Report: Marketing to Children Aged 11-14 - UK

Introduction and Abbreviations
Abbreviations
Premier Insight
Independence?
Happy children do chores
Girls consistently read more books than boys
Cinemas are big business among the 11-14s
Mainly male + more money = better savings
Drug education?
Executive Summary
A shrinking consumer base
Children worry about school, and how they look
Parents' worries: smoking, drinking, drugs -- and healthy eating
Where to draw the line?
Cigarettes
Drugs
Alcohol
Friends are everything at this age
Family types
Pocket money has to be earned for nearly a third of 11-14s
How much do they care about money?
An 11-14-year-old' s bedroom is his (or her) entertainment centre
Lots of sport -- for boys and ABC1s
11-14s love eating out
A third of kids are active
Girls aged 13-14 are keen clothes shoppers
Toiletries -- children make decisions, but rarely pay
What does the future hold?
Background
Falling numbers
- Figure 1: UK population aged 11-14, 2001-13
Changing families
- Figure 2: Average size of family, by year of birth of woman, 1960-90
Mothers away from home
Family types
- Figure 3: Family structure, 2005
Priorities and Concerns of Children and Parents
What worries 11-14-year-olds?
The parents' view
Doom and gloom
Changing bodies
Parents worry about children ' coming off the rails'
Healthy eating or unhealthy paranoia?
Education
- Figure 4: Achievement of Level 5 and above in Key Stage 3 tests, by gender, 2005
Children' s feelings about schoolwork
- Figure 5: Anxiety about schoolwork/exams, by individual age group, 2005
- Figure 6: Those who are ' very worried' about schoolwork/exams, by gender and socio-economic group, 2005
The parents' view
Smoking, drugs & alcohol
How real is the problem?
- Figure 7: Smoking, alcohol and use of drugs, by age group, 2005
Becoming accustomed to the issues
- Figure 8: Anxiety about alcohol, drugs and cigarettes, by individual age group, 2005
The parents' view
Cigarettes -- pointing out the dangers
Drugs -- the big issue
Alcohol -- acceptance of the inevitable?
Friends are vital...especially for girls
Looking good = looking the same as their friends
Weight worries
Teasing and bullying
The opposite sex
Families slipping to the backseat
- Figure 9: Family cluster groups, 2005
- Figure 10: Leave Me Alone -- comparison of responses to key statements, by family cluster groups, 2005
- Figure 11: Happy families -- comparison of responses to key statements, by family cluster groups, 2005
- Figure 12: Independent -- comparison of responses to key statements, by family cluster groups, 2005
Home issues
- Figure 13: Those who worry about problems at home, by family cluster groups, 2005
Family interactions
Happy Children do Chores!
- Figure 14: Participation in household chores/items in own bedroom, by family cluster groups, 2005
The Sibling Effect
Family size
Family position
The marketing perspective
The need to fit in
Can food education go too far?
Drink provision
11-14-year-olds and Their Money
Where does the money come from?
Regular incomes
Boys fending for themselves
- Figure 15: Earnings as source of income -- boys and girls, by age and socio-economic group, 2005
Beating inflation
- Figure 16: Average regular weekly income -- 11-14-year-olds, by age, 2005
Additional income
What are they worth?
- Figure 17: Average total income, by age, 2001 and 2005
- Figure 18: Average total income, by gender and socio-economic group, 2005
Spending it
Pocket money purchases
- Figure 19: Pocket money purchases, 2005
- Figure 20: Pocket money spend, weekly average* -- 11-14-year-olds, 2001 and 2005
- Figure 21: Changes in pocket money spending, 2001-05
Children' s attitudes towards money
- Figure 22: Finance cluster groups, 2005
- Figure 23: Finance clusters, by lifestyle statements, 2005
Spoilt Kids -- true to form
- Figure 24: Sources of income, by finance cluster, 2005
- Figure 25: Home lives, by finance cluster groups, 2005
The parents' view
Earning their money
Making their own decisions
The Sibling Effect
The benefits of being an only child
- Figure 26: Financial position, by number of siblings, 2005
Family position
Sibling hierarchies
The marketing perspective
11-14-year-olds At Home
Television still rules the airways
Programmes watched
- Figure 27: Favourite types of TV programme, 2005
TV in the bedroom?
- Figure 28: Those with a television set and VCR in their bedroom, by age, 2001 and 2005
C2DEs use bedrooms as entertainment centres
TV for companionship?
Bedroom TVs are not necessarily for TV
' Well, what else can you buy them for their birthdays?'
Computer games
- Figure 29: Computer games, by age and gender, 2005
Who do they play with?
- Figure 30: Who computer games are played with, by age and gender, 2005
More children play computer games alone than five years ago
- Figure 31: Those who play computer games only by themselves, by age, gender and socio-economic group, 2001 and 2005
Where do they play them?
- Figure 32: Where computer games are played, by age and gender, 2005
- Figure 33: Where computer games are played, by age and socio-economic group, 2005
How much do they play?
- Figure 34: Number of hours a week play computer games, by gender, 2005
Time spent on computers poses a threat to television watching
- Figure 35: Time spent playing computer games, by age, gender and socio-economic group, 2001 and 2005
Purchasing computer games
- Figure 36: Number of computer games bought in the last year, by gender, 2005
- Figure 37: Decision-maker for purchasing computer games, by gender and age, 2005
- Figure 38: Purchaser of household computer games, by gender and age, 2005
Other computer use
Universal PCs
Internet is the norm
- Figure 39: Frequency of accessing the Internet, 2005
Work v play
- Figure 40: Uses of the Internet, 2005
Just what girls need
New technology typologies
- Figure 41: ' New technology' cluster groups, 2005
- Figure 42: ' New technology' cluster groups, by response to statements, 2005
- Figure 43: Computers, computer games and TV, by new technology cluster groups, 2005
Music
The arrival of MP3s
ABC1s at the forefront
- Figure 44: Penetration of MP3 players, 2003-05
Leaving the mainstream behind
- Figure 45: Most popular kinds of music, 2002 and 2005
Playing instruments
Parents and children beg to differ over interest in music
CDs becoming redundant
Music typologies
- Figure 46: Music cluster groups, 2005
- Figure 47: Music cluster groups, by response to statements, 2005
Indie Kids play for themselves
- Figure 48: Musical preferences, musical instrument playing and music purchase, by music typologies, 2005
More gadgets
Reading
11-14s have still got time for books
- Figure 49: Reading and buying books, 2001 and 2005
Girls read more than boys
Possession of books is parentally driven
- Figure 50: Reading and buying books, by gender and age, 2005
Magazines
- Figure 51: How magazines are obtained, by age group and gender, 2005
The parents' view
Finding something to read
Sleepovers
Setting the boundaries
Mobile phones
Ownership becoming universal
- Figure 52: Those with their own mobile phone, by age, 2001-05
Ringtones now essential
Using and paying for phones
The parents' view
A means of control
Girls tend to use their phones more often than boys
Parental funding
The Sibling Effect
Family position
Family size
The marketing perspective
Out to Play
Parental involvement in children' s leisure
Pleasing everyone
Theme parks have more generalised appeal
- Figure 53: Days out, by key demographic sub-groups, 2005
Cultural and sporting events
- Figure 54: Cultural and sporting events, by key demographic sub-groups, 2005
Playing sport
Girl' s football is taking off
Eating out
Boys disengaging
- Figure 55: Those who have eaten out during their leisure time in the past seven days, percentage point change between 2001 and 2005, by age, gender and socio-economic group
Children welcome
Striking out by themselves
Cinema -- big business among the 11-14s
Children' s attitudes towards leisure
Leisure typologies
- Figure 56: Leisure cluster groups, 2005
- Figure 57: Leisure cluster groups, by lifestyle statements, 2005
Active Kids vs Couch Potatoes
- Figure 58: Participation in sporting activities, by leisure cluster groups, 2005
Other leisure activities
- Figure 59: Activities in past seven days, by leisure typology, 2005
The Sibling Effect
Family size
Only children missing out
The marketing perspective
The Way They Look
Shopping for clothes
Attitudes towards clothes
- Figure 60: Fashion cluster groups, 2005
- Figure 61: Fashion cluster groups, by lifestyle statements, 2005
- Figure 62: Clothes shopping, by fashion typology, 2005
Toiletries and cosmetics
Basic cleanliness
Mousses and gels
- Figure 63: Usage of mousse and hair gel, by age and gender, 2001 and 2005
Make-up
- Figure 64: Usage of make-up, by age, 2001 and 2005
Growing up: periods, shaving and the opposite sex
Preening themselves
The parents' view
Looking good is not just a frivolous concern
Boys' interest suddenly appears
Boys and their hair
Girls' interest less of a shock
The importance of the right brands
Toiletries: children choose -- parents pay
The Sibling Effect?
The marketing perspective
11-14-year-olds Today -- And in the Future
How do children see their future?
- Figure 65: General cluster groups, 2005
Are today' s 11-14-year-olds different?
They grow up faster...
...although their parents admit they were often worse!
Drugs are a real worry
The sibling effect
The advantage of being the youngest
Sex discrimination
The pace of change
- Figure 66: Changes in lifestyles and attitudes, 2001 and 2005
The impact of technology
But some things don' t change
Taking life as it comes
Forecast
A retracting consumer base...
- Figure 67: Projected trends in 11-14' s population, 2005-11
... but rising incomes with inflation
- Figure 68: Forecast of the average weekly income of 11-14-year-olds, 2005-11
Factors incorporated
Appendix
Background
- Figure 69: UK population aged 11-14, by age, 2001-13
- Figure 70: Average age of mother at childbirth, England & Wales, 1971-2003
- Figure 71: Average size of family*, by year of birth of woman, 1960-90
- Figure 72: Number of divorces of couples with children under 16, 2001-04
- Figure 73: Children of couples divorced*, by age, England and Wales, 2001-04
- Figure 74: Percentage of dependent children living in different family types, GB, 1972-2004
- Figure 75: Employment rates of married/cohabiting mothers with youngest dependent child aged 11-18, 1994-2004
- Figure 76: Employment status of families with children aged 11-15, by family type, UK, spring 2004
Priorities and concerns of Children and Parents
- Figure 77: Percentage of pupils achieving Level 5 and above in Key Stage 3 tests, 2003-05
- Figure 78: Percentage of pupils achieving Level 5 and above in Key Stage 3 tests, by gender, 2005
- Figure 79: Those who are worried about schoolwork/exams, by demographic sub-group, 2005
- Figure 80: Smoking, alcohol and use of drugs, by age group, 2005
- Figure 81: Those who are worried about alcohol, drugs and cigarettes, by demographic sub-group, 2005
- Figure 82: Family cluster groups, by demographic sub-group, 2005
- Figure 83: Family cluster groups, by lifestyle statements, 2005
- Figure 84: Issues 11-14s are concerned about, by family cluster groups, 2005
11-14-year-olds and their money
- Figure 85: Regular sources of income -- 11-14-year-olds, by gender and age group, 2005
- Figure 86: Regular sources of income -- 11-14-year-olds, by age and socio-economic group, 2005
- Figure 87: Earnings as a source of income, by demographic sub-group, 2005
- Figure 88: Those who have done household chores during the past seven days and those who get money for chores or odd jobs, by demographic sub-group, 2005
- Figure 89: Average regular weekly income (all sources)* at current and constant prices -- 11-14-year-olds, by demographic sub-group, 2005
- Figure 90: Additional sources of income, by gender and age group, 2005
- Figure 91: Additional sources of income, by gender and socio-economic group, 2005
- Figure 92: Average total annual income, by demographic sub-group, 2005
- Figure 93: Who they go shopping with when spending own money, by gender and age, 2005
- Figure 94: Parents versus friends as shopping companions, by demographic sub-group, 2005
- Figure 95: Finance cluster groups, by demographic sub-group, 2005
- Figure 96: Finance cluster groups, by lifestyle statements, 2005
At home
- Figure 97: Audio-visual items in bedroom, by demographic sub-group, 2005
- Figure 98: Consoles and handheld computer games ever played, by age, gender and socio-economic group, 2005
- Figure 99: Those who play computer games only alone and those who play in their bedroom, by demographic sub-group, 2005
- Figure 100: Usage of computer games, by demographic sub-group, 2005
- Figure 101: Those with a computer in their own bedroom, by demographic sub-group, 2005
- Figure 102: New technology cluster groups, by demographic sub-group, 2005
- Figure 103: New technology cluster groups, by lifestyle statements, 2005
- Figure 104: Audio devices have in room, 2005
- Figure 105: Number who have bought recorded music in the last month, 2005
- Figure 106: Those with MP3 player in room, by demographic sub-group, 2005
- Figure 107: Type of music liked, 2005
- Figure 108: Type of music liked, by gender, age and socio-economic group, 2005
- Figure 109: Those who have played a musical instrument during their leisure time in the past seven days, by demographic sub-group, 2005
- Figure 110: Music cluster groups, by demographic sub-group, 2005
- Figure 111: Music cluster groups, by lifestyle statements, 2005
- Figure 112: Camera ownership and participation in photography, by demographic sub-group, 2005
- Figure 113: Reading and purchasing of books, by demographic sub-group, 2005
- Figure 114: Where books are obtained, by demographic sub-group, 2005
- Figure 115: Kinds of books liked best, by gender, 2005
- Figure 116: Those who have slept over at a friend' s house during the past seven days, by demographic sub-group, 2005
- Figure 117: Those with own mobile phone, by demographic sub-group, 2005
- Figure 118: Accessories bought for mobile phone, 2005
- Figure 119: Recipients of calls and text messages from mobile phone, 2005
- Figure 120: Main recipients of calls, by demographic sub-group, 2005
- Figure 121: Main recipients of text messages, by demographic sub-group, 2005
- Figure 122: Who pays for mobile phone calls, by demographic sub-group, 2005
- Figure 123: Monthly bill for mobile phone, 2005
Out to play
- Figure 124: Attitudes towards family leisure -- parents of children aged 10-14, by gender, 2005
- Figure 125: Days out/outings in past year, by demographic sub-group, 2005
- Figure 126: Activities/outings in the past six months, by demographic sub-group, 2005
- Figure 127: Those who have taken part in a sporting activity in their leisure time during the past seven days and average weekly time spent on sport, by demographic sub-group, 2005
- Figure 128: Favourite sports (top ten) -- boys, by age and socio-economic group, 2005
- Figure 129: Favourite sports (top ten) -- girls, by age and socio-economic group, 2005
- Figure 130: Sports participated in about once a week -- boys, by age and socio-economic group, 2005
- Figure 131: Sports participated in about once a week -- girls, by age and socio-economic group, 2005
- Figure 132: Memberships of sports and other clubs -- boys, by age and socio-economic group, 2005
- Figure 133: Memberships of sports and other clubs -- girls, by age and socio-economic group, 2005
- Figure 134: Those who have eaten out during their leisure time in the past seven days, by demographic sub-group, 2005
- Figure 135: Who eat in with at pizza or fast food restaurants, by age group and gender, 2005
- Figure 136: Who eat in with at pizza or fast food restaurants, by age group and socio-economic group, 2005
- Figure 137: Restaurants visited in the last three months, by age and socio-economic group, 2005
- Figure 138: Who they go with to restaurants, by age group and gender, 2005
- Figure 139: Who they go with to restaurants, by age and socio-economic group, 2005
- Figure 140: Frequency of visiting the cinema, 2005
- Figure 141: Most recent visit to the cinema, 2005
- Figure 142: Who they go to the cinema with, 2005
- Figure 143: Leisure cluster groups, by demographic sub-group, 2005
- Figure 144: Leisure cluster groups, by lifestyle statements, 2005
Appearance
- Figure 145: Frequency of clothes shopping, by gender and age, 2005
- Figure 146: Companions when shopping for clothes, by gender and age, 2005
- Figure 147: Who usually pays for clothes, by gender and age group, 2005
- Figure 148: Paying for clothes -- self versus parents, by demographic sub-group, 2005
- Figure 149: Those who have ' a lot of say' in the clothes they wear, by gender and age group, 2005
- Figure 150: Fashion cluster groups, by demographic sub-group, 2005
- Figure 151: Fashion cluster groups, by lifestyle statements, 2005
- Figure 152: Decision-maker for brands of toiletries used, by demographic sub-group, 2005
- Figure 153: Skincare, by gender and age, 2005
- Figure 154: Those who use hair colourants, mousse and gel, by demographic sub-group, 2005
- Figure 155: Decision-maker for brands of mousse/gel used, by demographic sub-group, 2005
- Figure 156: Those who wear make-up -- girls, by demographic sub-group, 2005
- Figure 157: Type of make-up worn -- girls, by individual age group, 2005
- Figure 158: Who buys make-up -- girls, by demographic sub-group, 2005
- Figure 159: Growing up -- those whose periods have not yet started -- girls, by demographic sub-group, 2005
- Figure 160: Growing up -- age at which periods started -- girls aged 14, 2005
- Figure 161: Boys who shave regularly, by individual age group, 2005
- Figure 162: Boys who wear aftershave, by individual age group and socio-economic group, 2005
- Figure 163: Agreement/disagreement that ' It' s important to be attractive to the opposite sex' , by demographic sub-group, 2005
- Figure 164: General attitudes cluster groups, by demographic sub-group, 2005
- Figure 165: General attitudes, cluster groups, by lifestyle statements, 2005

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