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MARKETING TO KIDS AND TWEENS - US - MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Lifestyle

No. of Pages : N/A

In order to reach kids and tweens, marketers will likely have to consider strategies that include parents as decision makers, while at the same time appealing to kids. Gaining an understanding of the topics that kids are interested in, and areas where parents are supportive, can help guide brand strategy. Additionally, looking at kids’ perceptions of brands at different ages can help marketers identify their primary target

Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Population by age, 2018
The issues
Kids quickly outgrow their favorites
Figure 2: Age appropriate brands, by age, December 2017
Kids pick up on gender specificity
Figure 3: Kids’ perspectives on gendered brands, by gender, December 2017
Health concerns gain relevance as kids get older
Figure 4: Attitudes toward health – a healthy lifestyle, by age, December 2017
The opportunities
Room to connect with kids outside of school
Figure 5: Kids’ attitudes toward personal interests, December 2017
Kids control their own spending money (for the most part)
Figure 6: Kids’ attitudes and opinions – spending and saving money, December 2017
Parents are still an important consideration, even for a teen audience
Figure 7: Kids’ role models – select items, by age, December 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Kids total 74 million people
Declining birth rate lowers share of households with kids
Highlighting diversity
Kids’ spending money
Computers are most commonly used for videos and games
FAMILY DEMOGRAPHICS
Kids represent nearly a quarter of the population
Figure 8: Population by age, 2018
Racial diversity is a key characteristic of young Americans
Figure 9: I Am Gap – Summer 2017, May 2017
Figure 10: Distribution of population, by age and race/Hispanic origin, 2018
MARKET FACTORS
Share of households with kids under 18 dips to a new low
Figure 11: Households, by presence of own children, 2007-17
Long-term trend toward smaller families
Figure 12: Average number of own children per family, 1970 - 2017
Two parents is the predominant living situation for kids under 18
Figure 13: Living arrangements of children under age 18, 2017
MARKET PERSPECTIVE
Piggy banks filled through a combo of allowance, chores, and jobs
Figure 14: Kids’ sources of money, May 2017
TV is a source of entertainment and influence
Figure 15: Kids and television, May 2017
Computers serve educational needs, but mostly used for entertainment
Figure 16: Kids’ online activities, May 2017
KEY TRENDS – WHAT YOU NEED TO KNOW
Brands can learn from new approaches to teaching
Subscriptions bring fun to kids’ doorstep
The blessing and curse of social media
The toy industry faces changes
Kids want access to digital; parents want control
Parents address sensitive topics
WHAT’S HAPPENING?
New approaches to curriculum inspire new ways of thinking
Subscription services, the gifts that keep giving
Traveling with kids
How parents choose apps for kids
The power of the retweet
Education around LGBTQIA issues
WHAT’S STRUGGLING?
Brands miss the mark on diversity
Traditional toy companies (and retailers) see revenues slide
Teen Vogue scraps print platform
Youth sports go pro
Weight Watchers brand plan may turn off parents
Parents look for more control over digital devices
Parents question 13 Reasons Why
WHAT’S NEXT?
Toy brands charm kids with the element of surprise
Figure 17: L.O.L. Surprise! | Series 3 Confetti Pop Tots Dolls Unboxing Balls |:30 Commercial, January 2018
Tech in toys
Figure 18: PLAY Together – Meet Galaxy ZEGA, November 2016
Potential Hasbro/Mattel merger would shake up the industry
Lego and Tencent join up
Kids gain more access to grown-up platforms
Podcasts reach out to a younger audience
Kids’ redefined notions of public v. private
THE CONSUMER – WHAT YOU NEED TO KNOW
Science, computers, and technology are areas for content development
Health not yet a major concern
Kids’ favorite brands don’t stay favorites for long
Parents and teachers are top role models, even for teens
TV still plays a major role on influencing purchases
Kids rally around their personal passions
Kids and parents are closely connected
TOPICS OF INTEREST
Technology topics attract kids’ attention
Figure 19: Kids’ topics of interest, December 2017
Interest in science and art wanes as kids age
Figure 20: Kids’ topics of interest – select items, by age, December 2017
Sciences appeal more to kid/tween boys than girls
Figure 21: Kids’ and tweens’ topics of interest – select items, by gender, December 2017
Kids in high income households may have exposure to diverse subjects
Figure 22: Kids’ and tweens’ topics of interest – select items, by gender, December 2017
ATTITUDES TOWARD HEALTH
Kids have yet to fret about health
Figure 23: Family Greatly | Kraft Brand, December 2017
Figure 24: Attitudes toward health, December 2017
Health concerns grow with age, but healthy habits decline
Figure 25: Attitudes toward health – a healthy lifestyle, by age, December 2017
Opinions on sugary beverages remain relatively stable at all ages
Figure 26: Izze Fusions Sparkling Lemon Lime Beverage, May 2017
Figure 27: Attitudes toward health – a healthy eating, by age, December 2017
For kids and tweens, gender has little impact on health attitudes
Figure 28: Kellogg’s Assorted Fruit Flavored Snacks
Figure 29: Attitudes toward health – a healthy eating, by age, December 2017
FAVORITE ENTERTAINMENT BRANDS
Parents face new forms of kids’ entertainment
New media can provide a boost for traditional brands
Doll brands face gendered perceptions
Minecraft is a fun favorite among kids
Figure 30: Correspondence Analysis – Favorite brands, December 2017
Kids have gendered perspective on brands…
Figure 31: Kids’ perspectives on gendered brands, by gender, December 2017
…And gender drives some “favorites”
Figure 32: Favorite brands, by gender, December 2017
Brands may be challenged by narrow range of age appropriateness
Figure 33: Age appropriate brands, by age, December 2017
ROLE MODELS
Parents and teachers are top role models for kids
Figure 34: Kids’ role models, December 2017
Parents and teachers lose cred with kids as they age
Figure 35: Kids’ role models – select items, by age, December 2017
Girls aged 6-11 turn to art for inspiration, and boys turn to sports
Figure 36: Misty Copeland – I WILL WHAT I WANT :30, September 2014
Figure 37: Kids’ and tweens’ role models – select items, by gender, December 2017
YouTube has outsized influence on Hispanic kids and tweens
Figure 38: Kids’ and tweens’ role models – select items, by gender, December 2017
PRIMARY INFLUENCES
Kids rely on traditional media to learn about new products
Figure 39: Kids’ primary influences, December 2017
Tweens and teens chart their own course
Figure 40: Kids’ primary influences – select items, by age, December 2017
Dads’ opinion carries more weight with boys
Figure 41: Kids’ primary influences – select items, by gender, December 2017
YouTube is a source of input for Hispanic kids and tweens
Figure 42: Kids’ primary influences – select items, by gender, December 2017
ATTITUDES AND OPINIONS
Kids are invested in their personal interests
Figure 43: Kids’ attitudes and opinions – personal interests, December 2017
Kids spend as they choose, to an extent
Figure 44: Kids’ attitudes and opinions – spending and saving money, December 2017
Kids are close with their friends, but closer with their parents
Figure 45: Kids’ attitudes and opinions – relationship with parents, December 2017
Personal passions start young
Figure 46: Kids’ attitudes and opinions – personal interests, by age, December 2017
Friends’ influence grows into teen years
Figure 47: Kids’ attitudes and opinions – relationship with parents, by age, December 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Direct marketing creative
Correspondence Analysis Methodology
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 48: How kids spend their money, May 2017
APPENDIX – KEY TRENDS
Figure 49: Sports played in the last 12 months, 2007-17
APPENDIX – THE CONSUMER
Figure 50: Favorite brands, December 2017
Figure 51: Count of resources used (repertoire analysis) – key influencers, by age, December 2017

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