Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing to Kids and Tweens - US - May 2014

“Companies or brands may be enticed to market directly to kids and tweens because they exert influence over billions in annual spending. However, smart marketers will avoid this temptation and build lasting brand equity through a more tempered approach. They will create positive brand experiences that will create loyal customers for life.”

- Fiona O'Donnell, Category Manager - Multicultural, Lifestyles, Leisure, Travel, and Retail

Some questions answered in this report include:

  • Why is it important to understand kids and tweens?
  • Should kids or tweens younger than age 13 be on social media?
  • Why are kids and tweens driven to distraction?Why are kids and tweens driven to distraction?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                    • Snapshot of kids and tweens
                      • Figure 1: Total US population distribution including kids and tweens aged 5-14, 2014
                    • Marketing strategies
                      • The kid and tween consumer
                        • Kids’ allowance averages $30/month; tweens’ $38
                          • Figure 2: Amount kids and tweens earn weekly, November 2012-December 2013
                        • Allowance is spent on nonessential items like toys, confectionary, video games
                          • Figure 3: What kids spend their money on, November 2012-December 2013
                        • Television and homework are still prevalent activities for kids and tweens
                          • Figure 4: Top activities done during most recent school day, by kids and tweens, January-December 2013
                        • Television service is ubiquitous in the homes of kids and tweens
                          • Figure 5: Type of TV service in home, by kids and tweens, January-December 2013
                        • Channel preferences reflect changing tastes
                          • Figure 6: Top TV channels watched in the last week, by kids and tweens, January-December 2013
                        • Multitasking while watching TV is the norm
                          • Figure 7: Top activities done while watching TV, kids and tweens, January-December 2013
                        • Half of kids, three quarters of tweens go online almost every day or more
                          • Figure 8: Profile page on any of the social networks, kids and tweens, January-December 2013
                        • Kids and tweens exposed to ads everywhere; recall having seen many
                          • Figure 9: Where advertising was seen in the past week, by kids and tweens, January-December 2013
                        • Online shopping not just for adults
                          • Figure 10: Top categories of online shopping, by kids and tweens, January-December 2013
                        • What we think
                        • Issues and Insights

                            • Why is it important to understand kids and tweens?
                              • The issues:
                                • The implications:
                                  • Should kids or tweens younger than age 13 be on social media?
                                    • The issues:
                                      • The implications:
                                        • Why are kids and tweens driven to distraction?
                                          • The issues:
                                            • The implications:
                                            • Trend Application

                                                • Inspire trend: Survival Skills
                                                  • Inspire trend: Edutainment
                                                    • Inspire trend: Switch Off
                                                    • Kids and Tweens by the Numbers

                                                      • Key points
                                                        • Kids and tweens are 41 million strong
                                                          • Figure 11: Total US population of kids and tweens aged 5-14, 2009-19
                                                        • The multicultural society is here
                                                          • Figure 12: US population of kids and tweens aged 5-14, by race/Hispanic origin, 2009-19
                                                        • iGeneration much more diverse than their parents’ or grandparents’ generations
                                                          • Figure 13: Share of US population by generation, by race/Hispanic origin, 2014
                                                        • Two thirds of kids/tweens live with both parents
                                                          • Figure 14: Household relationship and living arrangements of kids and tweens, by age, 2013
                                                          • Figure 15: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender, February 2014
                                                      • Innovations and Innovators

                                                          • LL Bean’s Outdoor Discovery Schools
                                                            • Figure 16: LL Bean Kayak Class Video
                                                          • KLM Royal Dutch Airlines/Disney
                                                            • Figure 17: KLM Planes screening event, 2013
                                                          • The Viddiverse
                                                            • iBitz by GeoPalz
                                                              • Makey Makey
                                                                • Figure 18: Makey Makey – An Invention Kit for Everyone, video, 2013
                                                            • Marketing Strategies

                                                              • Overview
                                                                • LEGO Group
                                                                  • Apple/The Apple Store
                                                                    • Amazon – Kindle FreeTime and FreeTime Unlimited
                                                                      • Disney
                                                                      • Kids’ and Tweens’ Income Sources

                                                                        • Key points
                                                                          • Allowance, gifts are most likely source of spending money; parents often pay for everything
                                                                            • Figure 19: Primary source of spending money, by kids and teens, August 2013
                                                                          • Kids, on average, receive $30 per month in allowance; tweens, $38
                                                                            • Figure 20: Amount kids earn weekly, by gender, November 2012-December 2013
                                                                          • Tweens’ allowance averages $38 per month
                                                                            • Figure 21: Amount tweens earn weekly, by gender, November 2012-December 2013
                                                                        • Spending by Category

                                                                          • Key points
                                                                            • Two thirds of kids’ allowance is spent on toys
                                                                              • Figure 22: What kids spend their money on, by gender, November 2012-December 2013
                                                                            • Older kids spend differently than younger kids
                                                                              • Figure 23: What kids spend their money on, by gender and age, November 2012-December 2013
                                                                          • Activities Done During Most Recent School Day

                                                                            • Key points
                                                                              • Homework a close second to watching television for both kids and tweens
                                                                                • Older kids/tweens abandon toys
                                                                                  • Figure 24: Activities done during most recent school day, by kids and tweens, January-December 2013
                                                                                • Boys’ and girls’ interests diverge early
                                                                                  • Figure 25: Activities done during most recent school day (kids), by gender, January-December 2013
                                                                                • Tweens participate in more activities; tween girls participate the most
                                                                                  • Figure 26: Activities done during most recent school day (tweens), by gender, January-December 2013
                                                                              • Events Attended in the Past Year

                                                                                • Key points
                                                                                  • Theme parks, museums, and plays most popular events
                                                                                    • Figure 27: Events attended in the past year, by kids and tweens, January-December 2013
                                                                                  • Nature or nurture? Boys more likely than girls to attend sporting events
                                                                                    • Figure 28: Events attended in the past year, by kids and tweens, by gender, January-December 2013
                                                                                  • Not surprisingly, household income matters
                                                                                    • Figure 29: Events attended in the past year (kids), by household income, January-December 2013
                                                                                    • Figure 30: Events attended in the past year (tweens), by household income, January-December 2013
                                                                                • Type of TV Service in Home

                                                                                  • Key points
                                                                                    • Majority of kids/tweens have cable or other nonbroadcast media at home
                                                                                      • Figure 31: Type of TV service in home, by kids and tweens, January-December 2013
                                                                                    • Service choices are similar regardless of household income
                                                                                      • Figure 32: Type of TV service in home (kids), by household income, January-December 2013
                                                                                      • Figure 33: Type of TV service in home (tweens), by household income, January-December 2013
                                                                                  • TV Channels Watched in the Last Week

                                                                                    • Key points
                                                                                      • Channel preferences reflect changing tastes
                                                                                        • Figure 34: TV channels watched in the last week, by kids and tweens, January-December 2013
                                                                                      • Disney Channel going strong with boys/girls
                                                                                        • Figure 35: TV channels watched in the last week (kids), by gender, January-December 2013
                                                                                      • Tweens branch out (a little)
                                                                                        • Figure 36: Type of TV channels in home (tweens), by gender, January-December 2013
                                                                                    • Activities Done While Watching TV

                                                                                      • Key points
                                                                                        • Majority of kids and tweens multitask while watching TV
                                                                                          • Figure 37: Activities done while watching TV, by kids and tweens, January-December 2013
                                                                                        • Kids most likely to eat, play with toys, or talk while watching TV
                                                                                          • Figure 38: Activities done while watching TV (kids), by gender, January-December 2013
                                                                                        • Tween girls keep busy while watching TV
                                                                                          • Figure 39: Activities done while watching TV (tweens), by gender, January-December 2013
                                                                                        • Household income has some impact on multitasking behavior
                                                                                          • Figure 40: Activities done while watching TV (kids), by household income, January-December 2013
                                                                                          • Figure 41: Activities done while watching TV (tweens), by household income, January-December 2013
                                                                                      • Online Usage and Social Media Presence

                                                                                        • Key points
                                                                                          • Kids and tweens are online but with different frequency
                                                                                            • Figure 42: Online usage, by kids and tweens, January-December 2013
                                                                                          • Most kids do not have a social media presence, but most tweens do
                                                                                            • Figure 43: Profile page on any of the social networks, kids and tweens, January-December 2013
                                                                                          • Girls more likely than boys to have a Facebook page
                                                                                            • Figure 44: Profile page on any of the social networks (kids), by gender, January-December 2013
                                                                                          • Facebook equally popular with tween boys and girls
                                                                                            • Figure 45: Profile page on any of the social networks (tweens), by gender, January-December 2013
                                                                                          • Big jump in social media presence in seventh grade
                                                                                            • Figure 46: Profile page on any of the social networks (tweens), by grade, January-December 2013
                                                                                          • Facebook is king among those who visited a social media site
                                                                                            • Figure 47: Visited any of the social networks, by kids and tweens, January-December 2013
                                                                                        • Awareness of Advertising

                                                                                          • Key points
                                                                                            • Tweens much more likely to recall having seen advertising in the past week
                                                                                              • Figure 48: Where advertising was seen in the past week, by kids and tweens January-December 2013
                                                                                            • Kids are most aware of TV ads
                                                                                              • Figure 49: Where advertising was seen in the past week (kids), by gender, January-December 2013
                                                                                            • Tween girls more likely to have seen ads in the past week
                                                                                              • Figure 50: Where advertising was seen in the past week (tweens), by gender, January-December 2013
                                                                                            • Tweens in households earning $75K+ see ads in more channels
                                                                                              • Figure 51: Where advertising was seen in the past week (tweens), by household income, January-December 2013
                                                                                            • Most recall seeing a TV commercial; product placement is influential
                                                                                              • Figure 52: Types of TV ads seen or heard in the past week, by kids and tweens, January-December 2013
                                                                                            • Video ads on the internet are noticed by kids/tweens
                                                                                              • Figure 53: Types of internet ads seen or heard in the past week, by kids and tweens, January-December 2013
                                                                                            • A captive audience notices movie theater advertising
                                                                                              • Figure 54: Types of movie theater ads seen or heard in the past week, by kids and tweens, January-December 2013
                                                                                            • In-game ads and product placements get some notice
                                                                                              • Figure 55: Types of video game ads seen or heard in the past week, by kids and tweens, January-December 2013
                                                                                            • Kids pay more attention than tweens to ads
                                                                                              • Figure 56: Always or sometimes pays attention to advertising, by type of advertising, by kids and tweens, January-December 2013
                                                                                          • Online Shopping

                                                                                            • Key points
                                                                                              • Online shopping is not just for adults
                                                                                                • Figure 57: Internet shopping in the past month, by kids and tweens, January-December 2013
                                                                                              • Boys are more likely than girls to shop online
                                                                                                • Figure 58: Internet shopping in the past month (kids), by gender, January-December 2013
                                                                                              • Tween boys and girls equally as likely to shop online
                                                                                                • Figure 59: Internet shopping in the past month (tweens), by gender and by grade, January-December 2013
                                                                                              • Tweens of means are more likely to shop online
                                                                                                • Figure 60: Internet shopping in the past month (tweens), by household income, January-December 2013
                                                                                              • Kids shop online for toys/video games; tweens for apparel/electronics
                                                                                                • Figure 61: Online shopping by product category, by kids and tweens January-December 2013
                                                                                              • Older tweens more likely than younger tweens to shop for apparel and shoes
                                                                                                • Figure 62: Online shopping (tweens), by grade, January-December 2013
                                                                                            • Impact of Race and Hispanic Origin

                                                                                              • Key points
                                                                                                • Watching TV is universal
                                                                                                  • Figure 63: Activities during most recent school day (kids), by race/Hispanic origin, January-December 2013
                                                                                                • Disney and Nickelodeon channels are most popular
                                                                                                  • Figure 64: TV channels watched in the last week (kids), by race/Hispanic origin, January-December 2013
                                                                                                • More Black tweens watch most channels
                                                                                                  • Figure 65: Type of TV channels in home (tweens), by race/Hispanic origin, January-December 2013
                                                                                                • Black, Hispanic, and White kids go online equally as frequently
                                                                                                  • Figure 66: Online usage (kids), by race/Hispanic origin, January-December 2013
                                                                                                • Three in four tweens go online frequently
                                                                                                  • Figure 67: Online usage (tweens), by race/Hispanic origin, January-December 2013
                                                                                                • Most kids are not on social media
                                                                                                  • Figure 68: Profile page on any of the social networks (kids), by race/Hispanic origin, January-December 2013
                                                                                                • Hispanic tweens more likely to have a social media profile
                                                                                                  • Figure 69: Profile page on any of the social networks (tweens), by race/Hispanic origin, January-December 2013
                                                                                                • Same share of kids shop online regardless of race/Hispanic origin
                                                                                                  • Figure 70: Internet shopping in the past month (kids), by race/Hispanic origin, January-December 2013
                                                                                                • Black tweens more likely than Hispanics to shop online
                                                                                                  • Figure 71: Internet shopping in the past month (tweens), by race/Hispanic origin, January-December 2013
                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                • Activities during most recent school day
                                                                                                  • Figure 72: Activities done during most recent school day (kids), by 1st-2nd graders, by gender, January-December 2013
                                                                                                  • Figure 73: Activities done during most recent school day (kids), by 3rd-4th graders, by gender, January-December 2013
                                                                                                  • Figure 74: Activities done during most recent school day (kids), by area, January-December 2013
                                                                                                  • Figure 75: Activities done during most recent school day (tweens), by area, January-December 2013
                                                                                                  • Figure 76: Activities done during most recent school day (kids), by household income, January-December 2013
                                                                                                  • Figure 77: Activities done during most recent school day (tweens), by household income, January-December 2013
                                                                                                  • Figure 78: Activities done during most recent school day (tweens), by 5th-6th graders, by gender, January-December 2013
                                                                                                  • Figure 79: Activities done during most recent school day (tweens), by 7th-8th graders, by gender, January-December 2013
                                                                                                  • Figure 80: Activities done during most recent school day (tweens), by race/Hispanic origin, January-December 2013
                                                                                                • Events attended in the past year
                                                                                                  • Figure 81: Events kids and tweens attended in the past year, by grades, January-December 2013
                                                                                                • Type of TV service in home
                                                                                                  • Figure 82: Type of TV service in home (kids), by gender, January-December 2013
                                                                                                  • Figure 83: Type of TV service in home (kids), by grades, January-December 2013
                                                                                                  • Figure 84: Type of TV service in home (tweens), by gender, January-December 2013
                                                                                                  • Figure 85: Type of TV service in home (tweens), by grades, January-December 2013
                                                                                                • Type of TV channels in home
                                                                                                  • Figure 86: Type of TV channels in home (tweens), by grades, January-December 2013
                                                                                                  • Figure 87: Type of TV channels in home (tweens), by household income, January-December 2013
                                                                                                • TV channels watched in the last week
                                                                                                  • Figure 88: TV channels watched in the last week (kids), by grade, January-December 2013
                                                                                                  • Figure 89: TV channels watched in the last week (kids), by household income, January-December 2013
                                                                                                  • Figure 90: TV channels watched in the last week (kids), by area, January-December 2013
                                                                                                • Activities done while watching TV
                                                                                                  • Figure 91: Activities done while watching TV (kids), by 1st-2nd graders, by gender, January-December 2013
                                                                                                  • Figure 92: Activities done while watching TV (kids), by 3rd-4th graders, by gender, January-December 2013
                                                                                                • Online usage
                                                                                                  • Figure 93: Online usage (kids), by gender, January-December 2013
                                                                                                  • Figure 94: Online usage (kids), by grades, January-December 2013
                                                                                                  • Figure 95: Online usage (kids), by household income, January-December 2013
                                                                                                  • Figure 96: Online usage (kids), by area, January-December 2013
                                                                                                  • Figure 97: Online usage (tweens), by gender, January-December 2013
                                                                                                  • Figure 98: Online usage (tweens), by grade, January-December 2013
                                                                                                  • Figure 99: Online usage (tweens), by household income, January-December 2013
                                                                                                  • Figure 100: Online usage (tweens), by area, January-December 2013
                                                                                                • Profile page on any of the social networks
                                                                                                  • Figure 101: Profile page on any of the social networks (kids), by grades, January-December 2013
                                                                                                  • Figure 102: Profile page on any of the social networks (kids), by household income, January-December 2013
                                                                                                  • Figure 103: Profile page on any of the social networks (kids), by area, January-December 2013
                                                                                                  • Figure 104: Profile page on any of the social networks (tweens), by area, January-December 2013
                                                                                                • Seen any advertising in the past week
                                                                                                  • Figure 105: Where advertising was seen in the past week (kids), by race/Hispanic origin, January-December 2013
                                                                                                  • Figure 106: Where advertising was seen in the past week (kids), by household income, January-December 2013
                                                                                                  • Figure 107: Where advertising was seen in the past week (tweens), by race/Hispanic origin, January-December 2013
                                                                                                • Types of TV advertising seen or heard in the past week
                                                                                                  • Figure 108: Types of TV ads seen or heard in the past week (kids), by gender, January-December 2013
                                                                                                  • Figure 109: Types of TV ads seen or heard in the past week (tweens), by gender, January-December 2013
                                                                                                • Internet ads seen or heard in the past week
                                                                                                  • Figure 110: Types of internet ads seen or heard in the past week (kids), by gender, January-December 2013
                                                                                                  • Figure 111: Types of internet ads seen or heard in the past week (tweens), by gender, January-December 2013
                                                                                                • Online shopping
                                                                                                  • Figure 112: Internet shopping in the past month (kids), by household income, January-December 2013
                                                                                                • Attitudes toward fashion
                                                                                                  • Figure 113: Attitudes toward fashion (kids), by gender, November 2012-December 2013
                                                                                              • Appendix – Trade Association

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                Marketing to Kids and Tweens - US - May 2014

                                                                                                £3,277.28 (Excl.Tax)