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KGOY (Kids Growing Older, Younger) - UK - May 2009

The marketing world loves to espouse that kids are getting older younger (KGOY). The received wisdom is that today’s children are much more sophisticated than previous generations, rejecting ‘childish’ media, games and toys in favour of activities more associated with the adult world.

But how true is this? And how new is it?

In this report Mintel explores the hypothesis that KGOY is not a new phenomenon at all, but simply a natural progression – something that happens with successive generations in line with developments in technology and other trends in the wider world. Indeed, it could be argued that children today are in many ways less independent, and more cosseted, than their parents were when they were growing up.

Key report themes:

  • Are children really growing up younger, or is this just an illusion?

  • How sophisticated are children as consumers? What are the main influences on their behaviour?

  • How autonomous are children? How much do they make their own decisions – about the clothes they wear, how they use their time, etc? To what extent do they make purchases using their own money? Do they shop alone, with friends, or with their parents?

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Table of contents

  1. Issues in the Market

    • Are kids really getting older younger?
      • Methodology
      • Future Opportunities

        • Parents in control
          • Exercising control by keeping in touch
            • Growing up in a techno world
              • Shopping online
                • Kid-proof technology
                  • Targeting through technology
                  • Lifestyle Sector in Brief

                    • More sophistication, less freedom
                      • Compliant kids
                        • Parent power extends to pocket money
                          • Mobile phone: Status symbol or umbilical cord?
                            • A need for kid-proof technology
                              • Family-based entertainment on the up
                                • A more individual approach to fashion
                                  • Future concerns
                                  • Family Background

                                    • Key points
                                      • A shrinking market – but a boost on the cards at the younger end
                                        • Children under pressure?
                                          • Marketing to children: A restricted area
                                            • Safe online?
                                            • How Grown-Up Are Today’s Children?

                                              • Key points
                                                • Getting older younger? A third of parents agree
                                                  • Figure 1: Parents’ attitudes towards their children’s sophistication, by gender, age of children, socio-economic group and region, 2009
                                                • Children accept the reasons for lack of freedom
                                                  • Figure 2: Parents’ attitudes towards their children’s freedom, by gender, age of children, socio-economic group and region, 2009
                                                  • Figure 3: Attitudes towards their own freedom and privacy – 7-10-year-olds, 2004-08
                                                  • Figure 4: Attitudes towards their own freedom and privacy – 11-13-year-olds, 2004-08
                                                • Older children spread their wings
                                                  • Parents rule okay
                                                    • Figure 5: Attitudes towards their parents – 7-10-year-olds, by gender, 2006-08
                                                    • Figure 6: Attitudes towards their parents – 11-13-year-olds, 2004-08
                                                  • School work
                                                    • Figure 7: Aspirations and ambitions – 7-10-year-olds, by gender, 2004-08
                                                    • Figure 8: Aspirations and ambitions – 11-13-year-olds, by gender, 2004-08
                                                • Children as Consumers

                                                  • Key points
                                                    • Kids and pocket money
                                                      • Figure 9: Parents’ attitudes towards their children’s pocket money, by gender, age of children, socio-economic group and region, 2009
                                                      • Figure 10: Sources of spending money – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                      • Figure 11: Average weekly spending money – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                    • Parents hold the purse strings
                                                      • Spend or save – where does the money go?
                                                        • Figure 12: What pocket money is spent on – 7-10-year-olds, 2004-08
                                                        • Figure 13: What pocket money is spent on – 11-13-year-olds, 2004-08
                                                      • The corner shop gives way to online shopping – with adult help
                                                        • Gifts and indulgences
                                                          • Kids and toys
                                                            • Kids and new technology: Do they mix?
                                                            • Phone Home: Kids and Mobiles

                                                              • Key points
                                                                • Mobile phone ownership and usage
                                                                  • Figure 14: Mobile phone ownership – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                  • Figure 15: Age first owned a mobile phone – 7-10-year-olds, by gender, 2008
                                                                  • Figure 16: Who calls and texts were made to (during the previous week) – 7-10-year-olds, 2004-08
                                                                  • Figure 17: Who calls and texts were made to (during the previous week) – 11-13-year-olds, 2004-08
                                                                • When will they get a phone?
                                                                  • Younger children
                                                                    • Older children
                                                                      • What do the parents think?
                                                                        • Figure 18: Parental attitudes towards children and mobile phones, by gender, age of children, socio-economic group and region, 2009
                                                                      • New or old?
                                                                        • Who pays?
                                                                          • Figure 19: Type of mobile phone contract – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                          • Figure 20: Who pays mobile phone costs – 7-10-year-olds, 2004-08
                                                                          • Figure 21: Who pays mobile phone costs – 11-13-year-olds, 2004-08
                                                                      • Reading Trends

                                                                        • Key points
                                                                          • Magazines and comics
                                                                            • Figure 22: Whether read magazines/comics – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                            • Figure 23: Who buys magazines/comics – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                          • Books
                                                                            • Figure 24: Reading/buying of books – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                            • Figure 25: Average number of books read/bought in the last year, 2004-08
                                                                            • Figure 26: Reasons for reading books – 11-13-year-olds – 11-13-year-olds, 2004-08
                                                                        • Television and DVDs

                                                                          • Key points
                                                                            • The decline of the bedroom TV
                                                                              • Figure 27: Those with TV in bedroom – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                            • Family versus solo viewing
                                                                                • Figure 28: Parents attitudes towards watching TV with their children, by gender, age of children, socio-economic group and region, 2009
                                                                              • When do they watch?
                                                                                • What do they watch?
                                                                                  • Figure 29: Types of TV programmes liked best (top three) – 7-10-year-olds, by gender, 2004-08
                                                                                  • Figure 30: Types of TV programmes liked best (top three) – 11-13-year-olds, by gender, 2004-08
                                                                              • Music

                                                                                • Key points
                                                                                  • Musical tastes and knowledge
                                                                                    • Figure 31: Those agreeing that ‘I always know what’s in the top ten’ – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                    • Figure 32: Those agreeing that ‘I like the same music as my parents’ – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                    • Figure 33: Parents’ attitudes towards their children’s taste in music, by gender, age of children, socio-economic group and region, 2009
                                                                                  • The iPod effect
                                                                                    • Figure 34: Those who spend their pocket money on music – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                • Computers

                                                                                  • Key points
                                                                                      • Figure 35: Whether use the internet – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                                      • Figure 36: Where internet is used – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                                      • Figure 37: Where computer is used most – 7-10-year-olds and 11-13-year-olds, 2008
                                                                                    • Parental control?
                                                                                      • Figure 38: Parents’ attitudes towards their children’s computer literacy, by gender, age of children, socio-economic group and region, 2009
                                                                                      • Figure 39: Parental monitoring of internet use – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                                      • Figure 40: Parental monitoring of their children’s internet usage, by gender, age of children, socio-economic group and region, 2009
                                                                                    • What do they use the internet for?
                                                                                      • Figure 41: What internet is used for – 7-10-year-olds, 2004-08
                                                                                      • Figure 42: Top six uses of the internet – 11-13-year-olds, by gender, 2005-08
                                                                                    • Computer games
                                                                                      • Figure 43: Where computer games are played – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                      • Figure 44: Who buys computer games – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                      • Figure 45: Who chooses computer games – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                  • Clothing and Footwear

                                                                                    • Key points
                                                                                      • Figure 46: Attitudes towards clothes and fashion – 7-10-year-olds, by gender, 2004-08
                                                                                      • Figure 47: Attitudes towards clothes and fashion – 11-13-year-olds, by gender, 2004-08
                                                                                    • Who chooses?
                                                                                      • Figure 48: Attitudes towards clothes and fashion – 7-10-year-olds, by gender, 2004-08
                                                                                      • Figure 49: Who chooses their clothes – 7-10-year-olds, by gender, 2004-08
                                                                                      • Figure 50: Who chooses their clothes – 11-13-year-olds, by gender, 2008
                                                                                      • Figure 51: Usage of hair and body products – 7-10-year-olds, by gender, 2004-08
                                                                                      • Figure 52: Usage of hair and body products – 11-13-year-olds, by gender, 2004-08
                                                                                      • Figure 53: Use of make-up and perfume – 7-10-year-old girls, 2004-08
                                                                                      • Figure 54: Those who wear make-up – 11-13-year-old girls, 2004-08
                                                                                      • Figure 55: Who buys their make-up – 11-13-year-old girls, 2004-08
                                                                                      • Figure 56: Whether wear aftershave, male fragrance – 11-13-year-old boys, 2004-08
                                                                                  • Future Kids

                                                                                    • The environment is a growing concern for children
                                                                                      • Figure 57: Environmental and ethical concerns of children aged 7-10 and 11-13, 2004-08
                                                                                    • KGOY, but only if their parents say they can
                                                                                    • Appendix – Family Background

                                                                                        • Figure 58: 7-10-year-olds and 11-13-year-olds in the UK population (000), by age, 2004-08
                                                                                        • Figure 59: 7-10-year-olds and 11-13-year-olds in the UK population (000), by age, 2009-14
                                                                                    • Appendix – Children as Consumers

                                                                                        • Figure 60: Sources of spending money – 7-10-year-olds and 11-13-year-olds, 2004-08
                                                                                        • Figure 61: What pocket money is spent on – 7-10-year-olds, by gender, 2004-08
                                                                                        • Figure 62: What pocket money is spent on – 11-13-year-olds, by gender, 2004-08
                                                                                      • How grown-up are they?
                                                                                        • Freedom and independence
                                                                                          • Figure 63: Attitudes towards their own freedom and privacy – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 64: Attitudes towards their own freedom and privacy – 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 65: Attitudes towards their parents – 7-10-year-olds, by gender, 2006-08
                                                                                          • Figure 66: Attitudes towards their parents – 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 67: Aspirations and ambitions – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 68: Aspirations and ambitions – 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 69: Who do they look up to – top ten role models of 7-10-year-old boys, 2008
                                                                                          • Figure 70: Who do they look up to – top ten role models of 7-10-year-old girls, 2008
                                                                                          • Figure 71: Who do they look up to – top ten role models of 11-13-year-old boys, 2008
                                                                                          • Figure 72: Who do they look up to – top ten role models of 11-13-year-old girls, 2008
                                                                                      • Appendix – Technology and Communication

                                                                                        • Mobile phones
                                                                                          • Figure 73: Mobile phone ownership – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 74: Age first owned a mobile phone – 7-10-year-olds, by gender, 2008
                                                                                          • Figure 75: Who calls and texts were made to (during the previous week) – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 76: Who calls and texts were made to (during the previous week) – 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 77: Type of mobile phone contract – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 78: Who pays mobile phone costs – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 79: Who pays mobile phone costs – 11-13-year-olds, by gender, 2004-08
                                                                                      • Appendix – How Do They Spend Their Time?

                                                                                        • Reading
                                                                                          • Figure 80: Whether read magazines/comics – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                        • TV
                                                                                          • Figure 81: Types of TV programmes liked best – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 82: Types of TV programmes liked best – 11-13-year-olds, by gender, 2004-08
                                                                                        • Music
                                                                                          • Figure 83: Musical tastes and attitudes – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 84: Musical tastes and attitudes – 11-13-year-olds, by gender, 2004-08
                                                                                        • Internet
                                                                                          • Figure 85: Whether use the internet – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 86: Where internet is used – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 87: Where internet is used – 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 88: What internet is used for – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 89: What internet is used for – 11-13-year-olds, by gender, 2005-08
                                                                                        • How autonomous?
                                                                                          • Figure 90: Where computer is used most – 7-10-year-olds and 11-13-year-olds, by gender, 2008
                                                                                          • Figure 91: Parental monitoring of internet use – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 92: Parental monitoring of internet use – 11-13-year-olds, by gender, 2004-08
                                                                                        • Computer games
                                                                                          • Figure 93: Who buys computer games – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 94: Where computer games are played – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                          • Figure 95: Who chooses computer games – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                        • Cinema
                                                                                          • Figure 96: Who 7-10-year-olds go to the cinema with, by gender, 2004-08
                                                                                          • Figure 97: Who 11-13-year-olds go to the cinema with, by gender, 2004-08
                                                                                        • How autonomous are they?
                                                                                          • Figure 98: Who buys magazines/comics – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                        • TV
                                                                                          • Figure 99: Those with TV, radio in bedroom – 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
                                                                                      • Appendix – Clothing and Footwear

                                                                                          • Figure 100: Attitudes towards clothes and fashion – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 101: Attitudes towards clothes and fashion – 11-13-year-olds, by gender, 2004-08
                                                                                        • How autonomous are they?
                                                                                          • Figure 102: Attitudes towards clothes and fashion – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 103: Who chooses their clothes – 7-10-year-olds, by gender, 2004-08
                                                                                          • Figure 104: Who chooses their clothes – 11-13-year-olds, by gender, 2008
                                                                                          • Figure 105: Those who wear make-up – 11-13-year-old girls, 2004-08
                                                                                          • Figure 106: Who buys their make-up – 11-13-year-old girls, 2004-08
                                                                                          • Figure 107: Whether wear aftershave, male fragrance – 11-13-year-old boys, 2004-08
                                                                                      • Appendix – Future Kids

                                                                                          • Figure 108: What do 7-10-year-old boys worry about?, 2004-08
                                                                                          • Figure 109: What do 7-10-year-old girls worry about?, 2004-08
                                                                                          • Figure 110: What do 11-13-year-old boys worry about?, 2004-08
                                                                                          • Figure 111: What do 11-13-year-old girls worry about?, 2004-08

                                                                                      Companies Covered

                                                                                      • Bebo Inc
                                                                                      • British Market Research Bureau (BMRB)
                                                                                      • Capital Radio Group
                                                                                      • Debenhams Total (GTV)
                                                                                      • Facebook, Inc.
                                                                                      • H&M Hennes & Mauritz
                                                                                      • MySpace.com
                                                                                      • NatWest
                                                                                      • Primark Stores Ltd
                                                                                      • Tesco Plc
                                                                                      • The Children's Society
                                                                                      • Tiscali UK
                                                                                      • Topshop old
                                                                                      • Woolworths Group plc
                                                                                      • YouTube, Inc.

                                                                                      KGOY (Kids Growing Older, Younger) - UK - May 2009

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