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The U.S. Kids Market: Understanding the Trends and Lifestyles Affecting 3- to -12-Year-Olds, 6th Edition

  • Executive Summary
    • Introduction
    • Scope And Methodology
    • Current Population Trends
    • Family Environment
    • Indicators Of Well-Being
    • Consumer Behavior Of Kids' Parents
    • Younger Kids
    • Tweens
    • Boys And Girls
    • Multicultural Kids
    • Kids, Parents, And The Media
    • Marketing And Advertising Strategies
    • Size And Growth Of The Market
    • Trends And Opportunities
  • The Kids Population Today
    • Current Population Trends
      • Population Size And Growth
        • Table Kids As Percent Of Total U.S. Population (In Thousands)
        • Table Size Of Kids Population By Single Year Of Age (In Thousands)
        • Table Kids Population, Younger Vs. Older Kids (In Thousands)
        • Table Size And Growth Of Population By Age Group, 1990 Vs. 2000 (In Thousands)
        • Table Kids As Percent Of Total Population By Age Group, 1990 Vs. 2002 (In Thousands)
        • Table Projected Growth Rates In Population Of 5- To 14-Year-Olds, By Age Segment, 2000-2010 (In Thousands)
        • Table Projected Growth Rates In Population Under 15 Years Of Age, By Age Segment, 2000-2020 (In Thousands)
        • Table Projected Growth Of Population Under 15 Years Of Age, By Age Segment, 2000-2020 (In Thousands)
        • Table Projected Growth Of Population Under 15 Years Of Age, By Age Segment, 2000-2020 (In Thousands)
        • Table Birth Cohorts Of Kids Population By Single Year Of Age, 2003 Vs. 2008 (In Thousands)
        • Table Projected Growth Of Population Of 3- To 12-Year-Olds, By Age Segment, 2003-2008 (In Thousands)
      • Geographic Distribution Of Kids Population
        • Table States With Largest Populations Of 5- To 13-Year-Olds
        • Table Area Of Residence, Metropolitan Vs. Non-Metropolitan Areas, Under 18 Age Group Vs. Other Age Groups (In Thousands)
    • Family Environment
      • Evolution Of The American Family
        • Table Families With Children Under 18, Two Parent Families Vs. Other Types Of Families, 1970 Vs. 2002
        • Table Percent Of Children Under 18 Living With Two Parents, 1960 Vs. 2002
        • Table Married Couples With Children Under 18, By Labor Force Participation, 1986 Vs. 2002
        • Table Gay And Lesbian Households With Children, 2002 (In Thousands)
      • Family Structure Of Kids Today
        • Table Marital Status Of Parents And Living Arrangements Of 3- To 14-Year-Olds (In Thousands)
        • Table 3- To 14-Year-Olds Living With Grandparents (In Thousands)
        • Table Family Structure Of 3- To 14-Year-Olds Living With Grandparents (In Thousands)
        • Table Age Of Householders, By Presence Of Own Children
      • Economic Profile Of Families With Children
        • Table Labor Force Status Of Parents With Children Under 18 (In Thousands)
        • Table Stay-At-Home Moms In Married-Couple Families With Children Under 15 (In Thousands)
        • Table Mean Household Income By Household And Family Type (In Thousands)
        • Table Household Income By Presence Of Children, By Age Group
        • Table Educational Achievement Of Parents By Age Of Children
        • Table Type Of Residence, By Presence Of Children
    • Indicators Of Well-Being
      • Educational Achievement
        • Table School Enrollment Of 3- To 12-Year-Olds By Age (In Thousands)
        • Table Grade Of Enrollment Of 3- To 12-Year-Olds By Single Year Of Age (% Of Total Population Of Each Age Group)
        • Table Percent Of Students Enrolled In Public Vs. Private Schools, By Family Income
        • Table Changes In Selected Indicators Of Well-Being For Children Under 18, 1990 Vs. 2000
        • Table Child Mortality, 1980 Vs. 2000
        • Table Children's Access To Medical Care
      • Activities
        • Table Percent Of Children With Stay-At-Home Parents (In Thousands)
        • Table Weekday Care Arrangements Of Children In Kindergarten Through 8Th Grade
        • Table After-School Activities Of Children In Kindergarten Through 8Th Grade
        • Table Fun Time With Child And Praise For Child, 2000
        • Table Mealtimes With Child, 2000
  • Consumer Behavior
    • Consumer Behavior Of Kids' Parents
      • Shopping Behavior And Consumer Attitudes
        • Table Parents' Attitudes Toward Shopping
        • Table Children's Influence On Parents' Shopping Behavior, By Age Group
        • Table Brand Loyalty Of Kids' Parents
        • Table Shopping At Malls By Parents Of 3- To 12-Year-Olds
        • Table Criteria For Selection Of Stores By Parents Of 3- To 12-Year-Olds
        • Table Price-Consciousness Of Parents Of 3- To 12-Year-Olds
        • Table In-Store Behavior Of Parents Of 3- To 12-Year-Olds
        • Table Department/Discount Stores Preferred By Parents Of 3- To 12-Year-Olds, By Age Of Children
        • Table Amount Spent By Mail/Phone/Internet By Parents Of 3- To 12-Year-Olds In Last 12 Months
        • Table Online Expenditures By Parents Of 3- To 12-Year-Olds
        • Table Parents' Attitudes About Online Shopping
    • Consumer Expenditures By Households With Children
      • Profile Of Consumer Units With Kids
        • Table Characteristics Of Consumer Units, Consumer Units With Children Vs. Those Without Children
      • Consumer Expenditure Patterns
        • Table Expenditures Of Consumer Units As Percent Of Before-Tax Income, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures For Apparel And Services By Percent Of Total Expenditures, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures For Apparel And Services, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures For Vehicle Purchases And Related Expenses As Percent Of Total Consumer Expenditures, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures For Vehicle Purchases And Related Expenses, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures By Consumer Units For Food And Beverages As Percent Of Total Consumer Expenditures, Consumer Units With Children Vs. Without Children
        • Table Annual Expenditures By Consumer Units For Food And Beverages, Consumer Units With Children Vs. Consumer Units Without Children
        • Table Annual Expenditures By Consumer Units For Entertainment As Percent Of Total Expenditures, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures By Consumer Units For Entertainment, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures By Consumer Units For Housekeeping Operations & Supplies As % Of Total Expenditures, Consumer Units With Children Vs Without Children
        • Table Annual Expenditures By Consumer Units For Housekeeping Operations And Supplies, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures By Consumer Units For Household Furnishings And Equipment As % Of Total Expenditures, Consumer Units With Children Vs Without Children
        • Table Annual Expenditures By Consumer Units For Household Furnishings And Equipment, Consumer Units With Children Vs. Consumer Units Without Children
        • Table Annual Expenditures For Health Care As Percent Of Total Expenditures, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures For Health Care, Consumer Units With Children Vs. Consumer Units Without Children
        • Table Annual Expenditures For Miscellaneous Items As Percent Of Total Expenditures, Consumer Units With Children Vs. Those Without Children
        • Table Annual Expenditures For Miscellaneous Items, Consumer Units With Children Vs. Consumer Units Without Children
    • Younger Kids
      • Demographic Overview
        • Table Size Of Population Of 3- To 7-Year-Olds By Single Year Of Age And Gender (In Thousands)
        • Table Projected Growth Of Population Of 3- To 7-Year-Olds, 2003-2008 (In Thousands)
        • Table Marital Status Of Parents And Living Arrangements Of Children, 3- To 5-Year-Olds Vs. 6- To 14-Year-Olds (In Thousands)
        • Table Preprimary School Enrollment Of 3- To 5-Year-Olds (In Thousands)
        • Table Preprimary School Enrollment Of 3- And 4-Year-Olds, Percent Enrolled Full-Day Vs. Part-Day
        • Table Preprimary School Enrollment Of 3- And 4-Year-Olds, By Mother's Labor Force Status (In Thousands)
        • Table Nursery School Enrollment Of 3- And 4-Year-Olds, By Mother's Labor Force Status, Part-Day Vs. Full-Day (In Thousands)
        • Table Percent Of 3- And 4-Year-Olds Enrolled In Preprimary School, By Education Of Mother (In Thousands)
        • Table Percent Of 3- And 4-Year-Olds Enrolled In Nursery School, By Family Income (In Thousands)
        • Table Percent Of Children Ages 3 To 5 Who Were Read To Every Day In The Last Week By a Family Member, By Child And Family Characteristic, 1993 Vs. 2001
      • Younger Kids And The Media
        • Table Overall Media Use Of Children Ages 0 To 6
        • Table Amount Of Time Children Spend a Day, On Average, With Media And Other Activities
        • Table Using The Tv By Themselves, 0- To 6-Year-Olds
        • Table Percent Of Children Who Use Each Medium Daily
        • Table Using Computers By Themselves, 0- To 6-Year-Olds
    • Tweens
      • Overview
        • Table Size Of Population Of 8- To 12-Year-Olds By Single Year Of Age And Gender (In Thousands)
        • Table Projected Growth Of Population Of 8- To 12-Year-Olds, 2003-2008 (In Thousands)
      • Consumer Behavior
        • Table Attitudes Of Tweens' Parents Toward Shopping
        • Table In-Store Behavior Of Tweens Parents
        • Table Tweens' Influence On Parents' Shopping Behavior
        • Table Parents' Criteria For Selection Of Stores, By Age Of Children
        • Table Department/Discount Stores Preferred By Tweens' Parents
        • Table Online Expenditures By Tweens' Parents
    • Boys And Girls
      • Overview
        • Table Population By Gender, 3- To 12-Year-Olds Vs. Other Age Groups (In Thousands)
        • Table Size Of Kids Population By Single Year Of Age (In Thousands)
        • Table Parental Behavior And Attitudes, Boys Vs. Girls
        • Table Parental Expectations About Educational Achievement, Boys Vs. Girls
      • Media Usage
        • Table Computer Use By Gender
        • Table Video Game Use By 4- To 6-Year-Olds By Gender
        • Table Computer Use By Children And Adolescents
        • Table Home Computer Use By Children And Adolescents
        • Table Internet Use By Children And Adolescents
      • Impact On Consumer Behavior Of Parents
        • Table Attitudes Toward Shopping, Girls' Vs. Boys' Parents
        • Table Children's Influence On Parents' Shopping Behavior, Girls Vs. Boys
        • Table Criteria For Selection Of Stores, Boys' Vs. Girls' Parents
        • Table Value-Consciousness Of Girls' Vs. Boys' Parents
        • Table In-Store Behavior Of Girls' Vs. Boys' Parents
        • Table Department/Discount Stores Preferred By Parents, By Gender Of Children
        • Table Parents' Expenditures Online, By Gender Of Children
    • Multicultural Kids
      • Population Trends
        • Table Race And Hispanic Origin, Kids Vs. Rest Of U.S. Population (In Thousands)
        • Table Total Population Vs. Population Of 3- To 12-Year-Olds, By Race And Hispanic Origin
        • Table Growth Of The 5- To 13-Year-Old Population, 1990-2002, By Race And Hispanic Origin (In Thousands)
        • Table 3- To 12-Year-Olds As Percent Of Population Segment, By Race And Hispanic Origin
        • Table Growth Of The U.S. Population, 2000-2050, By Race And Hispanic Origin (In Thousands)
        • Table Presence Of Siblings In Hispanic Families, U.S.- Vs. Foreign-Born Parents, 2002 (In Thousands)
        • Table U.S. Population Vs. Population Of 3- To 12-Year-Olds By Race And Hispanic Origin, 2020 (In Thousands)
      • Family Structure And Living Arrangements
        • Table Family Size By Race And Hispanic Origin
        • Table Nativity Of 3- To 14-Year-Old Children And Parents (In Thousands)
        • Table Living Arrangements Of Kids By Race And Hispanic Origin
        • Table Total Number Of Kids Living With Grandparents (In Thousands)
        • Table Number Of Kids Living With Parents In Grandparents' Home (In Thousands)
        • Table Number Of Kids Being Raised By Grandparents (In Thousands)
        • Table Number Of 3- To 14-Year-Olds With Grandparents Living In Their Parents' Home (In Thousands)
        • Table Percent Of 3- To 14-Year-Olds Living In Multigenerational Households, By Race And Hispanic Origin
        • Table Age Of Head Of Household With Own Children Under 12 Years, By Race And Hispanic Origin
        • Table Stay-At-Home Moms In Hispanic Married-Couple Families With Children Under 15, U.S.- Vs. Foreign-Born Parents (In Thousands)
      • Economic Status
        • Table Mean Income Of Households With Children Under 18, By Race And Hispanic Origin (In Thousands)
        • Table Households With Children Under 18 With Income Of $75,000 Or More, By Race And Hispanic Origin (In Thousands)
        • Table Households With Children Under 18 With Income Of $75,000 Or More, By Race And Hispanic Origin (In Thousands)
      • Consumer Behavior
        • Table Attitudes Of Parents Toward Shopping, By Race And Hispanic Origin
        • Table Children's Influence On Parents' Shopping, By Race And Hispanic Origin
        • Table Brand Loyalty Of Kids' Parents, By Race And Hispanic Origin
        • Table Value-Consciousness Of Kids' Parents, By Race And Hispanic Origin
        • Table Shopping At Malls, By Race And Hispanic Origin
        • Table In-Store Behavior Of Parents, By Race And Hispanic Origin
        • Table Department/Discount Stores Preferred By Parents, By Race And Hispanic Origin
  • Marketing To Kids And Their Parents
    • Kids, Parents, And The Media
      • Print
      • Television And Radio
        • Table Family Television Rules, 1994 Vs. 2000
        • Table Parental Rules About Media
        • Table Enforcement Of Parental Media Rules
        • Table Cable Tv Services Viewed By Households With Children
        • Table Networks Viewed In Primetime By Households With Children
        • Table Type Of Primetime Network Television Shows Viewed By Households With Children
      • The Internet
        • Table Number Of 5- To 12-Year-Olds Using Computers And The Internet (In Thousands)
        • Table Number Of 5- To 14-Year-Olds Using Computers At Home And At School (In Thousands)
        • Table Activities Of 5- To 14-Year-Olds Using Home Computers (In Thousands)
        • Table Number Of 5- To 14-Year-Olds Who Use The Internet At Only One Location, By Location Of Use (In Thousands)
        • Table Activities Of 5- To 14-Year-Olds Using The Internet
    • Marketing And Advertising Strategies
      • Overview Of Marketing And Promotional Approaches
      • Advertising Strategies
        • Table Parents' Attitudes Toward Advertising, By Age Of Children
      • Case Studies Of Companies Marketing To Kids And Their Parents
  • Trends In The Kids Market
    • Size And Growth Of The Market
      • Kids Buying Power
        • Table Aggregate Earnings Of Employed 12-Year-Olds, 2003
        • Table Buying Power Of 3- To 12-Year-Olds By Age Group, 2003
      • Family Expenditures On Kids
        • Table Annual Expenditures By Two-Child Husband-Wife Families Of 6- To 14-Year-Olds For Selected Consumer Products, By Age Group And Family Income Level
        • Table Aggregate Family Expenditures On Food For 3- To 12-Year-Olds, By Single Year Of Age
        • Table Aggregate Annual Family Expenditures On Clothing For 3- To 12-Year-Olds, By Single Year Of Age
        • Table Aggregate Annual Family Expenditures On Personal-Care Items, Entertainment, And Reading Materials For 3- To 12-Year-Olds, By Single Year Of Age
        • Table Aggregate Annual Family Expenditures On Food, Clothing, Personal-Care Items, Entertainment, And Reading Materials For 3- To 12-Year-Olds, By Age Group
        • Table Annual Family Expenditures On Food, Clothing, Personal-Care Items, Entertainment, And Reading Materials For 3- To 12-Year-Olds, By Percent Of Total For Each Age Group (In Millions)
        • Table Average Annual Family Expenditures On Food, Clothing, Personal-Care Items, Entertainment, And Reading Materials For 3- To 12-Year-Olds, By Age Group And
      • Aggregate Consumer Expenditures By Families With Kids
        • Table Aggregate Consumer Expenditures, By Composition Of Consumer Unit
        • Table Aggregate Annual Expenditures For Apparel And Services By Consumer Units With Children (In Millions Of Dollars)
        • Table Aggregate Annual Expenditures For Vehicle Purchases And Related Expenses By Consumer Units With Children (In Millions Of Dollars)
        • Table Aggregate Annual Expenditures For Food And Beverages By Consumer Units With Children (In Million Of Dollars)
        • Table Aggregate Annual Expenditures For Entertainment By Consumer Units With Children (In Millions Of Dollars)
        • Table Aggregate Annual Expenditures For Household Furnishings And Equipment By Consumer Units With Children (In Millions Of Dollars)
      • Growth Of The U.S. Kids Market
        • Table Projected Growth In Family Expenditures On 3- To 7-Year-Olds For Selected Consumer Products, 2002-2007
        • Table Projected Growth In Family Expenditures On 8 To 12-Year-Olds For Selected Consumer Products, 2002-2007
        • Table Projected Growth In Family Expenditures On 3- To 12-Year-Olds For Selected Consumer Products, 2002-2007
        • Table Projected Growth In Buying Power Of 3- To 7-Year-Olds, 2003-2008
        • Table Projected Growth In Buying Power Of 8- To 12-Year-Olds, 2003-2008
        • Table Projected Growth In Buying Power Of 3- To 12-Year-Olds, 2003-2008
    • Trends And Opportunities
      • Table Multicultural 3- To 12-Year-Olds In Selected Metropolitan Areas (In Thousands)
  • Appendix: Addresses Of Selected Kids Market Resources

This Packaged Facts report contains an up-to-date analysis of the buying power of the 40 million kids in the 3- to 12-year-old age group and their impact on the consumer behavior of their parents. The report begins with a series of chapters providing an in-depth assessment of demographic trends affecting the kids market. A comprehensive treatment of the consumer behavior of kids and their parents includes chapters on consumer expenditures by families with kids and analyses of key segments of the kids market, including younger kids (3- to 7-year-olds); tweens (8- to 12-year-olds); multicultural kids; and boys and girls. The next section of the report contains a review of the media usage habits of kids and an overview of marketing and advertising trends in the kids market. The report concludes with chapters on the size and growth of the kids market and an assessment of key trends shaping the kids market and strategic opportunities available to marketers.

The latest available research shows that kids are increasingly adept media users while their parents are becoming more and more concerned about limiting their kids’ access to media. At the same time, while kids continue to evolve into highly sophisticated consumers, parents and policy-makers are raising questions about products and marketing efforts geared toward kids. Against this background, marketers are also dealing with the challenges created by rapidly changing demographics in the kids market. These are but a few of the issues confronting marketers active in the kids market today that are addressed by this Packaged Facts report.

Report Methodology
The information in The U.S. Kids Marketis based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in kids market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written nearly 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Understand why parents are increasingly concerned about the impact of advertising and marketing on their kids. Learn how children are increasingly media-savvy at ever younger ages. Find out about how social and demographic trends are affecting the kids market today and in the future.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the kids market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the kids market, as well as market growth and trends through 2008.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for children and their families.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting kids.
  • Advertising agencies working with clients that market to children to help develop messages and images that make their products attractive to kids and their families.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


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