866-997-4948(US-Canada Toll Free)

Activities of Toddlers and Pre-schoolers - US - May 2014

Published By :

Mintel

Published Date : May 2014

Category :

Lifestyle

No. of Pages : 163 Pages

Parents are keeping their 2-5-year-olds entertained through traditional activities like reading and physically active play. Traditional gender roles influence the way that moms and dads interact with their children. Moms are more likely to shop with kids and try to play outside as much as possible. Dads lean toward self-directed play and the use of digital devices.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Toddlers and preschoolers by the numbers
Figure 1: Total US population distribution including toddlers and preschoolers aged 2-5, 2014
Toddler and preschooler population projected to grow 6.6% by 2019
Figure 2: US population and projections of children younger than 18, by age, 2014-19
The consumer
Most parents watch TV, but skill building is also important to parents
Figure 3: In-home activities with toddler/preschooler within the last three months, January 2014
Young children are shoppers in training
Figure 4: Out-of-home activities with toddler/preschooler within the last three months, January 2014
Family first when it comes to sources parents use to learn about activities
Figure 5: Top sources used to learn about toddler/preschooler activities, January 2014
Young kids’ activities should be the complete package – educational, creative, and fun
Figure 6: Top five most important qualities in choice of toddler/preschooler activities, January 2014
Parents may feel guilty about the disconnect between what they want to do and what they actually do with their kids
Figure 7: Parent attitudes about activities and time spent with toddler/preschooler – busy parents, January 2014
What we think

Issues and Insights

How do parents keep their toddlers and preschoolers entertained in and out of the home?
The issues:
The implications:
Parents are busy but motivated to choose the best activities for their children’s development
The issues:
The implications:
Hispanic parents need companies to embrace biculturalism
The issues:
The implications:

Toddlers and Preschoolers by the Numbers

Key points
Toddlers and preschoolers account for about 5% of the population in 2014
Figure 8: Total US population distribution including toddlers and preschoolers aged 2-5, 2014
Preschoolers’ numbers set to increase the fastest from 2014-19
Figure 9: Total US population by age, including toddlers and preschoolers aged 2-5, 2009-19
Living arrangements
Figure 10: Living arrangement of children 0-11, by age, 2012
Nonparent care arrangements
Figure 11: Nonparent care arrangement of children 0-5 who are not enrolled in kindergarten, by age, 2012

Trend Application

Inspire trend: The Unfairer Sex
Inspire trend: Sense of the Intense
Inspire trend: Play Ethic

Innovations and Innovators

Overview
Snacks for 2-5-year-olds mimic adult food trends
Tea time gets a fun twist
Young foodies: toddler and preschooler snacks boldly go beyond strawberry, orange, or apple flavors
Toddlers and preschoolers can enjoy TV shows outside of the box
Technology
Figure 12: Fisher-Price Imaginext Apptivity Fortress, 2014
Gender-neutral toys
Figure 13: GoldieBlox, GoldieBlox and the Parade Float, 2014
Figure 14: Hasbro, Easy bake oven – ultimate oven, 2014
Multicultural and multigenerational play
Bridging the gap with culturally inclined products
Figure 15: Culturally Inclined Productions Desi Chaat board game, 2014
Figure 16: Ingenio Easy Translator (Spanish), 2014
Say it loud: “I’m smart and I’m proud!”
Figure 17: HIA Toys “Bessie Coleman: Fearless Fly Girl,” 2014

Marketing Strategies

Overview
Speaking to the parent’s “ideal self”
Balancing care with independence
Figure 18: Kohl’s “Find your yes – training wheels” TV ad, April 2014
Perfection is a myth
Figure 19: Coca-Cola, “Trials and tribulations” TV ad, 2013
Figure 20: Luvs “Sanitize” TV Ad, September 2013
Figure 21: Clorox, “Daycare with 4 in One Spray” TV ad, 2014
Enhance the activities that parents already engage in with their kids
Making the mundane more interesting
Figure 22: Oscar Mayer, “It’s Yes Food” TV ad, 2013
Watch and learn
Figure 23: Sprout website, 2014
Dining with the stars
Figure 24: Disney Junior website, 2014
Marketing approach
Talk to the parents, not just the child
Packaging
Gender-neutral packaging
Figure 25: LEGO/DUPLO “Creative Ice Cream,” 2014
Bright packaging that is also a toy or activity
Bright packaging can signify that the product is safe for children

In-home Activities with Toddlers and Preschoolers

Key points
More parents choose traditional in-home activities over tech devices
Figure 26: In-home activities with toddler/preschooler within the last three months, January 2014
Moms do more activities, young dads are more tech focused
Figure 27: In-home activities with toddler/preschooler within the last three months, by parents’ gender and age, January 2014
Gender differences apparent in parents, also present in children
Figure 28: In-home activities with toddler/preschooler within the last three months, by gender of toddlers versus preschoolers, January 2014
Affluent households are more likely to use technology
Figure 29: In-home activities with toddler/preschooler within the last three months, by household income, January 2014

Out-of-home Activities with Toddlers and Preschoolers

Key points
Children are more likely to shop with parents than play at the park
Figure 30: Out-of-home activities with toddler/preschooler within the last three months, January 2014
Outside of the home, moms do the shopping and dads entertain
Figure 31: Out-of-home activities with toddler/preschooler within the last three months, by Parent’s gender, January 2014
Higher-income families enroll their toddlers in classes
Figure 32: Out-of-home activities with toddler/preschooler within the last three months, by household income, January 2014
Companies can tap into the daytime market of part-time parents
Figure 33: Out-of-home activities with toddler/preschooler within the last three months, by parent employment, January 2014
Girls are socialized to shop
Figure 34: Out-of-home activities with toddler/preschooler within the last three months, by gender of toddlers versus preschoolers, January 2014

Sources Used to Learn about Activities for Toddlers and Preschoolers

Key points
Family first
Figure 35: Sources used by parents to learn about toddler/preschooler activities, January 2014
Young moms turn to magazines, young dads to the internet
Figure 36: Sources used by parents to learn about toddler/preschooler activities, by parent’s gender and age, January 2014
Highest- and lowest-income households hold potential for TV networks
Figure 37: Sources used by parents to learn about toddler/preschooler activities, by household income, January 2014
Preschoolers require stage-sensitive activities
Figure 38: Sources used by parents to learn about toddler/preschooler activities, by toddlers vs preschoolers and gender, January 2014
Parents who rely on online sources value structured activity
Figure 39: Out-of-home activities with toddler/preschooler within the last three months, by sources used to learn about activities, January 2014
Figure 40: Out-of-home activities with toddler/preschooler within the last three months, by sources used to learn about activities, January 2014 (continued)

The Most Important Qualities in Activities for Toddlers and Preschoolers

Key points
Parents want activities that are educational, creative, and fun
Figure 41: Top five most important qualities in choice of toddler/preschooler activities, January 2014
Older dads want their toddlers and preschoolers to be socially intelligent
Figure 42: Top five most important qualities in choice of toddler/preschooler activities, by parent’s gender and age, January 2014
Gender equality in the playpen
Figure 43: Parent’s most important qualities in choice of toddler/preschooler activities, by gender of toddlers vs preschoolers, January 2014
More parents are buying books; fewer buying video games
Figure 44: Games or toys purchased in the last 12 months, October 2009-December 2013
Mothers are more likely to buy toys and games, especially education-focused toys
Figure 45: Top five games or toys purchased in the last 12 months, by gender, November 2012-December 2013

Parents’ Perceptions of Children’s TV Channels/Networks

Key points
Overview
Figure 46: Familiarity levels with children’s TV channels/networks, January 2014
Correspondence analysis
Methodology
Sprout and Cartoon Network are most distinct
Figure 47: Correspondence Analysis, May 2014
Sprout leads with parents for being perceived as educational
Figure 48: Perceptions of children’s TV channels/networks, May 2014
Figure 49: Children’s TV channels/networks, average household ratings, 2010-14

Attitudes About Activities and Time Spent with Toddlers and Preschoolers

Key points
Parents feel guilty about their inability to do what their 2-5-year-olds want
Figure 50: Parent attitudes about activities and time spent with toddler/preschooler, January 2014
Young parents more likely to report time constraints and parental guilt
Figure 51: Attitudes about activities and time spent with toddler/preschooler, by parent’s age, January 2014
Young moms value play, young dads want digital play
Figure 52: Attitudes about activities and time spent with toddler/preschooler, by gender and age, January 2014
More money, more responsibilities: affluent parents feel time crunched
Figure 53: Attitudes about activities and time spent with toddler/preschooler, by household income, January 2014

Impact of Race and Hispanic Origin

Key points
Hispanic parents may view their role as nurturer more than educator
Figure 54: In-home activities with toddler/preschooler within the last three months, by Parent’s race/Hispanic origin, January 2014
Hispanic parents of children <5 are more likely to be moviegoers
Figure 55: Out-of-home activities with toddler/preschooler within the last three months, by parent’s race/Hispanic origin, January 2014
Hispanic families are more likely to use digital entertainment
Figure 56: Attitudes about activities and time spent with toddler/preschooler, by parent’s race/Hispanic origin, January 2014
Black parents prioritize educational toys for their toddlers and preschoolers
Figure 57: Top five games or toys purchased in the last 12 months, by parent’s race/Hispanic origin, November 2012-December 2013

Cluster Analysis

Figure 58: Parents of toddlers and preschoolers clusters, January 2014
Cluster 1: Hands-off Parents
Demographics
Characteristics
Opportunity
Cluster 2: Anti-digital Realists
Demographics
Characteristics
Opportunity
Cluster 3: Time-crunched Parents
Demographics
Characteristics
Opportunity
Cluster 4: Super Parents
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 59: Parent of toddlers and preschoolers clusters, January 2014
Figure 60: In-home activities with toddler/preschooler within the last three months, by parents of toddlers and preschoolers clusters, January 2014
Figure 61: Out-of-home activities with toddler/preschooler within the last three months, by parents of toddlers and preschoolers clusters, January 2014
Figure 62: Sources used by parents to learn about toddler/preschooler activities, by parents of toddlers and preschoolers clusters, January 2014
Figure 63: Top five most important qualities in choice of toddler/preschooler activities, by parents of toddlers and preschoolers clusters, January 2014
Figure 64: Attitudes about activities and time spent with toddler/preschooler, by parents of toddlers and preschoolers clusters, January 2014
Cluster demographic tables
Figure 65: Parents of toddlers and preschoolers clusters, by parent gender, January 2014
Figure 66: Parents of toddlers and preschoolers clusters, by parent age, January 2014
Figure 67: Parents of toddlers and preschoolers clusters, by gender and age, January 2014
Figure 68: Parents of toddlers and preschoolers clusters, by household income, January 2014
Figure 69: Parents of toddlers and preschoolers clusters, by race/Hispanic origin, January 2014
Figure 70: Parents of toddlers and preschoolers clusters, by toddlers vs preschoolers, January 2014
Figure 71: Parents of toddlers and preschoolers clusters, by gender toddlers vs preschoolers, January 2014
Figure 72: Parents of toddlers and preschoolers clusters, by demographic, January 2014
Cluster methodology

Appendix – Other Useful Consumer Tables

In-home activities with toddler/preschooler
Figure 73: In-home activities with toddler/preschooler within the last three months, January 2014
Figure 74: In-home activities with toddler/preschooler within the last three months, by gender, January 2014
Figure 75: In-home activities with toddler/preschooler within the last three months, by age, January 2014
Figure 76: In-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 1, January 2014
Figure 77: In-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 2, January 2014
Out-of-home activities with toddler/preschooler
Figure 78: Out-of-home activities with toddler/preschooler within the last three months, January 2014
Figure 79: Out-of-home activities with toddler/preschooler within the last three months, by age, January 2014
Figure 80: Out-of-home activities with toddler/preschooler within the last three months, by gender and age, January 2014
Figure 81: Out-of-home activities with toddler/preschooler within the last three months, by race/Hispanic origin, January 2014
Figure 82: Out-of-home activities with toddler/preschooler within the last three months, by marital status, January 2014
Figure 83: Out-of-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 1, January 2014
Figure 84: Out-of-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 2, January 2014
Figure 85: Out-of-home activities with toddler/preschooler within the last three months, by toddlers vs preschoolers, January 2014
Sources used by respondents to learn about toddler/preschooler activities
Figure 86: Sources used by respondents to learn about toddler/preschooler activities, January 2014
Figure 87: Sources used by respondents to learn about toddler/preschooler activities, by gender, January 2014
Figure 88: Sources used by respondents to learn about toddler/preschooler activities, by age, January 2014
Figure 89: Sources used by respondents to learn about toddler/preschooler activities, by Hispanic origin, January 2014
Figure 90: Sources used by respondents to learn about toddler/preschooler activities, by generations, January 2014
Figure 91: Childcare, November 2012-December 2013
The most important qualities in choice of toddler/preschooler activities
Figure 92: Top five most important qualities in choice of toddler/preschooler activities, January 2014
Figure 93: Top five most important qualities in choice of toddler/preschooler activities, by gender, January 2014
Figure 94: Top five most important qualities in choice of toddler/preschooler activities, by age, January 2014
Figure 95: Top five most important qualities in choice of toddler/preschooler activities, by household income, January 2014
Figure 96: Top five most important qualities in choice of toddler/preschooler activities, by race/Hispanic origin, January 2014
Figure 97: Top five most important qualities in choice of toddler/preschooler activities, by repertoire of in-home activities with toddler/preschooler within the last three months, January 2014
Figure 98: Top five most important qualities in choice of toddler/preschooler activities, by repertoire of out-of-home activities with toddler/preschooler within the last three months, January 2014
Figure 99: Games or toys purchased in the last 12 months, by gender, November 2012-December 2013
Figure 100: Games or toys purchased in the last 12 months, by race/Hispanic origin, November 2012-December 2013
Figure 101: Games or toys purchased in the last 12 months, by presence of children in household, November 2012-December 2013
Figure 102: Top five games or toys purchased in the last 12 months, by gender, November 2012-December 2013
Figure 103: Top five games or toys purchased in the last 12 months, by race/Hispanic origin, November 2012-December 2013
Figure 104: Top five games or toys purchased in the last 12 months, by presence of children in household, November 2012-December 2013
Figure 105: Top five DVD/Blu-ray purchased or rented in the last 12 months, by gender, November 2012-December 2013
Figure 106: Top five DVD/Blu-ray purchased or rented in the last 12 months, by presence of children in household, November 2012-December 2013
Parents’ perceptions of children’s TV channels/networks
Figure 107: Perceptions of TV channels/networks, January 2014
Figure 108: Perceptions of all Nickelodeon, by gender, January 2014
Figure 109: Perceptions of all Nickelodeon, by gender and age, January 2014
Figure 110: Perceptions of all Nickelodeon, by White/non-White and Hispanic origin, January 2014
Figure 111: Perceptions of all Nickelodeon, by toddlers versus preschoolers and gender, January 2014
Figure 112: Perceptions of all Disney, by gender, January 2014
Figure 113: Perceptions of all Disney, by gender and age, January 2014
Figure 114: Perceptions of all Disney, by White/non-White and Hispanic origin, January 2014
Figure 115: Perceptions of all Disney, by toddlers versus preschoolers and gender, January 2014
Figure 116: Perceptions of Cartoon Network, by gender, January 2014
Figure 117: Perceptions of Cartoon Network, by gender and age, January 2014
Figure 118: Perceptions of Cartoon Network, by White/non-White and Hispanic origin, January 2014
Figure 119: Perceptions of Cartoon Network, by toddlers versus preschoolers and gender, January 2014
Figure 120: Perceptions of Nick Jr., by gender, January 2014
Figure 121: Perceptions of Nick Jr., by gender and age, January 2014
Figure 122: Perceptions of Nick Jr., by White/non-White and Hispanic origin, January 2014
Figure 123: Perceptions of Nick Jr., by toddlers versus preschoolers and gender, January 2014
Figure 124: Perceptions of Sprout, by gender, January 2014
Figure 125: Perceptions of Sprout, by gender and age, January 2014
Figure 126: Perceptions of Sprout, by White/non-White and Hispanic origin, January 2014
Figure 127: Perceptions of Sprout, by toddlers versus preschoolers and gender, January 2014
Figure 128: Perceptions of Disney Channel, by gender, January 2014
Figure 129: Perceptions of Disney Channel, by gender and age, January 2014
Figure 130: Perceptions of Disney Channel, by White/non-White and Hispanic origin, January 2014
Figure 131: Perceptions of Disney Channel, by toddlers versus preschoolers and gender, January 2014
Figure 132: Perceptions of Disney Junior, by gender, January 2014
Figure 133: Perceptions of Disney Junior, by gender and age, January 2014
Figure 134: Perceptions of Disney Junior, by White/non-White and Hispanic origin, January 2014
Figure 135: Perceptions of Disney Junior, by toddlers versus preschoolers and gender, January 2014
Figure 136: Perceptions of Disney, by gender, January 2014
Figure 137: Perceptions of Disney, by gender and age, January 2014
Figure 138: Perceptions of Disney, by White/non-White and Hispanic origin, January 2014
Figure 139: Perceptions of Disney, by toddlers versus preschoolers and gender, January 2014
Figure 140: Perceptions of The Hub, by gender, January 2014
Figure 141: Perceptions of The Hub, by gender and age, January 2014
Figure 142: Perceptions of The Hub, by White/non-White and Hispanic origin, January 2014
Figure 143: Perceptions of The Hub, by toddlers versus preschoolers and gender, January 2014
Attitudes about activities and time spent with toddler/preschooler
Figure 144: Attitudes about activities and time spent with toddler/preschooler, by gender, January 2014
Figure 145: Attitudes about activities and time spent with toddler/preschooler, by race/Hispanic origin, January 2014
Figure 146: Attitudes about activities and time spent with toddler/preschooler, by gender and marital status, January 2014
Figure 147: Attitudes about activities and time spent with toddler/preschooler, by toddlers vs preschoolers, January 2014
Figure 148: Attitudes about activities and time spent with toddler/preschooler, by gender toddlers vs preschoolers, January 2014
Figure 149: Attitudes about activities with toddlers/preschoolers, by race/Hispanic origin, November 2012-December 2013
Figure 150: Attitudes about activities with toddlers/preschoolers, by household income, November 2012-December 2013
Figure 151: Attitudes about activities with toddlers/preschoolers, by presence of children in household, November 2012-December 2013

Appendix – Trade Associations

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *