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Boys' Lifestyles - UK - June 2012

“Boys’ free time is dominated by solitary play in front of television, computer or games console at home. Digital communication affords extra privacy and password-protected access to social networks might be a modern day equivalent of a locked diary. Parents could bridge this gap by joining their offspring in online environments, which ultimately builds up real-world relationships.”

– Ina Mitskavets, Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • How does video game and smartphone usage by boys differ by age?
  • What are the top spending categories?
  • What are the most regular family activities of boys?
  • How influential are parents in their choice of snacks?
  • How does mobile phone ownership differ by age?
  • How much influence do boys have when it comes to technology products within their family and friendship groups?
  • What are boys’ attitudes towards virtual vs. physical social interactions?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Video gaming and smartphone use shoots up with age
              • Figure 1: Ways of accessing the internet – boys, by age, April 2012
            • Food is the top category of spend
              • Figure 2: How boys spend their pocket money, April 2012
            • Family gathers around the TV
              • Figure 3: Regular family activities, April 2012
            • Parents are very influential in choice of snacks
              • Figure 4: Reasons for picking snacks – boys, by age, April 2012
            • Near-universal mobile ownership amongst teens
              • Figure 5: Mobile phone ownership – boys, by age, April 2012
            • Teens hold more sway in their families than amongst friends
              • Figure 6: Attitudes towards technology, April 2012
          • Future Opportunities

              • Trend: Rebirth of Cities
                • Trend: Survival Skills
                  • 2015 Trend: Access Anything, Anywhere
                  • Demographic Overview

                    • Key points
                      • Age structure and growth projections
                        • Figure 7: Trends and projections in the age structure of the UK boys’ population, 2007-17
                      • Trends in number of children by family type
                        • Figure 8: Trends in number of dependent children, by family type, UK, 2001 and 2011
                      • Age of youngest children in different family types
                        • Figure 9: Age of youngest child, by family type, UK, 2010
                    • Online Activities and Habits

                      • Key points
                        • Games consoles increasingly important for internet access
                          • Figure 10: Ways of accessing the internet, April 2012
                        • Video gaming and smartphone use shoots up with age
                          • Figure 11: Ways of accessing the internet – boys, by age, April 2012
                        • Household income determines access to devices
                          • Figure 12: Ways of accessing the internet, by annual household income, April 2012
                        • Gaming most dominant amongst online activities
                          • Figure 13: Frequency of doing online activities, April 2012
                        • Older boys are found on social networking sites
                          • Figure 14: Online activities done every day – boys, by age, April 2012
                        • Facebook is cornering the market
                          • Figure 15: Social networks visited, April 2012
                        • A need to switch off?
                          • Figure 16: Social networking habits, April 2012
                        • User fatigue on the rise
                          • Figure 17: Global number of users of selected popular Facebook games, 9-23 May 2012
                          • Figure 18: Total unique UK visitors aged 6-14, April 2011 and April 2012
                        • Parents get involved
                          • Number of devices used influences internet activity
                            • Figure 19: Number of devices used to access the internet, April 2012
                            • Figure 20: Specific devices used for internet access, by number of devices used to access the internet, April 2012
                          • Mobile platform increases engagement with social networks
                            • Figure 21: Social networking habits, by number of devices used to access the internet, April 2012
                        • Pocket Money

                          • Key points
                            • Older boys less likely to get pocket money from household chores…
                              • Figure 22: Sources of pocket money, April 2012
                            • …but they help with more household tasks
                              • Figure 23: Weekly chores, April 2012
                            • Boys growing up in cities are more industrious
                              • Figure 24: Number of weekly household chores, April 2012
                            • Older boys have higher purchasing power
                              • Figure 25: Amount of monthly pocket money – boys, by age, April 2012
                            • Food is the top category of spend
                              • Figure 26: How boys spend their pocket money, April 2012
                          • Leisure Habits

                            • Key points
                              • Solitary play using technology is favoured
                                • Figure 27: Weekly activities, April 2012
                              • Family gathers around the TV
                                • Figure 28: Regular family activities, April 2012
                              • Income determines regularity of family activities
                                • Figure 29: Number of regular family activities, April 2012
                                • Figure 30: Number of regular family activities, by household income, April 2012
                            • Snacking Habits

                              • Key points
                                • Chocolate is the most popular snack
                                  • Figure 31: Snacking habits, April 2012
                                • Parents are very influential in choice of snacks
                                  • Figure 32: Reasons for picking snacks – boys, by age, April 2012
                                  • Figure 33: Number of reasons for picking snacks, April 2012
                                  • Figure 34: Body Mass Index among boys aged 2-15 in England (overweight and obese), by age, 1999-2009
                              • Technology Use

                                • Key points
                                  • Television rules the roost
                                    • Figure 35: Technology boys use regularly, April 2012
                                    • Figure 36: Number of devices boys use regularly, April 2012
                                  • Older boys focus on online play
                                    • Figure 37: Playtime habits, April 2012
                                  • Near-universal mobile ownership amongst teens
                                    • Figure 38: Mobile phone ownership – boys, by age, April 2012
                                  • Nearly all children own a mobile phone by their teenage years
                                    • Figure 39: Age when boys got their first mobile phone, April 2012
                                  • Texting is the most popular mobile activity
                                    • Figure 40: Mobile phone activities, April 2012
                                  • Boys' techie influence grows stronger with age
                                    • Figure 41: Attitudes towards technology, April 2012
                                  • Half of youngsters value real interactions more than digital ones
                                    • Figure 42: Attitudes towards technology, April 2012
                                  • Teens hold more sway in their families than amongst friends
                                    • Figure 43: Attitudes towards technology, April 2012
                                • Attitudes Towards Appearance & Future Aspirations

                                  • Key points
                                    • Majority of boys are happy about the way they look
                                      • Figure 44: Attitudes towards appearance, by gender, April 2012
                                    • Income doesn’t determine self-image
                                      • Figure 45: Attitudes towards appearance, by household income, April 2012
                                    • ‘I want to be rich and famous’
                                      • Figure 46: General attitudes and future aspirations, April 2012
                                  • Boys’ Typologies

                                    • Key points
                                      • Figure 47: Boys’ typologies, April 2012
                                    • The Tech Laggards (51%) – 1.6 million male internet users aged 7-15 who use social networking sites
                                      • Who are they?
                                        • The Family Balance (29%) – 0.9 million male internet users aged 7-15 who use social networking sites
                                          • Who are they?
                                            • The Super Users (20%) – 0.6 million male internet users aged 7-15 who use social networking sites
                                              • Who are they?
                                              • Appendix – Online Activities and Habits

                                                  • Figure 48: Ways of accessing the internet, by demographics, April 2012
                                                  • Figure 49: Social networking sites visited, by demographics, April 2012
                                                  • Figure 50: Social networking habits and attitudes, by demographics, April 2012
                                                  • Figure 51: Social networking habits and attitudes, by demographics, April 2012 (continued)
                                                  • Figure 52: Number of ways to access the internet, by demographics, April 2012
                                                  • Figure 53: Online activities, by internet access, April 2012
                                                  • Figure 54: Online activities, by number of ways to access the internet, April 2012
                                                  • Figure 55: Social networking habits and attitudes, by number of ways to access the internet, April 2012
                                              • Appendix – Pocket Money

                                                  • Figure 56: Monthly pocket money, by demographics, April 2012
                                                  • Figure 57: Amount of monthly pocket money received, by demographics, April 2012
                                                  • Figure 58: How children spend their pocket money, by demographics, April 2012
                                                  • Figure 59: How children spend their pocket money, by demographics, April 2012 (continued)
                                              • Appendix – Leisure Habits

                                                  • Figure 60: Weekly chores, by demographics, April 2012
                                                  • Figure 61: Weekly chores, by demographics, April 2012 (continued)
                                                  • Figure 62: Weekly pastime activities, by demographics, April 2012
                                                  • Figure 63: Weekly pastime activities, by demographics, April 2012 (continued)
                                                  • Figure 64: Family pastimes, by demographics, April 2012
                                                  • Figure 65: Family pastimes, by demographics, April 2012 (continued)
                                                  • Figure 66: Family pastimes, by demographics, April 2012 (continued)
                                                  • Figure 67: Repertoire of weekly chores, by demographics, April 2012
                                                  • Figure 68: Repertoire of family pastimes, by demographics, April 2012
                                              • Appendix – Snacking Habits

                                                  • Figure 69: Crisps/salty snacking habits, by demographics, April 2012
                                                  • Figure 70: Reasons why children buy snacks, by demographics, April 2012
                                                  • Figure 71: Reasons why children buy snacks, by demographics, April 2012 (continued)
                                              • Appendix – Technology Use

                                                  • Figure 72: Technology devices children use, by demographics, April 2012
                                                  • Figure 73: Technology devices children use, by demographics, April 2012 (continued)
                                                  • Figure 74: Who children play games with, by demographics, April 2012
                                                  • Figure 75: Mobile phone ownership, by demographics, April 2012
                                                  • Figure 76: Mobile phone activities, by demographics, April 2012
                                                  • Figure 77: Mobile phone activities, by demographics, April 2012 (continued)
                                                  • Figure 78: Agreement with the statements ‘I like to be the first to have the latest video games/electronic gadgets’ and ‘It’s difficult to imagine my life without the internet’, by demographics, April 2012
                                                  • Figure 79: Agreement with the statements ‘It’s difficult to imagine my life without my mobile phone’ and ‘It’s easy to convince my parents to buy a new electronic gadget for me’, by demographics, April 2012
                                                  • Figure 80: Agreement with the statements ‘My friends come to me for information/advice on new electronics/video games’ and ‘My parents ask for my advice on technology products’, by demographics, April 2012
                                                  • Figure 81: Agreement with the statements ‘It’s important for me to own the same electronic gadgets/video games as my friends’ and ‘I save up my pocket money, so I can buy electronics/video games I want’, by demographics, April 2012
                                                  • Figure 82: Agreement with the statements ‘My parents restrict the amount of time I play video games’ and ‘My parents restrict the amount of time I spend on the computer’, by demographics, April 2012
                                                  • Figure 83: Agreement with the statements ‘Talking on the internet is less satisfying than in real life’ and ‘I feel more confident on the internet than I do in real life’, by demographics, April 2012
                                                  • Figure 84: Repertoire of technology devices used, by demographics, April 2012
                                                  • Figure 85: Repertoire of mobile activities, by demographics, April 2012
                                                  • Figure 86: Who children play games with, by repertoire of technology devices used, April 2012
                                                  • Figure 87: Mobile phone activities, by repertoire of technology devices used, April 2012
                                                  • Figure 88: Attitudes towards technology, by repertoire of technology devices used, April 2012
                                              • Appendix – Attitudes Towards Appearance

                                                  • Figure 89: Attitudes towards fashion, by demographics, April 2012
                                                  • Figure 90: Attitudes towards fashion, by demographics, April 2012 (continued)
                                              • Appendix – Future Aspirations

                                                  • Figure 91: Agreement with the statements ‘It’s important to work hard at school’ and ‘I would like to go to university’, by demographics, April 2012
                                                  • Figure 92: Agreement with the statements ‘I want to be rich in the future’ and ‘I want to be famous in the future’, by demographics, April 2012
                                                  • Figure 93: Agreement with the statements ‘I am good at saving money’ and ‘I like to use/buy things famous people/celebrities have’, by demographics, April 2012
                                                  • Figure 94: Agreement with the statements ‘I am always the first to try out new things’ and ‘My parents buy me everything I want’, by demographics, April 2012
                                                  • Figure 95: Agreement with the statements ‘I try to get my parents to buy environmentally friendly products’ and ‘There is too much concern for the environment’, by demographics, April 2012
                                                  • Figure 96: Agreement with the statement ‘Everybody should recycle’, by demographics, April 2012
                                              • Appendix – Boys’ Typologies

                                                  • Figure 97: Typologies of boys who use social networking sites, by demographics, April 2012
                                                  • Figure 98: Social networking habits and attitudes, by target groups, April 2012
                                                  • Figure 99: Devices used to access the internet, by target groups, April 2012
                                                  • Figure 100: Online activities, by target groups, April 2012
                                                  • Figure 101: Social networking sites visited, by target groups, April 2012
                                                  • Figure 102: Monthly pocket money, by target groups, April 2012
                                                  • Figure 103: Monthly pocket money, by target groups, April 2012
                                                  • Figure 104: How children spend their pocket money, by target groups, April 2012
                                                  • Figure 105: Weekly chores, by target groups, April 2012
                                                  • Figure 106: Weekly activities, by target groups, April 2012
                                                  • Figure 107: Family pastimes, by target groups, April 2012
                                                  • Figure 108: Snacking habits, by target groups, April 2012
                                                  • Figure 109: Reasons why children buy snacks, by target groups, April 2012
                                                  • Figure 110: Technology use, by target groups, April 2012
                                                  • Figure 111: Who children play games with, by target groups, April 2012
                                                  • Figure 112: Mobile phone ownership, by target groups, April 2012
                                                  • Figure 113: Age when the child got their first mobile phone, by target groups, April 2012
                                                  • Figure 114: Mobile phone activities, by target groups, April 2012
                                                  • Figure 115: Attitudes towards technology, by target groups, April 2012
                                                  • Figure 116: Attitudes towards fashion, by target groups, April 2012
                                                  • Figure 117: Future aspirations, by target groups, April 2012

                                              Companies Covered

                                              • Amazon.co.uk
                                              • Apple Retail UK
                                              • Bebo Inc
                                              • British Broadcasting Corporation (BBC)
                                              • Facebook, Inc.
                                              • Foursquare
                                              • Google UK
                                              • Skype Technologies S.A.
                                              • TripAdvisor LLC
                                              • Twitter, Inc.

                                              Boys' Lifestyles - UK - June 2012

                                              £1,995.00 (Excl.Tax)