The Kids and Tweens Market in the U.S., 9th Edition

Published by: Packaged Facts

Published: Aug. 1, 2008 - 230 Pages

Table of Contents

Chapter 1 Executive Summary

Introduction

Background

Overview of Report

Scope and Methodology

Scope of Report

Methodology

Trends and Opportunities

Digital Media Transform Kids Market

Some See Beginning of the End for Kids TV

Virtual Worlds Attract More Kids

Marketers Capitalize on Virtual Worlds

Major Marketers Start to Self-Regulate Advertising to Kids

Cause-Related Marketing Appeals to Philanthropic Impulses of Kids

Marketers Acknowledge Ongoing Changes in Relationship between Kids and Parents

Nostalgia Fuels Revival of Older Brands in Kids Market

Kids Create Growth Opportunities for Consumer Electronics Industry

Cellphones Projected to Take Off in Kids Market

Parental Demands for Healthy Foods and Eco-Friendly Products Generate Opportunities

Market Overview

Kids and Tweens Population Holds at 36 Million

Kids Population Expected to Be 4% Larger in 2012

Kids’ Income Tops $19 Billion

Family Spending on Kids Serves as Another Market Metric

The Social World of Kids and Tweens

Most Kids Live with Two Parents

More Kids Have Stay-at-Home Parent

Number of Latchkey Kids Declines

Most 3- and 4-Year-Olds Are in School

Girls More Likely to Want to Work Hard in School

Friends Matter

Most Kids Are Altruistic

Tween Girls More Likely to Stay in Touch Online

Cellphone Use More Common among Kids

Technology in the Life of Kids and Tweens

Most Kids Are Computer-Savvy

More than One in Five Tweens Has Computer in Room

Heavy Internet Users Remain Scarce among Kids

Tweens Use Internet to Play Online Games, Stay in Touch with Friends and Listen to Music

Leisure and Entertainment Choices of Kids and Tweens

Sports Important to Both Boys and Girls

Many Kids Active in Organized Groups

Tween Girls Most Likely to Own Consumer Electronics

Many Kids Pass Time Watching Videos

Tweens Mimic Music Preferences of Older Counterparts

Playing Games Most Popular Activity on Consumer Electronic Devices

Boys More Likely to Depend on Video Games for Entertainment

Many Boys Cautious about Buying New Games

Kids Still Want Old-Fashioned Toys

Boys Lose Interest in Action Figures, Girls Stay Involved with Dolls

Books Remain Popular

TV Commercials Drive Kids’ Movie Choices

Fast Food Continues to Attract Kids

Kids and Tweens and the Media

Tween Girls Top Magazine Readers

Younger Kids More Likely to Love TV

TV Time Peaks on Saturday

Cartoons Get Nod from Kids

Most Kids Know How to Use VCRs

TV Ads Have More Impact on Boys than on Girls

Kids Devote Less Time to Radio than TV

Kids TV Continues to Migrate to the Internet

Many Kids Watch Online Video

Mobile Media Begin to Attract Tweens

Financial Profile of Kids and Tweens

Families with Children Have Above-Average Household Income

One in Four Kids Lives in Household with Income of $100,000 or More

Tweens Start to Earn Money from Outside Jobs

Doing Chores Important Role for Kids

Tweens Generate More Income

Spending Patterns of Kids and Tweens

Toys Top Buying Choice for Most Kids

Moms Most Likely to Be the Ones Who Buy Toys for Kids

Study Shows Mothers Spend Most on Clothes and Entertainment

Tween Girls More Likely to Get What They Want from Parents

Kids Have Major Impact on Family Vacation Choices

Many Kids Make Online Purchases

Most Kids Devote Money to Charitable Causes

Fashion Piques Interest of Tween Girls

Levis and Old Navy Most Popular Brands of Jeans

Getting Ready for the Multicultural Majority in the Kids and Tweens Market

Multicultural Kids Population Will Continue to Grow Rapidly

Hispanics Will Drive Kids Population Growth through 2015

Multicultural Kids More Likely to Live in Lower-Income Households

Multicultural Kids More Likely to Buy Clothes

Multicultural Kids Stay Closer to Fashion Trends

Multicultural Kids Pick Different Brands of Jeans and Sneakers

African American Kids More Drawn to TV

Non-Hispanic White Kids Less Likely to Watch a Lot of TV

Radio More Important to Multicultural Kids

Soccer and Basketball More Popular

Nearly All Kids Read Books

Hispanic Kids Lag in Computer and Internet Use

Multicultural Kids Prefer Hip-Hop and R&B

Black Kids Most Likely to Go to Movies Often

Kids and Tweens Going Green

Today’s Kids Environmentally Conscious

Younger Kids More Likely to Nag Parents to Buy Green Products

Parents Buying Recycled Products Are More Affluent

Eco-Friendly Products and Green Marketing Initiatives Gain in Kids Market

Toymakers in Tune with Eco Awareness

Eco-Friendly Fashions Gain in Popularity

Growth in Child Obesity May Have Hit Plateau

Companies Promote Healthy Eating for Kids

Section 1 Overview

Chapter 2 Trends and Opportunities

Strategic Trends

Digital Media Transform Kids Market

Some See Beginning of the End for Kids TV

Virtual Worlds Attract More Kids

Marketers Capitalize on Virtual Worlds

Major Marketers Start to Self-Regulate Advertising to Kids

Study Indicates Creative Marketing Can Foster Healthy Eating

Moms Want Promotions Targeted at Them Rather than Kids

Cause-Related Marketing Appeals to Philanthropic Impulses of Kids

Marketers Acknowledge Ongoing Changes in Relationship between Kids and Parents

Nostalgia Fuels Revival of Older Brands in Kids Market

Travel Industry Courts Kids and Their Families

Customization Key to Reaching Digital Generation

Kids Market Not Monolithic

Market Opportunities

Kids Create Growth Opportunities for Consumer Electronics Industry

Table 2-1: Selected Opportunities Related to Ownership of Consumer Electronics by 6- to11-Year-Olds by Age Group

Cellphones Projected to Take Off in Kids Market

Traditional Media Still Important for Advertisers

Table 2-2: Selected Opportunities Related to Media Usage by 6- to 11-Year-Olds by Gender and Age Group

Parental Demands for Healthy Foods and Eco-Friendly Products Generate Opportunities

Untapped Potential in Kids’ Entertainment Choices

Table 2-3: Selected Opportunities Related to Entertainment Choices of 6- to 11-Year-Olds

Opportunities Abound in Marketing to Kids Who “Get What They Want”

Table 2-4: Selected Opportunities Related to 6- to 11-Year-Olds Who “Get What They Want Most/Some of the Time”

Nearly 3 Million Kids Aspire to Buy Jeans at Gap, While 3.4 Million Want Nike Sneakers

Table 2-5: Jeans and Sneakers Brands 6- to 11-Year-Old Boys Would Like to Own

Table 2-6: Jeans and Sneakers Brands 6- to 11-Year-Old Girls Would Like to Own

Kids Continue to Create Wide Range of Opportunities

Table 2-7: Selected Opportunities Related to Leisure Activities of 6- to 11-Year-Old Boys

Table 2-8: Selected Opportunities Related to Leisure Activities of 6- to 11-Year-Old Girls

Table 2-9: Selected Opportunities Related to Toy Ownership by 6- to 11-Year-Old Boys

Table 2-10: Selected Opportunities Related to Toy Ownership by 6- to 11-Year-Old Girls

Table 2-11: Selected Opportunities Related to Ownership of Dolls by 6- to 11-Year-Old Girls by Brand of Doll

Chapter 3 Market Overview

Profile of the Kids Population

Kids and Tweens Population Holds at 36 Million

Table 3-1: Size of Kids Population by Single Year of Age, 2006

Kids Will Remain Stable Part of Population

Table 3-2: 0- to 14-Year-Olds as Percent of Total U.S. Population, 1950-2006

Table 3-3: Selected Age Groups as Percent of Total Population, 2006, 2010 and 2015

Kids Population Expected to Be 4% Larger in 2012

Table 3-4: Projected Growth in the Kids Population by Age Group, 2007 vs. 2012

Pacific Region Has Most Kids

Table 3-5: Place of Residence of Households with 6- to 11-Year-Olds

More Boys than Girls in Kids Population

Table 3-6: Percent of Males and Females by Selected Age Groups, 2006

Kids Are Disproportionately Multicultural

Table 3-7: Population of 3- to 11-Year-Olds by Race and Hispanic Origin, 2006

Table 3-8: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2006

Table 3-9: Race and Hispanic Origin of 3- to 11-Year-Olds by Age Group, 2006

Aggregate Income of Kids and Tweens

Kids Have Multiple Income Sources

Kids’ Income Tops $19 Billion

Table 3-10: Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007

Table 3-11: Projected Growth in Buying Power of 3- to 11-Year-Olds, 2007-2012

Table 3-12: Projected Growth in Buying Power of 3- to 5-Year-Olds, 2007-2012

Table 3-13: Projected Growth in Buying Power of 6- to 8-Year-Olds, 2007-2012

Table 3-14: Projected Growth in Buying Power of 9- to 11-Year-Olds, 2007-2012

Table 3-15: Growth in Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007-2012

Family Expenditures on Kids and Tweens

Family Spending on Kids Serves as Another Market Metric

Parents Spend $123 Billion on Food, Clothing and Other Important Consumer Items

Table 3-16: Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds, by Percent of Total for Each Age Group, 2007

Table 3-17: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007

Parents Spend $65 Billion on Food for Kids

Table 3-18: Aggregate Annual Family Expenditures on Food for 3- to 11-Year-Olds by Age Group, 2007

Kids Clothing Costs Parents $16 Billion

Table 3-19: Aggregate Annual Family Expenditures on Clothing for 3- to 11-Year-Olds by Age Group, 2007

Personal-Care, Entertainment and Reading Materials Generate $42 Billion in Parental Spending

Table 3-20: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007

Expenditures Will Total $138 Billion in 2012

Table 3-21: Projected Growth in Family Expenditures on 3- to 11-Year-Olds for Selected Consumer Products, 2007-2012

Table 3-22: Projected Growth in Family Expenditures on 3- to 5-Year-Olds for Selected Consumer Products, 2007-2012

Table 3-23: Projected Growth in Family Expenditures on 6- to 8-Year-Olds for Selected Consumer Products, 2007-2012

Table 3-24: Projected Growth in Family Expenditures on 9- to 11-Year-Olds for Selected Consumer Products, 2007-2012

Section 2 How Kids and Tweens Spend Time

Chapter 4 The Social World of Kids and Tweens

Family Environment

Most Kids Live with Two Parents

Figure 4-1: Percent of Children under 18 Living with Both Parents, Selected Years 1970-2006

Table 4-1: Key Characteristics of Family Environment of 3- to 11-Year-Olds, 2006

Table 4-2: Living Arrangements of 3- to 11-Year-Olds by Race and Hispanic Origin, 2006

Only Children Are Rare

Table 4-3: Number of Children in Households with 6- to 11-Year-Olds

More Kids Have Stay-at-Home Parent

Table 4-4: Children under 15 in Married-Couple Families with Stay-at-Home Parents, 1994-2006

Number of Latchkey Kids Declines

Figure 4-2: Percent of 9- to 11-Year-Olds in Self-Care after School, 1995-2005

Kids and Tweens at School

School Enrollment Patterns Analyzed

Table 4-5: Grade of Enrollment of 3- to 11-Year-Olds by Single Year of Age, October 2006

Most 3- and 4-Year-Olds Are in School

Figure 4-3: Percent of 3- and 4-Year-Olds Enrolled in School, 1965-2006

Girls Want to Work Hard in School

Table 4-6: Attitudes toward School of 6- to 11-Year-Olds by Gender and Age Group

Kids and Tweens and Their Friends

Friends Matter

Table 4-7: Attitudes toward Friends of 6- to 11-Year-Olds by Gender and Age Group

Most Kids Are Altruistic

Table 4-8: Attitudes toward Helping Others of 6- to 11-Year-Olds by Gender and Age Group

Tween Girls More Likely to Stay in Touch Online

Table 4-9: Socializing on the Internet by 6- to 11-Year-Olds by Gender and Age Group

Chapter 4 The Social World of Kids and Tweens [Cont.]

Use of Instant Messaging Jumps at Age 10

Figure 4-4: Percent of 6- to 11-Year-Olds Who Instant Message by Single Year of Age

Cellphone Use More Common among Kids

Kids Use Cellphones to Stay in Touch with Friends

Chapter 5 Technology in the Life of Kids and Tweens

Use of Computers

Most Kids Are Computer-Savvy

Table 5-1: Use of Computers by 6- to 11-Year-Olds by Gender and Age Group

More than One in Five Tweens Has Computer in Room

Figure 5-1: Percent of 6- to 11-Year-Olds with Computer in Room by Gender and Age Group

Access to Computers Tied to Affluence

Figure 5-2: Percent of 6- to 11-Year-Olds with Computer in Room by Household Income

Kids and the Internet

Heavy Internet Users Remain Scarce among Kids

Table 5-2: Where 6- to 11-Year-Olds Use the Internet by Gender and Age Group

Table 5-3: Amount of Time Spent on Internet by 6- to 11-Year-Olds in Past Week by Gender and Age Group

Tweens Use Internet to Play Online Games, Stay in Touch with Friends and Listen to Music

Figure 5-3: Favorite Online Activities of 6- to 11-Year-Olds

Table 5-4: Online Activities of 6- to 11-Year-Olds by Gender and Age Group

Visiting Websites Key Online Activity for Older Kids

Figure 5-4: Percent of 6- to 11-Year-Olds Visiting Favorite Websites When Online by Gender and Age Group

Most Popular Websites Listed

Table 5-5: Websites Used in Last Month by 6- to11-Year-Old Boys by Age Group

Table 5-6: Websites Used in Last Month by 6- to11-Year-Old Girls by Age Group

Chapter 6 Leisure and Entertainment Choices of Kids and Tweens

Overview of Sports and Hobbies

Painting and Drawing Most Popular Pastimes for Kids

Table 6-1: Hobbies and Activities of 6- to 11-Year-Old Boys by Age Group

Table 6-2: Hobbies and Activities of 6- to 11-Year-Old Girls by Age Group

Boys Collect Cards

Figure 6-1: Percent of 6- to 11-Year-Olds Collecting Cards by Gender and Age Group

Table 6-3: Type of Cards Collected by 6- to11-Year-Old Boys by Age Group

Sports Important to Both Boys and Girls

Table 6-4: Sports Played in Last Year by 6- to11-Year-Old Boys by Age Group

Table 6-5: Sports Played in Last Year by 6- to11-Year-Old Girls by Age Group

Many Kids Active in Organized Groups

Table 6-6: Memberships of 6- to 11-Year-Olds by Gender and Age Group

Summer Camp a Popular Activity

Table 6-7: Attendance at Summer Camp by 6- to 11-Year-Olds by Gender and Age Group

Kids and Tweens and Consumer Electronics

Tween Girls Most Likely to Own Consumer Electronics

Table 6-8: Ownership of Electronics Equipment by 6- to 11-Year-Old Boys by Age Group

Table 6-9: Ownership of Electronics Equipment by 6- to 11-Year-Old Girls by Age Group

Figure 6-2: Percent of 9- to 11-Year-Olds Owning an MP3 Player by Gender and Age Group

Many Kids Pass Time Watching Videos

Table 6-10: Use of VCRs to View Rented or Borrowed Videotapes by 6- to 11-Year-Olds by Gender and Age Group

Tween Girls Most Likely to Know the Top Ten Hits

Table 6-11: Attitudes toward Music of 6- to 11-Year-Olds by Gender and Age Group

Discount Stores Most Popular Source of CDs

Table 6-12: Purchase of CDs and Cassette Tapes by 6- to 11-Year-Olds by Gender and Age Group

Tweens Mimic Music Preferences of Older Counterparts

Table 6-13: Type of CDs Owned by 6- to 11-Year-Old Boys by Age Group

Table 6-14: Type of CDs Owned by 6- to 11-Year-Old Girls by Age Group

Most Tween Girls Own a Camera

Table 6-15: Ownership of Cameras by 6- to 11-Year-Olds by Gender and Age Group

Playing Video Games

Playing Games Most Popular Activity on Consumer Electronic Devices

Boys More Likely to Depend on Video Games for Entertainment

Table 6-16: Attitudes toward Video Games of 6- to 11-Year-Olds by Gender and Age Group

Many Boys Cautious about Buying New Games

Table 6-17: Purchase of Video Games by 6- to 11-Year-Olds by Gender and Age Group

Playstation Gets Nod from Older Boys

Table 6-18: Video Game Brands Owned or Played by 6- to 11-Year-Olds by Gender and Age Group

Action/Adventure Most Popular Game Category

Table 6-19: Type of Video Games Played by 6- to 11-Year-Old Boys by Age Group

Table 6-20: Type of Video Games Played by 6- to 11-Year-Old Girls by Age Group

Toys and Games

Kids Still Want Old-Fashioned Toys

Table 6-21: Toys Owned/Used by 6- to 11-Year-Old Boys by Age Group

Table 6-22: Toys Owned/Used by 6- to 11-Year-Old Girls by Age Group

Table 6-23: Use of Board Games by 6- to 11-Year-Olds by Gender and Age Group

Boys Lose Interest in Action Figures, Girls Stay Involved with Dolls

Figure 6-3: Percent of 6- to 11-Year-Old Girls Owning Dolls by Single Year of Age

Figure 6-4: Percent of 6- to 11-Year-Old Boys Owning Action Figures by Single Year of Age

Barbie and Bratz Dolls Lead the Pack

Table 6-24: Kind of Dolls Owned by 6- to 11-Year-Old Girls by Age Group

Reading Books

Books Remain Popular

Figure 6-5: Percent of 6- to 11-Year-Olds Reading Books by Gender and Age Group

Adventure Books at the Top of Kids’ Reading List

Table 6-25: Type of Books 6- to 11-Year-Old Boys Read Most Often by Age Group

Table 6-26: Type of Books 6- to 11-Year-Old Girls Read Most Often by Age Group

Comic Books Remain Popular

Figure 6-6: Percent of 6- to 11-Year-Olds Reading Comic Books by Gender and Age Group

Going Out

Movies Nearly Universally Popular

Table 6-27: Movie Attendance of 6- to 11-Year-Olds by Gender and Age Group

Many Kids Like to See Movies Right After They Open

Figure 6-7: Percent of 6- to 11-Year-Olds Who See Movies Right After They Open by Gender and Age Group

TV Commercials Drive Kids’ Movie Choices

Table 6-28: Reasons 6- to 11-Year-Olds See a Movie by Gender and Age Group

Fast Food Continues to Attract Kids

Table 6-29: Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by Gender and Age Group

Table 6-30: Reasons 6- to 11-Year-Olds Pick a Fast Food Restaurant by Gender and Age Group

McDonald’s Outstrips Competitors

Table 6-31: Favorite Fast Food Restaurants of 6- to 11-Year-Olds by Gender

Family-Style Restaurants Also Popular

Table 6-32: Attendance at Family-Style Restaurants by 6- to 11-Year-Olds by Gender and Age Group

Chuck E. Cheese’s Most Popular Family-Style Restaurant

Table 6-33: Favorite Family Restaurants of 6- to11-Year-Olds by Gender

Chapter 7 Kids and Tweens and the Media

Use of Print Media

Most Kids Read Sunday Comics

Table 7-1: Readership of Sunday Newspapers by 6- to 11-Year-Olds by Gender and Age Group

Tween Girls Top Magazine Readers

Table 7-2: Magazines Popular with 6- to 11-Year-Old Boys by Age Group

Table 7-3: Magazines Popular with 6- to 11-Year-Old Girls by Age Group

Television

Younger Kids More Likely to Love TV

Figure 7-1: Percent of 6- to 11-Year-Old Boys and Girls Who “Love Watching Television” by Age Group

Watching TV a Social Occasion for Many Kids

Figure 7-2: Percent of 6- to 11-Year-Old Boys and Girls Who Agree “TV Is More Fun with Friends”

Many Kids Want More from Television

Table 7-4: Attitudes toward Television of 6- to 11-Year-Olds by Gender and Age Group

TV Time Peaks on Saturday

Table 7-5: Number of Hours Spent Watching Television by 6- to 11-Year-Olds by Gender and Age Group

ABC Most Popular Broadcast Network

Table 7-6: Broadcast Network Net Audience of 6- to 11-Year-Olds by Gender and Age Group

Disney Channel and Nickelodeon Top Cable TV Choices for Kids

Table 7-7: Cable TV Services Watched in Last Week by 6- to 11-Year-Old Boys by Age Group

Table 7-8: Cable TV Services Watched in Last Week by 6- to 11-Year-Old Girls by Age Group

Cartoons Get Nod from Kids

Table 7-9: TV Show Types Frequently Viewed by 6- to 11 Year-Old Boys by Age Group

Table 7-10: TV Show Types Frequently Viewed by 6- to 11-Year-Old Girls by Age Group

Most Kids Know How to Use VCRs

Table 7-11: Use of VCRs by 6- to 11-Year-Olds by Gender and Age Group

TV Ads Have More Impact on Boys than on Girls

Table 7-12: Impact of Advertising on 6- to 11-Year-Olds by Gender and Age Group

Radio

Kids Devote Less Time to Radio than TV

Table 7-13: Daily Radio Listening by 6- to 11-Year-Olds by Gender and Age Group

Kids Most Likely to Listen to Contemporary Hit Radio

Table 7-14: Radio Formats Most Listened to by 6- to 11-Year-Old Boys by Age Group

Table 7-15: Radio Formats Most Listened to by 6- to 11-Year-Old Girls by Age Group

Digital Media

Kids TV Continues to Migrate to the Internet

Table 7-16: Websites Visited Most Frequently by 6- to 11-Year-Olds in Last 30 Days

Many Kids Watch Online Video

Mobile Media Begin to Attract Tweens

Section 3 How Kids and Tweens Spend Money

Chapter 8 Financial Profile of Kids and Tweens

Family Finances

Families with Children Have Above-Average Household Income

Figure 8-1: Average Household Income in 2006, All Households vs. Families with Children

One in Four Kids Lives in Household with Income of $100,000 or More

Table 8-1: Household Income of Households with 6- to 11-Year-Olds

Kids and Money

Savers Outnumber Spenders

Table 8-2: Attitudes toward Money of 6- to 11-Year-Olds by Gender and Age Group

Tweens Start to Earn Money from Outside Jobs

Table 8-3: Sources of Income of 6- to 11-Year-Olds by Gender and Age Group

Doing Chores Important Role for Kids

Table 8-4: Household Chores Performed Most Often by 6- to 11-Year-Olds by Gender and Age Group

Affluent Kids Do More around the House

Table 8-5: Sources of Income of 6- to 11-Year-Olds by Level of Household Income

Table 8-6: Household Chores Performed Most Often by 6- to 11-Year-Olds by Level of Household Income

Tweens Generate More Income

Table 8-7: Income Levels of 6- to 11-Year-Olds by Gender and Age Group

Table 8-8: Income Levels of 6- to 11-Year-Olds by Level of Household Income

Chapter 9 Spending Patterns of Kids and Tweens

How Kids and Tweens Spend Money

Tween Girls Shop for Groceries

Table 9-1: Frequency of Grocery Shopping by 6- to 11-Year-Olds by Gender and Age Group

Gender Differences Seen in Kids’ Shopping Preferences

Table 9-2: Favorite Stores of 6- to 11-Year-Old Boys by Age Group

Table 9-3: Favorite Stores of 6- to 11-Year-Old Girls by Age Group

Toys Top Buying Choice for Most Kids

Table 9-4: How 6- to 11-Year-Old Boys Spend Allowances/Earnings/Other Money Received by Age Group

Table 9-5: How 6- to 11-Year-Old Girls Spend Allowances/Earnings/Other Money Received by Age Group

Moms Most Likely to Be the Ones Who Buy Toys for Kids

Table 9-6: Who Buys Toys for 6- to 11-Year-Olds by Gender and Age Group

Study Shows Mothers Spend Most on Clothes and Entertainment

Tween Girls More Likely to Get What They Want from Parents

Figure 9-1: Percent of 6- to 11-Year-Olds Who “Get What They Want Most/Some of the Time” by Gender and Age Group

Table 9-7: Percent of 6- to 11-Year-Olds Who “Get What They Want Most or Some of the Time” by Product Category and Gender and Age Group

Figure 9-2: Percent of 6- to 11-Year-Olds Who “Get What They Want Most/Some of the Time” by Purchase Category

Kids Have Major Impact on Family Vacation Choices

Table 9-8: Impact of 6- to 11-Year-Olds on Family Vacation Decisions by Gender and Age Group

Most Families Book Travel Online

Many Kids Make Online Purchases

Most Kids Devote Money to Charitable Causes

Table 9-9: Charitable Contributions by 6- to 11-Year-Olds by Gender and Age Group

Kids and Fashion

Fashion Piques Interest of Tween Girls

Table 9-10: Attitudes toward Fashion of 6- to 11-Year-Olds by Gender and Age Group

Levis and Old Navy Most Popular Brands of Jeans

Table 9-11: Jean Brands Owned by 6- to 11-Year-Old Boys by Age Group

Table 9-12: Jeans Brands Owned by 6- to 11-Year-Old Girls by Age Group

Girls Would Rather Own Jeans from Gap

Table 9-13: Jeans Brands 6- to 11-Year-Old Girls Would Like to Own by Age Group

Nike and Skechers Top Choice of Sneaker Brands

Table 9-14: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Own by Age Group

Table 9-15: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Would Like to Own by Age Group

Table 9-16: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Own by Age Group

Table 9-17: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Would Like to Own by Age Group

Section 4 Emerging Consumer Trends

Chapter 10 Getting Ready for the Multicultural Majority in the Kids and Tweens Market

Population Growth Trends

Multicultural Kids Population Will Continue to Grow Rapidly

Figure 10-1: Percent of Multicultural and Non-Hispanic White 3- to 11-Year-Olds, 2006, 2010 and 2015

Hispanics Will Drive Kids Population Growth through 2015

Table 10-1: Growth of the Population of Kids under the Age of 15, Hispanics vs. Other Population Groups, 2010 vs. 2015

Table 10-2: Growth of the Population of Kids under the Age of 15, Multicultural Segment as Percent of Total Growth, 2010-2015

How Multicultural Kids Spend Money

Multicultural Kids More Likely to Live in Lower-Income Households

Table 10-3: Household Income of 6- to 11-Year-Olds by Race and Hispanic Origin

Hispanic Kids Less Likely to Spend without Thinking

Table 10-4: Attitudes toward Money of 6- to 11-Year-Olds by Race and Hispanic Origin

Multicultural Kids Less Likely to Get Money for Chores

Table 10-5: Financial Profile of 6- to 11-Year-Olds by Race and Hispanic Origin

Multicultural Kids More Likely to Buy Clothes

Table 10-6: Expenditures by 6- to 11-Year-Olds by Race and Hispanic Origin and Expenditure Category

Choice of Stores Differs

Table 10-7: Favorite Stores of 6- to11-Year-Olds, Multicultural vs Non-Hispanic White

Multicultural Kids Stay Closer to Fashion Trends

Figure 10-2: Percent of 6- to 11-Year-Olds Who Say They Keep Up with the Latest Fashions by Race and Hispanic Origin

Multicultural Kids Pick Different Brands of Jeans and Sneakers

Table 10-8: Jean Brands Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Table 10-9: Sneaker/Athletic Shoe Brands Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Media Usage

African American Kids More Drawn to TV

Table 10-10: Attitudes toward Television of 6- to 11-Year-Olds by Race and Hispanic Origin

Non-Hispanic White Kids Less Likely to Watch a Lot of TV

Table 10-11: Time Spent Viewing Television by 6- to 11-Year-Olds by Race and Hispanic Origin

ABC Leads among All Kids

Table 10-12: Broadcast Network Net Audience of 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Many Cable TV Selections Similar

Table 10-13: Cable TV Outlets Watched in Past Week by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Radio More Important to Multicultural Kids

Table 10-14: Radio Listening of 6- to 11-Year-Olds by Race and Hispanic Origin

Leisure and Entertainment Choices

Soccer and Basketball More Popular

Table 10-15: Sports Played in Last Year by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Nearly All Kids Read Books

Table 10-16: Selected Hobbies and Leisure Activities of 6- to 11-Year-Olds by Race and Hispanic Origin

Hispanic Kids Lag in Computer and Internet Use

Table 10-17: Use of Computers and the Internet by 6- to 11-Year-Olds by Race and Hispanic Origin

TVs and VCRs More Likely in Rooms of Multicultural Kids

Table 10-18: TV and Audio Equipment Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Black Kids More Likely to Know the Top 10

Figure 10-2: Percent of 6- to 11-Year-Olds Who Say They Know the Top 10

Multicultural Kids Prefer Hip-Hop and R&B

Table 10-19: Type of CDs Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Playing Video Games

African American Kids More Positive toward Video Games

Table 10-20: Attitudes toward Video Games of 6- to 11-Year-Olds by Race and Hispanic Origin

Table 10-21: Use of Video Games by 6- to 11-Year-Olds by Race and Hispanic Origin

Action/Adventure Games Top Popularity List of All Kids

Table 10-22: Type of Video Games Played by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Toys and Games

Multicultural Kids Have Fewer Toys

Table 10-23: Toys Owned/Used by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Bratz Dolls More Popular among African Americans

Table 10-24: Dolls Owned by 6- to 11-Year-Olds by Race and Hispanic Origin

Going Out

Black Kids Most Likely to Go to Movies Often

Table 10-25: Movie Attendance of 6- to 11-Year-Olds by Race and Hispanic Origin

All Kids Like Fast Food

Table 10-26: Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by Race and Hispanic Origin

Table 10-27: Attendance at Family-Style Restaurants by 6- to 11-Year-Olds by Race and Hispanic Origin

Chapter 11 Kids and Tweens Going Green

Eco-Friendly Trends in the Kids Market

Today’s Kids Environmentally Conscious

Table 11-1: Attitudes toward the Environment of 6- to 11-Year-Olds by Gender and Age Group

Younger Kids More Likely to Nag Parents to Buy Green Products

Table 11-2: Demographic Profile of 6- to 11-Year-Olds Who Try to Make Parents Buy Green Products

Parents Buying Recycled Products Are More Affluent

Table 11-3: Demographic Profile of Parents of 3- to 11-Year-Olds Buying Recycled Paper Products

Eco-Friendly Products and Green Marketing Initiatives Gain in Kids Market

Unilever Searches for Greenest School Kids

Toymakers in Tune with Eco-Awareness

Barbie Says It’s Eco-Friendly, but Not All Agree

McDonald’s Aligns with Conservation International to Educate and Inspire Kids

Eco-Friendly Fashions Gain in Popularity

Landscape Care Company Helps Kids Understand and Experience Nature

Healthy Eating

Most Parents Look for Healthy Foods for Tweens

Hispanic and Asian Parents Seek Out Organic and Natural Foods

Table 11-4: Attitudes of Parents of 3- to 11-Year-Olds toward Healthy Eating by Demographic Characteristic

Growth in Child Obesity May Have Hit Plateau

Fruit Becomes More Popular Snack for Kids

Companies Promote Healthy Eating for Kids

Kellogg Promotes Health and Wellness

Premium Line of Water Debuts for Kids

Warner Bros. and Safeway Support Healthy Eating

Green Giant Makes Eating Vegetables More Fun

Appendix Addresses of Selected Kids and Tweens Market Resources

Abstract

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