interests diverge early
Figure 25: Activities done during most recent school day (kids), by gender, January-December 2013
Tweens participate in more activities; tween girls participate the most
Figure 26: Activities done during most recent school day (tweens), by gender, January-December 2013

Events Attended in the Past Year

Key points
Theme parks, museums, and plays most popular events
Figure 27: Events attended in the past year, by kids and tweens, January-December 2013
Nature or nurture? Boys more likely than girls to attend sporting events
Figure 28: Events attended in the past year, by kids and tweens, by gender, January-December 2013
Not surprisingly, household income matters
Figure 29: Events attended in the past year (kids), by household income, January-December 2013
Figure 30: Events attended in the past year (tweens), by household income, January-December 2013

Type of TV Service in Home

Key points
Majority of kids/tweens have cable or other nonbroadcast media at home
Figure 31: Type of TV service in home, by kids and tweens, January-December 2013
Service choices are similar regardless of household income
Figure 32: Type of TV service in home (kids), by household income, January-December 2013
Figure 33: Type of TV service in home (tweens), by household income, January-December 2013

TV Channels Watched in the Last Week

Key points
Channel preferences reflect changing tastes
Figure 34: TV channels watched in the last week, by kids and tweens, January-December 2013
Disney Channel going strong with boys/girls
Figure 35: TV channels watched in the last week (kids), by gender, January-December 2013
Tweens branch out (a little)
Figure 36: Type of TV channels in home (tweens), by gender, January-December 2013

Activities Done While Watching TV

Key points
Majority of kids and tweens multitask while watching TV
Figure 37: Activities done while watching TV, by kids and tweens, January-December 2013
Kids most likely to eat, play with toys, or talk while watching TV
Figure 38: Activities done while watching TV (kids), by gender, January-December 2013
Tween girls keep busy while watching TV
Figure 39: Activities done while watching TV (tweens), by gender, January-December 2013
Household income has some impact on multitasking behavior
Figure 40: Activities done while watching TV (kids), by household income, January-December 2013
Figure 41: Activities done while watching TV (tweens), by household income, January-December 2013

Online Usage and Social Media Presence

Key points
Kids and tweens are online but with different frequency
Figure 42: Online usage, by kids and tweens, January-December 2013
Most kids do not have a social media presence, but most tweens do
Figure 43: Profile page on any of the social networks, kids and tweens, January-December 2013
Girls more likely than boys to have a Facebook page
Figure 44: Profile page on any of the social networks (kids), by gender, January-December 2013
Facebook equally popular with tween boys and girls
Figure 45: Profile page on any of the social networks (tweens), by gender, January-December 2013
Big jump in social media presence in seventh grade
Figure 46: Profile page on any of the social networks (tweens), by grade, January-December 2013
Facebook is king among those who visited a social media site
Figure 47: Visited any of the social networks, by kids and tweens, January-December 2013

Awareness of Advertising

Key points
Tweens much more likely to recall having seen advertising in the past week
Figure 48: Where advertising was seen in the past week, by kids and tweens January-December 2013
Kids are most aware of TV ads
Figure 49: Where advertising was seen in the past week (kids), by gender, January-December 2013
Tween girls more likely to have seen ads in the past week
Figure 50: Where advertising was seen in the past week (tweens), by gender, January-December 2013
Tweens in households earning $75K+ see ads in more channels
Figure 51: Where advertising was seen in the past week (tweens), by household income, January-December 2013
Most recall seeing a TV commercial; product placement is influential
Figure 52: Types of TV ads seen or heard in the past week, by kids and tweens, January-December 2013
Video ads on the internet are noticed by kids/tweens
Figure 53: Types of internet ads seen or heard in the past week, by kids and tweens, January-December 2013
A captive audience notices movie theater advertising
Figure 54: Types of movie theater ads seen or heard in the past week, by kids and tweens, January-December 2013
In-game ads and product placements get some notice
Figure 55: Types of video game ads seen or heard in the past week, by kids and tweens, January-December 2013
Kids pay more attention than tweens to ads
Figure 56: Always or sometimes pays attention to advertising, by type of advertising, by kids and tweens, January-December 2013

Online Shopping

Key points
Online shopping is not just for adults
Figure 57: Internet shopping in the past month, by kids and tweens, January-December 2013
Boys are more likely than girls to shop online
Figure 58: Internet shopping in the past month (kids), by gender, January-December 2013
Tween boys and girls equally as likely to shop online
Figure 59: Internet shopping in the past month (tweens), by gender and by grade, January-December 2013
Tweens of means are more likely to shop online
Figure 60: Internet shopping in the past month (tweens), by household income, January-December 2013
Kids shop online for toys/video games; tweens for apparel/electronics
Figure 61: Online shopping by product category, by kids and tweens January-December 2013
Older tweens more likely than younger tweens to shop for apparel and shoes
Figure 62: Online shopping (tweens), by grade, January-December 2013

Impact of Race and Hispanic Origin

Key points
Watching TV is universal
Figure 63: Activities during most recent school day (kids), by race/Hispanic origin, January-December 2013
Disney and Nickelodeon channels are most popular
Figure 64: TV channels watched in the last week (kids), by race/Hispanic origin, January-December 2013
More Black tweens watch most channels
Figure 65: Type of TV channels in home (tweens), by race/Hispanic origin, January-December 2013
Black, Hispanic, and White kids go online equally as frequently
Figure 66: Online usage (kids), by race/Hispanic origin, January-December 2013
Three in four tweens go online frequently
Figure 67: Online usage (tweens), by race/Hispanic origin, January-December 2013
Most kids are not on social media
Figure 68: Profile page on any of the social networks (kids), by race/Hispanic origin, January-December 2013
Hispanic tweens more likely to have a social media profile
Figure 69: Profile page on any of the social networks (tweens), by race/Hispanic origin, January-December 2013
Same share of kids shop online regardless of race/Hispanic origin
Figure 70: Internet shopping in the past month (kids), by race/Hispanic origin, January-December 2013
Black tweens more likely than Hispanics to shop online
Figure 71: Internet shopping in the past month (tweens), by race/Hispanic origin, January-December 2013

Appendix – Other Useful Consumer Tables

Activities during most recent school day
Figure 72: Activities done during most recent school day (kids), by 1st-2nd graders, by gender, January-December 2013
Figure 73: Activities done during most recent school day (kids), by 3rd-4th graders, by gender, January-December 2013
Figure 74: Activities done during most recent school day (kids), by area, January-December 2013
Figure 75: Activities done during most recent school day (tweens), by area, January-December 2013
Figure 76: Activities done during most recent school day (kids), by household income, January-December 2013
Figure 77: Activities done during most recent school day (tweens), by household income, January-December 2013
Figure 78: Activities done during most recent school day (tweens), by 5th-6th graders, by gender, January-December 2013
Figure 79: Activities done during most recent school day (tweens), by 7th-8th graders, by gender, January-December 2013
Figure 80: Activities done during most recent school day (tweens), by race/Hispanic origin, January-December 2013
Events attended in the past year
Figure 81: Events kids and tweens attended in the past year, by grades, January-December 2013
Type of TV service in home
Figure 82: Type of TV service in home (kids), by gender, January-December 2013
Figure 83: Type of TV service in home (kids), by grades, January-December 2013
Figure 84: Type of TV service in home (tweens), by gender, January-December 2013
Figure 85: Type of TV service in home (tweens), by grades, January-December 2013
Type of TV channels in home
Figure 86: Type of TV channels in home (tweens), by grades, January-December 2013
Figure 87: Type of TV channels in home (tweens), by household income, January-December 2013
TV channels watched in the last week
Figure 88: TV channels watched in the last week (kids), by grade, January-December 2013
Figure 89: TV channels watched in the last week (kids), by household income, January-December 2013
Figure 90: TV channels watched in the last week (kids), by area, January-December 2013
Activities done while watching TV
Figure 91: Activities done while watching TV (kids), by 1st-2nd graders, by gender, January-December 2013
Figure 92: Activities done while watching TV (kids), by 3rd-4th graders, by gender, January-December 2013
Online usage
Figure 93: Online usage (kids), by gender, January-December 2013
Figure 94: Online usage (kids), by grades, January-December 2013
Figure 95: Online usage (kids), by household income, January-December 2013
Figure 96: Online usage (kids), by area, January-December 2013
Figure 97: Online usage (tweens), by gender, January-December 2013
Figure 98: Online usage (tweens), by grade, January-December 2013
Figure 99: Online usage (tweens), by household income, January-December 2013
Figure 100: Online usage (tweens), by area, January-December 2013
Profile page on any of the social networks
Figure 101: Profile page on any of the social networks (kids), by grades, January-December 2013
Figure 102: Profile page on any of the social networks (kids), by household income, January-December 2013
Figure 103: Profile page on any of the social networks (kids), by area, January-December 2013
Figure 104: Profile page on any of the social networks (tweens), by area, January-December 2013
Seen any advertising in the past week
Figure 105: Where advertising was seen in the past week (kids), by race/Hispanic origin, January-December 2013
Figure 106: Where advertising was seen in the past week (kids), by household income, January-December 2013
Figure 107: Where advertising was seen in the past week (tweens), by race/Hispanic origin, January-December 2013
Types of TV advertising seen or heard in the past week
Figure 108: Types of TV ads seen or heard in the past week (kids), by gender, January-December 2013
Figure 109: Types of TV ads seen or heard in the past week (tweens), by gender, January-December 2013
Internet ads seen or heard in the past week
Figure 110: Types of internet ads seen or heard in the past week (kids), by gender, January-December 2013
Figure 111: Types of internet ads seen or heard in the past week (tweens), by gender, January-December 2013
Online shopping
Figure 112: Internet shopping in the past month (kids), by household income, January-December 2013
Attitudes toward fashion
Figure 113: Attitudes toward fashion (kids), by gender, November 2012-December 2013

Appendix – Trade Association