Report: Marketing to Children Aged 11-16 - UK

Issues in the Market
Abbreviations
Insights and Opportunities
Checking up
Getting away
Avoiding the jeers
Sampling menus
Moving online
The role of celebrities
Market in Brief
Drugs give parents nightmares
The power of the media
Happy with their lot?
Looking the part
Living their lives via technology
Can the internet replace television?
Happy families eat together
Fast Forward Trends
Trend 1: Generation Why? Teen Angst
What' s it about?
Observations
What next?
Trend 2: The rise of the ' Screenager'
What' s it about?
Observations
What next?
Trend 3: FSTR and HYPR
What' s it about?
Observations
What next?
Market Environment
Key points
A shrinking market
- Figure 1: UK population aged 11-16, 2003, 2008 and 2013
Changing families
Unstable family units
Ethnic background
Financial worries creeping in
- Figure 2: Personal view of economy compared to that of the general economy, July 2008
Pocket money
- Figure 3: Amount of money received per week, 11-14-year-olds, 2003-08
- Figure 4: Amount of money received per week, 11-14-year-olds, by age, 2008
- Figure 5: Amount of money received per week, 15-16-year-olds, by age, 2008
- Figure 6: What 11-14 and 15-16 year-olds spend their money on, 2008
Parental Concerns
Key points
Today' s youth
Smoking, drinking and drugs
What parents worry about
- Figure 7: Issues that parents are concerned about, May 2008
Drugs are a key concern
Concern of bullying receding
Paedophile concerns
Use of alcohol
Mothers worry more
- Figure 8: Issues that parents are most concerned about, by gender, May 2008
Influences on children
- Figure 9: Parental influence, May 2008
- Figure 10: Parental influence on eating habits, sport and avoiding drug/alcohol usage, by household income, May 2008
- Figure 11: Parental influence on study habits and hanging out with friends, by household income, May 2008
The larger picture
- Figure 12: Average scores for parental influence, May 2008
Very strong influence (44% of respondents)
Strong influence (28% of respondents)
Little/no influence (28% of respondents)
Other influences
- Figure 13: Other people who influence children, May 2008
Friends rule
Growing Up
Key points
Freedom
- Figure 14: Freedom typology groups, 2007
Free spirits (46%)
Who are they?
Sheltered (18%)
Who are they?
Privacy seekers (36%)
Who are they?
- Figure 15: Freedom typology groups, by age, 2007
Happy families
Under pressure?
- Figure 16: What children feel pressured to do, July 2008
Image a strong issue with girls
- Figure 17: Pressures in life that are more prevalent for girls than boys, July 2008
Material matters
- Figure 18: Pressures that change with age, July 2008
Developing opinions
- Figure 19: Developing opinions typology groups, 2007
Innovators (36%)
Who are they?
- Figure 20: Innovators, girls and boys by age, 2007
Followers (35%)
Who are they?
- Figure 21: Followers, girls and boys by age, 2007
Individualists (29%)
Who are they?
- Figure 22: Individualists, girls and boys by age, 2007
Nature or nurture?
Making a decision
- Figure 23: Most important opinions and examples when buying clothes/shoes, gadgets or toiletries, July 2008
- Figure 24: Most important opinions and examples when buying clothes/shoes, gadgets and toiletries, boys, by age, July 2008
- Figure 25: Most important opinions and examples when buying clothes/shoes, gadgets and toiletries, girls, by age, July 2008
Interests and pastimes
- Figure 26: Activities most like doing, by gender, July 2008
- Figure 27: Activities most liked, by age, July 2008
Technology
Key points
Use of computers is universal
- Figure 28: Where PCs are used, 2003-07
Not just the internet and school work
- Figure 29: Usage of PCs, 2007
- Figure 30: Main uses of computers*, by gender, 2007
Computer availability
Cyber chat
- Figure 31: Internet usage -- studying, communication, and gaming, 2003-07
Social networking
- Figure 32: Social networking websites used, 11-15 year-olds, by gender and social economic group, March 2008
Parental control
Gaming
- Figure 33: Usage of computer/video and hand held game consoles, 2003-07
The Wii effect
- Figure 34: Most popular Types of computer/video games 11-16-year-olds play, by gender, 2007
Girls lose interest
- Figure 35: Difference between playing types of computer games at age 11-12 Vs age 15-16, by gender, 2007
A social phenomenon
Mobile phones
- Figure 36: Number of calls/texts made in previous week, 2003-07
- Figure 37: Features used on mobile phones, 2003-07
Girls need to communicate
- Figure 38: Those sending 25+ text messages in previous week, by gender and age, 2007
Media
TV watching habits
- Figure 39: Type of TV programme liked best, 2003-07
Losing out to the net
- Figure 40: Attitudes to the internet and to television, 2003-07
Escape routes
- Figure 41: Attitudes to television and the internet, by Freedom typology groups, 2007
A key dynamic
- Figure 42: Attitudes to the internet, by developing opinion typology groups, 2007
The big picture
Words moving from paper to screen
- Figure 43: Attitudes to reading and to newspapers, 2007
Healthy Eating
Key points
The Importance of eating healthily
- Figure 44: Attitudes to Eating, 2003-07
The youngest children know best
- Figure 45: Attitudes to healthy eating issues, by age, 2007
Going their own way
The impact of dieting
- Figure 46: Attitudes to eating, by gender, 2007
- Figure 47: Attitudes to eating among girls, by age, 2007
Food and emotions
- Figure 48: Girls' attitudes to food, 2007
Parental influences
- Figure 49: Attitudes to eating, by socio-economic group, 2007
- Figure 50: Attitudes to eating, by freedom typology groups, 2007
Foods eaten
Breakfast
- Figure 51: Main foods eaten for breakfast, 11-16 year-olds, by age group, 2007
- Figure 52: Main foods eaten for breakfast, boys and girls, by age group, 2007
Lunchtime
Dinner
Eating out
- Figure 53: Food places used by 11-16-year-olds to eat in, 2007
A move away from fast food?
Parents are the key influence
- Figure 54: Changes in usage of food places to eat-in, by socio-economic group and age, 2007
Clothing and Appearance
Key points
Fashion for fashion' s sake?
- Figure 55: Agreement with selected lifestyle statements on fashion and appearance, 2003-07
- Figure 56: ' You can judge a person by the clothes they wear' -- agreement by boys and girls, 2003-07
Follow my lead
- Figure 57: Agreement with selected lifestyle statements on fashion and appearance, girls, 2003-07
Expressing themselves
- Figure 58: Statements on fashion and appearance most/least likely to be agreed* with, 2007
Brands and logos
- Figure 59: Attitudes to brands and logos, by gender, 2003-07
Not just what they wear
Buying clothes
- Figure 60: Buying and shopping for clothes, 11-16 year-olds, by gender and age, 2007
The ritual of growing up
Choosing clothes
- Figure 61: Who chooses most clothes, 11-16 year-olds, by gender and age, 2007
Targeting the 11-16s
Key points
Food and drink
Restrictions in force
The growth of viral marketing
Building brand loyalty via websites
Networking for success
Mobile marketing
Commercialisation in education
Watching the clock
Is there a future for food and drink advertising?
Technology/media
Parental influence
The Future
Freedom typology groups -- scenario forecast
Scenario 1: Static scenario
- Figure 62: Forecast of freedom typology groups, static scenario, 2008-13
Scenario 2: Parents become increasingly restrictive
- Figure 63: Forecast of freedom typology Groups, scenario 2: Parents become increasingly restrictive, 2008-13
Implications
Appendix -- Market Environment
- Figure 64: UK population aged 11-16, 2003, 2008 and 2013
- Figure 65: Average age of mother at childbirth, England and Wales, 1971-2006
- Figure 66: Percentage of dependent children living in different family types, GB, 1972-2007
- Figure 67: Number of live births and fertility rate in England and Wales, 2003-13
- Figure 68: Women in paid employment, 1998-2013
- Figure 69: Number of divorces of couples with children under 16, 2001-05
- Figure 70: Population by ethnic group, England, 2005*
- Figure 71: Births by country of birth of mother, England and Wales. 1996, 2002 and 2006
Appendix -- Parental Concerns
- Figure 72: Smoking behaviour, by gender, 1982-2007*
- Figure 73: Regular smokers, by gender and age, 2007
- Figure 74: Drinking alcohol, by gender, 1988-2007*
- Figure 75: Proportion of pupils ever taking drugs/volatile substances, by gender and age, 2001-07*
- Figure 76: Frequency of using drugs/volatile substances, by gender, 2001-07*
- Figure 77: Most important parental concerns, May 2008
- Figure 78: Other important parental concerns, May 2008
- Figure 79: Further important parental concerns, May 2008
- Figure 80: Further parental concerns and those with no concerns, May 2008
- Figure 81: Level of parental influence on eating and study habits, by demographic sub-group, May 2008
- Figure 82: Level of parental influence computer/internet usage and hanging out with friends, by demographic sub-group, May 2008
- Figure 83: Level of parental influence on type of films watched and type of TV watched, by demographic sub-group, May 2008
- Figure 84: Level of parental influence on type of music listened to and participation in sport, by demographic sub-group, May 2008
- Figure 85: Level of parental influence on participation in the arts and avoiding drug/alcohol usage, by demographic sub-group, May 2008
- Figure 86: Level of parental influence on hairstyle and clothing choice, by demographic sub-group, May 2008
- Figure 87: Mean scores for influence on children, May 2008
- Figure 88: Level of influence parents feel they have over their children, May 2008
- Figure 89: Level of influence parents feel they have over their children, by issues they are concerned about, May 2008
- Figure 90: People who parents feel have influence over their children aged 0-5, May 2008
- Figure 91: People who parents feel have influence over their children aged 6-11, May 2008
- Figure 92: People who parents feel have influence over their children aged 12+, May 2008
- Figure 93: Level of influence parents feel they have over their children, by who else they feel has the strongest influence over their children and the choices they make, 2008
Appendix -- Growing up
- Figure 94: Freedom typology groups by agreement with the lifestyle statements used, 2007
- Figure 95: Freedom typology groups by demographics, 2007
- Figure 96: Freedom typology groups, by agreement with additional lifestyle statements, 2007
- Figure 97: What children feel pressured to do, by gender and age, July 2008
- Figure 98: Number of pressures felt by 11-16-year-olds, July 2008
- Figure 99: Number of pressures felt by 11-16-year-olds, by gender and age group, July 2008
- Figure 100: Number of pressures felt by 11-16-year-olds by what they feel under pressure to do, July 2008
- Figure 101: Pupils achieving level 5 or above in the Key Stage 3 tests, by gender, England, 2007
- Figure 102: Developing opinions typology groups, by agreement with the lifestyle statements used, 2007
- Figure 103: Developing opinions typology groups, by demographics, 2007
- Figure 104: Most important Opinions and examples when buying clothes/shoes, by gender and age, July 2008
- Figure 105: Most important opinions and examples when buying gadgets, by gender and age, July 2008
- Figure 106: Most important opinions and examples when buying toiletries, by gender and age, July 2008
- Figure 107: Activities most like doing, by gender and age, July 2008
Appendix -- Technology
- Figure 108: Usage of PCs, 2003-07
- Figure 109: Where 11-16 year-olds use a PC, by demographic, 2007
- Figure 110: Why 11-16-year-olds use PCs, by demographics, 2007
- Figure 111: Why 11-16-year-olds use PCs, by demographics, 2007
- Figure 112: Number of PCs in home, by demographics, 2007
- Figure 113: Usage of the internet, 2003-07
- Figure 114: Agreement with selected lifestyle statements, and who have a TV in their bedroom 2003-07
- Figure 115: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 116: Attitudes to computers, television and the internet, by developing opinion typology groups, 2007
- Figure 117: How 11-15 year-olds use social networking sites, by gender, March 2008
- Figure 118: Agreement with attitude statements about social networking websites used, 11-15 year-olds, by gender and social economic group, March 2008
- Figure 119: Usage of computer/video and handheld game consoles, 2003-07
- Figure 120: 11-16 year-olds who have computer/video and hand-held game consoles at home, by demographics, 2007
- Figure 121: Types of computer/video games 11-16 year-olds play, by demographics, 2007
- Figure 122: Number of hours per week spent playing computer/video games, by demographics, 2007
- Figure 123: Who 11-16 year-olds play computer/video games with, by gender and age, 2007
- Figure 124: Average number of hours per week spent playing computer/video games, 2003-07
- Figure 125: Average number of hours per week spent playing computer/video games, by demographics, 2007
- Figure 126: Cinema visiting, 2003-07
- Figure 127: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 128: Agreement with selected lifestyle statements, by demographics, 2007
Appendix -- Healthy Eating
- Figure 129: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 130: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 131: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 132: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 133: Food eaten for breakfast among 11-16 year-olds, by demographics, 2007
- Figure 134: Food eaten for lunch among 11-16 year-olds, by demographics, 2007
- Figure 135: Food eaten for lunch among 11-16 year-olds, by demographics, 2007
- Figure 136: Food eaten for lunch among 11-16 year-olds, by demographics, 2007
- Figure 137: Food eaten for dinner among 11-16 year-olds, by demographics, 2007
- Figure 138: Food eaten for dinner among 11-16 year-olds, by demographics, 2007
- Figure 139: Food eaten for dinner among 11-16 year-olds, by demographics, 2007
- Figure 140: Food places used by 11-16 year-olds to eat-in, by demographics, 2007
- Figure 141: Types of computer/video games 11-16 year-olds play, by demographics, 2007
- Figure 142: Usage of mobile phones, 2003-07
- Figure 143: 11-16 year-olds who have a mobile phone, by demographics, 2007
- Figure 144: Features have on mobile phone, by demographics, 2007
- Figure 145: Features have on mobile phone, by demographics, 2007
- Figure 146: Features use on mobile phone, by demographics, 2007
- Figure 147: Features use on mobile phone, by demographics, 2007
- Figure 148: Number of calls made from mobile phone in the last week, by demographics, 2007
- Figure 149: Number of text messages made from mobile phone in the last week, by demographics, 2007
Appendix -- Clothes and Appearance
- Figure 150: Who buys most of their clothes, 11-16 year-olds, by demographics, 2007
- Figure 151: Who 11-16 year-olds go shopping for clothes with most of the time, by demographics, 2007
- Figure 152: Who 11-16 year-olds go shopping for clothes with when spending their own money, by demographics, 2007
- Figure 153: Who chooses most of their clothes, 11-16 year-olds, by demographics, 2007
- Figure 154: Where 11-16 year-olds usually go shopping for clothes, by demographics, 2007
- Figure 155: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 156: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 157: Agreement with selected lifestyle statements, by demographics, 2007
- Figure 158: Attitudes to clothes and appearance, by developing opinions typology groups, 2007

Marketing to Children Aged 11-16 - UK - September 2008

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