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 Online Spending Habits - UK - November 2015

"The concept of pocket money has changed significantly over the last ten years as children in a digital world wish to spend their money online, whether by purchasing clothes or playing online games. Among children who spend money themselves online, two out of five are now spending the majority of their pocket money online."

Rebecca McGrath, Research Analyst

This report looks at the following areas:

  • Alleviating parental concerns
  • Helping children understand spending online

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. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • A parent’s bank card is the primary method of spending
            • Figure 1: Methods of spending money online, September 2015
          • Pay-as-you-go remains preferred payment method
            • Figure 2: Smartphone payment method, September 2015
          • Being unaware is parents’ greatest concern
            • Figure 3: Biggest concerns regarding child’s online spending, top-5. September 2015
          • Children are choosing to save
            • Figure 4: Online spending behaviour, September 2015
          • Online games influential in encouraging spending
            • Figure 5: Encouragements to buy, September 2015
          • What we think
          • Issues and Insights

            • Alleviating parental concerns
              • The facts
                • The implications
                  • Helping children understand spending online
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Children have access to a range of devices
                          • Facebook facing class-action lawsuit over unauthorised spending
                            • Advertising Standards Authority challenges gaming advertising
                              • Google and Apple respond to the European Commissioner on in-app purchases
                                • Controversy over YouTube Kids advertising
                                • Market Drivers

                                  • Children have access to a range of devices
                                    • Figure 6: Technology used at home, March 2015
                                  • Facebook facing class-action lawsuit over unauthorised spending
                                    • Advertising Standards Authority rules for changes on online games
                                      • Controversy over YouTube Kids advertising
                                        • Google and Apple respond to the European Commissioner on in-app purchases
                                        • Key Players – What You Need to Know

                                          • PennyOwl pocket money app launched
                                            • Buy-buttons rolled out across social media
                                              • Financial literacy taught in schools for the first time
                                                • Disney introduces video streaming service
                                                  • Nationwide launches a current account for children
                                                    • Amazon adds allowance feature
                                                    • Launch Activity and Innovation

                                                      • PennyOwl pocket money app launched
                                                        • Buy-buttons rolled out across social media
                                                          • Financial literacy taught in schools for the first time
                                                            • Nationwide launches current account for children
                                                              • Disney introduces video streaming service
                                                                • Amazon adds allowance feature
                                                                • The Consumer – What You Need to Know

                                                                  • Parents’ bank cards are primary method of spending
                                                                    • Most children have a smartphone
                                                                      • Pay-as-you-go remains preferred payment method
                                                                        • Spending is kept low
                                                                          • Being unaware is parents’ greatest concern
                                                                            • Clothes most popular item bought online
                                                                              • Laptop still main device for purchasing
                                                                                • Children are saving
                                                                                  • Online games influential in encouraging spending
                                                                                  • Methods of Spending

                                                                                    • Parents’ bank cards are primary method of spending
                                                                                      • Figure 7: Methods of spending money online, September 2015
                                                                                    • Older children are given their own bank card
                                                                                      • Figure 8: Methods of spending money online, by age, September 2015
                                                                                  • Mobile Phone

                                                                                    • Most children have a smartphone
                                                                                      • Figure 9: Children’s mobile ownership, September 2015
                                                                                    • Pay-as-you-go remains preferred payment method
                                                                                      • Figure 10: Smartphone payment method, September 2015
                                                                                    • Phone spending is kept low
                                                                                      • Figure 11: Monthly spend on child’s smartphone, September 2015
                                                                                  • Monthly Spending Amount

                                                                                    • Nearly half spend less than £10 a month
                                                                                      • Figure 12: Amount spent online by children, September 2015
                                                                                  • Parental Concerns

                                                                                    • Being unaware is parents’ greatest concern
                                                                                      • Parents worry about boys’ high gaming spend
                                                                                        • Figure 13: Biggest concerns (ranked anywhere in parents’ top five) regarding child’s online spending, September 2015
                                                                                        • Figure 14: Parents’ biggest concerns, September 2015
                                                                                    • Items Bought

                                                                                      • Clothes most popular item bought online
                                                                                        • Figure 15: Items bought online, September 2015
                                                                                      • Younger children more likely to buy apps
                                                                                        • Figure 16: Items bought online, by age, September 2015
                                                                                      • Girls are buying clothes, boys are buying video games
                                                                                        • Figure 17: Items bought online, by gender, September 2015
                                                                                    • Devices Used

                                                                                      • Laptops still the main device for purchasing
                                                                                        • Figure 18: Devices used to purchase online, September 2015
                                                                                    • Online Spending Behaviour

                                                                                      • Children are willing to save
                                                                                        • Figure 19: Online spending behaviour, September 2015
                                                                                      • Children are purchasing via social media
                                                                                        • Children using online services are spending accidentally
                                                                                          • Figure 20: Spending online without realising it, by spending method, September 2015
                                                                                      • Encouragements to Buy

                                                                                        • Online games influential in encouraging spending
                                                                                          • Figure 21: Encouragements to buy, September 2015
                                                                                        • Boys more influenced by online advertising
                                                                                          • Online advertisers must show caution despite influence
                                                                                            • Figure 22: Encouragements to buy, by gender, September 2015
                                                                                        • Appendix

                                                                                          • Data sources
                                                                                            • Abbreviations

                                                                                            Companies Covered

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

                                                                                            Children's Online Spending Habits - UK - November 2015

                                                                                            US $2,478.79 (Excl.Tax)