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Kids as Influencers - US - April 2014

“Kids are influencing what parents buy, but families are getting harder to reach and more difficult to pigeonhole. We are seeing a shift in the demographics of the ‘traditional family’ as well as massive changes in how media is consumed. Marketers need to develop strategies with content that is not only targeted to a unique audience but delivered across the relevant channels.”

– Fiona O’Donnell, Category Manager – Multicultural, Retail, Lifestyles & Leisure

Some questions answered in this report include:

  • Are we seeing the definition of family shifting?
  • What impact is the increase in consumers choosing on-demand TV having on marketers?
  • What opportunities arise from Internet becoming the primary source of entertainment?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • 25 million 6-11 year-olds represent nearly 8% of population
                      • Figure 1: Total US population distribution, by age, 2014
                    • Three in 10 households include children, 13.5% include 6-11-year-olds
                      • Figure 2: Households, by presence and ages of own children, 2013
                    • Disney most popular TV network among kids, particularly girls
                      • Figure 3: Top cable TV networks viewed by kids in the last seven days, by gender, January 2007-December 2013
                    • Moms more likely than dads to make buying decisions jointly with kids
                      • Figure 4: Kids’ influence on purchase decisions (joint decision with kids in household), by gender, February 2014
                    • Higher-income parents more influenced by kids at grocery store
                      • Figure 5: How often parents buy kids what they request (always/sometimes), by household income, February 2014
                    • Nearly all parents ask their kids’ opinions on purchases
                      • Figure 6: How often parents ask for their kids’ opinions on purchases (often/sometimes), February 2014
                    • Dads share technology with kids, moms more engaged in the everyday
                      • Figure 7: Activities typically done with kids on a weekly basis, by gender, February 2014
                    • One third of parents pay more attention to ads showing families
                      • Figure 8: Attitudes about kids, relationships, advertising, by gender, February 2014
                    • What we think
                    • Issues and Insights

                        • Definition of family shifting as more kids living in single-parent homes
                          • The issues:
                            • The implications:
                              • Marketers forced to get creative as more consumers choose on-demand TV
                                • The issues:
                                  • The implications:
                                    • Internet becoming primary source of entertainment
                                      • The issues:
                                        • The implications:
                                        • Trend Application

                                            • Trend: The Man in the Mirror
                                              • Trend: Who are the Joneses?
                                                • Trend: Edutainment
                                                • Kids by the Numbers

                                                  • Key points
                                                    • 6-11-year-olds represent nearly 8% of population
                                                      • Figure 9: Total US population by age, 2009-19
                                                    • Share of households with children continues to decline
                                                      • Figure 10: Total US households, by presence of own children, 2003-13
                                                    • 13.5% of all households include kids aged 6-11
                                                      • Figure 11: Households, by presence and ages of own children, 2013
                                                    • Majority of households with children headed by adults aged 30-44
                                                      • Figure 12: Total US households with own children, by age of householder, 2013
                                                    • Share of children living in single-parent households has increased
                                                      • Figure 13: Children, by presence of parent(s) in household, 2007-12
                                                    • Hispanic households have younger children
                                                      • Figure 14: Households with children, by race and Hispanic origin of householder, 2013
                                                      • Figure 15: Households, by Hispanic origin of householder and presence and ages of children, 2013
                                                  • Parents’ Attitudes toward Family and Media Use

                                                    • Key points
                                                      • Moms often indulging children with extras
                                                          • Figure 16: Attitudes toward family and children, by moms with presence of children in household, November 2012-December 2013
                                                        • ABC Family, Disney, Nickelodeon far more popular among parents
                                                          • Figure 17: Cable TV networks viewed in the last seven days, by presence of children in household, November 2012-December 2013
                                                        • The internet is becoming a primary source of family entertainment
                                                          • Figure 18: Attitudes toward family and children, January 2007-December 2013
                                                      • Kids’ Media Behaviors, Shopping and Vacations Influence

                                                        • Key points
                                                          • Kids spend average of two hours a week online
                                                            • Figure 19: Time kids spent online in last seven days (excluding email), by kids’ gender and age, January 2007-December 2013
                                                            • Figure 20: Top 10 most popular kids’ websites, by estimated unique monthly visitors, April 2014
                                                          • Weekly time online holding steady at two hours over the past five years
                                                            • Figure 21: Time kids spent online in last seven days (excluding email), January 2007-December 2013
                                                          • Disney most popular TV network among kids
                                                            • Figure 22: Cable TV networks viewed by kids in the last seven days, by gender, January 2007-December 2013
                                                          • Kids’ TV network preferences determined by age
                                                            • Figure 23: Cable TV networks viewed by kids in the last seven days, by age, January 2007-December 2013
                                                          • Nickelodeon, Disney XD popularity explodes over the last five years
                                                            • Figure 24: Cable TV networks viewed by kids in the last seven days, January 2007-December 2013
                                                          • About one third of kids go to the grocery store most of the time
                                                            • Figure 25: How often kids go to the grocery store, January 2007-December 2013
                                                          • Kids who go grocery shopping more likely to have favorite products in the house
                                                            • Figure 26: How often kids' favorite products are in the household, by how often they go to the grocery story, November 2012-December 2013
                                                          • One third of kids like same music as parents
                                                            • Figure 27: Kids’ music preference same as parents, by demographics, November 2012-December 2013
                                                          • Kids influence vacation destination, dining, and activities
                                                            • Figure 28: How often kids choose where to go, what to eat, and what to do while on vacation, November 2012-December 2013
                                                          • Older kids, girls have more influence on where to eat on vacation
                                                            • Figure 29: How often kids choose where to eat on vacation, by gender and age, November 2012-December 2013
                                                        • Innovations and Innovators

                                                          • Devices and interactive channels let kids interact with the TV
                                                            • My Nick Jr.
                                                              • Figure 30: My Nick Jr., 2014
                                                            • U-verse KIDS!
                                                              • Figure 31: U-verse KIDS! app, 2014
                                                            • Netflix bulks up on kids’ shows to attract next generation
                                                              • Figure 32: Turbo Fast Digital Poster, Netflix/DreamWorks Animation, 2014
                                                            • Samsung launches Galaxy Tab 3 Kids tablet geared toward kids
                                                              • Figure 33: Samsung Galaxy Tab 3 Kids
                                                          • Marketing Strategies

                                                            • Marketers spend $1.7 billion on marketing food to kids
                                                              • Subway launches kids campaign to “pile on the veggies”
                                                                • Figure 34: Subway “What a Muppet Wants” TV ad, 2014
                                                              • McDonald’s adds nutritional books to Happy Meals
                                                                • Figure 35: McDonalds Ad, Four New Stories, 2014
                                                              • Disney-branded fruit sales tripled in two years
                                                                • Figure 36: Jamba Juice Promotional, Planes, 2013
                                                            • Kids’ Influence on Purchase Decisions

                                                              • Key points
                                                                • Kids’ influence varies by product category
                                                                  • Figure 37: Kids’ influence on purchase decisions, February 2014
                                                                • Moms more likely to make buying decisions jointly with kids
                                                                  • Figure 38: Kids’ influence on purchase decisions (joint decision with kids in household), by gender, February 2014
                                                                • Older parents more likely to be influenced by kids
                                                                  • Figure 39: Kids’ influence on purchase decisions (joint decision with kids in household), by gender and age, February 2014
                                                                • Lower-income parents more likely to involve kids in household decisions
                                                                  • Figure 40: Kids’ influence on purchase decisions (joint decision with kids in household), by household income, February 2014
                                                                • Older kids exert more influence
                                                                  • Figure 41: Kids’ influence on purchase decisions (joint decision with kids in household), by kids’ age, February 2014
                                                                • Parents engaged in activities include kids in decision making
                                                                  • Figure 42: Kids’ influence on purchase decisions (joint decision with kids in household), by number of activities typically done with kids on a weekly basis, February 2014
                                                              • How Often Parents Buy Kids What They Request

                                                                • Key points
                                                                  • Kids wield strong influence at grocery store
                                                                    • Figure 43: How often parents buy kids what they request (always/sometimes), by gender, February 2014
                                                                  • Young parents, especially young dads, more influenced at grocery store
                                                                    • Figure 44: How often parents buy kids what they request (always/sometimes), by gender and age, February 2014
                                                                  • Higher-income parents more influenced by kids at grocery store
                                                                    • Figure 45: How often parents buy kids what they request (always/sometimes), by household income, February 2014
                                                                  • Parents who engage in many activities most influenced at grocery store
                                                                    • Figure 46: How often parents buy kids what they request (always/sometimes), by number of activities typically done with kids on a weekly basis, February 2014
                                                                • How Often Parents Ask for Their Kids’ Opinions

                                                                  • Key points
                                                                    • Nearly all parents ask for their kids’ opinions on purchases
                                                                        • Figure 47: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender, February 2014
                                                                      • Kids’ influence on young parents spans wider scope of products
                                                                        • Figure 48: How often parents ask for their kids’ opinions on purchases (often/sometimes), by generations, February 2014
                                                                      • Parents with higher household income ask more for their kids’ opinions
                                                                          • Figure 49: How often parents ask for their kids’ opinions on purchases (often/sometimes), by household income, February 2014
                                                                        • Young kids have say in TV choice, older kids’ opinions preferred otherwise
                                                                          • Figure 50: How often parents ask for their kids’ opinions on purchases (often/sometimes), by kids’ age, February 2014
                                                                      • Activities Typically Done With Kids on a Weekly Basis

                                                                        • Key points
                                                                          • How parents/kids spend time together key to unlocking kids as influencers
                                                                            • Dads are spending time with their kids through technology
                                                                              • Moms are spending time with their kids during their everyday activities
                                                                                • Figure 51: Activities typically done with kids on a weekly basis, by gender, February 2014
                                                                              • TV/radio activities more common among older parents
                                                                                • Figure 52: Activities typically done with kids on a weekly basis, by gender and age, February 2014
                                                                              • Household income has little effect on most parent/child activities
                                                                                • Figure 53: Activities typically done with kids on a weekly basis, by household income, February 2014
                                                                            • Media and Marketing, Interactions and Relationships, and Purchasing Motivations

                                                                              • Key points
                                                                                • One third of parents pay more attention to ads showing families
                                                                                  • Figure 54: Attitudes about kids, relationships, advertising, by gender, February 2014
                                                                                • Older parents have stronger attitudes towards kids and marketing
                                                                                    • Figure 55: Attitudes about kids, relationships, advertising, by gender and age, February 2014
                                                                                  • Low-income parents more likely to play with their kid offline
                                                                                    • Figure 56: Attitudes about kids, relationships, advertising, by household income, February 2014
                                                                                  • Parents who seek kids’ opinions want to provide better life
                                                                                    • Figure 57: Attitudes about kids, relationships, advertising, by decision-making style, February 2014
                                                                                • Impact of Race and Hispanic Origin

                                                                                  • Key points
                                                                                    • Large audience of Hispanic children potential influencers
                                                                                      • Figure 58: Kids’ influence on purchase decisions (joint decision with kids in household), by race/Hispanic origin, February 2014
                                                                                    • Hispanic kids wield strong influence at the grocery store
                                                                                      • Figure 59: How often parents buy kids what they request (always/sometimes), by race/Hispanic origin, February 2014
                                                                                    • Hispanic kids influence parents in nontraditional categories
                                                                                      • Figure 60: How often parents ask for their kids’ opinions on purchases (often/sometimes), by race/Hispanic origin, February 2014
                                                                                    • Hispanic parents playing games with kids
                                                                                      • Figure 61: Activities typically done with kids on a weekly basis, by race/Hispanic origin, February 2014
                                                                                    • Hispanic kids watching Disney
                                                                                      • Figure 62: Cable TV networks viewed by kids in the last seven days, by race and Hispanic origin, January 2007-December 2013
                                                                                  • Custom Segments – Family Decision-Making Styles

                                                                                    • Key points
                                                                                      • About three quarters of families include kids’ input in day-to-day decisions
                                                                                        • Figure 63: Family decision-making style, February 2014
                                                                                      • Fathers more likely to be dictators
                                                                                        • Figure 64: Family decision-making style, by gender, February 2014
                                                                                      • Household income has little effect on family decision-making style
                                                                                        • Figure 65: Family decision-making style, by household income, February 2014
                                                                                      • Married parents likely to present options to kids before making decisions
                                                                                        • Figure 66: Family decision-making style, by marital status, February 2014
                                                                                      • Parents become more collaborative as kids get older
                                                                                        • Figure 67: Family decision-making style, by kids’ age, February 2014
                                                                                      • Active parents seeking input from kids
                                                                                        • Figure 68: Family decision-making style, by number of activities typically done with kids on a weekly basis, February 2014
                                                                                    • Custom Segments – Married and Single-parent Homes

                                                                                      • Key points
                                                                                          • Figure 69: Kids’ influence on purchase decisions (joint decision with kids in household), by marital status, February 2014
                                                                                        • Kids in single-parent homes more likely to grocery shop with parents
                                                                                          • Figure 70: Activities typically done with kids on a weekly basis, by marital status, February 2014
                                                                                        • Half of unmarried parents buy items they can enjoy with kids
                                                                                            • Figure 71: Attitudes about kids, relationships, advertising, by marital status, February 2014
                                                                                        • Appendix – The Consumer – Kid’s Influence on Purchase Decision

                                                                                            • Figure 72: Kids’ influence on purchase decisions (joint decision with kids in household), by generations, February 2014
                                                                                            • Figure 73: Kids’ influence on purchase decisions (joint decision with kids in household), by kids and younger/older, February 2014
                                                                                            • Figure 74: Kids’ influence on purchase decisions (joint decision with kids in household), by decision-making style, February 2014
                                                                                            • Figure 75: Kids’ influence on purchase decisions (joint decision with kids in household), by area, February 2014
                                                                                            • Figure 76: Kids’ influence on purchase decisions (joint decision with kids in household), by number of activities typically done with kids on a weekly basis, February 2014
                                                                                        • Appendix – The Consumer – How Often Parents Buy Kids What They Request

                                                                                            • Figure 77: How often parents buy kids what they request, February 2014
                                                                                            • Figure 78: How often parents buy kids what they request (always/sometimes), by generations, February 2014
                                                                                            • Figure 79: How often parents buy kids what they request (always/sometimes), by kids age, February 2014
                                                                                            • Figure 80: How often parents buy kids what they request (always/sometimes), by kids and younger/older, February 2014
                                                                                            • Figure 81: How often parents buy kids what they request (always/sometimes), by decision-making style, February 2014
                                                                                            • Figure 82: How often parents buy kids what they request (always/sometimes), by area, February 2014
                                                                                        • Appendix – The Consumer – How Often Parents Ask for Their Kids’ Opinions

                                                                                            • Figure 83: How often parents ask for their kids’ opinions on purchases, February 2014
                                                                                            • Figure 84: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender and age, February 2014
                                                                                            • Figure 85: How often parents ask for their kids’ opinions on purchases (often/sometimes), by kids and younger/older, February 2014
                                                                                            • Figure 86: How often parents ask for their kids’ opinions on purchases (often/sometimes), by decision-making style, February 2014
                                                                                            • Figure 87: How often parents ask for their kids’ opinions on purchases (often/sometimes), by number of activities typically done with kids on a weekly basis, February 2014
                                                                                            • Figure 88: How often parents ask for their kids’ opinions on purchases (often/sometimes), by area, February 2014
                                                                                        • Appendix – The Consumer – Activities Typically Done With Kids on a Weekly Basis

                                                                                            • Figure 89: Activities typically done with kids on a weekly basis, by generations, February 2014
                                                                                            • Figure 90: Activities typically done with kids on a weekly basis, by kids’ age, February 2014
                                                                                            • Figure 91: Activities typically done with kids on a weekly basis, by kids and younger/older, February 2014
                                                                                            • Figure 92: Activities typically done with kids on a weekly basis, by decision-making style, February 2014
                                                                                            • Figure 93: Activities typically done with kids on a weekly basis, by area, February 2014
                                                                                            • Figure 94: Activities typically done with kids on a weekly basis, by number of activities typically done with kids on a weekly basis, February 2014
                                                                                        • Appendix – The Consumer – Media and Marketing, Interactions and Relationships, and Purchasing Motivations

                                                                                            • Figure 95: Attitudes about kids, relationships, advertising, by generations, February 2014
                                                                                            • Figure 96: Attitudes about kids, relationships, advertising, by kids age, February 2014
                                                                                            • Figure 97: Attitudes about kids, relationships, advertising, by kids and younger/older, February 2014
                                                                                            • Figure 98: Attitudes about kids, relationships, advertising, by number of activities typically done with kids on a weekly basis, February 2014
                                                                                            • Figure 99: Attitudes about kids, relationships, advertising, by area, February 2014
                                                                                            • Figure 100: Attitudes about kids, relationships, advertising, by race/Hispanic origin, February 2014
                                                                                        • Appendix – The Consumer – Family Decision- Making Style

                                                                                              • Figure 101: Family decision-making style, by generations, February 2014
                                                                                              • Figure 102: Family decision-making style, by gender and age, February 2014
                                                                                              • Figure 103: Family decision-making style, by race/Hispanic origin, February 2014
                                                                                              • Figure 104: Family decision-making style, by area, February 2014
                                                                                              • Figure 105: Family decision-making style, by kids and younger/older, February 2014
                                                                                          • Appendix – Trade Associations

                                                                                            Companies Covered

                                                                                            • AT&T Inc.
                                                                                            • Telemundo Communications Group, Inc.

                                                                                            Kids as Influencers - US - April 2014

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