Abstract
About this report
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?
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