Marketing to Children Aged 7-10 - UK - April 2004

Contents

Introduction and Abbreviations

Executive Summary

• All change at home
• Family matters
• Testing times
• A marketing minefield
• Media-literate kids
• The power of advertising
• Financial power
• The reluctant male clothes shopper starts young
• Children's clothes: who decides?
• Looking good matters from an early age
• Male bias in video games
• But girls like reading more
• Sporting kids
• Changes in the air

Demographic Background

7-10-year-olds in the population

• Figure 1: UK population aged 7-10, by age, 2001-10
• Figure 2: UK population aged 7-10, by age and gender, 2004
• Figure 3: Family profiles of children aged 7-10, 2003

Family life

• Parental age
  • Figure 4: Mean age of mother for births inside and outside marriage, 1986-2002
• Family size and type
  • Figure 5: Percentage of dependent children living in different family types, 1972-2003
  • Figure 6: Proportion of children living with two or one parent(s), 1972-2003
  • Figure 7: Changes in the number of children per household, 1972-2003
  • Figure 8: Children of couples divorced, 1971-2002
• Step-families
  • Figure 9: Step-families with dependent children by family type, 2001/02
• Working parents
  • Figure 10: Working women, by age of youngest dependent child, summer 2003

Education

• Figure 11: Percentage of pupils achieving level 4 and above in 1999-2003, Key Stage 2 tests
• Figure 12: Percentage of girls and boys achieving level 4 and above in 2003, Key Stage 2 tests

Lifestyles and Attitudes: Inside the Mind of 7-10s

Family and friends

• Figure 13: 'I like spending time with my family' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 14: 'I want my mum to stay at home rather than go to work' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 15: ' The more friends you have the better' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 16: 'My friends sometimes get me into trouble' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 17: 'It's important to have a boy/girlfriend' - 7-10-year-olds, by demographic sub-group, 2003

School and education

• Figure 18: 'I enjoy going to school' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 19: Enjoyment of school, boys and girls, by age, 2003
• Figure 20: 'I don't like my teacher' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 21: Degree of concern about bullying - 7-10-year-olds, by demographic sub-group, 2003
• Figure 22: 'It is important to work hard at school' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 23: 'It is important to work hard at school', boys and girls, by age, 2003
• Figure 24: Level of anxiety about schoolwork - 7-10-year-olds, by demographic sub-group, 2003
• Figure 25: 'I would like to go to university' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 26: Statements regarding schools, 2003

Self-image

• Figure 27: 'I am always the first to try out new things'- 7-10-year-olds, by demographic sub-group, 2003
• Figure 28: 'I think I am boring' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 29: 'I don't like showing my feelings' - 7-10-year-olds, by demographic sub-group, 2003

The marketing perspective

Media, Marketing and Advertising

Food advertising to children

• The FSA debate
• The consumer view
• The government position
• The industry response

Cinema

• Figure 30: 'I love going to the cinema' - 7-10-year-olds, by demographic sub-group, 2003

Magazines

• Figure 31: ' My favourite magazine understands me' - 7-10-year-olds, by demographic sub-group, 2003

Pop music

• Figure 32: 'I always know what's in the top ten' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 33: 'I like to listen to new bands' - 7-10-year-olds, by demographic sub-group, 2003

Television

• Figure 34: Those with a television in their own bedroom - 7-10-year-olds, by demographic sub-group, 2003
• Figure 35: 'TV is more exciting than real life' - 7-10-year-olds, by demographic sub-group, 2003

Mobile phones

• Figure 36: Penetration of mobile phones among children aged 7-10, 2001-03
• Figure 37: Those with their own mobile phone - 7-10-year-olds, by demographic sub-group, 2003
• Figure 38: Who pays for mobile phone calls - 7-10-year-olds, by gender and age group, 2003
• Figure 39: Recipients of calls and text messages from mobile phone - 7-10-year-olds, by gender and age group, 2003

Computers

• Figure 40: Those who use a computer at home - 7-10-year-olds, by demographic sub-group, 2003
• Figure 41: Those who use a computer at home - 7-10-year-olds, by age, gender, socio-economic group and region, 2001-03
• Figure 42: Main user of computer at home - 7-10-year-olds, by demographic sub-group, 2003
• Figure 43: Computer usage (at home and/or at school) - 7-10-year-olds, 2001-03
• Figure 44: Computer usage (at home and/or at school) - 7-10-year-olds, by demographic sub-group, 2003
• Figure 45: Type of computer usage, children aged 7-10 - ABs v all respondents, 2003

Attitudes towards advertising

• Figure 46: 'I like the adverts on the TV' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 47: 'Adverts make you buy things' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 48: 'I like to buy things seen in adverts on TV' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 49: ' I like to buy things seen in adverts on TV', boys and girls, by age, 2003

The marketing perspective

7-10s and Their Money

Sources of income

• Figure 50: Main sources of income - 7-10-year-olds, by demographic sub-group, 2003
• Figure 51: Parents and grandparents as sources of income, 2003
• Figure 52: Average pocket money - 7-10-year-olds, by demographic sub-group, 2003
• Figure 53: Additional sources of income -7-10-year-olds, by demographic sub-group, 2003

Spending

• Figure 54: How 7-10-year-olds spend their money, by age group, 2003
• Figure 55: How 7-10-year-olds spend their money, by gender, 2003
• Figure 56: How 7-10-year-old boys and girls spend their money, by age group, 2003

Saving

• Figure 57: Ownership of savings accounts - 7-10-year-olds, by demographic sub-group, 2003
• Figure 58: Decision-maker for main deposit/savings account - 7-10-year-olds, by demographic sub-group, 2003
• Figure 59: Profile of the family lifestage group versus those who save regulary and occasionally for their children, by age and number of children, August 2003
• Figure 60: Amount of money in savings - 7-10-year-olds, by demographic sub-group, 2003
• Figure 61: Average savings - 7-10-year-olds, by demographic sub-group, 2003
• Figure 62: Those with �’300 or more in savings - 7-10-year-olds, by demographic sub-group, 2003

The marketing perspective

Clothes and Appearance

• Figure 63: 'I am happy about the way I look' - 7-10-year-olds, by demographic sub-group, 2003

Attitudes towards fashion

• Figure 64: ' I like keeping up with the latest fashions' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 65: 'I like keeping up with the latest fashion' boys and girls, by socio-economic group, 2003
• Figure 66: Attitude towards the importance of being trendy - 7-10-year-olds, by demographic sub-group, 2003
• Figure 67: 'I try to wear different clothes to my friends' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 68: 'I don't care what clothes I wear' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 69: Attitudes towards appearance, 2001 and 2003

Shopping for clothes

• Figure 70: Stores used for childrenswear purchases - parents of 5-9-year-olds, March 2003
• Figure 71: Important factors when purchasing children's clothing - parents of 5-9-year-olds, March 2003
• Figure 72: Attitude towards shopping for clothes - 7-10-year-olds, by demographic sub-group, 2003
• Figure 73: Companions when shopping for clothes - 7-10-year-olds, by demographic sub-group, 2003
• Figure 74: Who chooses their clothes - 7-10-year-olds, by demographic sub-group, 2003
• Figure 75: Those whose clothes are chosen solely by themselves/solely by parents - 7-10-year-olds, by demographic sub-group, 2003

Jeans and Trainers

• Figure 76: Those who ever wear jeans - 7-10-year-olds, by demographic sub-group, 2003
• Figure 77: Who chose newest jeans/trainers - 7-10-year-olds, by demographic sub-group, 2003

Toiletries

• Figure 78: Hair and body products ever used - 7-10-year-olds, by demographic sub-group, 2003
• Figure 79: Make-up and perfume ever used, 7-10-year-old girls, by demographic sub-group, 2001 and 2003
• Figure 80: Make-up and perfume ever used, 7-10-year-old girls, by demographic sub-group, 2003
• Figure 81: Make-up usage, by attitudes towards clothes, 2003
• Figure 82: Make-up usage, by attitudes towards boyfriends and school, 2003

The marketing perspective

Leisure

Computer/video games

• Figure 83: Video games consoles and hand-held games - playing and ownership at home - 7-10-year-olds, by demographic sub-group, 2003
• Figure 84: Video games consoles and hand-held games - playing and ownership at home - 7-10-year-olds, by demographic sub-group, 2003
• Figure 85: Those playing video games for 2 hours or more per day - 7-10-year-olds, by demographic sub-group, 2003
• Figure 86: Those playing video games for 2 hours or more per day - boys and girls, by socio-economic group, 2003
• Figure 87: Where video games are played - 7-10-year-olds, by demographic sub-group, 2003
• Figure 88: Who video games are played with - 7-10-year-olds, by gender and age-group, 2003

Videos/DVDs

• Figure 89: DVD recorders at home - 7-10-year-olds, by demographic sub-group, 2003

Books and reading

• Figure 90: ' I really enjoy reading books' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 91: ' I really enjoy reading books' - boys and girls, by socio-economic group, 2003
• Figure 92: Number of books read - 7-10-year-olds, by demographic sub-group, 2003
• Figure 93: Types of books like best - 7-10-year-olds, by gender and age group, 2003
• Figure 94: Source of books - 7-10-year-olds, by demographic sub-group, 2003
• Figure 95: Source of books - boys and girls, by socio-economic group, 2003

Toys

• Figure 96: Type of toy liked best - 7-10-year-olds, by demographic sub-group, 2003
• Figure 97: Types of toy or game purchased in the last six months, March 2003

Out of home leisure

Sport and outdoor activities

• Figure 98: ' I love playing sport' - 7-10-year-olds, by demographic sub-group, 2003
• Figure 99: Sports played and liked best - 7-10 boys, 2003
• Figure 100: Sports played and liked best - 7-10-year-old girls, 2003
• Figure 101: Those who support a football team - 7-10-year-olds, by demographic sub-group, 2003

Day trips

• Figure 102: Outings/day trips participated in - 7-10-year-olds, by demographic sub-group, 2003
• Figure 103: Outings/day trips participated in, 2003

Eating out and takeaways

• Figure 104: Burger bars: Eating in versus take-away - 7-10-year-olds, by demographic sub-group, 2003
• Figure 105: Who the 7-10s go to burger bars with, by demographic sub-group, 2003
• Figure 106: Who the 7-10s go to burger bars with, boys and girls, by socio-economic group, 2003
• Figure 107: Pizza places: Eating in versus take-away - 7-10-year-olds, by demographic sub-group, 2003
• Figure 108: Pizza places: eating in versus take-away - 7-10-year-olds, by socio-economic group, 2003
• Figure 109: Pizza places: Going with friends and siblings - 7-10-year-olds, by demographic sub-group, 2003

The marketing perspective

The Future

Parent or child: Who is in control?

Older younger?

Does family size matter?

One parent or two?

A regional perspective