Pester Power - US

Published by: Mintel International Group Ltd.

Published: Jul. 1, 2009 - 68 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Consumer survey data

Consumer Research

Primary data analysis

Sampling

Online surveys

Phone surveys

Greenfield Online

Interactive Tracking Systems (Itracks)/Survey Sampling International (SSI)

Global Market Insite (GMI)

Secondary data analysis

Experian Simmons National Consumer Studies

Advertising Creative

Abbreviations and terms

Abbreviations

EXECUTIVE SUMMARY

Insights and opportunities

Products/entertainment for parents and kids

Reconnecting the family

Kids take the wheel

Helping kids avoid childhood stress

Growing kid and teen demographics will fuel the nag factor

Number of kids increases

Teen population flatlines

Growth of HHs without children far outpaces that of HHs with children

Hispanic and Asian kid populations increase more than white and black populations

Who has the most pester power?

Young kids ask for more, older kids get what they want more

Hispanic kids more likely to get what they want

Venues of influence

Most kids get to frequently shop at their favorite stores

Mass merchandisers, bookstores represent key retailers for the nag factor; toy stores challenge the power of the

pest

Online influence

Most kids ask their parents for stuff online

Video games, toys/games, music, and electronics top the list for stuff kids want online

Top allowance earners

Amount of allowance is tied to age; allowances have mixed impact on pester power

Kids who are used to getting what they want are more likely to receive higher allowances

Four in 10 kids aged 6-11 get money as needed

Pesterers’ influence on family purchasing decisions

Kids who are used to getting what they want are more likely to influence electronics purchases…

…and purchases of snacks/takeout food/fast food

Word-of-mouth potential of pesterers

Kids who usually get what they want are often peer leaders

Favorite activities of pesterers

Most kids age 6-11 get to choose their entertainment most/some of the time

TV is still king, but video games and online chatting gain heavy following

Advertising to kids

Web marketing

YouTube video ads

Advergaming

DEMOGRAPHICS OF TEENS AND KIDS

Key points

Kid and teen demographics

Figure 1: Population by age, 2004-14

Figure 2: Households by presence of children, 1998-2008

Hispanic and Asian child populations grow fastest

Hispanic spending power grows

Figure 3: U.S. race and Hispanic origin child population, by age, 2003-14

WHO HAS THE MOST PESTER POWER?

Key points

Figure 4: Frequency with which kids ask parents to buy them something, by gender and age, April 2009

Figure 5: Frequency with which kids ask parents to buy them something, by race and Hispanic origin, April 2009 17

Figure 6: Frequency with which kids get what they ask for from their parents, by gender and age, April 2009

Figure 7: Frequency with which kids get what they ask for from their parents, by race and Hispanic origin, April

2009

VENUES OF INFLUENCE

Key points

Figure 8: Frequency with which kids get to shop at their favorite stores, by gender and age, October 2007-

December 2008

Figure 9: Frequency with which kids get to shop at their favorite stores, by race and Hispanic origin, October

2007-December 2008

Retail environments

Figure 10: Frequency with which kids are most likely to get what they ask their parents for at specific retail

locations, by gender and age, April 2009

Figure 11: Frequency with which kids are most likely to get what they ask their parents for at specific retail

locations, by race and Hispanic origin, April 2009

ONLINE INFLUENCE

Key points

Figure 12: Percentage of kids who ask parents to buy them something on the internet, by gender and age, April

2009

Figure 13: Items kids ask their parents to buy them on the internet, by gender and age, April 2009

Figure 14: Items kids ask their parents to buy them on the internet, by race and Hispanic origin, April 2009

TOP ALLOWANCE EARNERS

Key points

Figure 15: Amount of kids’ weekly allowance, by gender and age, April 2009

Figure 16: Amount of kids’ weekly allowance, by race and Hispanic origin, April 2009

Figure 17: Amount of kids’ weekly allowance, by kids who get what they ask their parents for most of the time,

some of the time, or never, April 2009

Figure 18: Incidence of weekly or monthly allowance, by gender and age, October 2007-December 2008

Figure 19: Incidence of weekly or monthly allowance, by race and Hispanic origin, October 2007-December

2008

Figure 20: Incidence of allowance or money for chores among teens, by gender and age, October 2007-

December 2008

PESTERERS’ INFLUENCE ON FAMILY PURCHASING DECISIONS

Key points

Electronics

Figure 21: Ways kids helped parents make HH electronics purchase decisions, by kids who get what they ask

their parents for most of the time, some of the time, or never, April 2009

Snack/takeout food items

Figure 22: Ways kids helped parents make HH snack/takeout food items purchase decisions, by kids who get

what they ask their parents for most of the time, some of the time, or never, April 2009

Figure 23: Frequency with which child picks where to eat out, by gender and age, October 2007-December

2008

Figure 24: Frequency with which child picks where to eat out, by race and Hispanic origin, October 2007-

December 2008

WORD-OF-MOUTH POTENTIAL OF PESTERERS

Key points

Figure 25: Level of pesterer peer influence, by kids who get what they ask their parents for most of the time,

some of the time, or never, April 2009

FAVORITE ACTIVITIES OF PESTERERS

Key points

Figure 26: Frequency with which kids get to choose the entertainment they go to, by gender and age, October

2007-December 2008

Electronic pastimes

Figure 27: Weekly hours spent on electronic activities, by kids who get what they ask their parents for most of

the time, some of the time, or never, April 2009

Other activities

Figure 28: Weekly hours spent on activities, by kids who get what they ask their parents for most of the time,

some of the time, or never, April 2009

ADVERTISING AND PROMOTION

OVERVIEW

Concerns lead to a backlash

Figure 29: Media expenditures of leading toy companies, 2008

WEB MARKETING

Figure 30: Items kids ask their parents to buy them on the internet, April 2009

Video games

Company websites

YouTube videos

ADVERGAMING

TV ADS

Apple iPhone 3G

Figure 31: Apple iPhone 3G television ad, June 2009

Disney Parks

Figure 32: Disney Parks television ad, June 2009

McDonald’s

Figure 33: McDonald’s television ad, June 2009

Nickelodeon

Figure 34: Nickelodeon television ad, June 2009

Cartoon Network

Figure 35: Cartoon Network television ad, June 2009

Nintendo Wii Fit

Figure 36: Nintendo Wii Fit television ad, June 2009

APPENDIX: OTHER USEFUL CONSUMER TABLES

Venues of influence

Figure 37: Frequency with which kids are most likely to get what they ask their parents for at other

environments, by gender and age, April 2009

Figure 38: Frequency with which kids are most likely to get what they ask their parents for at other

environments, by race and Hispanic origin, April 2009

Online influence

Figure 39: Percentage of kids who ask parents to buy them something on the internet, by race and Hispanic

origin, April 2009

Favorite activities of pesterers

Figure 40: Frequency with which kids get to choose the entertainment they go to, by race and Hispanic origin,

October 2007-December 2008

APPENDIX: TRADE ASSOCIATIONS

Abstract

One of the key ways for marketers to increase the potential for parents to buy their kids the items they ask for is to market kids’ products that parents will also enjoy.

Kids’ TV programming is one arena where the interests of kids and their parents are being increasingly served. For example, the Nick Jr. show Yo Gabba Gabba! has been likened to hip ‘70s kids’ programs such as The Electric Company and the more recent Pee-wee’s Playhouse. The show mixes content designed for 2-5-year-olds with musical appearances by contemporary popular groups such as The Roots, the Ting Tings, and Jimmy Eat World, which are likely to attract not only kids’ parents, but even young adults without children.

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