Marketing to Children Aged 11-14 - UK - June 2006

Abstract

This report looks at the lives of 11-14-year-olds from the point of view of both parent and child. The 2005 Youth TGI survey has been used to look at the attitudes and spending habits of children in this age group, with extensive re-analysis to help examine the demographic variations among 11-14-year-olds.

In addition, Mintel has commissioned four focus groups among mothers of children aged 11-14 years, to gain an insight into how parents see the lives of their children. The discussion covered children' s leisure and spending habits, their attitudes to their appearance, the things that the mothers thought their children worried about, and the things which concerned the mothers themselves.

It also looked at mothers' attitudes to the ' Kids Getting Older Younger' trend, and at the effect of the child' s siblings (if any), and his/her position in the family, on this, and on other aspects of children' s lifestyles.