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Kids' LifestylesPublished by: Mintel International Group Ltd. Published: Sep. 1, 2003 - 102 Pages Table of ContentsIntroduction & Abbreviations INTRODUCTION OTHER RELEVANT REPORTS DEFINITION ABBREVIATIONS & TERMS Abbreviations Terms EXECUTIVE SUMMARY A MARKET ON PAR OR LARGER THAN BOOMERS KIDS ARE LEARNING TO SPEND KIDS' MARKET IS A BLEND OF SIMILAR, BUT EVOLVING SEGMENTS A GENDER FORK-IN-THE-ROAD AT SCHOOL OR PLAY, TECHNOLOGY IS "EVERYDAY" MARKETERS-IN-TRAINING A "MINI-ME" MARKET MILLENNIALS ARE "HYPER-PARENTED" HEALTH IS A CRITICAL ISSUE DEMOGRAPHICS OF KIDS AMERICAN GENERATIONS Figure 1 American generation definitions, by age, 2000-2010 Figure 2 American population projections, by generation, 2000-2010 POPULATION OF CHILDREN IN THE U.S. Figure 3 U.S. population projections, by age, 1998-2008 ETHNICALLY AND RACIALLY DIVERSE KIDS Figure 4 U.S. kids population, by ethnicity, 1998-2008 Figure 5 U.S. population, by age and race/ethnicity, 2003 FAMILY COMPOSITION Figure 6 Households with children, by type of household, 2000 PARENTAL EMPLOYMENT Figure 7 Percentage of parents who are employed, by employment status and age of youngest child, 1999 HOUSEHOLD INCOME Figure 8 Median household income, by presence and ages of children, 2000 OTHER FACTORS INFLUENCING KIDS' LIFESTYLES LACK OF FREE TIME FOR PARENTS Figure 9 Amount of free time/leisure time on weekdays, by lifestage group, February 2002 KIDS LEAD SCHEDULED LIVES KIDS' WEIGHT AND HEALTH IMPACT ON LIFESTYLE ACTIVITIES KIDS MATURE MORE QUICKLY ALLOWANCE AND CHORES Allowance Figure 10 Money received (allowance, chores, outside jobs), by age and gender, January-September 2002 Figure 11 Kids weekly income, by age and gender, January-September 2002 Chores Figure 12 Kids' participation in chores, by age and gender, January-September 2002 WHERE KIDS GO AFTER SCHOOL Figure 13 Where kids go after school, by age and gender, July 2003 Figure 14 Who's at home after school, by age and gender, July 2003 ACTIVITIES, HOBBIES AND CLUB MEMBERSHIPS INTRODUCTION ACTIVITIES AND HOBBIES Overview Figure 15 Kids' participation in hobbies, by age and gender, January-September 2002 Graph 2 Kids' participation in hobbies, January-September 2002 Collecting Cards Figure 16 Card collection, by age and gender, January-September 2002 CLUB/GROUP MEMBERSHIPS Overview Figure 17 Kids' incidence of club/group memberships, by age and gender, January-September 2002 SPORTS AND FITNESS ACTIVITIES INTRODUCTION KIDS' PARTICIPATION IN SPORTS AND FITNESS ACTIVITIES Figure 18 Kids' participation in sports/activities, by age and gender, January-September 2002 Kids' Participation in Team Sports Figure 19 Kids' participation in team sports, by age and gender, January-September 2002 KIDS' INCIDENCE OF WATCHING AND ATTENDING SPORTING EVENTS Figure 20 Kids' incidence of watching sporting events on television, by age and gender, January-September 2002 Figure 21 Kids' incidence of attending sporting events, by age and gender, January-September 2002 KIDS AND ENTERTAINMENT INTRODUCTION Figure 22 Kids' entertainment participation, by age and gender, January-September 2002 Graph 1 Kids entertainment participation, January-September 2002 Figure 23 How often kids get to choose entertainment options, by age and gender, January-September 2002 KIDS AND BOOKS Figure 24 Kinds of books kids read, by age and gender, January-September 2002 KIDS AND COMIC BOOKS Figure 25 Kids' readership of comic books and newspaper comics, by age and gender, January-September 2002 KIDS AND MOVIES Introduction Figure 26 Number of movies kids have been to in the last 90 days, by age and gender, January-September 2002 How Often Kids Choose Movies They See Figure 27 How often kids get to choose movies they see, by age and gender, January-September 2002 Decision Factors in Last Movie Kids Went to See Figure 28 Decision factors in last movie kids went to see, by age and gender, January-September 2002 TECHNOLOGY AS ENTERTAINMENT INTRODUCTION KIDS' OWNERSHIP OF ELECTRONICS Figure 29 Kids' ownership of electronic equipment, by age and gender, January-September 2002 KIDS AND TELEVISION Introduction Figure 30 Number of hours kids watch television Monday through Friday and on weekends, by age and gender, January-September 2002 Types of Television Shows Kids Watch Figure 31 Types of television shows kids watch, by age and gender, January-September 2002 KIDS AND VCR USAGE Introduction Figure 32 Kids usage of VCRs and the number of hours used per week, by age and gender, January-September 2002 Kids' Incidence of Renting or Buying/Receiving DVDs/Videotapes Figure 33 Kids incidence of renting or buying/receiving DVDs or videotapes in the last year, by age and gender, January-September 2002 Types of DVDs/Videotapes Kids Buy/Receive Figure 34 Types of DVDs or videotapes kids rented/bought in the last year, by age and gender, January-September 2002 Frequency Kids Get to Choose Movies Rented Figure 35 Frequency kids get to pick out their own movies to rent, by age and gender, January-September 2002 KIDS AND VIDEO GAMES Introduction Figure 36 Kids' ownership of video game systems (attached to TV and handheld), by age and gender, January-September 2002 Frequency Kids Play Video Games Figure 37 Frequency kids play video games (either attached to TV or handheld), by age and gender, January-September 2002 Kids' Rental of Video Games Figure 38 Incidence of kid's video game rental in the last year, by age and gender, January-September 2002 Kids' Favorite Types of Video Games Figure 39 Kids' favorite types of video games, by age and gender, January-September 2002 KIDS AND MUSIC Introduction Figure 40 Incidence and number of music CDs and pre-recorded audio cassette tapes bought or received by kids in the last year, by age and gender, January-September 2002 Where Kids Buy Music Figure 41 Where kids buy music, by age and gender, January-September 2002 Kinds of Music Kids Buy/Receive Figure 42 Kinds of music kids buy/receive, by age and gender, January-September 2002 Graph 3 Kinds of music kids buy/receive, January-September 2002 Kids' Attitudes toward Music Figure 43 Kids' attitudes toward music, by age and gender, January-September 2002 KIDS AND THE RADIO Figure 44 Number of hours and when kids listen to the radio, by age and gender, January-September 2002 KIDS AND COMPUTERS, SOFTWARE AND COMPUTER GAMES Introduction Computers Figure 45 Where kids use computers, by age and gender, January-September 2002 Activities Kids Use Computers For Figure 46 What kids use home computers for, by age and gender, January-September 2002 Number of Computer Software Programs and Games Bought/Received in Last Year Figure 47 Computer software programs and games bought or received by kids in the last year, by age and gender, January-September 2002 KIDS' USAGE OF THE INTERNET AND EMAIL Introduction Figure 48 Incidence of using Internet and email, by age and gender, July 2003 Online/Website Activity Figure 49 Kids usage of online/interactive computer information service or website search engines, by age and gender, January-September 2002 KIDS AND CELL PHONES Figure 50 Incidence of using Internet and email, by age and gender, July 2003 KIDS AND SUMMER CAMP Introduction Figure 51 Kids incidence of going to summer camp, by age and gender, January-September 2002 Preference for Camp Types Figure 52 Preferred type of summer camps, October 2001 Family Time - Kids' Attitudes Toward Spending Time with Family Figure 53 Kids' attitudes toward family and time on their own, by age and gender, January-September 2002 Kids' Attitudes INTRODUCTION ATTITUDES TOWARDS SCHOOL, FRIENDS AND SELF Figure 54 Kids' attitudes toward school, friends and self, by age and gender, January-September 2002 KIDS' ATTITUDES TOWARDS MONEY Figure 55 Kids' attitudes toward money, by age and gender, January-September 2002 KIDS' ATTITUDES TOWARDS FASHION AND CLOTHING Figure 56 Kids' attitudes toward fashion and clothing, by age and gender, January-September 2002 KIDS' ATTITUDES TOWARDS THE ENVIRONMENT Figure 57 Kids' attitudes toward the environment, by age and gender, January-September 2002 KIDS AND ADVERTISING INTRODUCTION KIDS' PERCEPTIONS OF ADVERTISING KIDS' ATTITUDES TOWARD MEDIA Figure 58 Attitudes toward media, by age and gender, January-September 2002 A Segment of One's Own The Mini-Me Market THREE CASE STUDIES OF CAMPAIGNS TARGETED TO KIDS Harry Potter Sony PlayStation American Girl CONCLUSIONS AN INCREASINGLY DIVERSE CULTURE BUSY KIDS, BUSY TEENS, INCREASED STRESS HEIGHTENED HEALTH ALERT TECHNOLOGY IS THE NORM A CONTRADICTION: HEAVILY SCHEDULED LIVES BUT OBESITY RISING MARKETING SOPHISTICATES APPENDIX: Research Methodology CONSUMER RESEARCH Sampling & Weighting Presentation & Definition Further Analysis TRADE RESEARCH Informal trade research Formal trade research DESK & INTERNET RESEARCH SOURCES DEFINITIONS FORECASTS APPENDIX: WHAT IS MINTEL? MINTEL PUBLICATIONS MINTEL SERVICeS Product retrieval Retail audits Tailored research Global New Products Database RESEARCH SUPPORT/CONSULTANCY/MIC The Mintel Information Centre (MiC) PR Research AbstractIn 2003 there are almost 24 million children aged 6 to 11, a third of the under-18 population, and about 8% of the total population. One of the most significant aspects of these kids' lives is the fact that they are technologically savvy, growing up with DVDs, cell phones and Internet access, to name just a few aspects. Their view of technology, however is that it is simply a means of entertainment, a form of communication or a way to make schoolwork easier.In addition, kids at this age tend to lead heavily scheduled lives relative to generations past, often engaging in multiple activities during free time, including hobbies, sports participation and clubs. The participation levels sometimes vary by gender and by age, but popular ones currently include painting, bicycling, swimming, inline skating, going to the beach, fairs and museums, reading adventure books, reading the Sunday paper funnies, and going to movies. Some parents have over-scheduled their children, whether to provide a leg up on college or whether to teach children values associated with the activities. Some kids within this generation are believed by child experts to be stressed, as a result of having little down time or good old fashioned time to play and be kids. Yet the flip side of this is the number of children who tend to watch hours of television and/or play video games hours per day. These children, especially if they are not engaging in any other activities that involve exercise, are believed to be at risk of developing higher rates of obesity and health-related problems, as their activity level is minimal at best. Get Full Details About This Report >> |
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