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Children's Lifestyles - UK - October 2011

“Being the digital natives, today’s children are well versed in all aspects of technology and the internet, and despite the age restrictions, an estimated 1.95 million children aged 7-12 use Facebook on a daily basis. Friends’ acceptance is an important factor driving social network adoption, but peer influence is also essential in new product discovery, especially for games, electronic gadgets, music and films.”

– Ina Mitskavets, Consumer and Lifestyles Analyst

Some key questions answered in the report include:

  • What are the key trends and developments in Children’s Lifestyles?
  • Are there growth projections and what does this mean?
  • What ways are children using the internet?
  • What are the security concerns surrounding children’s use of technology?
  • How does technology fare against the real world?
  • How brand-aware are children?
  • What are the effects of pester power?
  • What pressures are children facing?

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Table of contents

  1. Issues in the Market

      • Methodology
        • Abbreviations
        • Executive Summary

            • What is it about?
              • Age structure and growth projections
                • Figure 1: Trends and projections in the age structure of the UK children’s population, 2006-16
              • Switched on tech-savvy children
                • Figure 2: Ways in which children have accessed the internet, July 2011
              • Social stars and security concerns
                • Figure 3: Action taken upon receipt of a text message while sitting at a table eating dinner with family, July 2011
              • Tech versus the real world
                • Figure 4: How children spend their time, July 2011
              • Brand-aware
                • Figure 5: Top seven sources of information for new products, July 2011
              • Pester power and a £1.3 billion pocket money market
                • Figure 6: How children spend their money (monthly), July 2011
              • Pressure to look good
                • Figure 7: Most prized possessions, July 2011
              • What we think
              • Future Opportunities

                  • Switched on Kids, switch off!
                    • Making room for Xbox and sandbox
                      • Blurred boundaries
                        • Connecting with the kidults
                        • Demographic Overview

                          • Key points
                            • Age structure and growth projections
                              • Figure 8: Trends and projections in the age structure of the UK children’s population, 2006-16
                            • Single-parent households on the rise
                              • Figure 9: Trends in marital status, by presence of own children, 2001-11
                            • More households but smaller in size
                              • Figure 10: UK households, by size, 2006-16
                            • Financial status
                              • Figure 11: Gross weekly household income, by family type amongst families with dependent children, 2009
                          • Internet Usage

                            • Key points
                              • Access all areas
                                • Figure 12: Ways in which children have accessed the internet, July 2011
                              • Game boys
                                • Figure 13: Ways in which children have accessed the internet, by gender, July 2011
                              • Plugged in kids
                                • Figure 14: Number of devices via which children have accessed the internet, by age, July 2011
                              • Gaming and social networking most popular
                                • Figure 15: Frequency of visiting websites, July 2011
                              • Boys opt for online shop
                                • Site visits
                                  • Nearly a million of 7-12-year-olds use Facebook every day
                                    • Figure 16: Frequency of social networking websites, July 2011
                                  • Opportunities to educate
                                    • Too grown-up for Club Penguin?
                                      • Social scene
                                        • Figure 17: Agreement with selected attitudes towards social networking sites, July 2011
                                      • Few concerns about privacy online
                                        • Figure 18: Agreement with selected attitudes towards social networking sites, July 2011
                                      • Boys more receptive to new products and brands
                                        • Figure 19: Agreement with the statement ‘I learn about new products or brands via social networks’, by gender, age, living area and household income, July 2011
                                    • Pocket Money and Spending Habits

                                      • Key points
                                        • National pocket money budget stands at £1.2 billion per annum
                                          • Figure 20: Weekly pocket money or earnings, July 2011
                                        • Gender divide
                                          • £24 million market a month for food/snacks
                                            • Figure 21: How children spend their money (monthly), July 2011
                                          • Bread and games!
                                            • Figure 22: How boys spend their money (monthly), by age, July 2011
                                          • Future socialites and fashionistas?
                                            • Figure 23: How girls spend their money (monthly), by age, July 2011
                                            • Figure 24: Examples of Hello Kitty cosmetics products, October 2011
                                        • Leisure Habits

                                          • Key points
                                            • Screen time
                                              • Figure 25: How children spend their time, July 2011
                                            • Game boys and TV girls
                                              • Game and learn?
                                              • The Support Network

                                                • Key points
                                                  • Alpha Mums
                                                    • Figure 26: Who children turn to for help or advice, July 2011
                                                  • Too grown-up for tweens
                                                    • Trad dads
                                                      • A friend in need
                                                      • Brand Awareness

                                                        • Key points
                                                          • Seen it on TV
                                                            • Figure 27: Top seven sources of information for new products, July 2011
                                                          • Word of mouth
                                                            • Social scene
                                                              • Trendy tweens
                                                                • Who finds out what and where?
                                                                  • Fashion forward
                                                                  • Communication

                                                                    • Key points
                                                                      • Texting etiquette
                                                                        • Figure 28: Action taken upon receipt of a text message while sitting at a table eating dinner with family, July 2011
                                                                      • Peer-to-peer communication
                                                                        • Figure 29: Most popular means of communication with friends, July 2011
                                                                      • Pester Power
                                                                        • Figure 30: Degrees of influence over parents, July 2011
                                                                      • We want to be the same…
                                                                        • Figure 31: Agreement with selected attitudes, July 2011
                                                                      • …or very different
                                                                      • What's Important to Today's Children?

                                                                        • Key points
                                                                          • It’s all about the screen
                                                                            • Figure 32: Most prized possessions, July 2011
                                                                          • What girls and boys treasure
                                                                            • Figure 33: Most prized possessions – ranked first, by gender, July 2011
                                                                          • Book matters
                                                                            • Be smart and enjoy
                                                                              • Figure 34: Selected activities and qualities that are important to children, July 2011
                                                                            • Values into action
                                                                            • Targeting Opportunities

                                                                              • Key points
                                                                                  • Figure 35: Consumer typologies, July 2011
                                                                                • Traditionals
                                                                                  • Conformers
                                                                                    • Going against the grain
                                                                                      • Influencers
                                                                                      • Appendix – Internet Usage

                                                                                          • Figure 36: Ways in which children have accessed the internet, by demographics, July 2011
                                                                                          • Figure 37: Repertoire of devices on which children have accessed the internet, July 2011
                                                                                          • Figure 38: Frequency of visiting websites, by demographics, July 2011
                                                                                          • Figure 39: Frequency of visiting websites, by demographics, continued, July 2011
                                                                                          • Figure 40: Frequency of visiting websites, by demographics, continued, July 2011
                                                                                          • Figure 41: Repertoire of websites visited every day, by demographics, July 2011
                                                                                          • Figure 42: Repertoire of websites visited some days, by demographics, July 2011
                                                                                          • Figure 43: Frequency of visiting social networking websites, by demographics, July 2011
                                                                                          • Figure 44: Frequency of visiting social networking websites, by demographics, continued, July 2011
                                                                                          • Figure 45: Repertoire of social networking websites visited every day, by demographics, July 2011
                                                                                          • Figure 46: Repertoire of social networking websites visited some days, by demographics, July 2011
                                                                                          • Figure 47: Repertoire of devices on which children have accessed the internet, by repertoire of websites visited every day, July 2011
                                                                                          • Figure 48: Repertoire of devices on which children have accessed the internet, by repertoire of websites visited some days, July 2011
                                                                                          • Figure 49: Repertoire of devices on which children have accessed the internet, by repertoire of social networking websites visiting every day, July 2011
                                                                                          • Figure 50: Repertoire of devices on which children have accessed the internet, by repertoire of social networking websites visiting some days, July 2011
                                                                                          • Figure 51: Attitudes towards social networking sites, by demographics, July 2011
                                                                                          • Figure 52: Attitudes towards social networking sites, by demographics, July 2011
                                                                                      • Appendix – Pocket Money and Spending Habits

                                                                                          • Figure 53: Weekly pocket money, by demographics, July 2011
                                                                                          • Figure 54: How children spend their money, by weekly pocket money, July 2011
                                                                                          • Figure 55: How children spend their money, by demographics, July 2011
                                                                                          • Figure 56: How children spend their money, by demographics (continued), July 2011
                                                                                      • Appendix – Leisure Habits

                                                                                        • Term-time
                                                                                          • Figure 57: How children spend their time during the term, by demographics, July 2011
                                                                                          • Figure 58: How children spend their time during the term, by demographics, continued, July 2011
                                                                                        • Weekends and holidays
                                                                                          • Figure 59: How children spend their time on the weekends and during holidays, by demographics, July 2011
                                                                                          • Figure 60: How children spend their time on the weekends and during holidays, by demographics, continued, July 2011
                                                                                      • Appendix – The Support Network

                                                                                          • Figure 61: Who children turn to for help or advice, July 2011
                                                                                          • Figure 62: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 63: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 64: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 65: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 66: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 67: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 68: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 69: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 70: Who children turn to for help or advice, by demographics, July 2011
                                                                                          • Figure 71: Who children turn to for help or advice, by demographics, July 2011
                                                                                      • Appendix – Brand Awareness

                                                                                          • Figure 72: Sources of information for new products, July 2011
                                                                                        • Electronic gadgets (mobile phones, computers, MP3 players)
                                                                                          • Figure 73: Sources of information for new products, by demographics, July 2011
                                                                                        • Clothes
                                                                                          • Figure 74: Sources of information for new products, by demographics, July 2011
                                                                                        • Snacks/sweets
                                                                                          • Figure 75: Sources of information for new products, by demographics, July 2011
                                                                                        • New music and films
                                                                                          • Figure 76: Sources of information for new products, by demographics, July 2011
                                                                                        • New games
                                                                                          • Figure 77: Sources of information for new products, by demographics, July 2011
                                                                                      • Appendix – Communication

                                                                                          • Figure 78: Action taken upon receipt of a text message while at dinner table, by demographics, July 2011
                                                                                          • Figure 79: Most popular means of communication with friends, by demographics, July 2011
                                                                                          • Figure 80: Degrees of influence over parents, by demographics, July 2011
                                                                                          • Figure 81: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 82: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 83: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 84: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 85: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 86: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 87: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 88: Agreement with selected attitudes, by demographics, July 2011
                                                                                          • Figure 89: Agreement with selected attitudes, by demographics, July 2011
                                                                                      • Appendix – What’s Important to Today’s Children

                                                                                          • Figure 90: Most prized possessions, by demographics, July 2011
                                                                                          • Figure 91: Most prized possessions, by demographics, continued, July 2011
                                                                                          • Figure 92: Most prized possessions, by demographics, continued, July 2011
                                                                                          • Figure 93: Things children could not live without in a typical day, July 2011
                                                                                        • Term-time/working week
                                                                                          • Figure 94: Things children could not live without in a typical day, by demographics, July 2011
                                                                                        • Weekend/holidays
                                                                                          • Figure 95: Things children could not live without in a typical day, by demographics, July 2011
                                                                                          • Figure 96: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 97: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 98: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 99: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 100: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 101: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 102: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 103: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 104: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 105: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 106: Activities and qualities that are important to children, by demographics, July 2011
                                                                                          • Figure 107: Degree to which selected things impress children, July 2011
                                                                                          • Figure 108: Degree to which selected things impress children, by demographics, July 2011
                                                                                          • Figure 109: Degree to which selected things impress children, by demographics, July 2011
                                                                                          • Figure 110: Degree to which selected things impress children, by demographics, July 2011
                                                                                          • Figure 111: Degree to which selected things impress children, by demographics, July 2011
                                                                                          • Figure 112: Degree to which selected things impress children, by demographics, July 2011
                                                                                          • Figure 113: Degree to which selected things impress children, by demographics, July 2011
                                                                                          • Figure 114: Degree to which selected things impress children, by demographics, July 2011
                                                                                      • Appendix – Consumer Typologies

                                                                                          • Figure 115: Target groups, by demographics, July 2011
                                                                                          • Figure 116: Devices on which children have accessed the internet, by target groups, July 2011
                                                                                          • Figure 117: Repertoire of devices on which children have accessed the internet, by target groups, July 2011
                                                                                          • Figure 118: Frequency of visiting websites, by target groups, July 2011
                                                                                          • Figure 119: Repertoire of websites visited every day, by target groups, July 2011
                                                                                          • Figure 120: Repertoire of websites visited some days, by target groups, July 2011
                                                                                          • Figure 121: Frequency of social networking websites, by target groups, July 2011
                                                                                          • Figure 122: Repertoire of social networking websites visited every day, by target groups, July 2011
                                                                                          • Figure 123: Repertoire of social networking websites visited some days, by target groups, July 2011
                                                                                          • Figure 124: Attitudes towards social networking sites, by target groups, July 2011
                                                                                          • Figure 125: Weekly pocket money, by target groups, July 2011
                                                                                          • Figure 126: How children spend their money, by target groups, July 2011
                                                                                          • Figure 127: How children spend their time, by target groups, July 2011
                                                                                          • Figure 128: Who children turn to for help or advice, by target groups, July 2011
                                                                                          • Figure 129: Sources of information for new products, by target groups, July 2011
                                                                                          • Figure 130: Action taken upon receipt of a text message at dinner table, by target groups, July 2011
                                                                                          • Figure 131: Most popular means of communication with friends, by target groups, July 2011
                                                                                          • Figure 132: Degrees of influence over parents, by target groups, July 2011
                                                                                          • Figure 133: Agreement with selected attitudes, by target groups, July 2011
                                                                                          • Figure 134: Most prized possessions, by target groups, July 2011
                                                                                          • Figure 135: Things children could not live without in a typical day, by target groups July 2011
                                                                                          • Figure 136: Activities and qualities that are important to children, by target groups, July 2011
                                                                                          • Figure 137: Degree to which selected things impress children’s friends, by target groups, July 2011

                                                                                      Companies Covered

                                                                                      • ASOS (UK retail sales)
                                                                                      • Council of Mortgage Lenders
                                                                                      • Google UK
                                                                                      • Government Actuary's Department (GAD)
                                                                                      • House of Fraser Plc
                                                                                      • Kantar Media
                                                                                      • Nintendo UK Entertainment Ltd
                                                                                      • Ofcom
                                                                                      • Office for National Statistics
                                                                                      • PizzaExpress Limited
                                                                                      • Research in Motion Uk Ltd.
                                                                                      • Sephora
                                                                                      • Topshop
                                                                                      • Wagamama Ltd

                                                                                      Children's Lifestyles - UK - October 2011

                                                                                      £1,750.00 (Excl.Tax)