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Girls' Lifestyles - UK - July 2012

“Today’s girls are highly engaged with social media, with the mobile channel reinforcing their habits. As examples of children using technology creatively or to promote social causes are becoming more frequent, perhaps parents should employ a ‘can’t beat them, join them’ mentality, fostering connections with their offspring, rather than telling them off for spending too much time in front of one screen or another.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • Is there a role for companies to play in encouraging children to help around the home?
  • What can be done to encourage families to spend more time together?
  • What will girls expect from technology?
  • What do the lifestyles of today’s girls mean for future female consumer?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Trends in attitudes towards parenting
              • Figure 1: Trends in agreement with selected lifestyle statements, by adults with own children aged 0-15 in their household, 2007-11
            • Communication activities are most popular
              • Figure 2: Frequency of doing online activities, April 2012
            • Prioritising appearance
              • Figure 3: How girls spend their monthly pocket money, April 2012
            • Healthy snacking in greater focus
              • Figure 4: Reasons for picking snacks, by age, April 2012
            • Technology enthusiasm translates into influence for boys
              • Figure 5: Attitudes towards technology, by gender, April 2012
            • Teenagers keener on buying beauty treats
              • Figure 6: Attitudes towards beauty products, by age, April 2012
          • Issues in the Market

              • Is there a role for companies to play in encouraging children to help around the home?
                • What can be done to encourage families to spend more time together?
                  • What will girls expect from technology?
                    • What do the lifestyles of today’s girls mean for future female consumer?
                    • Future Opportunities

                        • Trend: Greenfluencers
                          • Trend: Life Coaching
                            • 2015 Trend: Access Anything, Anywhere
                            • Demographic Overview

                              • Key points
                                • Age structure and growth projections
                                  • Figure 7: Trends and projections in the age structure of the UK girls’ population, 2007-17
                                • Parents adopt the carrot and stick approach
                                  • Figure 8: Trends in agreement with selected lifestyle statements, by adults with own children aged 0-15 in their household, 2007-11
                                • Teachers and parents take the lead in education about online safety
                                • Online Activities and Habits

                                  • Key points
                                    • Mobile girls
                                      • Figure 9: Ways of accessing the internet, April 2012
                                    • Smartphones in, video games out
                                      • Figure 10: Ways of accessing the internet, by age, April 2012
                                    • Affluence paves way to higher number of technologies
                                      • Figure 11: Ways of accessing the internet, by household income, April 2012
                                    • Girls use technology to communicate
                                      • Figure 12: Frequency of doing online activities, April 2012
                                    • Number of devices positively correlated with engagement
                                      • Figure 13: Number of devices used to access the internet, April 2012
                                    • Flocking to Twitter to connect with celebrities
                                      • Figure 14: Social networks visited, April 2012
                                      • Figure 15: Trends in total unique UK visitors of selected social networking sites, February 2010-April 2012
                                      • Figure 16: Comparison of key metrics for Twitter website, by gender and age, May 2012
                                    • Teenagers rely on their mobiles
                                      • Figure 17: Social networking habits, April 2012
                                    • Mobile users are highly engaged
                                      • Figure 18: Selected online activities, by devices used to connect to the internet, April 2012
                                  • Pocket Money

                                    • Key points
                                      • Wealthy girls do fewer chores…
                                        • Figure 19: Sources of pocket money, April 2012
                                      • … but compared with boys, girls still do more around the house
                                        • Figure 20: Weekly chores, April 2012
                                      • More discipline in middle-income families
                                        • Figure 21: Number of weekly household chores, April 2012
                                      • Higher spending power amongst teenagers
                                        • Figure 22: Amount of monthly pocket money, by age, April 2012
                                      • Investing in appearance
                                        • Figure 23: How girls spend their pocket money, April 2012
                                    • Leisure Habits

                                      • Key points
                                        • Creativity and diligence are prised
                                          • Figure 24: Weekly activities, April 2012
                                        • Children’s interests drive family activities
                                          • Figure 25: Regular family activities, April 2012
                                        • Diversity of family pastimes determined by affluence
                                          • Figure 26: Selected regular family activities, by household income, April 2012
                                        • More unity in families with more discipline
                                          • Figure 27: Number of regular family activities, April 2012
                                      • Snacking Habits

                                        • Key points
                                          • Parents need to champion healthier diets
                                            • Figure 28: Snacking habits, April 2012
                                          • Teen girls shunning sugar
                                            • Figure 29: Snacks eaten in the afternoon, by age, April 2012
                                          • Cheap, but healthy
                                            • Figure 30: Reasons for picking snacks, by age, April 2012
                                          • Female child obesity on the decline, but for how long?
                                            • Figure 31: Body Mass Index among girls aged 2-15 in England (overweight and obese), 1999-2009
                                        • Technology Use

                                          • Key points
                                            • Television’s role in children’s creative development
                                              • Figure 32: Technology used regularly, April 2012
                                              • Figure 33: Weekly activities, by regular TV use, April 2012
                                            • Video game playing leaves less time for extracurricular activities
                                              • Figure 34: Weekly activities, by regular use of static games consoles, April 2012
                                            • Playtime dominated by solo and family activities
                                              • Figure 35: Playtime habits, April 2012
                                            • Nearly all teenage girls own a mobile phone
                                              • Figure 36: Mobile phone ownership, by age, April 2012
                                            • Urbanites are the youngest mobile phone users
                                              • Figure 37: Age when girls get their first mobile phone, April 2012
                                            • Types of mobile activities differ by family income…
                                              • Figure 38: Mobile phone activities, April 2012
                                            • … and so does the number of mobile activities
                                              • Figure 39: Number of weekly mobile phone activities, April 2012
                                            • Boys’ techie enthusiasm is met with parents’ mistrust
                                              • Figure 40: Attitudes towards technology, by gender, April 2012
                                            • Girls value their mobiles more than boys
                                              • Figure 41: Attitudes towards technology, by gender, April 2012
                                            • Early adopter behaviours stronger amongst boys
                                              • Figure 42: Attitudes towards technology, by gender, April 2012
                                          • Attitudes Towards Appearance

                                            • Key points
                                              • Fashion-forward teens
                                                • Figure 43: Attitudes towards appearance, April 2012
                                              • To stand out or to fit in?
                                                • Figure 44: Attitudes towards appearance, by age, April 2012
                                              • Strong appeal of beauty products
                                                • Figure 45: Beauty products used weekly, by age, April 2012
                                              • Beauty product boom amongst teenage girls
                                                • Figure 46: Number of beauty products used weekly, by age, April 2012
                                              • Over half of teens loyal to their go-to beauty brands
                                                • Figure 47: Reasons for buying beauty products, April 2012
                                              • Getting the price right
                                                  • Figure 48: Average prices of products for children aged 5-12 with and without ‘natural’ claims, June 2011 – June 2012
                                                • Power of instant makeover
                                                  • Figure 49: Attitudes towards beauty products, by age, April 2012
                                              • Future Aspirations

                                                • Key points
                                                  • Lower payoff to university education
                                                    • Figure 50: Future aspirations and attitudes, April 2012
                                                  • Need to provide a balance to celebrity culture
                                                    • Figure 51: Future aspirations and attitudes, by area of residence, April 2012
                                                • Girls’ Typologies

                                                  • Key points
                                                    • Figure 52: Girls’ typologies, April 2012
                                                  • The Image-conscious (39%) – 1.2 million female internet users aged 7-15
                                                    • Who are they?
                                                      • The Overachievers (34%) – 1 million female internet users aged 7-15
                                                        • Who are they?
                                                          • The Laid-back Teens (28%) – 0.8 million female internet users aged 7-15
                                                            • Who are they?
                                                            • Appendix – Online Activities and Habits

                                                                • Figure 53: Internet access, by demographics, April 2012
                                                                • Figure 54: Social networking sites visited, by demographics, April 2012
                                                                • Figure 55: Social networking habits and attitudes, by demographics, April 2012
                                                                • Figure 56: Number of devices used for internet access, by demographics, April 2012
                                                                • Figure 57: Online activities, by internet access, April 2012
                                                                • Figure 58: Online activities, by number of devices used for internet access, April 2012
                                                                • Figure 59: Social networking sites visited, by number of devices used for internet access, April 2012
                                                                • Figure 60: Social networking habits and attitudes, by number of devices used for internet access, April 2012
                                                            • Appendix – Pocket Money

                                                                • Figure 61: Sources of pocket money, by demographics, April 2012
                                                                • Figure 62: Monthly pocket money, by demographics, April 2012
                                                                • Figure 63: How children spend their pocket money, by sources of pocket money, April 2012
                                                                • Figure 64: How children spend their pocket money, by amount of pocket money, April 2012
                                                                • Figure 65: How children spend their pocket money, by demographics, April 2012
                                                                • Figure 66: How children spend their pocket money, by demographics, April 2012
                                                            • Appendix – Leisure Habits

                                                                • Figure 67: Weekly chores, by demographics, April 2012
                                                                • Figure 68: Weekly chores, by demographics, April 2012 (continued)
                                                                • Figure 69: Weekly chores, by demographics, April 2012 (continued)
                                                                • Figure 70: Weekly activities, by demographics, April 2012
                                                                • Figure 71: Weekly activities, by demographics, continued, April 2012
                                                                • Figure 72: Family pastime, by demographics, April 2012
                                                                • Figure 73: Family pastime, by demographics, April 2012 (continued)
                                                                • Figure 74: Family pastime, by demographics, April 2012 (continued)
                                                                • Figure 75: Number of weekly chores, by demographics, April 2012
                                                                • Figure 76: Number of family pastime, by demographics, April 2012
                                                            • Appendix – Snacking Habits

                                                                • Figure 77: Crisps/salty and fresh fruit snacking habits, by demographics, April 2012
                                                                • Figure 78: Chocolate and sweets snacking habits, by demographics, April 2012
                                                                • Figure 79: Sweet biscuits snacking habits, by demographics, April 2012
                                                                • Figure 80: Cereal/snack bars snacking habits, by demographics, April 2012
                                                                • Figure 81: Yogurt snacking habits, by demographics, April 2012
                                                                • Figure 82: Dried fruit/nuts/seeds snacking habits, by demographics, April 2012
                                                                • Figure 83: Reasons for buying snacks, by demographics, April 2012
                                                                • Figure 84: Reasons for buying snacks, by demographics, April 2012 (continued)
                                                                • Figure 85: Number of reasons for buying snacks, by demographics, April 2012
                                                            • Appendix – Technology Use

                                                                • Figure 86: Devices used regularly, by demographics, April 2012
                                                                • Figure 87: Devices used regularly, by demographics, April 2012 (continued)
                                                                • Figure 88: Devices used regularly, by demographics, continued, April 2012
                                                                • Figure 89: Who children play games with, by demographics, April 2012
                                                                • Figure 90: Mobile phone ownership, by demographics, April 2012
                                                                • Figure 91: Age when children get their first mobile phone, by demographics, April 2012
                                                                • Figure 92: Mobile phone activities, by demographics, April 2012
                                                                • Figure 93: Mobile phone activities, by demographics, continued, April 2012
                                                                • Figure 94: Mobile phone activities, by demographics, continued, April 2012
                                                                • Figure 95: Agreement with the statements ‘I like to be the first to have the latest video games/electronic gadgets’ and ‘It’s difficult to imagine my life without the internet’, by demographics, April 2012
                                                                • Figure 96: Agreement with the statements ‘It’s difficult to imagine my life without my mobile phone’ and ‘It’s easy to convince my parents to buy a new electronic gadget for me’, by demographics, April 2012
                                                                • Figure 97: Agreement with the statements ‘My friends come to me for information/advice on new electronics/video games’ and ‘My parents ask for my advice on technology products’, by demographics, April 2012
                                                                • Figure 98: Agreement with the statements ‘It’s important for me to own the same electronic gadgets/video games as my friends’ and ‘I save up my pocket money, so I can buy electronics/video games I want’, by demographics, April 2012
                                                                • Figure 99: Agreement with the statements ‘My parents restrict the amount of time I play video games’ and ‘My parents restrict the amount of time I spend on the computer’, by demographics, April 2012
                                                                • Figure 100: Agreement with the statements ‘Talking on the internet is less satisfying than in real life’ and ‘I feel more confident on the internet than I do in real life’, by demographics, April 2012
                                                                • Figure 101: Number of devices used regularly, by demographics, April 2012
                                                                • Figure 102: Number of weekly mobile activities, by demographics, April 2012
                                                                • Figure 103: Who children play games with, by number of devices used regularly, April 2012
                                                                • Figure 104: Attitudes towards technology, by number of devices used regularly, April 2012
                                                            • Appendix – Attitudes Towards Appearance

                                                                • Figure 105: Attitudes towards fashion, by demographics, April 2012
                                                                • Figure 106: Attitudes towards fashion, by demographics, continued, April 2012
                                                                • Figure 107: Beauty products used weekly, by demographics, April 2012
                                                                • Figure 108: Beauty products used weekly, by demographics, continued, April 2012
                                                                • Figure 109: Reasons for buying beauty products, by demographics, April 2012
                                                                • Figure 110: Reasons for buying beauty products, by demographics, April 2012 (continued)
                                                                • Figure 111: Attitudes towards beauty products, by demographics, April 2012
                                                                • Figure 112: Attitudes towards beauty products, by demographics, continued, April 2012
                                                                • Figure 113: Number of beauty products used weekly, by demographics, April 2012
                                                                • Figure 114: Number of reasons for buying beauty products, by demographics, April 2012
                                                            • Appendix – Future Aspirations

                                                                • Figure 115: Future aspirations, April 2012
                                                                • Figure 116: Agreement with the statements ‘It’s important to work hard at school’ and ‘I would like to go to university’, by demographics, April 2012
                                                                • Figure 117: Agreement with the statements ‘I want to be rich in the future’ and ‘I want to be famous in the future’, by demographics, April 2012
                                                                • Figure 118: Agreement with the statements ‘I am good at saving money’ and ‘I like to use/buy things famous people/celebrities have’, by demographics, April 2012
                                                                • Figure 119: Agreement with the statements ‘I am always the first to try out new things’ and ‘My parents buy me everything I want’, by demographics, April 2012
                                                                • Figure 120: Agreement with the statements ‘I try to get my parents to buy environmentally-friendly products’ and ‘There is too much concern for the environment’, by demographics, April 2012
                                                                • Figure 121: Agreement with the statement ‘Everybody should recycle’, by demographics, April 2012
                                                            • Appendix – Girls’ Typologies

                                                                • Figure 122: Target groups, by demographics, April 2012
                                                                • Figure 123: Internet access, by target groups, April 2012
                                                                • Figure 124: Online activities, by target groups, April 2012
                                                                • Figure 125: Social networking sites visited, by target groups, April 2012
                                                                • Figure 126: Social networking habits and attitudes, by target groups, April 2012
                                                                • Figure 127: Sources of pocket money, by target groups, April 2012
                                                                • Figure 128: Monthly pocket money, by target groups, April 2012
                                                                • Figure 129: How children spend their pocket money, by target groups, April 2012
                                                                • Figure 130: Weekly chores, by target groups, April 2012
                                                                • Figure 131: Weekly activities, by target groups, April 2012
                                                                • Figure 132: Family pastime, by target groups, April 2012
                                                                • Figure 133: Snacking habits, by target groups, April 2012
                                                                • Figure 134: Why children buy snacks, by target groups, April 2012
                                                                • Figure 135: Devices used regularly, by target groups, April 2012
                                                                • Figure 136: Who children play games with, by target groups, April 2012
                                                                • Figure 137: Mobile phone ownership, by target groups, April 2012
                                                                • Figure 138: Age when children get their first mobile phone, by target groups, April 2012
                                                                • Figure 139: Mobile phone activities, by target groups, April 2012
                                                                • Figure 140: Attitudes towards technology, by number of devices used regularly, by target groups, April 2012
                                                                • Figure 141: Attitudes towards fashion, by target groups, April 2012
                                                                • Figure 142: Beauty products used weekly, by target groups, April 2012
                                                                • Figure 143: Reasons for buying beauty products, by target groups, April 2012
                                                                • Figure 144: Attitudes towards beauty products, by target groups, April 2012

                                                            Companies Covered

                                                            • Apple Retail UK
                                                            • Bebo Inc
                                                            • British Broadcasting Corporation (BBC)
                                                            • Facebook, Inc.
                                                            • Foursquare
                                                            • Google UK
                                                            • Higher Education Statistics Agency
                                                            • Kantar Media
                                                            • Nintendo UK Entertainment Ltd
                                                            • Samsung Electronics (UK) Ltd
                                                            • Skype Technologies S.A.
                                                            • Sony (UK) Ltd
                                                            • Spotify AB
                                                            • Twitter, Inc.
                                                            • YouTube, Inc.

                                                            Girls' Lifestyles - UK - July 2012

                                                            £1,995.00 (Excl.Tax)