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 - US - October 2012

“The primary concern for any marketer targeting kids is that they do not inadvertently offend parents or children’s advocacy groups with cleverly designed campaigns that may be deemed ‘too effective’ or exploitative of impressionable kids—particularly for products that are not seen as beneficial for kids. Aside from this key issue, marketers can look at social, demographic, health, and technology trends to help guide their efforts. For example, obesity and childhood nutrition remain are top concerns that marketers may address in their communication; the increasing cultural diversity of kids aged 6-11 also needs to be considered in advertising, as well as kids’ propensity to engage in multiple media forms simultaneously.”

– Fiona O’Donnell, Senior Lifestyles & Leisure Analyst

Some questions answered in this report include:

  • Can social media be used successfully (and ethically) to target kids?
  • Though obesity rates have plateaued, to what extent does health remain an issue?
  • What challenges do marketers face to creatively use new marketing channels to appeal to kids?
  • How does kids’ fragmented attention to multiple channels present both a challenge and an opportunity for marketers?

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
            • Advertising creative
              • Abbreviations
              • Executive Summary

                  • Demographics and background
                    • Kids by the numbers
                      • Figure 1: Total U.S. population, by age, 2012-17
                    • Kids have increasingly diverse backgrounds
                      • Figure 2: Change in the U.S. population of kids aged 6-11, by race/Hispanic origin, 2012-17
                    • Earning, spending and Saving
                      • Kids’ earnings remain relatively consistent over the past five years
                        • Figure 3: Amount of money kids receive weekly, April 2007-June 2012
                      • Snacks, entertainment, toys top kids’ weekly spending
                        • Figure 4: Kids’ weekly spending habits, by gender, 2011
                      • Most kids “want to be rich,” appear to value saving over spending
                        • Figure 5: Attitudes toward being rich and saving, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
                      • Kids and media
                        • TV remains the most popular and influential media for advertising to kids
                          • Figure 6: Time kids spent viewing TV, on last school day/last weekend day, by boys and girls aged 6-8 and 9-11, 2011
                        • Nine out of 10 kids use computers at least once a week
                          • Figure 7: Kids’ frequency of computer use, by age, 2011
                        • Kids today are a multimedia, multitasking generation
                          • Figure 8: Incidence of engaging in other media while watching TV and while on a computer visiting websites, April 2011-June 2012
                        • Relationship with brands
                          • Kids gravitate toward toy/game brands
                            • Figure 9: Favorite brands category groups, by kids’ age and gender groups, 2012
                          • Favorite brand characteristics include TV and social media marketing
                            • Figure 10: Characteristics of favorite brand, 2012
                          • Family time is important to kids
                            • Figure 11: Kids’ attitudes toward free time and activities enjoyed, April 2011-June 2012
                          • What we think
                          • Issues in the Market

                              • Though obesity rates have plateaued, health remains a weighty issue
                                  • Figure 12: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                • Can social media be used successfully (and ethically) to target kids?
                                  • Kids are more reachable…but more protected than ever
                                    • Media multitaskers divide their attention across multiple channels
                                    • Insights and Opportunities

                                      • Opportunities to reach kids in a digital world
                                        • Mobile apps designed for kids offer organization, entertainment, education, and more
                                          • Gamification to be used to engage kids
                                            • Kids are no strangers to social media
                                              • Buying online sans credit card could be modified for kids use
                                                • Figure 13: PayNearMe three step process, 2012
                                                • Figure 14: Walmart Pay with Cash, 2012
                                              • The battle against childhood obesity presents growth opportunity
                                                • Do-good marketing pays off
                                                  • Self-regulation is likely on the way
                                                  • Trend Application

                                                      • Trend: Help Me Help Myself
                                                        • Figure 15: Childhood obesity trends among kids aged 10-17, by state, 2007
                                                      • Trend: Why Buy
                                                        • Inspire 2015 Trends
                                                          • Brand Intervention
                                                          • Kids’ Demographics

                                                            • Key points
                                                              • Growing kids’ population improves market opportunities
                                                                • Figure 16: Total U.S. population, by age, 2007-17
                                                              • In 2017, Hispanics will account for more than one quarter of kids
                                                                • Figure 17: U.S. population of kids aged 6-11, by race/Hispanic origin, 2007-17
                                                              • Hispanic households are twice as likely as non-Hispanic to have kids
                                                                • Figure 18: Households, by race of householder and presence and ages of children, 2011
                                                              • Median household income by race
                                                                • Figure 19: Median household income, by race/Hispanic origin of householder, 2011
                                                              • Obesity remains an issue for kids
                                                                • Figure 20: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                              • Government programs introduced to reverse the childhood obesity epidemic
                                                                • Private companies also move to address the issue
                                                                • Innovations and Innovators

                                                                  • Flip Boom Doodle lets kids’ creativity go digital
                                                                    • Figure 21: Flip-Boom Doodle Software Package by Toon Boom Animation, 2012
                                                                  • Universal adaptor kit demonstrates how toys can grow with kids
                                                                    • Figure 22: The Free Universal Construction Kit, 2012
                                                                  • Adapting to the times, smartphones developed for kids
                                                                    • Figure 23: Kajeet cellular and smartphones, 2012
                                                                  • For kids by kids part I: Encouraging exercise
                                                                    • Figure 24: The Workout Kid, 2012
                                                                  • For kids by kids part II: Teaching investing strategies
                                                                    • Figure 25: iPhone screenshots of Oink-a-Saurus App, 2012
                                                                  • Social gaming for kids
                                                                    • Figure 26: Proxy social gaming for kids, 2012
                                                                • Marketing Strategies for Reaching Kids

                                                                  • Overview of the brand landscape
                                                                    • Brand analysis: McDonald’s and Happy Meals
                                                                      • Figure 27: Brand analysis of McDonald’s and Happy Meals, 2012
                                                                    • McDonald’s Happy Meal online
                                                                      • McDonald’s Happy Meal TV commercial
                                                                        • Figure 28: McDonald’s Happy Meal, “Champions of Happy, Goat,” March 2012
                                                                      • Brand analysis: Disney
                                                                        • Figure 29: Brand analysis of Disney, 2012
                                                                      • Disney online
                                                                        • Disney on YouTube
                                                                          • Figure 30: Disney Cruise Lines “My Disney Cruise,” April 2012
                                                                          • Figure 31: Disneyland Resort “The Art of Vacationing,” April 2012
                                                                        • Brand analysis: LEGO
                                                                          • Figure 32: Brand analysis of LEGO, 2012
                                                                        • LEGO online
                                                                          • LEGO TV commercial: LEGO Friends
                                                                            • Figure 33: LEGO Friends, “Best Trip Ever,” March 2012
                                                                          • TV advertising for technology, toys, restaurants, apparel, and finance
                                                                            • Technology: Dell Computer
                                                                              • Figure 34: Dell Computer, “Fly Like An Eagle,” July 2012
                                                                            • Toys: American Girl
                                                                              • Figure 35: American Girl “Welcome to American Girl stores,” November 2011
                                                                              • Figure 36: American Girl “Introducing Sew & Shares from American Girl Crafts,” August 2012
                                                                            • Restaurants: Chuck E. Cheese's
                                                                              • Figure 37: Chuck E. Cheese, “Let’s Rock This Mouse,” April 2012
                                                                            • Apparel: Justice
                                                                              • Figure 38: Justice, “Mix & Match Swim Separates Collection,” January 2012
                                                                            • Apparel: Nike
                                                                              • Figure 39: Nike, “We’re All Capable,” July 2012
                                                                            • Finance: BMO Harris Bank
                                                                              • Figure 40: BMO Harris Bank, “The Value Of Money,” October 2011
                                                                          • Kids’ Weekly Spending Money

                                                                            • Key points
                                                                              • Kids’ earnings remain consistent—parents feeling pressure to provide?
                                                                                  • Figure 41: Amount of money kids receive weekly, April 2007-June 2012
                                                                                • Kids’ earnings differ by gender—“The Times, They Are A-Changin'”
                                                                                  • Figure 42: Amount of money receive weekly, by kids’ age and gender groups, April 2011-June 2012
                                                                                • Kids spend their money on snacks, entertainment, and toys
                                                                                  • Girls outspend boys on food/beverages, apparel, and health/beauty products
                                                                                    • Boys outspend girls on video games and toys
                                                                                      • Figure 43: Weekly spending habits, by kids’ age and gender groups, 2011
                                                                                    • Kids’ spending patterns differ by gender and age
                                                                                      • Girls like their candy and snacks
                                                                                        • Figure 44: Weekly spending habits, by boys and girls aged 6-8 and 9-11, 2011
                                                                                      • Video games not exclusive to boys, but boys remain core audience
                                                                                        • Kids want to be rich, most say they like to save…but are not so good at it
                                                                                          • Figure 45: Attitudes toward spending and saving, by kids’ gender and by boys and girls aged 6-8 and 9-11, April 2011-June 2012
                                                                                      • Attitudes Toward TV and Viewing Behavior

                                                                                        • Key points
                                                                                          • Kids’ TV viewership increases with age; particularly among boys
                                                                                              • Figure 46: Time spent viewing TV, on last school day/ last weekend day, by kids’ age and by boys and girls aged 6-8 and 9-11, 2011
                                                                                            • Talent show competitions are popular among kids who listen to music
                                                                                              • Figure 47: Talent show competitions watched, by kids’ age and gender groups, 2012
                                                                                            • Girls—especially older girls—are more likely than boys to watch talent competition
                                                                                              • Figure 48: Talent show competition watched, by boys and girls aged 6-8 and 9-11, 2012
                                                                                            • Multitasking, multiscreen behaviors are common for kids
                                                                                                • Figure 49: Incidence of engaging in other media while watching TV, by kids’ age and gender groups, April 2011-June 2012
                                                                                              • Media multitasking activities by age and gender
                                                                                                • Figure 50: Incidence of engaging in other media while watching TV, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
                                                                                              • Top kids’ channels are increasing in popularity according to kids
                                                                                                • Figure 51: Perception of TV channels becoming more and less popular, by kids’ gender group, 2011
                                                                                              • Kids’ attitudes toward TV
                                                                                                • Figure 52: Attitudes toward TV, by kids’ age and gender groups, April 2011-June 2012
                                                                                            • Media Usage and Perceptions

                                                                                              • Key points
                                                                                                • TV remains the most popular and influential media
                                                                                                  • Figure 53: Frequency of using media type for news and information, by kids’ age and gender groups, 2011
                                                                                                • Older girls most engaged in all media types for news and information
                                                                                                  • Figure 54: Frequency of using media type for news and information, by boys and girls aged 6-8 and 9-11, 2011
                                                                                                • The call for youth-oriented newspapers
                                                                                                  • Figure 55: Attitudes toward newspapers, by kids’ age and gender groups, April 2011-June 2012
                                                                                              • Brand Awareness and Perceptions

                                                                                                • Key points
                                                                                                  • Toy/game brands are a kids’ favorite, apparel follows
                                                                                                      • Figure 56: Favorite brands and category groups, by kids’ age and gender groups, 2012
                                                                                                    • Characteristics of kids’ favorite brands
                                                                                                      • Besides TV, social media is essential to promote brand awareness
                                                                                                        • Physical stores and great discounts/prices are integral in kids’ path to purchase
                                                                                                          • Social responsibility is in kids’ DNA
                                                                                                            • Figure 57: Characteristics of favorite brand, by kids’ age and gender groups, 2012
                                                                                                        • Advertising Effectiveness and Favorite Commercials

                                                                                                          • Key points
                                                                                                            • TV is king in advertising for kids; online garners less attention
                                                                                                              • The power of TV ads is most evident in younger kids
                                                                                                                • Figure 58: Attitudes toward TV advertisements, by kids’ age and gender groups, April 2011-June 2012
                                                                                                              • Girls are most receptive to online ads
                                                                                                                • Figure 59: Attitudes toward online advertisements, by kids’ age and gender groups, April 2011-June 2012
                                                                                                              • Favorite commercials and advertisements center on toys/games
                                                                                                                • Figure 60: Favorite commercials or advertisements, by kids’ age and gender groups, 2012
                                                                                                              • Humorous advertisements win kids’ attentions
                                                                                                                • Figure 61: Reasons to favor certain commercials, by kids’ age and gender groups, 2011
                                                                                                            • Computers and Technology

                                                                                                              • Key points
                                                                                                                • Computer is entertainment for kids; parents demand education/safety
                                                                                                                  • Figure 62: Computer access and home computer usage, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                • Kids are digital citizens
                                                                                                                  • Figure 63: Frequency of computer use, by kids’ age and gender groups, 2011
                                                                                                                • Kids are media multitasking powerhouses
                                                                                                                  • Figure 64: Incidence of engaging in other media while on a computer, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                • Free online games, TV channel sites, and more
                                                                                                                    • Figure 65: Websites visited in the past week, by kids’ age and gender group, 2011
                                                                                                                  • Girls’ favorite websites vs. boys’
                                                                                                                    • Figure 66: Favorite websites, by boys and girls aged 6-8 and 9-11, 2011
                                                                                                                • Cell Phones and Social Media

                                                                                                                  • Key points
                                                                                                                    • Universality of cell phone ownership among kids
                                                                                                                      • Figure 67: Kids’ cell/wireless phone ownership, April 2007-June 2012
                                                                                                                      • Figure 68: Cell/wireless phone ownership, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                    • Texting generation integrating games, pictures, and videos
                                                                                                                      • Figure 69: Cell/wireless phone usage, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                    • About one in 10 kids think Instant Messaging (IMing) is important
                                                                                                                      • Figure 70: Attitudes toward instant messaging, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                      • Figure 71: Attitudes toward instant messaging, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
                                                                                                                    • Kids are friendly with Facebook
                                                                                                                        • Figure 72: Has a social network profile, by boys and girls aged 6-8 and 9-11, 2011
                                                                                                                      • Kids are fairly connected on Facebook
                                                                                                                        • Figure 73: Number of Facebook connections, by kids’ age and gender groups, 2011
                                                                                                                      • Social media activity and its influence on brands
                                                                                                                          • Figure 74: Activities on Facebook or MySpace, by kids’ age and gender groups, 2011
                                                                                                                      • Kids’ Attitudes Toward School, the Future, and Themselves

                                                                                                                        • Key points
                                                                                                                          • Kids’ views on the future provides opportunities
                                                                                                                            • Figure 75: Perceptions on the future, by boys and girls aged 6-8 and 9-11, 2011
                                                                                                                          • Kids place importance on education
                                                                                                                            • Figure 76: Values and perceptions of school and education, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                          • Being famous appeals to kids
                                                                                                                            • Figure 77: Values and perceptions of self, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                        • Kids’ Activities and Free Time Hobbies

                                                                                                                          • Key points
                                                                                                                            • Spending time with family, playing sports, and computer time
                                                                                                                              • Figure 78: Attitudes to free time and activities enjoyed, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                            • Bicycling and swimming are favorite activities
                                                                                                                              • Figure 79: Sports played in the past year, by kids’ age and gender groups, April 2011-June 2012
                                                                                                                            • More boys build and collect; girls are drawn to arts and lessons
                                                                                                                              • Figure 80: Activities and hobbies, by boys and girls aged 6-8 and 9-11, April 2011-June 2012
                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                            • Key points
                                                                                                                              • On average, black kids receive among the highest weekly allowances
                                                                                                                                • Figure 81: Amount of money kids receive weekly, by race/Hispanic origin, April 2011-June 2012
                                                                                                                              • Hispanic and black kids spend across a variety of categories
                                                                                                                                • Figure 82: Kids’ weekly spending habits, by race/Hispanic origin, 2011
                                                                                                                              • Black kids use greatest variety of sources for news/information
                                                                                                                                • Figure 83: Frequency of using media type for news and information, by race/Hispanic origin, 2011
                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                • Figure 84: Characteristics of favorite brand, by boys and girls aged 6-8 and 9-11, January-December 2011
                                                                                                                                • Figure 85: Frequency of computer use, by boys and girls aged 6-8 and 9-11, 2011
                                                                                                                                • Figure 86: Websites visited in the past week, by age and boys and girls aged 6-8 and 9-11, 2011
                                                                                                                                • Figure 87: Favorite Websites, by kids’ age and gender groups, 2011
                                                                                                                                • Figure 88: Has a social network profile, by kids’ age and gender groups, 2011
                                                                                                                                • Figure 89: Time kids spent viewing TV, on last school day/last weekend day, by race/Hispanic origin, 2011

                                                                                                                            Companies Covered

                                                                                                                            • Amazon North America
                                                                                                                            • Facebook, Inc.
                                                                                                                            • LEGO Company
                                                                                                                            • Walt Disney Company, The
                                                                                                                            • YouTube, Inc.

                                                                                                                            Marketing to Kids - US - October 2012

                                                                                                                            £3,174.67 (Excl.Tax)