Marketing to Children Aged 11-14 - UK

Published by: Mintel International Group Ltd.

Published: Jun. 1, 2006 - 219 Pages

Table of Contents

INTRODUCTION AND ABBREVIATIONS

ABBREVIATIONS

PREMIER INSIGHT

Independence?

Happy children do chores

Girls consistently read more books than boys

Cinemas are big business among the 11-14s

Mainly male + more money = better savings

Drug education?

EXECUTIVE SUMMARY

A shrinking consumer base

Children worry about school, and how they look

Parents' worries: smoking, drinking, drugs - and healthy eating

Where to draw the line?

Cigarettes

Drugs

Alcohol

Friends are everything at this age

Family types

Pocket money has to be earned for nearly a third of 11-14s

How much do they care about money?

An 11-14-year-old's bedroom is his (or her) entertainment centre

Lots of sport - for boys and ABC1s

11-14s love eating out

A third of kids are active

Girls aged 13-14 are keen clothes shoppers

Toiletries - children make decisions, but rarely pay

What does the future hold?

BACKGROUND

Falling numbers

Figure 1: UK population aged 11-14, 2001-13

Changing families

Figure 2: Average size of family, by year of birth of woman, 1960-90

Mothers away from home

Family types

Figure 3: Family structure, 2005

PRIORITIES AND CONCERNS OF CHILDREN AND PARENTS

WHAT WORRIES 11-14-YEAR-OLDS?

The Parents' view

Doom and gloom

Changing bodies

Parents worry about children 'coming off the rails'

Healthy eating or unhealthy paranoia?

Education

Figure 4: Achievement of Level 5 and above in Key Stage 3 tests, by gender, 2005

CHILDREN'S feelings about schoolwork

Figure 5: Anxiety about schoolwork/exams, by individual age group, 2005

Figure 6: Those who are 'very worried' about schoolwork/exams, by gender and socio-economic group, 2005

The Parents' view

Smoking, drugs & alcohol

How real is the problem?

Figure 7: Smoking, alcohol and use of drugs, by age group, 2005

Becoming accustomed to the issues

Figure 8: Anxiety about alcohol, drugs and cigarettes, by individual age group, 2005

The Parents' view

Cigarettes - pointing out the dangers

Drugs - the big issue

Alcohol - acceptance of the inevitable?

Friends are vital...especially for girls

Looking good = looking the same as their friends

Weight worries

Teasing and bullying

The opposite sex

Families slipping to the backseat

Figure 9: Family cluster groups, 2005

Figure 10: Leave Me Alone - comparison of responses to key statements, by family cluster groups, 2005

Figure 11: Happy families - comparison of responses to key statements, by family cluster groups, 2005

Figure 12: Independent - comparison of responses to key statements, by family cluster groups, 2005

Home issues

Figure 13: Those who worry about problems at home, by family cluster groups, 2005

Family interactions

Happy Children do Chores!

Figure 14: Participation in household chores/items in own bedroom, by family cluster groups, 2005

THE SIBLING EFFECT

Family size

Family position

THE MARKETING PERSPECTIVE

The need to fit in

Can food education go too far?

Drink provision

11-14-YEAR-OLDS AND THEIR MONEY

WHERE DOES THE MONEY COME FROM?

Regular incomes

Boys fending for themselves

Figure 15: Earnings as source of income - boys and girls, by age and socio-economic group, 2005

Beating inflation

Figure 16: Average regular weekly income - 11-14-year-olds, by age, 2005

Additional income

WHAT ARE THEY WORTH?

Figure 17: Average total income, by age, 2001 and 2005

Figure 18: Average total income, by gender and socio-economic group, 2005

SPENDING IT

Pocket money purchases

Figure 19: Pocket money purchases, 2005

Figure 20: Pocket money spend, weekly average - 11-14-year-olds, 2001 and 2005

Figure 21: Changes in pocket money spending, 2001-05

CHILDREN'S ATTITUDES TOWARDS MONEY

Figure 22: Finance cluster groups, 2005

Figure 23: Finance clusters, by lifestyle statements, 2005

Spoilt Kids - true to form

Figure 24: Sources of income, by finance cluster, 2005

Figure 25: Home lives, by finance cluster groups, 2005

The Parents' view

Earning their money

Making their own decisions

THE SIBLING EFFECT

The benefits of being an only child

Figure 26: Financial position, by number of siblings, 2005

Family position

Sibling hierarchies

THE MARKETING PERSPECTIVE

11-14-YEAR-OLDS AT HOME

Television still rules the airways

Programmes watched

Figure 27: Favourite types of TV programme, 2005

TV in the bedroom?

Figure 28: Those with a television set and VCR in their bedroom, by age, 2001 and 2005

C2DEs use bedrooms as entertainment centres

TV for companionship?

Bedroom TVs are not necessarily for TV

"Well, what else can you buy them for their birthdays?"

COMPUTER GAMES

Figure 29: Computer games, by age and gender, 2005

Who do they play with?

Figure 30: Who computer games are played with, by age and gender, 2005

More children play computer games alone than five years ago

Figure 31: Those who play computer games only by themselves, by age, gender and socio-economic group, 2001 and 2005

Where do they play them?

Figure 32: Where computer games are played, by age and gender, 2005

Figure 33: Where computer games are played, by age and socio-economic group, 2005

How much do they play?

Figure 34: Number of hours a week play computer games, by gender, 2005

Time spent on computers poses a threat to television watching

Figure 35: Time spent playing computer games, by age, gender and socio-economic group, 2001 and 2005

Purchasing computer games

Figure 36: Number of computer games bought in the last year, by gender, 2005

Figure 37: Decision-maker for purchasing computer games, by gender and age, 2005

Figure 38: Purchaser of household computer games, by gender and age, 2005

OTHER COMPUTER USE

Universal PCs

Internet is the norm

Figure 39: Frequency of accessing the Internet, 2005

Work v play

Figure 40: Uses of the Internet, 2005

Just what girls need

New technology typologies

Figure 41: 'New technology' cluster groups, 2005

Figure 42: 'New technology' cluster groups, by response to statements, 2005

Figure 43: Computers, computer games and TV, by new technology cluster groups, 2005

MUSIC

The arrival of MP3s

ABC1s at the forefront

Figure 44: Penetration of MP3 players, 2003-05

Leaving the mainstream behind

Figure 45: Most popular kinds of music, 2002 and 2005

Playing instruments

Parents and children beg to differ over interest in music

CDs becoming redundant

Music typologies

Figure 46: Music cluster groups, 2005

Figure 47: Music cluster groups, by response to statements, 2005

Indie Kids play for themselves

Figure 48: Musical preferences, musical instrument playing and music purchase, by music typologies, 2005

More gadgets

READING

11-14s have still got time for books

Figure 49: Reading and buying books, 2001 and 2005

Girls read more than boys

Possession of books is parentally driven

Figure 50: Reading and buying books, by gender and age, 2005

Magazines

Figure 51: How magazines are obtained, by age group and gender, 2005

The Parents' view

Finding something to read

SLEEPOVERS

Setting the boundaries

MOBILE PHONES

Ownership becoming universal

Figure 52: Those with their own mobile phone, by age, 2001-05

Ringtones now essential

Using and paying for phones

The Parents' view

A means of control

Girls tend to use their phones more often than boys

Parental funding

THE SIBLING EFFECT

Family position

Family size

THE MARKETING PERSPECTIVE

OUT TO PLAY

Parental involvement in CHILDREN'S leisure

Pleasing everyone

Theme parks have more generalised appeal

Figure 53: Days out, by key demographic sub-groups, 2005

Cultural and sporting events

Figure 54: Cultural and sporting events, by key demographic sub-groups, 2005

Playing sport

Girl's football is taking off

EATING OUT

Boys disengaging

Figure 55: Those who have eaten out during their leisure time in the past seven days, percentage point change between 2001 and 2005, by age, gender and socio-economic group

Children welcome

Striking out by themselves

Cinema - big business among the 11-14s

CHILDREN'S ATTITUDES TOWARDS LEISURE

Leisure typologies

Figure 56: Leisure cluster groups, 2005

Figure 57: Leisure cluster groups, by lifestyle statements, 2005

Active Kids vs Couch Potatoes

Figure 58: Participation in sporting activities, by leisure cluster groups, 2005

Other leisure activities

Figure 59: Activities in past seven days, by leisure typology, 2005

THE SIBLING EFFECT

Family size

Only children missing out

THE MARKETING PERSPECTIVE

THE WAY THEY LOOK

Shopping for clothes

Attitudes towards clothes

Figure 60: Fashion cluster groups, 2005

Figure 61: Fashion cluster groups, by lifestyle statements, 2005

Figure 62: Clothes shopping, by fashion typology, 2005

TOILETRIES AND COSMETICS

Basic cleanliness

Mousses and gels

Figure 63: Usage of mousse and hair gel, by age and gender, 2001 and 2005

Make-up

Figure 64: Usage of make-up, by age, 2001 and 2005

GROWING UP: PERIODS, SHAVING AND THE OPPOSITE SEX

Preening themselves

The Parents' view

Looking good is not just a frivolous concern

Boys' interest suddenly appears

Boys and their hair

Girls' interest less of a shock

The importance of the right brands

Toiletries: children choose - parents pay

THE SIBLING EFFECT?

THE MARKETING PERSPECTIVE

11-14-YEAR-OLDS TODAY - AND IN THE FUTURE

How do children see their future?

Figure 65: General cluster groups, 2005

ARE TODAY'S 11-14-YEAR-OLDS DIFFERENT?

They grow up faster...

...although their parents admit they were often worse!

Drugs are a real worry

THE SIBLING EFFECT

The advantage of being the youngest

Sex discrimination

THE PACE OF CHANGE

Figure 66: Changes in lifestyles and attitudes, 2001 and 2005

The impact of technology

But some things don't change

Taking life as it comes

FORECAST

A retracting consumer base...

Figure 67: Projected trends in 11-14's population, 2005-11

...but rising incomes with inflation

Figure 68: Forecast of the average weekly income of 11-14-year-olds, 2005-11

Factors incorporated

APPENDIX

Background

Figure 69: UK population aged 11-14, by age, 2001-13

Figure 70: Average age of mother at childbirth, England & Wales, 1971-2003

Figure 71: Average size of family, by year of birth of woman, 1960-90

Figure 72: Number of divorces of couples with children under 16, 2001-04

Figure 73: Children of couples divorced, by age, England and Wales, 2001-04

Figure 74: Percentage of dependent children living in different family types, GB, 1972-2004

Figure 75: Employment rates of married/cohabiting mothers with youngest dependent child aged 11-18, 1994-2004

Figure 76: Employment status of families with children aged 11-15, by family type, UK, spring 2004

Priorities and concerns of Children and Parents

Figure 77: Percentage of pupils achieving Level 5 and above in Key Stage 3 tests, 2003-05

Figure 78: Percentage of pupils achieving Level 5 and above in Key Stage 3 tests, by gender, 2005

Figure 79: Those who are worried about schoolwork/exams, by demographic sub-group, 2005

Figure 80: Smoking, alcohol and use of drugs, by age group, 2005

Figure 81: Those who are worried about alcohol, drugs and cigarettes, by demographic sub-group, 2005

Figure 82: Family cluster groups, by demographic sub-group, 2005

Figure 83: Family cluster groups, by lifestyle statements, 2005

Figure 84: Issues 11-14s are concerned about, by family cluster groups, 2005

11-14-year-olds and their money

Figure 85: Regular sources of income - 11-14-year-olds, by gender and age group, 2005

Figure 86: Regular sources of income - 11-14-year-olds, by age and socio-economic group, 2005

Figure 87: Earnings as a source of income, by demographic sub-group, 2005

Figure 88: Those who have done household chores during the past seven days and those who get money for chores or odd jobs, by demographic sub-group, 2005

Figure 89: Average regular weekly income (all sources) at current and constant prices - 11-14-year-olds, by demographic sub-group, 2005

Figure 90: Additional sources of income, by gender and age group, 2005

Figure 91: Additional sources of income, by gender and socio-economic group, 2005

Figure 92: Average total annual income, by demographic sub-group, 2005

Figure 93: Who they go shopping with when spending own money, by gender and age, 2005

Figure 94: Parents versus friends as shopping companions, by demographic sub-group, 2005

Figure 95: Finance cluster groups, by demographic sub-group, 2005

Figure 96: Finance cluster groups, by lifestyle statements, 2005

At home

Figure 97: Audio-visual items in bedroom, by demographic sub-group, 2005

Figure 98: Consoles and handheld computer games ever played, by age, gender and socio-economic group, 2005

Figure 99: Those who play computer games only alone and those who play in their bedroom, by demographic sub-group, 2005

Figure 100: Usage of computer games, by demographic sub-group, 2005

Figure 101: Those with a computer in their own bedroom, by demographic sub-group, 2005

Figure 102: New technology cluster groups, by demographic sub-group, 2005

Figure 103: New technology cluster groups, by lifestyle statements, 2005

Figure 104: Audio devices have in room, 2005

Figure 105: Number who have bought recorded music in the last month, 2005

Figure 106: Those with MP3 player in room, by demographic sub-group, 2005

Figure 107: Type of music liked, 2005

Figure 108: Type of music liked, by gender, age and socio-economic group, 2005

Figure 109: Those who have played a musical instrument during their leisure time in the past seven days, by demographic sub-group, 2005

Figure 110: Music cluster groups, by demographic sub-group, 2005

Figure 111: Music cluster groups, by lifestyle statements, 2005

Figure 112: Camera ownership and participation in photography, by demographic sub-group, 2005

Figure 113: Reading and purchasing of books, by demographic sub-group, 2005

Figure 114: Where books are obtained, by demographic sub-group, 2005

Figure 115: Kinds of books liked best, by gender, 2005

Figure 116: Those who have slept over at a friend's house during the past seven days, by demographic sub-group, 2005

Figure 117: Those with own mobile phone, by demographic sub-group, 2005

Figure 118: Accessories bought for mobile phone, 2005

Figure 119: Recipients of calls and text messages from mobile phone, 2005

Figure 120: Main recipients of calls, by demographic sub-group, 2005

Figure 121: Main recipients of text messages, by demographic sub-group, 2005

Figure 122: Who pays for mobile phone calls, by demographic sub-group, 2005

Figure 123: Monthly bill for mobile phone, 2005

Out to play

Figure 124: Attitudes towards family leisure - parents of children aged 10-14, by gender, 2005

Figure 125: Days out/outings in past year, by demographic sub-group, 2005

Figure 126: Activities/outings in the past six months, by demographic sub-group, 2005

Figure 127: Those who have taken part in a sporting activity in their leisure time during the past seven days and average weekly time spent on sport, by demographic sub-group, 2005

Figure 128: Favourite sports (top ten) - boys, by age and socio-economic group, 2005

Figure 129: Favourite sports (top ten) - girls, by age and socio-economic group, 2005

Figure 130: Sports participated in about once a week - boys, by age and socio-economic group, 2005

Figure 131: Sports participated in about once a week - girls, by age and socio-economic group, 2005

Figure 132: Memberships of sports and other clubs - boys, by age and socio-economic group, 2005

Figure 133: Memberships of sports and other clubs - girls, by age and socio-economic group, 2005

Figure 134: Those who have eaten out during their leisure time in the past seven days, by demographic sub-group, 2005

Figure 135: Who eat in with at pizza or fast food restaurants, by age group and gender, 2005

Figure 136: Who eat in with at pizza or fast food restaurants, by age group and socio-economic group, 2005

Figure 137: Restaurants visited in the last three months, by age and socio-economic group, 2005

Figure 138: Who they go with to restaurants, by age group and gender, 2005

Figure 139: Who they go with to restaurants, by age and socio-economic group, 2005

Figure 140: Frequency of visiting the cinema, 2005

Figure 141: Most recent visit to the cinema, 2005

Figure 142: Who they go to the cinema with, 2005

Figure 143: Leisure cluster groups, by demographic sub-group, 2005

Figure 144: Leisure cluster groups, by lifestyle statements, 2005

Appearance

Figure 145: Frequency of clothes shopping, by gender and age, 2005

Figure 146: Companions when shopping for clothes, by gender and age, 2005

Figure 147: Who usually pays for clothes, by gender and age group, 2005

Figure 148: Paying for clothes - self versus parents, by demographic sub-group, 2005

Figure 149: Those who have 'a lot of say' in the clothes they wear, by gender and age group, 2005

Figure 150: Fashion cluster groups, by demographic sub-group, 2005

Figure 151: Fashion cluster groups, by lifestyle statements, 2005

Figure 152: Decision-maker for brands of toiletries used, by demographic sub-group, 2005

Figure 153: Skincare, by gender and age, 2005

Figure 154: Those who use hair colourants, mousse and gel, by demographic sub-group, 2005

Figure 155: Decision-maker for brands of mousse/gel used, by demographic sub-group, 2005

Figure 156: Those who wear make-up - girls, by demographic sub-group, 2005

Figure 157: Type of make-up worn - girls, by individual age group, 2005

Figure 158: Who buys make-up - girls, by demographic sub-group, 2005

Figure 159: Growing up - those whose periods have not yet started - girls, by demographic sub-group, 2005

Figure 160: Growing up - age at which periods started - girls aged 14, 2005

Figure 161: Boys who shave regularly, by individual age group, 2005

Figure 162: Boys who wear aftershave, by individual age group and socio-economic group, 2005

Figure 163: Agreement/disagreement that "It's important to be attractive to the opposite sex", by demographic sub-group, 2005

Figure 164: General attitudes cluster groups, by demographic sub-group, 2005

Figure 165: General attitudes, cluster groups, by lifestyle statements, 2005

APPENDIX: RESEARCH METHODOLOGY

Abstract

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