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Lifestyles of Children and Teens - UK - July 2016

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Published Date : Jul 2016

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As watching TV and using technology remains the top activity both after school and on weekends, today’s kids and teens are far more exposed to advertising than previous generations ever were. Building cradle-to-grave loyalty has become easier, but brands need to tread carefully; in the age of social media any mistake could cost them repeat custom down the line.

Table of Content


What you need to know

Executive Summary

Spending on sweets rises
Figure 1: How pocket money is spent, May 2016 and March 2014
Sedentary lifestyle fuels obesity in children
Figure 2: Activities children do after school and on weekends, May 2016
Responsible kids
Figure 3: Priorities of children and teens, May 2016
Presentation is important
Figure 4: Children’s priorities when eating out, May 2016
What we think

Issues and Insights

Making a dent in childhood obesity
The facts
The implications
Harnessing children’s influence
The facts
The implications
Reducing gender inequalities from childhood
The facts
The implications

The Market – What You Need to Know

Continued boom in the population of 7-15s
Families with dependents – still the most common family type
Rate of childhood obesity edges up
Smartphone edges out laptop as kids’ go-to device
YouTube becomes the preferred social media platform

Market Drivers

Trends in the age structure and projections for UK’s 7-15s
Figure 5: Trends in the age structure of the UK population, by age, 2010-20
Trends in family types
Figure 6: People in households (thousands), by type of family, UK, 2010 and 2015
Parents’ marital status and household income
Figure 7: Annual household income, by parents’ marital status, May 2016
Childhood obesity
Figure 8: Overweight and obesity prevalence, by age, England, 2014
Negative body image in children
Figure 9: Desire to change weight, by age and sex, England, 2014
Technology use
Figure 10: Technology devices children use in the household, May 2016 and March 2015
Social media use
Figure 11: Children’s social media use, May 2016

The Consumer – What You Need to Know

Boys get more pocket money than girls
Sharp rise in spending on sweets
Doing well in school – priority number one
Nice-looking dishes win over children’s hearts
Shopping as a way for families to bond

Pocket Money

Pocket money rises with children’s age
Figure 12: Mean monthly pocket money, by children’s age, May 2016
Savvy kids
Figure 13: How pocket money is spent, May 2016 and March 2014
Spending on sweets surges

Leisure Activities

Sedentary lifestyles contribute to obesity
Figure 14: Activities children do after school and on weekends, May 2016
Figure 15: Sugar Smart app, June 2016
Girls are more studious than boys
Figure 16: Activities children do after school, by gender, May 2016
Getting girls to be more active
Figure 17: ‘This Girl Can’ campaign, June 2016
Making shopping more interactive
Figure 18: Snapchat’s ‘shoppable’ adverts, June 2016

Life Priorities

Generation Responsibility
Figure 19: Priorities of children and teens, May 2016
Combining passion and learning for boys
Figure 20: Priorities of children and teens, by gender, May 2016
In vloggers we trust

Priorities when Eating Out

The majority prioritise food that ‘looks nice’
Figure 21: Children’s priorities when eating out, May 2016
Familiarity wins when dining with family
Budget options more important around friends
Interest in special diets on the rise
Figure 22: Teen Vegan Network, June 2016

Parents’ Attitudes to Shopping for their Children

Re-defining fathers’ role
Figure 23: Parents’ attitudes towards shopping for their children, by parents’ gender, May 2016
Figure 24: Global Adventure ‘Father son’ experiences, June 2016
Brands courting young influentials
Figure 25: Other parents’ attitudes, May 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Consumer research methodology

List of Table


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