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Kids as Influencers - US - March 2016

"35 million US households include children younger than 18. The majority are headed by a married couple. Parenting trends allow for kids to have significant influence on household decisions – including purchases for the child individually as well as those for the whole family."

- Lauren Bonetto, Lifestyles & Leisure Analyst

This report covers the following issues:

  • Simultaneously targeting kids and parents
  • With kids and teens increasingly reachable, relationship with brands under scrutiny
  • Parents worry about spoiling kids

For the purposes of this Report, Mintel uses the following definitions:

  • Kids: children younger than 18 living in the household of the parent/guardian taking the survey
  • Parents: adults aged 18+ who are parents/guardians to kids younger than 18 living in the household

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Figure 1: Households, by type, 2015
        • The issues
          • Simultaneously targeting kids and parents
            • With kids and teens increasingly reachable, relationship with brands under scrutiny
              • Parents worry about spoiling kids
                • Figure 2: Drawbacks to giving kids a say, November 2015
              • The opportunities
                • An influenced man: Millennial dads are an under-targeted, possibly lucrative group
                    • Figure 3: Attitudes toward kids’ influence – Any agree, Millennial dads versus all parents, November 2015
                  • A more democratic family structure means kids have more power than ever before
                    • Figure 4: Relationship between kids and parents, November 2015
                  • Increased diversity provides opportunity to expand marketing, develop new products
                    • Kids’ reviews under-leveraged
                      • What it means
                      • The Market – What You Need to Know

                        • Less than one third of US households include children
                          • Kid and teen population stagnant overall, but increasingly diverse
                          • American Families

                              • Children younger than 18 present in 28% of US households
                                • Figure 5: Households, by type, 2015
                              • Share of households with children in decline
                                • Figure 6: Households, by presence of own children, 2003-14
                              • But there’s hope – 2014 signals the possibility of a baby bounce
                                • Figure 7: Annual births and fertility rate, 2003-14*
                              • Asian and Hispanic households most likely to include families, children
                                • Asian families
                                  • Hispanic families
                                    • Figure 8: Households by type, by race/Hispanic origin of householder, 2013
                                    • Figure 9: Households with own children, by race and Hispanic origin of householder, 2013
                                • American Kids and Teens

                                  • Population of kids and teens to remain relatively stagnant
                                    • Figure 10: Population <18, by age, 2010-20
                                  • With each generation, the US becomes increasingly diverse
                                    • Figure 11: Population of kids aged 6-11 and 12-17, by race or Hispanic origin, 2010-20
                                  • Majority of kids and teens reside with both parents
                                    • Figure 12: Household relationship and living arrangements of kids and teens, by age, 2013
                                • Key Trends – What You Need to Know

                                  • What’s working: Gender agenda, popular characters, humor
                                    • Challenges: Junk food, targeting kids too well, dads outside the home
                                      • What’s next: More diversity, kids’ reviews, unplugging, young entrepreneurs
                                      • What’s Working?

                                        • Empowering girls and encouraging gender neutrality
                                          • Leveraging characters liked by both kids and parents
                                            • Marketing to kids
                                              • Marketing to teens
                                              • Challenges

                                                • Food fight! Kids and parents will likely always battle over junk food
                                                  • Reaching dads who don’t live in the household
                                                    • Being too effective at targeting kids may bother parents
                                                    • What’s Next?

                                                      • Kids and teens seek brands that incorporate diversity
                                                        • Figure 13: “Kids Review The New Barbie Bodies,” online video, February 2016
                                                      • Encouraging families to disconnect
                                                        • For-kids-by-kids
                                                        • The Consumer – What You Need to Know

                                                          • Modern parents are closer with and likely more influenced by their children
                                                            • Kids most influential on entertainment, snacks
                                                              • Character merchandise may appeal to both parents and kids
                                                                • Parents enjoy shopping with kids, may use time to impart lessons
                                                                  • Parents worry about spoiling kids
                                                                  • Relationship Between Kids and Parents

                                                                    • Does a closer parent-child relationship mean more influence?
                                                                        • Figure 14: Relationship between kids and parents, November 2015
                                                                        • Figure 15: Attitudes toward indulging kids, by gender and by generation, July 2014-September 2015
                                                                      • Spotlight: Aunts, uncles, and family friends
                                                                        • Gen X parents rebel against traditional parenting style
                                                                          • Figure 16: Relationship between kids and parents, by gender and generation, November 2015
                                                                      • How Often Parents Say “Yes”

                                                                        • Parents slightly more inclined to say “yes” than “no”
                                                                          • Figure 17: How often parents say “yes,” November 2015
                                                                        • Dads may be slightly more inclined to say “yes”
                                                                          • Figure 18: How often parents say “yes,” by gender, November 2015
                                                                        • Hispanics may be more likely to say “yes”
                                                                          • Figure 19: How often parents say “yes,” by Hispanic origin, November 2015
                                                                      • Where Kids Have Influence

                                                                        • Kids very influential when it comes to entertainment
                                                                            • Figure 20: Kids’ influence on purchases (excluding food and drink) and activities, November 2015
                                                                          • Moms, parents of older children, and Black parents tend to be more influenced by kids
                                                                              • Figure 21: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by gender, November 2015
                                                                              • Figure 22: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by gender and generation, November 2015
                                                                              • Figure 23: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by age of children – Exclusive age groups, November 2015
                                                                              • Figure 24: Kids’ influence on purchases (excluding food and drink) and activities – Netted for kids’ influence, by race, November 2015
                                                                            • Kids more likely to influence snack time, less likely to influence dinnertime
                                                                              • Figure 25: Kids’ influence on food and drink purchases, November 2015
                                                                            • Moms, Gen Xers, and parents of older kids tend to be more influenced
                                                                              • Figure 26: Kids’ influence on food and drink purchases – Netted for kids’ influence, by gender, November 2015
                                                                              • Figure 27: Kids’ influence on food and drink purchases – Netted for kids’ influence, by gender and generation, November 2015
                                                                              • Figure 28: Kids’ influence on food and drink purchases – Netted for kids’ influence, by age of children – Exclusive age groups, November 2015
                                                                          • Parents, Kids, and Brands

                                                                            • Kids and teens gravitate toward age-appropriate brands
                                                                              • Figure 29: Types of brands kids like, November 2015
                                                                            • Parents and kids agree on some clothing, food, toy, and sports brands
                                                                                • Figure 30: Parents’ favorite brands and kids’ favorite brands (according to parents), November 2015
                                                                            • Parents, Kids, and Characters

                                                                              • Top five includes classic characters and new faces
                                                                                • In with the old . . .
                                                                                  • And in with the new
                                                                                    • Superhero genre includes both classics and newbies
                                                                                      • Figure 31: Popular characters, November 2015
                                                                                    • Millennial dads key target group for character merchandising
                                                                                      • Figure 32: Popular characters – Netted for “parents like,” by gender and generation, November 2015
                                                                                    • Millennial moms gravitate toward female characters, those with positive message
                                                                                      • Figure 33: Popular characters – Netted for “parents like,” by gender and generation, November 2015
                                                                                    • Multicultural characters resonate most with Black parents
                                                                                      • Figure 34: Popular characters – Netted for “parents like,” by race, November 2015
                                                                                  • Parents, Kids, and Shopping

                                                                                    • Parents find it easier to justify spending on kids than on themselves
                                                                                      • Figure 35: “Headache,” online video, November 2015
                                                                                      • Figure 36: Kids and shopping, November 2015
                                                                                    • Millennial dads key target group for kids’ influence
                                                                                      • Figure 37: “#RealStrength,” online video, January 2015
                                                                                      • Figure 38: Kids and shopping – Any agree, by gender and generation, November 2015
                                                                                    • Older children more likely to request specific brands but younger children still absorb branding information
                                                                                      • Figure 39: Kids and shopping – Any agree, by age of children – Exclusive age groups, November 2015
                                                                                    • Shopping is a family affair for Hispanics
                                                                                      • Figure 40: Kids and shopping – Any agree, by Hispanic origin, November 2015
                                                                                  • Perks to Giving Kids a Say

                                                                                    • Parents may view shopping as a teaching opportunity
                                                                                      • Figure 41: Perks to giving kids a say, November 2015
                                                                                    • Dads view buying things for kids as a way to bond, encourage good behavior
                                                                                      • Figure 42: Perks to giving kids a say – Any agree, by gender, November 2015
                                                                                    • Millennial dads feel kids keep them on top of trends
                                                                                      • Figure 43: Perks to giving kids a say – Any agree, by gender and generation, November 2015
                                                                                    • Hispanics likely shop as a family to teach lessons, strengthen bonds
                                                                                      • Figure 44: Perks to giving kids a say – Any agree, by Hispanic origin, November 2015
                                                                                  • Drawbacks to Giving Kids a Say

                                                                                    • Worries about spoiling kids may make parents hesitant to allow them influence
                                                                                        • Figure 45: Drawbacks to giving kids a say, November 2015
                                                                                      • Millennial dads may worry about kids becoming too entitled
                                                                                        • Figure 46: Drawbacks to giving kids a say – Any agree, by gender and generation, November 2015
                                                                                      • The terrible . . . 6-11s?
                                                                                        • Figure 47: Drawbacks to giving kids a say – Any agree, by age of children – Exclusive age groups, November 2015
                                                                                      • Black and Asian parenting styles emphasize balancing “yes” and “no”
                                                                                        • Figure 48: Drawbacks to giving kids a say – Any agree, by race and Hispanic origin, November 2015
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Demographic data
                                                                                          • Consumer survey data
                                                                                            • Consumer qualitative research
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                  • Terms
                                                                                                  • Appendix – Market – American Families

                                                                                                      • Figure 49: Households, by type, 2015
                                                                                                      • Figure 50: Households by type, by race/Hispanic origin of householder, 2013
                                                                                                      • Figure 51: Households, by presence of own children, 2003-14
                                                                                                      • Figure 52: Households with own children, by race/ Hispanic origin of householder, 2013
                                                                                                      • Figure 53: Household size, by race/Hispanic origin, 2013
                                                                                                      • Figure 54: Detailed marital status, by age, 2013
                                                                                                      • Figure 55: Marital status of people aged 18 or older, by race/ Hispanic origin, 2013
                                                                                                      • Figure 56: Annual births and fertility rate, 2003-14*
                                                                                                      • Figure 57: Births and birth rates, by age of mother, 2013 and preliminary 2014
                                                                                                      • Figure 58: Births, by race/Hispanic origin of mother, 2003-14*

                                                                                                  Companies Covered

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                                                                                                  Kids as Influencers - US - March 2016

                                                                                                  US $3,995.00 (Excl.Tax)