Marketing to Kids - US - October 2012

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2012 - 118 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations
EXECUTIVE SUMMARY
Demographics and background
Kids by the numbers
Figure 1: Total U.S. population, by age, 2012-17
Kids have increasingly diverse backgrounds
Figure 2: Change in the U.S. population of kids aged 6-11, by race/Hispanic origin, 2012-17
Earning, spending and Saving
Kids’ earnings remain relatively consistent over the past five years
Figure 3: Amount of money kids receive weekly, April 2007-June 2012
Snacks, entertainment, toys top kids’ weekly spending
Figure 4: Kids’ weekly spending habits, by gender, 2011
Most kids “want to be rich,” appear to value saving over spending
Figure 5: Attitudes toward being rich and saving, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
Kids and media
TV remains the most popular and influential media for advertising to kids
Figure 6: Time kids spent viewing TV, on last school day/last weekend day, by boys and girls aged 6-8 and 9-11,
2011
Nine out of 10 kids use computers at least once a week
Figure 7: Kids’ frequency of computer use, by age, 2011
Kids today are a multimedia, multitasking generation
Figure 8: Incidence of engaging in other media while watching TV and while on a computer visiting websites,
April 2011-June 2012
Relationship with brands
Kids gravitate toward toy/game brands
Figure 9: Favorite brands category groups, by kids’ age and gender groups, 2012
Favorite brand characteristics include TV and social media marketing
Figure 10: Characteristics of favorite brand, 2012
Family time is important to kids
Figure 11: Kids’ attitudes toward free time and activities enjoyed, April 2011-June 2012
What we think
ISSUES IN THE MARKET
Though obesity rates have plateaued, health remains a weighty issue
Figure 12: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Can social media be used successfully (and ethically) to target kids?
Kids are more reachable…but more protected than ever
Media multitaskers divide their attention across multiple channels
INSIGHTS AND OPPORTUNITIES
Opportunities to reach kids in a digital world
Mobile apps designed for kids offer organization, entertainment, education, and more
Gamification to be used to engage kids
Kids are no strangers to social media
Buying online sans credit card could be modified for kids use
Figure 13: PayNearMe three step process, 2012
Figure 14: Walmart Pay with Cash, 2012
The battle against childhood obesity presents growth opportunity
Do-good marketing pays off
Self-regulation is likely on the way
TREND APPLICATION
Trend: Help Me Help Myself
Figure 15: Childhood obesity trends among kids aged 10-17, by state, 2007
Trend: Why Buy
Inspire 2015 Trends
Brand Intervention
KIDS’ DEMOGRAPHICS
Key points
Growing kids’ population improves market opportunities
Figure 16: Total U.S. population, by age, 2007-17
In 2017, Hispanics will account for more than one quarter of kids
Figure 17: U.S. population of kids aged 6-11, by race/Hispanic origin, 2007-17
Hispanic households are twice as likely as non-Hispanic to have kids
Figure 18: Households, by race of householder and presence and ages of children, 2011
Median household income by race
Figure 19: Median household income, by race/Hispanic origin of householder, 2011
Obesity remains an issue for kids
Figure 20: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Government programs introduced to reverse the childhood obesity epidemic
Private companies also move to address the issue
INNOVATIONS AND INNOVATORS
Flip Boom Doodle lets kids’ creativity go digital
Figure 21: Flip-Boom Doodle Software Package by Toon Boom Animation, 2012
Universal adaptor kit demonstrates how toys can grow with kids
Figure 22: The Free Universal Construction Kit, 2012
Adapting to the times, smartphones developed for kids
Figure 23: Kajeet cellular and smartphones, 2012
For kids by kids part I: Encouraging exercise
Figure 24: The Workout Kid, 2012
For kids by kids part II: Teaching investing strategies
Figure 25: iPhone screenshots of Oink-a-Saurus App, 2012
Social gaming for kids
Figure 26: Proxy social gaming for kids, 2012
MARKETING STRATEGIES FOR REACHING KIDS
Overview of the brand landscape
Brand analysis: McDonald’s and Happy Meals
Figure 27: Brand analysis of McDonald’s and Happy Meals, 2012
McDonald’s Happy Meal online
McDonald’s Happy Meal TV commercial
Figure 28: McDonald’s Happy Meal, “Champions of Happy, Goat,” March 2012
Brand analysis: Disney
Figure 29: Brand analysis of Disney, 2012
Disney online
Disney on YouTube
Figure 30: Disney Cruise Lines “My Disney Cruise,” April 2012
Figure 31: Disneyland Resort “The Art of Vacationing,” April 2012
Brand analysis: LEGO
Figure 32: Brand analysis of LEGO, 2012
LEGO online
LEGO TV commercial: LEGO Friends
Figure 33: LEGO Friends, “Best Trip Ever,” March 2012
TV advertising for technology, toys, restaurants, apparel, and finance
Technology: Dell Computer
Figure 34: Dell Computer, “Fly Like An Eagle,” July 2012
Toys: American Girl
Figure 35: American Girl “Welcome to American Girl stores,” November 2011
Figure 36: American Girl “Introducing Sew & Shares from American Girl Crafts,” August 2012
Restaurants: Chuck E. Cheese's
Figure 37: Chuck E. Cheese, “Let’s Rock This Mouse,” April 2012
Apparel: Justice
Figure 38: Justice, “Mix & Match Swim Separates Collection,” January 2012
Apparel: Nike
Figure 39: Nike, “We’re All Capable,” July 2012
Finance: BMO Harris Bank
Figure 40: BMO Harris Bank, “The Value Of Money,” October 2011
KIDS’ WEEKLY SPENDING MONEY
Key points
Kids’ earnings remain consistent—parents feeling pressure to provide?
Figure 41: Amount of money kids receive weekly, April 2007-June 2012
Kids’ earnings differ by gender—“The Times, They Are A-Changin'”
Figure 42: Amount of money receive weekly, by kids’ age and gender groups, April 2011-June 2012
Kids spend their money on snacks, entertainment, and toys
Girls outspend boys on food/beverages, apparel, and health/beauty products
Boys outspend girls on video games and toys
Figure 43: Weekly spending habits, by kids’ age and gender groups, 2011
Kids’ spending patterns differ by gender and age
Girls like their candy and snacks
Figure 44: Weekly spending habits, by boys and girls aged 6-8 and 9-11, 2011
Video games not exclusive to boys, but boys remain core audience
Kids want to be rich, most say they like to save…but are not so good at it
Figure 45: Attitudes toward spending and saving, by kids’ gender and by boys and girls aged 6-8 and 9-11, April
2011-June 2012
ATTITUDES TOWARD TV AND VIEWING BEHAVIOR
Key points
Kids’ TV viewership increases with age; particularly among boys
Figure 46: Time spent viewing TV, on last school day/ last weekend day, by kids’ age and by boys and girls
aged 6-8 and 9-11, 2011
Talent show competitions are popular among kids who listen to music
Figure 47: Talent show competitions watched, by kids’ age and gender groups, 2012
Girls—especially older girls—are more likely than boys to watch talent competition
Figure 48: Talent show competition watched, by boys and girls aged 6-8 and 9-11, 2012
Multitasking, multiscreen behaviors are common for kids
Figure 49: Incidence of engaging in other media while watching TV, by kids’ age and gender groups, April 2011-
June 2012
Media multitasking activities by age and gender
Figure 50: Incidence of engaging in other media while watching TV, by boys and girls aged 6-8 and 9-11, April
2011-June 2012
Top kids’ channels are increasing in popularity according to kids
Figure 51: Perception of TV channels becoming more and less popular, by kids’ gender group, 2011
Kids’ attitudes toward TV
Figure 52: Attitudes toward TV, by kids’ age and gender groups, April 2011-June 2012
MEDIA USAGE AND PERCEPTIONS
Key points
TV remains the most popular and influential media
Figure 53: Frequency of using media type for news and information, by kids’ age and gender groups, 2011
Older girls most engaged in all media types for news and information
Figure 54: Frequency of using media type for news and information, by boys and girls aged 6-8 and 9-11, 2011
The call for youth-oriented newspapers
Figure 55: Attitudes toward newspapers, by kids’ age and gender groups, April 2011-June 2012
BRAND AWARENESS AND PERCEPTIONS
Key points
Toy/game brands are a kids’ favorite, apparel follows
Figure 56: Favorite brands and category groups, by kids’ age and gender groups, 2012
Characteristics of kids’ favorite brands
Besides TV, social media is essential to promote brand awareness
Physical stores and great discounts/prices are integral in kids’ path to purchase
Social responsibility is in kids’ DNA
Figure 57: Characteristics of favorite brand, by kids’ age and gender groups, 2012
ADVERTISING EFFECTIVENESS AND FAVORITE COMMERCIALS
Key points
TV is king in advertising for kids; online garners less attention
The power of TV ads is most evident in younger kids
Figure 58: Attitudes toward TV advertisements, by kids’ age and gender groups, April 2011-June 2012
Girls are most receptive to online ads
Figure 59: Attitudes toward online advertisements, by kids’ age and gender groups, April 2011-June 2012
Favorite commercials and advertisements center on toys/games
Figure 60: Favorite commercials or advertisements, by kids’ age and gender groups, 2012
Humorous advertisements win kids’ attentions
Figure 61: Reasons to favor certain commercials, by kids’ age and gender groups, 2011
COMPUTERS AND TECHNOLOGY
Key points
Computer is entertainment for kids; parents demand education/safety
Figure 62: Computer access and home computer usage, by kids’ age and gender groups, April 2011-June 2012
Kids are digital citizens
Figure 63: Frequency of computer use, by kids’ age and gender groups, 2011
Kids are media multitasking powerhouses
Figure 64: Incidence of engaging in other media while on a computer, by kids’ age and gender groups, April
2011-June 2012
Free online games, TV channel sites, and more
Figure 65: Websites visited in the past week, by kids’ age and gender group, 2011
Girls’ favorite websites vs. boys’
Figure 66: Favorite websites, by boys and girls aged 6-8 and 9-11, 2011
CELL PHONES AND SOCIAL MEDIA
Key points
Universality of cell phone ownership among kids
Figure 67: Kids’ cell/wireless phone ownership, April 2007-June 2012
Figure 68: Cell/wireless phone ownership, by kids’ age and gender groups, April 2011-June 2012
Texting generation integrating games, pictures, and videos
Figure 69: Cell/wireless phone usage, by kids’ age and gender groups, April 2011-June 2012
About one in 10 kids think Instant Messaging (IMing) is important
Figure 70: Attitudes toward instant messaging, by kids’ age and gender groups, April 2011-June 2012
Figure 71: Attitudes toward instant messaging, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
Kids are friendly with Facebook
Figure 72: Has a social network profile, by boys and girls aged 6-8 and 9-11, 2011
Kids are fairly connected on Facebook
Figure 73: Number of Facebook connections, by kids’ age and gender groups, 2011
Social media activity and its influence on brands
Figure 74: Activities on Facebook or MySpace, by kids’ age and gender groups, 2011
KIDS’ ATTITUDES TOWARD SCHOOL, THE FUTURE, AND THEMSELVES
Key points
Kids’ views on the future provides opportunities
Figure 75: Perceptions on the future, by boys and girls aged 6-8 and 9-11, 2011
Kids place importance on education
Figure 76: Values and perceptions of school and education, by kids’ age and gender groups, April 2011-June
2012
Being famous appeals to kids
Figure 77: Values and perceptions of self, by kids’ age and gender groups, April 2011-June 2012
KIDS’ ACTIVITIES AND FREE TIME HOBBIES
Key points
Spending time with family, playing sports, and computer time
Figure 78: Attitudes to free time and activities enjoyed, by kids’ age and gender groups, April 2011-June 2012
Bicycling and swimming are favorite activities
Figure 79: Sports played in the past year, by kids’ age and gender groups, April 2011-June 2012
More boys build and collect; girls are drawn to arts and lessons
Figure 80: Activities and hobbies, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
On average, black kids receive among the highest weekly allowances
Figure 81: Amount of money kids receive weekly, by race/Hispanic origin, April 2011-June 2012
Hispanic and black kids spend across a variety of categories
Figure 82: Kids’ weekly spending habits, by race/Hispanic origin, 2011
Black kids use greatest variety of sources for news/information
Figure 83: Frequency of using media type for news and information, by race/Hispanic origin, 2011
APPENDIX—OTHER USEFUL CONSUMER TABLES
Figure 84: Characteristics of favorite brand, by boys and girls aged 6-8 and 9-11, January-December 2011
Figure 85: Frequency of computer use, by boys and girls aged 6-8 and 9-11, 2011
Figure 86: Websites visited in the past week, by age and boys and girls aged 6-8 and 9-11, 2011
Figure 87: Favorite Websites, by kids’ age and gender groups, 2011
Figure 88: Has a social network profile, by kids’ age and gender groups, 2011
Figure 89: Time kids spent viewing TV, on last school day/last weekend day, by race/Hispanic origin, 2011
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

“The primary concern for any marketer targeting kids is that they do not inadvertently offend parents or children’s advocacy groups with cleverly designed campaigns that may be deemed ‘too effective’ or exploitative of impressionable kids—particularly for products that are not seen as beneficial for kids. Aside from this key issue, marketers can look at social, demographic, health, and technology trends to help guide their efforts. For example, obesity and childhood nutrition remain are top concerns that marketers may address in their communication; the increasing cultural diversity of kids aged 6-11 also needs to be considered in advertising, as well as kids’ propensity to engage in multiple media forms simultaneously.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

Some questions answered in this report include:

Can social media be used successfully (and ethically) to target kids?
Though obesity rates have plateaued, to what extent does health remain an issue?
What challenges do marketers face to creatively use new marketing channels to appeal to kids?
How does kids’ fragmented attention to multiple channels present both a challenge and an opportunity for marketers?


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