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

Family Purchases: Kids as Influencers - US - June 2010

Kids and teens often influence what their parents purchase on their behalf and play a key role in determining what type of foods and entertainment will be purchased for the family household. At the same time, the FTC and other agencies are regulating advertising directed at kids more closely than they have in the past and this is leading to significant changes at many companies. Given this influence and the changing landscape of marketing to children, it is important for companies to examine the influence that kids have on family purchases and what they can do to optimize marketing and product development efforts. As such, this report addresses the following questions:

  • What demographic segments of society have the highest concentration of kids under 18?
  • What proportion of kids and teens own cell phones and what is the significance of the “third screen” to marketers that target kids and families?
  • What proportion of kids and teens receive an allowance or often get what they ask for?
  • In which categories do kids have the most influence on familial purchases?
  • In which channels do kids tend to have the most influence over parents?

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. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer research
            • Advertising Creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market drivers and trends
                        • Kids’ finances and overall influence
                          • Parental attitudes
                            • Shopping venues
                              • Purchasing decisions
                                • Food and beverage
                                  • Clothing and personal care
                                    • Toys and vacations
                                      • Technology
                                        • Media
                                          • Race and Hispanic origin
                                          • Insights and Opportunities

                                            • Consider developing iPhone and other mobile applications
                                              • Kindie Rock opens doors to reach kids and parents
                                                • Consider partnering with teen bloggers on popular sites
                                                  • Target kids and families with sustainable nutrition
                                                    • Parents more likely to respond positively to emotional themes
                                                      • Figure 1: Appeal of emotional themes in food and beverage packaging, by parents and non-parents, February 2010
                                                  • Inspire Insights

                                                      • Horizontal Communities
                                                        • What’s it about?
                                                          • What we’ve seen
                                                            • Specifics
                                                              • Implications
                                                              • Market Drivers and Trends

                                                                • Key points
                                                                  • Younger parents are a key element of the target market
                                                                    • Figure 2: Population by age, 2005-15
                                                                  • Hispanic segment key to growth; whites least likely to have children under 18 in HH
                                                                    • Figure 3: Hispanic households, by presence and ages of children, 2009
                                                                    • Figure 4: Households, by race of householder and presence and ages of children, 2009
                                                                  • Hispanic and Asian segments growing quickly
                                                                    • Figure 5: Population, by race and Hispanic origin, 2005-15
                                                                  • Recession drives decline in birth rates
                                                                    • Teen unemployment will put focus back on family purchases
                                                                      • Record high rates of childhood obesity drives concern about CPGs marketed to kids
                                                                          • Figure 6: Prevalence of obesity among children and adolescents, 2-19 years of age, 1976-2008
                                                                        • Cell phone usage, especially texting, very high among teens and some kids
                                                                          • Figure 7: Cell phone ownership among teens, by age, 2004-09
                                                                          • Figure 8: Cell phone ownership among teens, by race/Hispanic origin, June-September 2009
                                                                          • Figure 9: Percentage of teens who contact their friends daily using various methods, by age, June-September 2009
                                                                      • Innovations and Innovators

                                                                        • Firefly: Cell phones for kids
                                                                          • Safeway’s Eating Right Kids
                                                                            • Websites
                                                                              • Barbie.com: Appealing to today’s girls
                                                                                • Xbox.com
                                                                                  • Hotwheels.com
                                                                                    • Pokemon.com
                                                                                      • Spongebob.nick.com/games
                                                                                        • Just Kid Inc.: Bold new brand strategies
                                                                                        • Advertising and Promotion

                                                                                          • Ads influence kids but many companies abandoning the practice
                                                                                            • Admongo.gov
                                                                                              • Walt Disney and Sony increase ad expenditures, despite economy
                                                                                                • Figure 10: Media expenditures of leading toy and entertainment companies, 2008-09
                                                                                              • Television advertisements
                                                                                                • Disney offers kid-friendly imagery along with advice for parents to maximize appeal
                                                                                                  • Figure 11: Disney Parks ad, 2009
                                                                                                • Beaches Family Resorts appeals directly to both kids and families
                                                                                                  • Figure 12: Beaches Resorts (Beaches Family Resorts by Sandals) (beaches.com), 2010
                                                                                                • Hasbro creates association with family fun to appeal to both kids and parents
                                                                                                  • Figure 13: Hasbro Monopoly ad, 2009
                                                                                                • Nintendo promotes product to capitalize on cooking at home trend
                                                                                                  • Figure 14: Nintendo DS America’s Test Kitchen Let’s Get Cooking ad, 2010
                                                                                                • Disney.com: Social networking for kids
                                                                                                  • Figure 15: Disney.com ad, 2007
                                                                                              • Kids’ Finances and Overall Influence

                                                                                                • Key points
                                                                                                  • Most get allowances or money as needed
                                                                                                    • Figure 16: Frequency of children receiving spending money/allowance, by gender and age, November 2008-December 2009
                                                                                                    • Figure 17: Frequency of receiving allowance/money for chores, by gender and age, November 2008-December 2009
                                                                                                  • Boys get somewhat more than girls
                                                                                                    • Figure 18: Amount of money received for allowance/money for chores per week, by gender and age, November 2008-December 2009
                                                                                                  • Young adults and affluents more likely to provide credit cards
                                                                                                    • Figure 19: Frequency of giving child a credit card at their request, by age, March 2010
                                                                                                  • Girls somewhat better at influencing purchases
                                                                                                    • Figure 20: Frequency of parents buying everything teen wants, by gender and teenage segment, November 2008- December 2009
                                                                                                • Parental Attitudes

                                                                                                  • Key points
                                                                                                    • Young parents somewhat more likely to always give in
                                                                                                      • Figure 21: Frequency of making purchases at request of child, by age, March 2010
                                                                                                    • Most parents look for bargains and try to avoid unnecessary purchases
                                                                                                        • Figure 22: Behaviors when shopping with children, by age of children, March 2010
                                                                                                      • Affluents more likely to report kids influence brand purchases
                                                                                                        • Figure 23: Behaviors when shopping with children, by household income, March 2010
                                                                                                    • Shopping Venues

                                                                                                      • Key points
                                                                                                        • Kids wield the most influence at grocery and book stores
                                                                                                          • Figure 24: Likelihood of agreeing to children’s purchasing requests in various channels, by age of children, March 2010
                                                                                                        • Fathers somewhat more likely to give kids what they want “most of the time”
                                                                                                          • Figure 25: Frequency of saying “yes” most of the time to a child’s purchase requests, at all locations, by gender, March 2010
                                                                                                      • Purchasing Decisions

                                                                                                        • Key points
                                                                                                          • Kids influence often mediated by parental negotiation
                                                                                                            • Figure 26: Frequency of children influencing purchasing decisions, by age of children, March 2010
                                                                                                          • Fathers play key role in technology decisions
                                                                                                            • Figure 27: Frequency of having made the purchasing decision alone, for all product categories, by gender, March 2010
                                                                                                        • Food and Beverage

                                                                                                          • Key points
                                                                                                            • Most kids get the treats they request
                                                                                                              • Figure 28: Purchases of food products for children in the past month, by age of children, March 2010
                                                                                                            • Most decisions made collaboratively
                                                                                                              • Figure 29: Degree of children’s influence on food purchasing decisions, by age of children, March 2010
                                                                                                            • Popcorn and crackers among favorite savory snacks
                                                                                                              • Figure 30: Use and interest in savory snacks among kids 6-11, by gender and age, November 2008-December 2009
                                                                                                            • Toaster pastries and cookies favorite sweet treats
                                                                                                              • Figure 31: Use and interest in sweet snacks among kids aged 6-11, by gender and age, November 2008-December 2009
                                                                                                            • Juice/lemonade is another category ideal for marketing to kids and families
                                                                                                              • Figure 32: Use and interest in beverages among kids aged 6-11, by gender and age, November 2008-December 2009
                                                                                                          • Clothing and Personal Care

                                                                                                            • Key points
                                                                                                              • A majority of parents give children the clothes they want
                                                                                                                • Figure 33: Personal care purchases made at request of child, by household income, March 2010
                                                                                                              • The majority of kids get the personal care products they request
                                                                                                                • Figure 34: Frequency of favorite shampoo being in the house, by gender and age, November 2008-December 2009
                                                                                                                • Figure 35: Frequency of favorite toothpaste being in the house, by gender and age, November 2008-December 2009
                                                                                                              • Teens considerably more likely to get the clothing they want
                                                                                                                • Figure 36: Purchases of clothes and personal care/beauty products for children in the past month, by age of children, March 2010
                                                                                                              • Young kids, like teens, often get the jeans and sneakers they want
                                                                                                                • Figure 37: Frequency of child choosing brand of jeans, by gender and age, November 2008-December 2009
                                                                                                                • Figure 38: Frequency of child choosing brand of sneakers/athletic shoes, by gender and age, November 2008-December 2009
                                                                                                            • Toys, Vacations and Entertainment

                                                                                                              • Key points
                                                                                                                • More than one in three get toys they want “most of the time”
                                                                                                                  • Figure 39: Frequency of child getting choices of toys and entertainment, by age and gender, November 2008-December 2009
                                                                                                                  • Figure 40: Frequency of child choosing dolls she gets, by age, November 2008-December 2009
                                                                                                                • Kids wield considerable influence in vacation decisions
                                                                                                                  • Figure 41: Frequency of child choosing vacation destination, by gender and age, November 2008-December 2009
                                                                                                              • Technology

                                                                                                                • Key points
                                                                                                                  • Cells phones wildly popular with teens as well as younger kids
                                                                                                                    • Figure 42: Purchases of media and electronics products for children in the past month, by age of children, March 2010
                                                                                                                  • Kids have major influence in cell phone, MP3 player and video game decisions
                                                                                                                    • Figure 43: Degree of children’s influence on electronics purchasing decisions, by age of children, March 2010
                                                                                                                • Media

                                                                                                                  • Key points
                                                                                                                    • Kids more likely to influence media than electronics decisions
                                                                                                                      • Figure 44: Media and electronics purchases made at request of child, by gender, March 2010
                                                                                                                    • Books are the media category where kids most often get what they want
                                                                                                                      • Figure 45: Purchases of recreation products for children in the past month, by age of children, March 2010
                                                                                                                    • Affluents more likely to purchase media
                                                                                                                      • Figure 46: Recreation, personal care, and food purchases made at request of child, by household income, March 2010
                                                                                                                      • Figure 47: Frequency of child choosing DVD/video tapes to rent, by gender and age, November 2008-December 2009
                                                                                                                  • Race and Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • Black average allowance high given median household income of segment
                                                                                                                        • Figure 48: Amount of money received for allowance/money for chores per week, by race/Hispanic origin, November 2008-December 2009
                                                                                                                      • Minority kids somewhat more likely to report getting everything they want
                                                                                                                        • Figure 49: Frequency of parents buying everything, by race/Hispanic origin, November 2008-December 2009
                                                                                                                      • Blacks and Asians most likely to take kids to favorite stores
                                                                                                                        • Figure 50: Frequency of shopping at child’s favorite store, by race/Hispanic origin, November 2008-December 2009
                                                                                                                      • Blacks more likely to report enjoying some salty snacks
                                                                                                                        • Figure 51: Savory snack preferences, by race/Hispanic origin, November 2008-December 2009
                                                                                                                      • Black kids somewhat more likely to cite certain sweet treats as favorite in the house
                                                                                                                        • Figure 52: Savory snack preferences, by race/Hispanic origin, November 2008-December 2009
                                                                                                                      • Asian kids most likely to influence vacation decisions
                                                                                                                        • Figure 53: Frequency of child choosing restaurants when on vacation, by race/Hispanic origin, November 2008-December 2009
                                                                                                                        • Figure 54: Frequency of child choosing activities when on vacation, by race/Hispanic origin, November 2008-December 2009
                                                                                                                      • Black and Asian kids somewhat more likely to select favorite jeans and sneakers most of the time
                                                                                                                        • Figure 55: Frequency of choosing favorite jeans and sneakers, by race/Hispanic origin, November 2008-December 2009
                                                                                                                    • Cluster Analysis

                                                                                                                        • Spoilers
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • The Uninfluenced
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Treaters
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster characteristics
                                                                                                                                                  • Figure 56: Kids as influencers clusters, March 2010
                                                                                                                                                  • Figure 57: Incidence of category purchase. by kids as influencers clusters, March 2010
                                                                                                                                                  • Figure 58: Parental attitudes, by kids as influencers clusters, March 2010
                                                                                                                                                • Cluster demographics
                                                                                                                                                  • Figure 59: Kids as influencers clusters, by gender, March 2010
                                                                                                                                                  • Figure 60: Kids as influencers clusters, by age group, March 2010
                                                                                                                                                  • Figure 61: Kids as influencers clusters, by household income group, March 2010
                                                                                                                                                  • Figure 62: Kids as influencers clusters, by child 6-8, March 2010
                                                                                                                                                  • Figure 63: Kids as influencers clusters, by child 9-11, March 2010
                                                                                                                                                  • Figure 64: Kids as influencers clusters, by child 12-14, March 2010
                                                                                                                                                  • Figure 65: Kids as influencers clusters, by child 15-17, March 2010
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                    • Gender
                                                                                                                                                      • Figure 66: Frequency of making purchases at request of child, by gender, March 2010
                                                                                                                                                      • Figure 67: Frequency of saying “yes” to a child’s purchase requests when at the store, by gender, March 2010
                                                                                                                                                      • Figure 68: Amount of money given to children as spending money or allowance per week, by gender, March 2010
                                                                                                                                                      • Figure 69: Frequency of children making purchasing decision alone, for all product categories, by gender, March 2010
                                                                                                                                                    • Age
                                                                                                                                                      • Figure 70: Recreation, personal care, and food purchases made at request of child, by age, March 2010
                                                                                                                                                      • Figure 71: Frequency of saying “yes” some of the time to a child’s purchase requests, at all locations, by age, March 2010
                                                                                                                                                      • Figure 72: Degree of children’s influence on electronics purchasing decisions, by age, March 2010
                                                                                                                                                    • Income
                                                                                                                                                      • Figure 73: Frequency of making purchases at request of child, by household income, March 2010
                                                                                                                                                      • Figure 74: Media and electronics purchases made at request of child, by household income, March 2010
                                                                                                                                                      • Figure 75: Frequency of saying “yes” to a child’s purchase requests when at the store, by household income, March 2010
                                                                                                                                                      • Figure 76: Frequency of never saying “yes” to a child’s purchase requests, at all locations, by household income, March 2010
                                                                                                                                                      • Figure 77: Degree of children’s influence on electronics purchasing decisions, by household income, March 2010
                                                                                                                                                    • Race/Hispanic origin
                                                                                                                                                      • Figure 78: Frequency of child going grocery shopping, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                      • Figure 79: Frequency of potato chips being favorite snack in the house, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                      • Figure 80: Frequency of plain butter/caramel popcorn being favorite snack in the house, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                      • Figure 81: Frequency of pretzels being favorite snack in the house, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                      • Figure 82: Frequency of snack cakes/pies being favorite snack in the house, by race/hispanic origin, November 2008-December 2009
                                                                                                                                                      • Figure 83: Amount of money received for allowance/money for chores per week, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Adidas (USA)
                                                                                                                                                    • American Psychological Association
                                                                                                                                                    • Blockbuster USA
                                                                                                                                                    • Borders Group
                                                                                                                                                    • Canned Food Alliance
                                                                                                                                                    • CBS Corporation
                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                    • ConAgra Foods, Inc
                                                                                                                                                    • Consumer Electronics Association
                                                                                                                                                    • Diesel
                                                                                                                                                    • Discovery Channel
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Federal Trade Commission
                                                                                                                                                    • Firefly Mobile Inc
                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                    • Food Institute
                                                                                                                                                    • Food Marketing Institute
                                                                                                                                                    • General Mills Inc
                                                                                                                                                    • Hasbro Inc
                                                                                                                                                    • Hershey Company, The
                                                                                                                                                    • Kellogg Company
                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                    • Levi Strauss
                                                                                                                                                    • Linden Lab
                                                                                                                                                    • Mars Incorporated
                                                                                                                                                    • Mattel Inc.
                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                    • Microsoft USA
                                                                                                                                                    • MySpace.com
                                                                                                                                                    • National Association of Recording Merchandisers
                                                                                                                                                    • National Food Processors Association (NFPA)
                                                                                                                                                    • Netflix, Inc.
                                                                                                                                                    • Nickelodeon Networks
                                                                                                                                                    • Nike
                                                                                                                                                    • Nintendo of America Inc.
                                                                                                                                                    • Pepsi-Cola North America
                                                                                                                                                    • Pokémon USA Inc.
                                                                                                                                                    • Recording Industry Association of America [RIAA]
                                                                                                                                                    • Safeway Inc
                                                                                                                                                    • Sony Corporation of America
                                                                                                                                                    • Target Corporation
                                                                                                                                                    • True Religion
                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                    • Unilever USA
                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                    • Warner Bros. Entertainment Inc.

                                                                                                                                                    Family Purchases: Kids as Influencers - US - June 2010

                                                                                                                                                    US $3,995.00 (Excl.Tax)