Marketing to Kids - US - April 2015
"Today's kids are the true digital natives; they do not remember a time without smartphones and constant connectivity. Modern kids can be difficult to impress and even more difficult to captivate."
Lauren Bonetto, Lifestyle & Leisure Analyst
This report covers the following areas:
- How kids watch TV and use the internet
In 2015, there are an estimated 24.7 million kids aged 6-11 in the US. Though they represent a small percentage of the population, their buying power is significant, as their preferences are often considered in their parents’ purchasing decisions. Marketing to kids is often tricky as brands must win the approval of both kids and their parents. However, resonating with kids is not only important due to the tremendous buying power they hold now, but also because they are the shoppers of the future.
Though Millennials are often referred to as “digital natives” – modern kids are the true natives. Unlike Millennials, who have adapted to and embraced emerging technologies, today’s kids do not remember a time without smartphones and constant connectivity. The fast-paced, high-tech world they were born into means that kids have little patience for slow, unresponsive, or unpersonalized service and that they expect access to everything, at all times, and in all places. Modern kids can be difficult to impress and even more difficult to captivate.
Despite their “digital native” status, today’s kids share traits with the generations that came before them. They still enjoy playing with toys, seek their parents’ approval, and want to be well liked by their peers. These “shoppers of tomorrow” are developing their individual preferences and personalities and are strongly influenced by their parents, peers, and other prominent figures in their lives.
Take a look inside a sample report
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.Download now
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.