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Marketing to Kids - US - April 2015

Published By :

Mintel

Published Date : Apr 2015

Category :

Advertising and Marketing

No. of Pages : 146 Pages


Today's kids are the true digital natives; they do not remember a time without smartphones and constant connectivity. Modern kids can be difficult to impress and even more difficult to captivate.
Table of Content

Scope and Themes

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

Executive Summary

Snapshot of kids aged 6-11
Kids as consumers
Kids spend the majority of their time sedentary
Figure 1: Top activities done on week days and weekend days, January-December 2014
Watching TV is a family affair, kids often multitask while watching
Figure 2: Kids’ most common TV companions, January-December 2014
Kids use internet for entertainment, sometimes information
Figure 3: Top websites visited in the past week, January-December 2014
Two thirds carry cash, those with savings accounts have amassed a small fortune
Figure 4: How much money kids have in cash and in a bank/savings account, January-December 2014
Most kids don’t work for their money, it is often given to them
Figure 5: Top sources of where kids’ money comes from, January-December 2014
From a young age, gender often dictates household duties
Figure 6: Common household chores, by gender, April 2013-June 2014
Kids most likely saving for small ticket items
Figure 7: Top things kids are saving for, January-December 2014
Humor is an effective approach to reach kids; people around them are influential
Figure 8: Favorite commercials, January-December 2014
Ethical products resonate, kids are accepting of others
Figure 9: Attitudes toward the environment and diversity, April 2013-June 2014, January-December 2014
What we think

Issues and Insights

How to simultaneously target kids and parents
The issues
The implications
Increasing diversity necessitates rethinking of characters and narratives
The issues
The implications
Kids believe they are healthier than they actually are
The issues
The implications

Trend Application

Trend: Let’s Make a Deal
Trend: Secret, Secret
Trend: Moral Brands

Snapshot of Kids

Key points
Kids aged 6-11 projected to decrease modestly
Figure 10: Population <18, by age, 2010-20
With each generation, America becomes increasingly diverse
Figure 11: Population of kids aged 6-11, by race or Hispanic origin, 2010-20
Majority of kids live with both parents
Figure 12: Household relationship and living arrangements of kids, by age, 2013
Kids most likely to access internet at home, use internet for entertainment
Figure 13: Where kids access the internet, by gender and by age, April 2013-June 2014
Figure 14: Online activities, by gender and by age, April 2013-June 2014

Innovations and Innovators

Techie toys
Barbie breaks her silence
Figure 15: “Hello Barbie is the world’s first interactive Barbie doll,” online video, 2015
Crayola launches coloring books for the modern age
Figure 16: “Crayola Color Alive!” online video, 2015
Autodesk releases app for 3D printable toys
Gender bending and girls’ empowerment products
Limited edition Lego set featuring female scientists sells out in days
Figure 17: “Inspire imagination and keep building,” online video, 2014
Upcycling mom becomes internet phenomena
Figure 18: “Tree Change Dolls,” online video, 2015
Princess Awesome offers girls’ clothing with “boyish” prints
Figure 19: “Back us on Kickstarter!,” online video, 2015
Coloring book shows princesses that do more than wear pretty dresses
Wonder Crew to offer dolls for boys
Figure 20: “See us in action!,” online video, 2015
Targeting multicultural kids
MGA Entertainment releases Hispanic dolls
Disney introduces Elena of Avalor

Marketing Strategies

Overview of the brand landscape
Empowering girls
Dove calls for girls to love their curls
Figure 21: “Dove Hair: Love Your Curls,” online video, 2015
Microsoft insists that “Girls Do Science”
Figure 22: “Girls Do Science,” online video, 2015
Health and wellness
Captain Citrus gets a makeover courtesy of Marvel
Figure 23: “Captain Citrus Teaser,” online video, 2014
WAT-AAH! uses urban kids and pop stars to make drinking water cool
Figure 24: “Soapbox,” online video, 2015
Figure 25: “WAT-AAH! x Ariana Grande – A video message,” online video, 2014
Fuel Up to Play 60
Figure 26: “#FuelGreatness with school breakfast,” online video, 2015
Retailers and shopping
Toys“R”Us invites kids, “C’mon, let’s play”
Figure 27: “It’s the most magical time of the year at the world’s greatest toy store!” online video, 2014
Claire’s and Toys“R”Us partner on branded shops
Target launches Annie collection
Figure 28: “Subway to runway,” online video, 2014
JCPenney looks to bring back the magic with Cinderella push
Figure 29: Inside JCPenney Disney shop, 2015
Figure 30: “Fairy tales,” online video, 2015

Kids’ Activities

Key points
Activities done on weekdays and weekend days
Figure 31: Top 15 Activities done on week days, by gender and by age, January-December 2014
Figure 32: Top 15 activities done on weekend days, by gender and by age, January-December 2014
Low gaming participation among girls amounts to missed opportunity
Boys slightly more active than girls
Kids begin putting away childish things as young as age nine
Out-of-home and organized activities
Figure 33: Out-of-home entertainment, by gender and by age, April 2013-June 2014
Figure 34: Membership to organization, by gender and by age, April 2013-June 2014
Figure 35: Kids' influence on out-of-home activities, by gender and by age, April 2013-June 2014

Kids and Watching TV

Key points
Kids’ TV companions
Figure 36: Kids’ TV companions, by gender by age, January-December 2014
How kids watch TV
Figure 37: How kids watch TV, by gender and by age, January-December 2014
Activities done while watching TV
Figure 38: Activities done while watching TV, by gender and by age, January-December 2014
General attitudes toward TV
Figure 39: Attitudes toward media, by gender and by age, April 2013-June 2014
When kids watch TV

Kids and the Internet

Key points
Websites visited in past week
Figure 40: GEICO YouTube ad, “Family: Unskippable,” 2015
Figure 41: Websites visited in the past week, by gender and by age, January-December 2014
Amount of time kids spend online
Figure 42: Amount of time spent online, by gender and by age, April 2013-June 2014

Kids and Money

Key points
How much money kids have in cash
Figure 43: How much money kids have in cash, by gender and by age, January-December 2014
How much money kids have in bank/savings accounts
Figure 44: How much money kids have in a bank/savings accounts, by gender and by age, January-December 2014
How much money kids have in gift cards
Figure 45: How much money kids have in gift cards, by gender and by age, January-December 2014
Figure 46: How much money kids have in other places, by gender and by age, January-December 2014
Where kids’ get their money
Figure 47: Where kids’ money comes from, by gender and by age, January-December 2014
Allowance and chores

Kids and Shopping

Key points
What kids are saving for
Figure 48: What kids are saving for, by gender and by age, January-December 2014
Figure 49: What kids spend their money on, by gender and age, April 2013-June 2014
Where kids shop
Figure 50: Where kids shop, by gender and by age, January-December 2014
Figure 51: Stores visited, by gender and by age, April 2013-June 2014
Figure 52: Favorite stores, by gender and by age, April 2013-June 2014

Targeting Kids

Key points
Favorite commercials
Figure 53: Favorite commercials, by gender and by age, January-December 2014
What kids want from their favorite brands/stores on social media
Figure 54: What kids want from their favorite brands/stores on social media, by gender and by age, January-December 2014
Attitudes toward favorite brands
Figure 55: “The A/W13 Campaign,” online video, 2013
Figure 56: Attitudes toward favorite brands – Any agree, by gender and by age, January-December 2014
Kids and ethical products
Figure 57: Attitudes toward the environment, by gender and by age, April 2013-June 2014

Kids’ Attitudes and Opinions

Key points
Attitudes and opinions about life
Kids and acceptance
Figure 58: “It Gets Better Promo,” online video, 2013
Kids and health
Kids, education and the future
Figure 59: Attitudes toward life – Any agree, by gender and by age, January-December 2014
Issues that concern kids
Figure 60: Issues that concern kids, by gender and by age, January-December 2014

Appendix – Other Useful Consumer Tables

Kids’ activities
On weekdays
Figure 61: Activities done on week days, by age, January-December 2014
Figure 62: Activities done on week days, by household income, January-December 2014
Figure 63: Activities done on week days, by race and Hispanic origin, January-December 2014
On weekend days
Figure 64: Activities done on weekend days, by age, January-December 2014
Figure 65: Activities done on weekend days, by household income, January-December 2014
Figure 66: Activities done on weekend days, by race and Hispanic origin, January-December 2014
Kids and watching TV
Kids’ TV companions
Figure 67: Kids’ TV companions, by household income, January-December 2014
Figure 68: Kids’ TV companions, by race and Hispanic origin, January-December 2014
Figure 69: Kids’ TV companions, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 70: Kids’ TV companions, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
How kids watch TV
Figure 71: How kids watch TV, by household income, January-December 2014
Figure 72: How kids watch TV, by race and Hispanic origin, January-December 2014
Figure 73: How kids watch TV, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 74: How kids watch TV, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Activities done while watching TV
Figure 75: Activities done while watching TV, by household income, January-December 2014
Figure 76: Activities done while watching TV, by race and Hispanic origin, January-December 2014
Figure 77: Activities done while watching TV, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 78: Activities done while watching TV, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Figure 79: Time of day kids watch TV – Weekdays, by gender and by age, April 2013-June 2014
Figure 80: Time of day kids watch TV – Weekends, by gender and by age, April 2013-June 2014
Figure 81: Hours spent watching TV – Weekdays, by gender and by age, April 2013-June 2014
Figure 82: Hours spent watching TV – Weekends, by gender and by age, April 2013-June 2014
Kids and the Internet
Figure 83: Websites visited in the past week, by household income, January-December 2014
Figure 84: Websites visited in the past week, by race and Hispanic origin, January-December 2014
Figure 85: Websites visited in the past week, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 86: Websites visited in the past week, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Kids and money
How much money kids have in cash
Figure 87: How much money kids have in cash, by household income, January-December 2014
Figure 88: How much money kids have in cash, by race and Hispanic origin, January-December 2014
Figure 89: How much money kids have in cash, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 90: How much money kids have in cash, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
How much monkey kids have in bank/savings accounts
Figure 91: How much money kids have in a bank/savings accounts, by household income, January-December 2014
Figure 92: How much money kids have in a bank/savings accounts, by race and Hispanic origin, January-December 2014
Figure 93: How much money kids have in a bank/savings accounts, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 94: How much money kids have in a bank/savings accounts, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
How much money kids have in gift cards
Figure 95: How much money kids have in gift cards, by household income, January-December 2014
Figure 96: How much money kids have in gift cards, by race and Hispanic origin, January-December 2014
Figure 97: How much money kids have in gift cards, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 98: How much money kids have in gift cards, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Where kids’ money comes from
Figure 99: Where kids’ money comes from, by household income, January-December 2014
Figure 100: Where kids’ money comes from, by race and Hispanic origin, January-December 2014
Figure 101: Where kids’ money comes from, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 102: Where kids’ money comes from, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Figure 103: Attitudes toward money, by gender and by age, April 2013-June 2014
Figure 104: Allowance, by gender and by age, April 2013-June 2014
Figure 105: Money for chores, by gender and by age, April 2013-June 2014
Figure 106: Wages, by gender and by age, April 2013-June 2014
Figure 107: Chores, by gender and by age, April 2013-June 2014
Kids and shopping
What kids are saving for
Figure 108: What kids are saving for, by household income, January-December 2014
Figure 109: What kids are saving for, by race and Hispanic origin, January-December 2014
Figure 110: What kids are saving for, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 111: What kids are saving for, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Where kids shop
Figure 112: Where kids shop, by household income, January-December 2014
Figure 113: Where kids shop, by race and Hispanic origin, January-December 2014
Figure 114: Where kids shop, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 115: Where kids shop, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Targeting kids
Favorite commercials
Figure 116: Favorite commercials, by household income, January-December 2014
Figure 117: Favorite commercials, by race and Hispanic origin, January-December 2014
Figure 118: Favorite commercials, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 119: Favorite commercials, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
What kids want from their favorite brands/stores on social media
Figure 120: What kids want from their favorite brands/stores on social media, by household income, January-December 2014
Figure 121: What kids want from their favorite brands/stores on social media, by race and Hispanic origin, January-December 2014
Figure 122: What kids want from their favorite brands/stores on social media, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 123: What kids want from their favorite brands/stores on social media, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Attitudes toward favorite brands
Figure 124: Attitudes toward favorite brands, January-December 2014
Figure 125: Attitudes toward favorite brands – Netted, January-December 2014
Figure 126: Attitudes toward favorite brands – Any agree, by household income, January-December 2014
Figure 127: Attitudes toward favorite brands – Any agree, by race and Hispanic origin, January-December 2014
Figure 128: Attitudes toward favorite brands – Any agree, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 129: Attitudes toward favorite brands – Any agree, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Kids’ attitudes and opinions
Attitudes toward life
Figure 130: Attitudes toward life, January-December 2014
Figure 131: Attitudes toward life – Netted, January-December 2014
Figure 132: Attitudes toward life – Any agree, by household income, January-December 2014
Figure 133: Attitudes toward life – Any agree, by race and Hispanic origin, January-December 2014
Figure 134: Attitudes toward life – Any agree, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 135: Attitudes toward life – Any agree, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014
Issues that concern kids
Figure 136: Issues that concern kids, by household income, January-December 2014
Figure 137: Issues that concern kids, by race and Hispanic origin, January-December 2014
Figure 138: Issues that concern kids, by gender, by race and Hispanic origin – Boys aged 6-11, January-December 2014
Figure 139: Issues that concern kids, by gender, by race and Hispanic origin – Girls aged 6-11, January-December 2014

Appendix – Trade Associations

Advertising Research Foundation (ARF)
American Advertising Federation (AAF)
American Association of Advertising Agencies (4A’s)
American Marketing Association (AMA)
Association of National Advertisers (ANA)
Digital Media Association (DiMA)
Generations United
Interactive Advertising Bureau (IAB)
International Advertising Association (IAA)
World Federation of Advertisers (WFA)

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