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CHILDRENS ONLINE SPENDING HABITS - UK - JANUARY 2018

Published By :

Mintel

Published Date : Jan 2018

Category :

Telecommunications

No. of Pages : N/A

Children are particularly responsive to products seen online, so brands must keep a strong social media presence and work with social influencers to promote their product. However, brands must also ensure they are responsibly targeting these consumers to ensure the gatekeepers to a childs money the parents are satisfied with where the money is spent
Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Tablets drive young childrens increased time online
Companies lock down unwanted in-app spending
More games are adopting in-game purchasing models
Parents concerned over gambling behaviours
Facebook feed changes may reduce social media-influenced spending
Vloggers, sponsored content, and commercial interests
Open Banking may change childrens banking products
The consumer
Cash still the most popular pocket money method
Figure 1: Ways parents give their child money, September 2017
Seven in 10 kids spend money online
Figure 2: Ways a child makes purchases online, September 2017
Most parents report controlling their childs online spending in some way
Figure 3: Parents control of their childs online spending, September 2017
Clothing the most popular item children purchase
Figure 4: Items bought by children online, September 2017
Streaming services
Figure 5: Childrens purchasing of music and video subscription services, September 2017
Toys and clothes the most regularly purchased items
Figure 6: Regularity of things bought by children online, September 2017
Amazon most popular place for childrens online spending
Figure 7: Locations of purchasing online, September 2017
Social media prompts purchasing
Figure 8: Childrens online spending behaviour, September 2017
What we think
ISSUES AND INSIGHTS
Parents or guardians are the gatekeepers to childrens spending
The facts
The implications
Social and media networks the key to product discovery
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Tablets drive young childrens increased time online
Companies lock down unwanted in-app spending
More games are adopting in-game purchasing models
Parents concerned over gambling behaviours
Facebook feed changes may reduce social media-influenced spending
Vloggers, sponsored content, and commercial interests
MARKET DRIVERS
Tablets drive young childrens increased time online
Figure 9: Devices teens and tweens use, by age, March 2017
Companies lock down unwanted in-app spending
but more games are adopting in-game purchasing models
Loot boxes provide a gateway to gambling behaviours
and virtual items can be used for actual gambling
Facebook feed changes may reduce social media-influenced spending
Vloggers, sponsored content, and commercial interests
Subscription services a family purchase
Figure 10: Netflix multiple user profiles selection screen
Childrens current accounts versus prepaid cards
Open Banking a potential game changer for managing childrens spending
THE CONSUMER WHAT YOU NEED TO KNOW
Cash still the most popular pocket money method
Seven in 10 kids spend money online
Most parents report controlling their childs online spending in some way
Clothing the most popular item children purchase
Streaming services
Toys and clothes the most regularly purchased items
Amazon most popular place for childrens online spending
Social media prompts purchasing
HOW PARENTS DISPENSE POCKET MONEY
Cash still the most popular pocket money method
Uptake of prepaid cards remains low
Figure 11: Ways parents give their child money, September 2017
Young parents more likely to use prepaid cards
Figure 12: Ways parents give their child money, by parents age, September 2017
ONLINE SPENDING METHODS AND REGULARITY
Seven in 10 kids spend money online
Gift cards a popular form of controlled spending
Figure 13: Ways a child makes purchases online, September 2017
General online purchasing increases with age
but age doesnt increase spending methods equally
Figure 14: Ways a child makes purchases online, by age, September 2017
CONTROL OF ONLINE SPENDING
Most parents report controlling their childs online spending in some way
Figure 15: Parents control of their childs online spending, September 2017
Having own bank account comes with fewer restrictions on online purchasing
Figure 16: Parental controls over their childs online spending, by a childs access to their own bank account, September 2017
WHAT CHILDREN BUY ONLINE
Clothing the most popular item children purchase
Figure 17: Items bought by children online, September 2017
Digital games outsell physical copies
Figure 18: Items bought by children online, by age, September 2017
Streaming services have a bright future for media consumption
Figure 19: Childrens purchasing of music and video subscription services, September 2017
PURCHASING REGULARITY AND PLACES SHOPPED
Toys and clothes the most regularly purchased items
Game longevity likely linked to less regular purchasing
Figure 20: Regularity of things bought by children online, September 2017
Amazon most popular place for childrens online spending
Figure 21: Locations of purchasing online, September 2017
Boys more likely to buy on gaming stores, while girls shop for music
Figure 22: Places children purchase online, by gender, September 2017
SPENDING BEHAVIOURS
Social media prompts purchasing
Figure 23: Childrens online spending behaviour, September 2017
Purchasing freedom related to increased online spending, but also increased financial awareness
Figure 24: Childrens online spending behaviour, by whether they have access to their own bank account, September 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

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