KGOY (Kids Growing Older, Younger) - UK - May 2009
The marketing world loves to espouse that kids are getting older younger (KGOY). The received wisdom is that today’s children are much more sophisticated than previous generations, rejecting ‘childish’ media, games and toys in favour of activities more associated with the adult world.
But how true is this? And how new is it?
In this report Mintel explores the hypothesis that KGOY is not a new phenomenon at all, but simply a natural progression – something that happens with successive generations in line with developments in technology and other trends in the wider world. Indeed, it could be argued that children today are in many ways less independent, and more cosseted, than their parents were when they were growing up.
Key report themes:
Are children really growing up younger, or is this just an illusion?
How sophisticated are children as consumers? What are the main influences on their behaviour?
How autonomous are children? How much do they make their own decisions – about the clothes they wear, how they use their time, etc? To what extent do they make purchases using their own money? Do they shop alone, with friends, or with their parents?
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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