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Lifestyles of Children and Teens - UK - May 2014

“’Fun’ is the key concept to utilise when catering to the tastes of younger demographics, with television and social media scoring highly on the ‘fun’ factor and, accordingly, enjoying regular use. Publishers of traditional media would benefit from exploring new formats, add-ons and angles to be more in line with children’s tastes.”

– Ina Mitskavets, Senior Lifestyles and Consumer Analyst

Some questions answered in this report include:

  • Could children’s print media benefit from more interactivity?
  • How can brands negate the impact of gender on the future aspirations of kids and teens?

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Savings – a high priority
              • Figure 1: How pocket money is spent, March 2014
            • Sugary snacks dominate wish lists
              • Figure 2: Snacks that children and teens would ask their parents for, March 2014
            • Online and offline continue to merge
              • Figure 3: Attitudes towards social media, March 2014
            • Most kids and teens know what they want to be when they grow up
              • Figure 4: What children and teens want to be when they are grown up, March 2014
            • What we think
            • Issues and Insights

                • Children’s print media could benefit from more interactivity
                  • The facts
                    • The implications
                      • Negating the impact of gender on the future aspirations of kids and teens
                        • The facts
                          • The implications
                          • Trend Application

                              • Trend: Influentials
                                • Trend: Entrepreneurial Spirit
                                  • Trend: The Real Thing
                                  • Market Drivers

                                    • Key points
                                      • Trends in age structure and growth projections of UK’s 7-15-year-olds
                                        • Figure 5: Trends in the age structure of the UK population, by age, 2009-19
                                      • Family income and parents’ marital status
                                        • Figure 6: Annual household income, by parents’ marital status, March 2014
                                      • Family support network
                                        • Figure 7: Support network, by age of parents, March 2014
                                      • Childhood obesity
                                        • Figure 8: Proportions of underweight, healthy weight, overweight and obese children, by school year, England, 2012-13
                                      • Use of technology in the home
                                        • Figure 9: Technology devices used by children and teens, March 2014
                                      • Use of social media
                                        • Figure 10: Use of social media and social apps, March 2014
                                    • The Consumer – Pocket Money

                                      • Key points
                                        • Nearly a fifth of kids receive over £30 a month
                                          • Figure 11: Monthly pocket money, March 2014
                                        • Dads more generous with kids than mums
                                          • Figure 12: Monthly pocket money, by gender and age of parent, March 2014
                                        • Boys aged 10-12 out-earn girls in the same age group
                                          • Figure 13: Monthly pocket money, by gender and age of children and teens, March 2014
                                        • Almost half of children and teens save their pocket money
                                          • Figure 14: How pocket money is spent, March 2014
                                        • Half of teenage girls spent on fashion items
                                          • Figure 15: How pocket money is spent, by gender of children and teens, March 2014
                                        • Children’s spending rises with more pocket money
                                          • Figure 16: How pocket money is spent, by amount of monthly pocket money received, March 2014
                                      • The Consumer – What Children and Teens Want for Their Birthday

                                        • Key points
                                          • Technology items dominate birthday wish lists
                                            • Figure 17: What children and teens want for their birthday, March 2014
                                          • Making up for pocket money shortfall
                                            • Video games for boys, fashion for girls
                                              • Figure 18: What children and teens want for their birthday, by gender and age of children and teens, March 2014
                                            • Pocket money spend drives interest in upgraded versions
                                              • Figure 19: What children and teens want for their birthday, by selected things that pocket money is spent on, March 2014
                                          • The Consumer – Snacking Habits

                                            • Key points
                                              • Children and teens most likely to ask for sugary snacks
                                                • Figure 20: Snacks that children and teens would ask their parents for, March 2014
                                              • Older boys lose interest in healthy foods
                                                • Figure 21: Snacks that children and teens would ask their parents for, March 2014
                                            • The Consumer – Media Habits and Attitudes

                                              • Key points
                                                • Blurred lines between online and offline worlds
                                                  • Figure 22: Attitudes towards social media, March 2014
                                                • TV remains at the centre of children’s lives
                                                  • Figure 23: Attitudes towards TV, March 2014
                                                • Teens look to social media for inspiration
                                                  • Figure 24: Attitudes towards social media and TV, by age, March 2014
                                                • Correspondence analysis – Attitudes towards media
                                                  • Methodology
                                                    • Are we having fun yet?
                                                      • Figure 25: Correspondence analysis, May 2014
                                                      • Figure 26: Associations with different media, May 2014
                                                  • The Consumer – Ideal Day

                                                    • Key points
                                                      • Going to a theme park is top of the wish list for an ideal day
                                                        • Figure 27: Ideal day of children and teens, March 2014
                                                        • Figure 28: OLLA’s furniture for kids, May 2014
                                                      • A fifth of teenage girls would choose to work on their ideal day
                                                        • Figure 29: Ideal day of children and teens, by gender of children and teens, March 2014
                                                    • The Consumer – What Children and Teens Want to Be When They Grow Up

                                                      • Key points
                                                        • One in seven have not thought about what they want to be in the future
                                                          • Figure 30: What children and teens want to be when they are grown up, March 2014
                                                        • Gender divisions in future aspirations
                                                          • Figure 31: What children and teens want to be when they grow up, by gender and age of children and teens, March 2014
                                                        • Affluent families in a stronger position to direct children to a certain goal
                                                          • Figure 32: What children and teens want to be when they grow up, by parents’ socio-economic group, March 2014
                                                      • The Consumer – Concerns of Children and Teens

                                                        • Key points
                                                          • More serious focus for today’s children and teens
                                                            • Figure 33: Concerns of children and teens, March 2014
                                                          • Teen girls become more aware of their nutrition
                                                            • Figure 34: Concerns of children and teens, by gender and age of children and teens, March 2014
                                                          • Bullying remains a key concern
                                                            • Figure 35: Concerns about being bullied at school or online, by current family financial situation, March 2014
                                                        • Appendix – Demographic Overview

                                                            • Figure 36: Demographic overview, March 2014
                                                            • Figure 37: Demographic overview, March 2014 (continued)
                                                            • Figure 38: Demographic overview, March 2014 (continued)
                                                            • Figure 39: Demographic overview, March 2014 (continued)
                                                            • Figure 40: Demographic overview, March 2014 (continued)
                                                            • Figure 41: Demographic overview, March 2014 (continued)
                                                            • Figure 42: Demographic overview, March 2014 (continued)
                                                            • Figure 43: Demographic overview, March 2014 (continued)
                                                            • Figure 44: Demographic overview, March 2014 (continued)
                                                            • Figure 45: Demographic overview, March 2014 (continued)
                                                            • Figure 46: Demographic overview, March 2014 (continued)
                                                            • Figure 47: Demographic overview, March 2014 (continued)
                                                        • Appendix – The Consumer – Pocket Money

                                                            • Figure 48: Monthly pocket money, March 2014
                                                            • Figure 49: How pocket money is spent, March 2014
                                                            • Figure 50: How pocket money is spent, by Monthly pocket money, March 2014
                                                            • Figure 51: Most popular monthly pocket money, by demographics, March 2014
                                                            • Figure 52: Next most popular monthly pocket money, by demographics, March 2014
                                                            • Figure 53: Most popular how pocket money is spent, by demographics, March 2014
                                                            • Figure 54: Next most popular how pocket money is spent, by demographics, March 2014
                                                        • Appendix – The Consumer – What Children and Teens Want for Their Birthday

                                                            • Figure 55: What children and teens want for their birthday, March 2014
                                                            • Figure 56: What children and teens want for their birthday, by most popular how pocket money is spent, March 2014
                                                            • Figure 57: What children and teens want for their birthday, by next most popular how pocket money is spent, March 2014
                                                            • Figure 58: Most popular what children and teens want for their birthday, by demographics, March 2014
                                                            • Figure 59: Next most popular what children and teens want for their birthday, by demographics, March 2014
                                                            • Figure 60: Other what children and teens want for their birthday, by demographics, March 2014
                                                        • Appendix – The Consumer – Snacking Habits

                                                            • Figure 61: What snacks children would ask for, March 2014
                                                            • Figure 62: Most popular what snacks children would ask for, by demographics, March 2014
                                                            • Figure 63: Next most popular what snacks children would ask for, by demographics, March 2014
                                                        • Appendix – The Consumer – Media Habits and Attitudes

                                                            • Figure 64: Attitudes towards media, March 2014
                                                            • Figure 65: Attitudes towards social media and TV, March 2014
                                                            • Figure 66: Attitudes towards social media and TV, by attitudes towards media – TV, March 2014
                                                            • Figure 67: Attitudes towards social media and TV, by attitudes towards media – Magazines, March 2014
                                                            • Figure 68: Attitudes towards social media and TV, by attitudes towards media – Books including ebooks, March 2014
                                                            • Figure 69: Attitudes towards social media and TV, by attitudes towards media – Social networks, March 2014
                                                            • Figure 70: Attitudes towards media, by attitudes towards social media and TV – Do your parents often check what you watch on TV?, March 2014
                                                            • Figure 71: Attitudes towards media, by attitudes towards social media and TV – Do you find things you want to have on TV programmes?, March 2014
                                                            • Figure 72: Attitudes towards media, by attitudes towards social media and TV – Do you find things you want to have/buy on social networks?^, March 2014
                                                            • Figure 73: Attitudes towards media, by attitudes towards social media and TV – Do you often talk to friends whilst watching TV?, March 2014
                                                            • Figure 74: Attitudes towards media, by attitudes towards social media and TV – Do you think it is strange if a company doesn’t have a profile on a social network?, March 2014
                                                            • Figure 75: Attitudes towards media, by attitudes towards social media and TV – Do you share pictures of your new things on social networks?^, March 2014
                                                            • Figure 76: Attitudes towards media, by attitudes towards social media and TV – Do you talk to your friends more online/on mobile phones, than in person?, March 2014
                                                            • Figure 77: Most popular attitudes towards media – TV, by demographics, March 2014
                                                            • Figure 78: Next most popular attitudes towards media – TV, by demographics, March 2014
                                                            • Figure 79: Most popular attitudes towards media – Magazines, by demographics, March 2014
                                                            • Figure 80: Next most popular attitudes towards media – Magazines, by demographics, March 2014
                                                            • Figure 81: Most popular attitudes towards media – Books including ebooks, by demographics, March 2014
                                                            • Figure 82: Next most popular attitudes towards media – Books including ebooks, by demographics, March 2014
                                                            • Figure 83: Most popular attitudes towards media – Social networks, by demographics, March 2014
                                                            • Figure 84: Next most popular attitudes towards media – Social networks, by demographics, March 2014
                                                            • Figure 85: Attitudes towards social media and TV – Do your parents often check what you watch on TV?, by demographics, March 2014
                                                            • Figure 86: Attitudes towards social media and TV – Do you find things you want to have on TV programmes?, by demographics, March 2014
                                                            • Figure 87: Attitudes towards social media and TV – Do you find things you want to have/buy on social networks?^, by demographics, March 2014
                                                            • Figure 88: Attitudes towards social media and TV – Do you often talk to friends whilst watching TV?, by demographics, March 2014
                                                            • Figure 89: Attitudes towards social media and TV – Do you think it is strange if a company doesn’t have a profile on a social network?, by demographics, March 2014
                                                            • Figure 90: Attitudes towards social media and TV – Do you share pictures of your new things on social networks?^, by demographics, March 2014
                                                            • Figure 91: Attitudes towards social media and TV – Do you talk to your friends more online/on mobile phones, than in person?, by demographics, March 2014
                                                        • Appendix – The Consumer – Ideal Day

                                                            • Figure 92: Ideal day, March 2014
                                                            • Figure 93: Most popular ideal day, by demographics, March 2014
                                                            • Figure 94: Next most popular ideal day, by demographics, March 2014
                                                            • Figure 95: Other ideal day, by demographics, March 2014
                                                        • Appendix – The Consumer – What Children and Teens Want to Be When They Grow Up

                                                            • Figure 96: What children and teens want to be when they grow up, March 2014
                                                            • Figure 97: Most popular what children and teens want to be when they grow up, by demographics, March 2014
                                                            • Figure 98: Next most popular what children and teens want to be when they grow up, by demographics, March 2014
                                                        • Appendix – The Consumer – Concerns of Children and Teens

                                                            • Figure 99: Concerns of children and teens, March 2014
                                                            • Figure 100: Concerns of children and teens – School work/grades, by demographics, March 2014
                                                            • Figure 101: Concerns of children and teens – What other people think of me, by demographics, March 2014
                                                            • Figure 102: Concerns of children and teens – What I will do in the future, by demographics, March 2014
                                                            • Figure 103: Concerns of children and teens – Being popular, by demographics, March 2014
                                                            • Figure 104: Concerns of children and teens – Not having the latest gadgets, by demographics, March 2014
                                                            • Figure 105: Concerns of children and teens – The environment, by demographics, March 2014
                                                            • Figure 106: Concerns of children and teens – Eating things that are bad for me, by demographics, March 2014
                                                            • Figure 107: Concerns of children and teens – Getting a boyfriend/girlfriend^, by demographics, March 2014
                                                            • Figure 108: Concerns of children and teens – Being bullied at school/online, by demographics, March 2014

                                                        Companies Covered

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                                                        Lifestyles of Children and Teens - UK - May 2014

                                                        £1,995.00 (Excl.Tax)