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Pester Power - US - July 2009

The ability of kids to influence household purchasing decisions is growing alongside the increasing number of kids in the US, especially young kids, who are more likely than older ones to frequently ask their parents to buy things for them. This report covers a range of important factors impacting kids’ pester power, including in-depth analysis of the following:

  • The unique roles played by youth demographics, including kids and teens, in influencing household (HH) purchases
  • Which retailer types are most likely to give rise to pester power, and why
  • The enormous impact of the internet on kids’ ability to affect HH buying, including key analysis of video games, as well as discussions of company websites, YouTube marketing, and more
  • How allowances can both positively and negatively bear on kids’ ability to persuade parents to make purchases for them
  • The potential for leader-type kids to spread word-of-mouth buzz about products in their peer groups
  • Favorite activities of kids and how these activities can directly lead to marketing opportunities

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer Research
              • Primary data analysis
                • Sampling
                  • Online surveys
                    • Phone surveys
                      • Greenfield Online
                        • Interactive Tracking Systems (Itracks)/Survey Sampling International (SSI)
                          • Global Market Insite (GMI)
                            • Secondary data analysis
                              • Experian Simmons National Consumer Studies
                                • Advertising Creative
                                  • Abbreviations and terms
                                    • Abbreviations
                                    • Executive Summary

                                      • Insights and opportunities
                                        • Products/entertainment for parents and kids
                                          • Reconnecting the family
                                            • Kids take the wheel
                                              • Helping kids avoid childhood stress
                                                • Growing kid and teen demographics will fuel the nag factor
                                                  • Number of kids increases
                                                    • Teen population flatlines
                                                      • Growth of HHs without children far outpaces that of HHs with children
                                                        • Hispanic and Asian kid populations increase more than white and black populations
                                                          • Who has the most pester power?
                                                            • Young kids ask for more, older kids get what they want more
                                                              • Hispanic kids more likely to get what they want
                                                                • Venues of influence
                                                                  • Most kids get to frequently shop at their favorite stores
                                                                    • Mass merchandisers, bookstores represent key retailers for the nag factor; toy stores challenge the power of the pest
                                                                      • Online influence
                                                                        • Most kids ask their parents for stuff online
                                                                          • Video games, toys/games, music, and electronics top the list for stuff kids want online
                                                                            • Top allowance earners
                                                                              • Amount of allowance is tied to age; allowances have mixed impact on pester power
                                                                                • Kids who are used to getting what they want are more likely to receive higher allowances
                                                                                  • Four in 10 kids aged 6-11 get money as needed
                                                                                    • Pesterers’ influence on family purchasing decisions
                                                                                      • Kids who are used to getting what they want are more likely to influence electronics purchases…
                                                                                        • …and purchases of snacks/takeout food/fast food
                                                                                          • Word-of-mouth potential of pesterers
                                                                                            • Kids who usually get what they want are often peer leaders
                                                                                              • Favorite activities of pesterers
                                                                                                • Most kids age 6-11 get to choose their entertainment most/some of the time
                                                                                                  • TV is still king, but video games and online chatting gain heavy following
                                                                                                    • Advertising to kids
                                                                                                      • Web marketing
                                                                                                        • YouTube video ads
                                                                                                          • Advergaming
                                                                                                          • Insights and Opportunities

                                                                                                            • Getting parents in on the act
                                                                                                              • Family networking
                                                                                                                • Putting kids in control
                                                                                                                  • Let kids be kids
                                                                                                                  • Inspire Insights

                                                                                                                    • Growing Up in a Techno World
                                                                                                                      • KGOY (kids growing older younger)
                                                                                                                        • Childproof technology
                                                                                                                          • Techno targeting
                                                                                                                            • Slow parenting
                                                                                                                              • Being careful and free
                                                                                                                              • Demographics of Teens and Kids

                                                                                                                                • Key points
                                                                                                                                  • Kid and teen demographics
                                                                                                                                      • Figure 1: Population by age, 2004-14
                                                                                                                                      • Figure 2: Households by presence of children, 1998-2008
                                                                                                                                    • Hispanic and Asian child populations grow fastest
                                                                                                                                      • Hispanic spending power grows
                                                                                                                                        • Figure 3: U.S. race and Hispanic origin child population, by age, 2003-14
                                                                                                                                    • Who Has the Most Pester Power?

                                                                                                                                      • Key points
                                                                                                                                          • Figure 4: Frequency with which kids ask parents to buy them something, by gender and age, April 2009
                                                                                                                                          • Figure 5: Frequency with which kids ask parents to buy them something, by race and Hispanic origin, April 2009
                                                                                                                                          • Figure 6: Frequency with which kids get what they ask for from their parents, by gender and age, April 2009
                                                                                                                                          • Figure 7: Frequency with which kids get what they ask for from their parents, by race and Hispanic origin, April 2009
                                                                                                                                      • Venues of Influence

                                                                                                                                        • Key points
                                                                                                                                            • Figure 8: Frequency with which kids get to shop at their favorite stores, by gender and age, October 2007-December 2008
                                                                                                                                            • Figure 9: Frequency with which kids get to shop at their favorite stores, by race and Hispanic origin, October 2007-December 2008
                                                                                                                                          • Retail environments
                                                                                                                                              • Figure 10: Frequency with which kids are most likely to get what they ask their parents for at specific retail locations, by gender and age, April 2009
                                                                                                                                              • Figure 11: Frequency with which kids are most likely to get what they ask their parents for at specific retail locations, by race and Hispanic origin, April 2009
                                                                                                                                          • Online Influence

                                                                                                                                            • Key points
                                                                                                                                                • Figure 12: Percentage of kids who ask parents to buy them something on the internet, by gender and age, April 2009
                                                                                                                                                • Figure 13: Items kids ask their parents to buy them on the internet, by gender and age, April 2009
                                                                                                                                                • Figure 14: Items kids ask their parents to buy them on the internet, by race and Hispanic origin, April 2009
                                                                                                                                            • Top Allowance Earners

                                                                                                                                              • Key points
                                                                                                                                                  • Figure 15: Amount of kids’ weekly allowance, by gender and age, April 2009
                                                                                                                                                  • Figure 16: Amount of kids’ weekly allowance, by race and Hispanic origin, April 2009
                                                                                                                                                  • Figure 17: Amount of kids’ weekly allowance, by kids who get what they ask their parents for most of the time, some of the time, or never, April 2009
                                                                                                                                                  • Figure 18: Incidence of weekly or monthly allowance, by gender and age, October 2007-December 2008
                                                                                                                                                  • Figure 19: Incidence of weekly or monthly allowance, by race and Hispanic origin, October 2007-December 2008
                                                                                                                                                  • Figure 20: Incidence of allowance or money for chores among teens, by gender and age, October 2007-December 2008
                                                                                                                                              • Pesterers’ Influence on Family Purchasing Decisions

                                                                                                                                                • Key points
                                                                                                                                                  • Electronics
                                                                                                                                                      • Figure 21: Ways kids helped parents make HH electronics purchase decisions, by kids who get what they ask their parents for most of the time, some of the time, or never, April 2009
                                                                                                                                                    • Snack/takeout food items
                                                                                                                                                      • Figure 22: Ways kids helped parents make HH snack/takeout food items purchase decisions, by kids who get what they ask their parents for most of the time, some of the time, or never, April 2009
                                                                                                                                                      • Figure 23: Frequency with which child picks where to eat out, by gender and age, October 2007-December 2008
                                                                                                                                                      • Figure 24: Frequency with which child picks where to eat out, by race and Hispanic origin, October 2007-December 2008
                                                                                                                                                  • Word-of-Mouth Potential of Pesterers

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 25: Level of pesterer peer influence, by kids who get what they ask their parents for most of the time, some of the time, or never, April 2009
                                                                                                                                                    • Favorite Activities of Pesterers

                                                                                                                                                      • Key points
                                                                                                                                                          • Figure 26: Frequency with which kids get to choose the entertainment they go to, by gender and age, October 2007-December 2008
                                                                                                                                                        • Electronic pastimes
                                                                                                                                                            • Figure 27: Weekly hours spent on electronic activities, by kids who get what they ask their parents for most of the time, some of the time, or never, April 2009
                                                                                                                                                          • Other activities
                                                                                                                                                            • Figure 28: Weekly hours spent on activities, by kids who get what they ask their parents for most of the time, some of the time, or never, April 2009
                                                                                                                                                        • Advertising and Promotion

                                                                                                                                                          • Overview
                                                                                                                                                            • Concerns lead to a backlash
                                                                                                                                                                • Figure 29: Media expenditures of leading toy companies, 2008
                                                                                                                                                              • Web marketing
                                                                                                                                                                • Figure 30: Items kids ask their parents to buy them on the internet, April 2009
                                                                                                                                                              • Video games
                                                                                                                                                                • Company websites
                                                                                                                                                                  • YouTube videos
                                                                                                                                                                    • Advergaming
                                                                                                                                                                      • TV ads
                                                                                                                                                                        • Apple iPhone 3G
                                                                                                                                                                          • Figure 31: Apple iPhone 3G television ad, June 2009
                                                                                                                                                                        • Disney Parks
                                                                                                                                                                          • Figure 32: Disney Parks television ad, June 2009
                                                                                                                                                                        • McDonald’s
                                                                                                                                                                          • Figure 33: McDonald’s television ad, June 2009
                                                                                                                                                                        • Nickelodeon
                                                                                                                                                                          • Figure 34: Nickelodeon television ad, June 2009
                                                                                                                                                                        • Cartoon Network
                                                                                                                                                                          • Figure 35: Cartoon Network television ad, June 2009
                                                                                                                                                                        • Nintendo Wii Fit
                                                                                                                                                                          • Figure 36: Nintendo Wii Fit television ad, June 2009
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Computer Kids
                                                                                                                                                                            • Who they are
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Planners
                                                                                                                                                                                  • Who they are
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Who they are
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                            • Figure 37: Pester power clusters, April 2009
                                                                                                                                                                                            • Figure 38: Frequency with which kids ask parents to buy them something, by pester power clusters, April 2009
                                                                                                                                                                                            • Figure 39: Frequency with which kids get what they ask for from their parents, by pester power clusters, April 2009
                                                                                                                                                                                            • Figure 40: Frequency with which kids are likely to get what they ask their parents for at specific retail locations, by pester power clusters, April 2009
                                                                                                                                                                                            • Figure 41: Percentage of kids who ask parents to buy them something on the internet, by pester power clusters, April 2009
                                                                                                                                                                                            • Figure 42: Ways kids helped parents make HH electronics purchase decisions, by pester power clusters, April 2009
                                                                                                                                                                                            • Figure 43: Amount of kids’ weekly allowance, by pester power clusters, April 2009
                                                                                                                                                                                            • Figure 44: Kids’ attitudes about themselves, by power clusters, April 2009
                                                                                                                                                                                            • Figure 45: Weekly hours spent on activities, by pester power clusters, April 2009
                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                            • Figure 46: Pester power clusters by gender, April 2009
                                                                                                                                                                                            • Figure 47: Pester power clusters by age group, April 2009
                                                                                                                                                                                            • Figure 48: Pester power clusters by race, April 2009
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • More kids in the HH can mean less individual pester power
                                                                                                                                                                                                  • Figure 49: Frequency with which kids ask parents to buy them something, by number of kids in the HH, April 2009
                                                                                                                                                                                                  • Figure 50: Frequency with which kids get what they ask for from their parents, by number of kids in the HH, April 2009
                                                                                                                                                                                                  • Figure 51: Frequency with which kids are most likely to get what they ask their parents for at specific retail locations, by number of kids in the HH, April 2009
                                                                                                                                                                                                  • Figure 52: Percentage of kids who ask parents to buy them something on the internet, by number of kids in the HH, April 2009
                                                                                                                                                                                                  • Figure 53: Amount of kids’ weekly allowance, by number of kids in the HH, April 2009
                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                • Venues of influence
                                                                                                                                                                                                    • Figure 54: Frequency with which kids are most likely to get what they ask their parents for at other environments, by gender and age, April 2009
                                                                                                                                                                                                    • Figure 55: Frequency with which kids are most likely to get what they ask their parents for at other environments, by race and Hispanic origin, April 2009
                                                                                                                                                                                                  • Online influence
                                                                                                                                                                                                      • Figure 56: Percentage of kids who ask parents to buy them something on the internet, by race and Hispanic origin, April 2009
                                                                                                                                                                                                    • Favorite activities of pesterers
                                                                                                                                                                                                        • Figure 57: Frequency with which kids get to choose the entertainment they go to, by race and Hispanic origin, October 2007-December 2008
                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Amazon North America
                                                                                                                                                                                                      • American Psychological Association
                                                                                                                                                                                                      • Apple, Inc
                                                                                                                                                                                                      • Audit Bureau of Circulations
                                                                                                                                                                                                      • Blockbuster USA
                                                                                                                                                                                                      • Borders Group
                                                                                                                                                                                                      • Burger King Corporation
                                                                                                                                                                                                      • Campbell Soup Company
                                                                                                                                                                                                      • Canned Food Alliance
                                                                                                                                                                                                      • CBS Corporation
                                                                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                      • Consumer Electronics Association
                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                      • Federal Communications Commission (FCC)
                                                                                                                                                                                                      • Federal Trade Commission
                                                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                                                      • Food Institute
                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                      • Ford Motor Company (USA)
                                                                                                                                                                                                      • Fox Entertainment Group Inc.
                                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                      • Hasbro Inc
                                                                                                                                                                                                      • Hershey Company, The
                                                                                                                                                                                                      • Institute of Medicine
                                                                                                                                                                                                      • Kellogg Company
                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                      • LEGO Company
                                                                                                                                                                                                      • Los Angeles Times
                                                                                                                                                                                                      • Mars Incorporated
                                                                                                                                                                                                      • Mattel Inc.
                                                                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                                                                      • Microsoft USA
                                                                                                                                                                                                      • MySpace.com
                                                                                                                                                                                                      • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                      • National Association of Recording Merchandisers
                                                                                                                                                                                                      • National Food Processors Association (NFPA)
                                                                                                                                                                                                      • National Football League Inc.
                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                      • Nickelodeon Networks
                                                                                                                                                                                                      • Nintendo of America Inc.
                                                                                                                                                                                                      • Recording Industry Association of America [RIAA]
                                                                                                                                                                                                      • Sony Corporation of America
                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                      • The Cartoon Network
                                                                                                                                                                                                      • The Wendy's Company
                                                                                                                                                                                                      • Toys R Us
                                                                                                                                                                                                      • Turner Broadcasting System, Inc.
                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                      • Verizon Wireless (Cellco)
                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                      Pester Power - US - July 2009

                                                                                                                                                                                                      £3,199.84 (Excl.Tax)