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Description

Description

“Children are particularly responsive to products seen online, so brands must keep a strong social media presence and work with social influencers to promote their product. However, brands must also ensure they are responsibly targeting these consumers to ensure the gatekeepers to a child’s money – the parents – are satisfied with where the money is spent.”

- Andrew Moss, Consumer Technology Analyst

This report will look at the following areas:

  • Parents or guardians are the gatekeepers to children’s spending
  • Social and media networks the key to product discovery

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Tablets drive young children’s increased time online
              • Companies lock down unwanted in-app spending
                • More games are adopting in-game purchasing models
                  • Parents concerned over gambling behaviours
                    • Facebook feed changes may reduce social media-influenced spending
                      • Vloggers, sponsored content, and commercial interests
                        • Open Banking may change children’s banking products
                          • The consumer
                            • Cash still the most popular pocket money method
                              • Figure 1: Ways parents give their child money, September 2017
                            • Seven in 10 kids spend money online
                              • Figure 2: Ways a child makes purchases online, September 2017
                            • Most parents report controlling their child’s online spending in some way
                              • Figure 3: Parent’s control of their child’s online spending, September 2017
                            • Clothing the most popular item children purchase
                              • Figure 4: Items bought by children online, September 2017
                            • Streaming services
                              • Figure 5: Children’s purchasing of music and video subscription services, September 2017
                            • Toys and clothes the most regularly purchased items
                              • Figure 6: Regularity of things bought by children online, September 2017
                            • Amazon most popular place for children’s online spending
                              • Figure 7: Locations of purchasing online, September 2017
                            • Social media prompts purchasing
                              • Figure 8: Children’s online spending behaviour, September 2017
                            • What we think
                            • Issues and Insights

                              • Parents or guardians are the gatekeepers to children’s spending
                                • The facts
                                  • The implications
                                    • Social and media networks the key to product discovery
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Tablets drive young children’s increased time online
                                            • Companies lock down unwanted in-app spending
                                              • More games are adopting in-game purchasing models
                                                • Parents concerned over gambling behaviours
                                                  • Facebook feed changes may reduce social media-influenced spending
                                                    • Vloggers, sponsored content, and commercial interests
                                                    • Market Drivers

                                                      • Tablets drive young children’s increased time online
                                                        • Figure 9: Devices teens and tweens use, by age, March 2017
                                                      • Companies lock down unwanted in-app spending…
                                                        • …but more games are adopting in-game purchasing models
                                                          • Loot boxes provide a gateway to gambling behaviours…
                                                            • …and virtual items can be used for actual gambling
                                                              • Facebook feed changes may reduce social media-influenced spending
                                                                • Vloggers, sponsored content, and commercial interests
                                                                  • Subscription services a family purchase
                                                                    • Figure 10: Netflix multiple user profiles selection screen
                                                                  • Children’s current accounts versus prepaid cards
                                                                    • Open Banking a potential game changer for managing children’s spending
                                                                    • The Consumer – What You Need to Know

                                                                      • Cash still the most popular pocket money method
                                                                        • Seven in 10 kids spend money online
                                                                          • Most parents report controlling their child’s online spending in some way
                                                                            • Clothing the most popular item children purchase
                                                                              • Streaming services
                                                                                • Toys and clothes the most regularly purchased items
                                                                                  • Amazon most popular place for children’s online spending
                                                                                    • Social media prompts purchasing
                                                                                    • How Parents Dispense Pocket Money

                                                                                      • Cash still the most popular pocket money method
                                                                                        • Uptake of prepaid cards remains low
                                                                                          • Figure 11: Ways parents give their child money, September 2017
                                                                                        • Young parents more likely to use prepaid cards
                                                                                          • Figure 12: Ways parents give their child money, by parent’s age, September 2017
                                                                                      • Online Spending Methods and Regularity

                                                                                        • Seven in 10 kids spend money online
                                                                                          • Gift cards a popular form of controlled spending
                                                                                            • Figure 13: Ways a child makes purchases online, September 2017
                                                                                          • General online purchasing increases with age…
                                                                                            • …but age doesn’t increase spending methods equally
                                                                                              • Figure 14: Ways a child makes purchases online, by age, September 2017
                                                                                          • Control of Online Spending

                                                                                            • Most parents report controlling their child’s online spending in some way
                                                                                              • Figure 15: Parent’s control of their child’s online spending, September 2017
                                                                                            • Having own bank account comes with fewer restrictions on online purchasing
                                                                                              • Figure 16: Parental controls over their child’s online spending, by a child’s access to their own bank account, September 2017
                                                                                          • What Children Buy Online

                                                                                            • Clothing the most popular item children purchase
                                                                                              • Figure 17: Items bought by children online, September 2017
                                                                                            • Digital games outsell physical copies
                                                                                              • Figure 18: Items bought by children online, by age, September 2017
                                                                                            • Streaming services have a bright future for media consumption
                                                                                              • Figure 19: Children’s purchasing of music and video subscription services, September 2017
                                                                                          • Purchasing Regularity and Places Shopped

                                                                                            • Toys and clothes the most regularly purchased items
                                                                                              • Game longevity likely linked to less regular purchasing
                                                                                                • Figure 20: Regularity of things bought by children online, September 2017
                                                                                              • Amazon most popular place for children’s online spending
                                                                                                • Figure 21: Locations of purchasing online, September 2017
                                                                                              • Boys more likely to buy on gaming stores, while girls shop for music
                                                                                                • Figure 22: Places children purchase online, by gender, September 2017
                                                                                            • Spending Behaviours

                                                                                              • Social media prompts purchasing
                                                                                                • Figure 23: Children’s online spending behaviour, September 2017
                                                                                              • Purchasing freedom related to increased online spending, but also increased financial awareness
                                                                                                • Figure 24: Children’s online spending behaviour, by whether they have access to their own bank account, September 2017
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                  Trusted by companies. Big and small.

                                                                                                  • bell
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                                                                                                  • walgreens
                                                                                                  • redbull
                                                                                                  • unilever
                                                                                                  • Harvard
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