Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Children's Lifestyles - UK - June 2013

“Parents leading by example would be more effective than disciplining at instilling healthy habits in children and cementing parents’ status as role figures.”

- Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • Can today’s children do what they want without parents’ involvement?
  • What do children’s spending habits mean for tomorrow’s shoppers?
  • How is technology changing family interactions?
  • What is the role of social networks in the future of brand engagement?

Family routines and parenting style vary by age of parents, however, there is a noticeable tendency within families to be seen less as disciplinarian and more as a friend.

Parents still maintain boundaries when they are concerned about their children’s wellbeing and safety, as is the case with healthy diets, spending time online and outside of home.

As children grow up and renegotiate the relationship with their parents, peers become a highly trusted source of advice, and maintaining a certain image on social networks becomes paramount to fitting in with social circles.

Today’s children are coming of age in an uncertain economy, which colours the way they use their pocket money and interact with brands online. Marketers will need to follow a complex path and will often need to be able to convince parents and peers as well as appealing to children’s tastes.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Abbreviations
          • Executive Summary

              • Nearly seven in ten children view their parents as role models
                • Figure 1: Attitudes towards relationship with parents, March 2013
              • Discounts and special offers appeal to teenage girls
                • Figure 2: What children do if they see a product they like, March 2013
              • Over half of children listen to advice from friends when buying products
                • Figure 3: Who influences children, March 2013
              • Over nine in ten children have some input into how they spend free time
                • Figure 4: Frequency of things that children decide on their own, March 2013
              • What we think
              • Issues in the Market

                  • Can today’s children do what they want without parents’ involvement?
                    • What do children’s spending habits mean for tomorrow’s shoppers?
                      • How is technology changing family interactions?
                        • What is the role of social networks in the future of brand engagement?
                        • Trend Application

                            • Trend: Click and Connect
                              • Trend: Extend My Brand
                                • Futures Trend: Generation Next
                                • Demographic Overview

                                  • Key points
                                    • Trends in age structure and growth projections of UK’s 7-15-year-olds
                                      • Figure 5: Trends in the age structure of the UK population, by gender, 2008-18
                                    • Marital status of parents
                                      • Figure 6: Marital status of parents, March 2013
                                    • The support network
                                      • Figure 7: Support network, March 2013
                                    • Presence of siblings
                                      • Figure 8: Presence of siblings, March 2013
                                    • Current financial situation
                                      • Figure 9: Current financial situation, March 2013
                                  • Family Habits

                                    • Key points
                                      • Healthy lifestyle – a priority
                                        • Figure 10: Family habits, March 2013
                                      • 7-9-year-olds crave more family time
                                        • Figure 11: Selected family habits, by children’s age, March 2013
                                      • Teen girls more likely than teen boys to help out with housework
                                        • Figure 12: Agreement with the statement ‘I regularly help out with household chores’, by children’s gender and age, March 2013
                                      • Mums set the tone for family routines
                                        • Figure 13: Screenshot of ‘Save the Mom’ interface, May 2013
                                      • Children looked after by a childminder spend more time watching TV
                                        • Figure 14: Selected family habits, by people who help take care of children, March 2013
                                    • Relationship with Parents

                                      • Key points
                                        • Over two thirds of children want to be just like parents when they grow up
                                          • Figure 15: Attitudes towards relationship with parents, March 2013
                                        • Boys more likely to treat their parents as friends
                                          • Figure 16: Selected attitudes towards relationship with parents, by children’s gender and age, March 2013
                                        • Mums want to appear stricter parents than they actually are
                                        • Building Relationships with Brands

                                          • Key points
                                            • Majority of children find a way to pay for desired things on their own
                                              • Figure 17: What children do if they see a product they like, March 2013
                                            • Savvy shopping tendencies higher amongst teens
                                              • Figure 18: Selected action that children do if they see a product they like, by children’s age, March 2013
                                            • Fewer compromises if family finances are healthy
                                              • Figure 19: Selected actions of children if they see a product they like, by current financial situation in the household, March 2013
                                            • Teen girls show keener instinct for product research
                                              • Figure 20: Number of actions children undertake if they see a product they like, by children’s gender and age, March 2013
                                            • Nearly a third of teens develop brand loyalties
                                              • Figure 21: Attitudes towards shopping, March 2013
                                            • Presence on social networks helps build long-term brand relationships
                                              • Figure 22: Selected attitudes towards shopping, by children’s gender and age, March 2013
                                            • Future savvy shoppers amongst kids in families on lower incomes
                                              • Figure 23: Selected attitudes towards shopping, by household income, March 2013
                                          • Technology and Online Habits

                                            • Key points
                                              • Boys more likely to use a static games console than a laptop
                                                • Figure 24: Technology devices children use at home, March 2013
                                              • Tablets more popular with children aged 10-12
                                                • Young parents driving smartphone usage amongst children
                                                  • Figure 25: Children’s use of selected devices at home, by age of parent, March 2013
                                                • Older children have a stronger online presence
                                                  • Figure 26: Attitudes towards going online and communication, by children’s age, March 2013
                                                • Girls are more concerned with the impression they make online
                                                  • Figure 27: Attitudes towards social networks, by children’s gender, March 2013
                                              • Who are Children Influenced By?

                                                • Key points
                                                  • Peer influence is by far the strongest
                                                    • Figure 28: Who influences children, March 2013
                                                  • Quarter of girls pay close attention to celebrity fashion trends
                                                    • Figure 29: Top three influences amongst children, by children’s gender, March 2013
                                                • Levels of Independence

                                                  • Key points
                                                    • Only a fifth always decide how to spend their free time
                                                      • Figure 30: Frequency of things that children decide on their own, March 2013
                                                    • Teens assert their independence
                                                      • Figure 31: Number of things that children decide on their own all the time, by children’s age, March 2013
                                                  • Appendix – Family Habits

                                                      • Figure 32: Selected parenting habits and family lifestyle, by age of children, August 2012
                                                      • Figure 33: Most popular family habits, by demographics, March 2013
                                                      • Figure 34: Next most popular family habits, by demographics, March 2013
                                                      • Figure 35: Family habits, by relationship with parents, March 2013
                                                  • Appendix – Relationship with Parents

                                                      • Figure 36: Selected parenting habits and family lifestyle, by age of children, August 2012
                                                      • Figure 37: Most popular relationship with parents, by demographics, March 2013
                                                      • Figure 38: Next most popular relationship with parents, by demographics, March 2013
                                                      • Figure 39: Degree of children's independence, by most popular family habits, March 2013
                                                      • Figure 40: Degree of children's independence, by next most popular family habits, March 2013
                                                  • Appendix – Building Relationships with Brands

                                                      • Figure 41: Most popular product research channels, by demographics, March 2013
                                                      • Figure 42: Next most popular product research channels, by demographics, March 2013
                                                      • Figure 43: Most popular attitudes towards shopping, by demographics, March 2013
                                                      • Figure 44: Next most popular attitudes towards shopping, by demographics, March 2013
                                                      • Figure 45: Repertoire of actions children undertake after they see a product they like, by demographics, March 2013
                                                  • Appendix – Technology and Online Habits

                                                      • Figure 46: Most popular technology use, by demographics, March 2013
                                                      • Figure 47: Next most popular technology use, by demographics, March 2013
                                                      • Figure 48: Most popular attitudes towards going online, by demographics, March 2013
                                                      • Figure 49: Next most popular attitudes towards going online, by demographics, March 2013
                                                      • Figure 50: Attitudes towards going online, by most popular technology devices used, March 2013
                                                      • Figure 51: Attitudes towards going online, by next most popular technology devices used, March 2013
                                                  • Appendix – Who are Children Influenced By?

                                                      • Figure 52: Who influences children with respect to snacks and sweets, by demographics, March 2013
                                                      • Figure 53: Who influences children with respect to clothes and accessories, by demographics, March 2013
                                                      • Figure 54: Who influences children with respect to clothes and accessories, by demographics, March 2013
                                                      • Figure 55: Who influences children with respect to video games, music and films, by demographics, March 2013
                                                      • Figure 56: Who influences children with respect to video games, music and films, by demographics, March 2013
                                                  • Appendix – Levels of Independence

                                                      • Figure 57: Degree of children's independence, by demographics, March 2013
                                                      • Figure 58: Degree of children's independence, by demographics, March 2013
                                                      • Figure 59: Degree of children's independence, by demographics, March 2013
                                                      • Figure 60: Degree of children's independence, by demographics, March 2013
                                                      • Figure 61: Degree of children's independence, by demographics, March 2013
                                                      • Figure 62: Repertoire of things children can decide to do on their own (all the time), by demographics, March 2013
                                                      • Figure 63: Repertoire of things children can decide to do on their own (sometimes), by demographics, March 2013
                                                      • Figure 64: Repertoires of things children can decide to do on their own (never), by demographics, March 2013

                                                  Companies Covered

                                                  To learn more about the companies covered in this report please contact us.

                                                  Children's Lifestyles - UK - June 2013

                                                  £1,995.00 (Excl.Tax)