KGOY (Kids Growing Older, Younger) - UK - May 2009

Table of Contents

• Issues in the Market
• Are kids really getting older younger?
• Methodology
• Future Opportunities
• Parents in control
• Exercising control by keeping in touch
• Growing up in a techno world
• Shopping online
• Kid-proof technology
• Targeting through technology
• Lifestyle Sector in Brief
• More sophistication, less freedom
• Compliant kids
• Parent power extends to pocket money
• Mobile phone: Status symbol or umbilical cord?
• A need for kid-proof technology
• Family-based entertainment on the up
• A more individual approach to fashion
• Future concerns
• Family Background
• Key points
• A shrinking market -- but a boost on the cards at the younger end
• Children under pressure?
• Marketing to children: A restricted area
• Safe online?
• How Grown-Up Are Today' s Children?
• Key points
• Getting older younger? A third of parents agree
  • Figure 1: Parents' attitudes towards their children' s sophistication, by gender, age of children, socio-economic group and region, 2009
• Children accept the reasons for lack of freedom
  • Figure 2: Parents' attitudes towards their children' s freedom, by gender, age of children, socio-economic group and region, 2009
  • Figure 3: Attitudes towards their own freedom and privacy -- 7-10-year-olds, 2004-08
  • Figure 4: Attitudes towards their own freedom and privacy -- 11-13-year-olds, 2004-08
• Older children spread their wings
• Parents rule okay
  • Figure 5: Attitudes towards their parents -- 7-10-year-olds, by gender, 2006-08
  • Figure 6: Attitudes towards their parents -- 11-13-year-olds, 2004-08
• School work
  • Figure 7: Aspirations and ambitions -- 7-10-year-olds, by gender, 2004-08
  • Figure 8: Aspirations and ambitions -- 11-13-year-olds, by gender, 2004-08
• Children as Consumers
• Key points
• Kids and pocket money
  • Figure 9: Parents' attitudes towards their children' s pocket money, by gender, age of children, socio-economic group and region, 2009
  • Figure 10: Sources of spending money -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 11: Average weekly spending money -- 7-10-year-olds and 11-13-year-olds, 2004-08
• Parents hold the purse strings
• Spend or save -- where does the money go?
  • Figure 12: What pocket money is spent on -- 7-10-year-olds, 2004-08
  • Figure 13: What pocket money is spent on -- 11-13-year-olds, 2004-08
• The corner shop gives way to online shopping -- with adult help
• Gifts and indulgences
• Kids and toys
• Kids and new technology: Do they mix?
• Phone Home: Kids and Mobiles
• Key points
• Mobile phone ownership and usage
  • Figure 14: Mobile phone ownership -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 15: Age first owned a mobile phone -- 7-10-year-olds, by gender, 2008
  • Figure 16: Who calls and texts were made to (during the previous week) -- 7-10-year-olds, 2004-08
  • Figure 17: Who calls and texts were made to (during the previous week) -- 11-13-year-olds, 2004-08
• When will they get a phone?
• Younger children
• Older children
• What do the parents think?
  • Figure 18: Parental attitudes towards children and mobile phones, by gender, age of children, socio-economic group and region, 2009
• New or old?
• Who pays?
  • Figure 19: Type of mobile phone contract -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 20: Who pays mobile phone costs -- 7-10-year-olds, 2004-08
  • Figure 21: Who pays mobile phone costs -- 11-13-year-olds, 2004-08
• Reading Trends
• Key points
• Magazines and comics
  • Figure 22: Whether read magazines/comics -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 23: Who buys magazines/comics -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• Books
  • Figure 24: Reading/buying of books -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 25: Average number of books read/bought in the last year, 2004-08
  • Figure 26: Reasons for reading books -- 11-13-year-olds -- 11-13-year-olds, 2004-08
• Television and DVDs
• Key points
• The decline of the bedroom TV
  • Figure 27: Those with TV in bedroom -- 7-10-year-olds and 11-13-year-olds, 2004-08
• Family versus solo viewing
  • Figure 28: Parents attitudes towards watching TV with their children, by gender, age of children, socio-economic group and region, 2009
• When do they watch?
• What do they watch?
  • Figure 29: Types of TV programmes liked best (top three) -- 7-10-year-olds, by gender, 2004-08
  • Figure 30: Types of TV programmes liked best (top three) -- 11-13-year-olds, by gender, 2004-08
• Music
• Key points
• Musical tastes and knowledge
  • Figure 31: Those agreeing that ' I always know what' s in the top ten' -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 32: Those agreeing that ' I like the same music as my parents' -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 33: Parents' attitudes towards their children' s taste in music, by gender, age of children, socio-economic group and region, 2009
• The iPod effect
• Figure 34: Those who spend their pocket money on music -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• Computers
• Key points
  • Figure 35: Whether use the internet -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 36: Where internet is used -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 37: Where computer is used most -- 7-10-year-olds and 11-13-year-olds, 2008
• Parental control?
  • Figure 38: Parents' attitudes towards their children' s computer literacy, by gender, age of children, socio-economic group and region, 2009
  • Figure 39: Parental monitoring of internet use -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 40: Parental monitoring of their children' s internet usage, by gender, age of children, socio-economic group and region, 2009
• What do they use the internet for?
  • Figure 41: What internet is used for -- 7-10-year-olds, 2004-08
  • Figure 42: Top six uses of the internet -- 11-13-year-olds, by gender, 2005-08
• Computer games
  • Figure 43: Where computer games are played -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 44: Who buys computer games -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 45: Who chooses computer games -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• Clothing and Footwear
• Key points
  • Figure 46: Attitudes towards clothes and fashion -- 7-10-year-olds, by gender, 2004-08
  • Figure 47: Attitudes towards clothes and fashion -- 11-13-year-olds, by gender, 2004-08
• Who chooses?
  • Figure 48: Attitudes towards clothes and fashion -- 7-10-year-olds, by gender, 2004-08
  • Figure 49: Who chooses their clothes -- 7-10-year-olds, by gender, 2004-08
  • Figure 50: Who chooses their clothes -- 11-13-year-olds, by gender, 2008
  • Figure 51: Usage of hair and body products -- 7-10-year-olds, by gender, 2004-08
  • Figure 52: Usage of hair and body products -- 11-13-year-olds, by gender, 2004-08
  • Figure 53: Use of make-up and perfume -- 7-10-year-old girls, 2004-08
  • Figure 54: Those who wear make-up -- 11-13-year-old girls, 2004-08
  • Figure 55: Who buys their make-up -- 11-13-year-old girls, 2004-08
  • Figure 56: Whether wear aftershave, male fragrance -- 11-13-year-old boys, 2004-08
• Future Kids
• The environment is a growing concern for children
  • Figure 57: Environmental and ethical concerns of children aged 7-10 and 11-13, 2004-08
• KGOY, but only if their parents say they can
• Appendix -- Family Background
  • Figure 58: 7-10-year-olds and 11-13-year-olds in the UK population (000), by age, 2004-08
  • Figure 59: 7-10-year-olds and 11-13-year-olds in the UK population (000), by age, 2009-14
• Appendix -- Children as Consumers
  • Figure 60: Sources of spending money -- 7-10-year-olds and 11-13-year-olds, 2004-08
  • Figure 61: What pocket money is spent on -- 7-10-year-olds, by gender, 2004-08
  • Figure 62: What pocket money is spent on -- 11-13-year-olds, by gender, 2004-08
• How grown-up are they?
• Freedom and independence
  • Figure 63: Attitudes towards their own freedom and privacy -- 7-10-year-olds, by gender, 2004-08
  • Figure 64: Attitudes towards their own freedom and privacy -- 11-13-year-olds, by gender, 2004-08
  • Figure 65: Attitudes towards their parents -- 7-10-year-olds, by gender, 2006-08
  • Figure 66: Attitudes towards their parents -- 11-13-year-olds, by gender, 2004-08
  • Figure 67: Aspirations and ambitions -- 7-10-year-olds, by gender, 2004-08
  • Figure 68: Aspirations and ambitions -- 11-13-year-olds, by gender, 2004-08
  • Figure 69: Who do they look up to -- top ten role models of 7-10-year-old boys, 2008
  • Figure 70: Who do they look up to -- top ten role models of 7-10-year-old girls, 2008
  • Figure 71: Who do they look up to -- top ten role models of 11-13-year-old boys, 2008
  • Figure 72: Who do they look up to -- top ten role models of 11-13-year-old girls, 2008
• Appendix -- Technology and Communication
• Mobile phones
  • Figure 73: Mobile phone ownership -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 74: Age first owned a mobile phone -- 7-10-year-olds, by gender, 2008
  • Figure 75: Who calls and texts were made to (during the previous week) -- 7-10-year-olds, by gender, 2004-08
  • Figure 76: Who calls and texts were made to (during the previous week) -- 11-13-year-olds, by gender, 2004-08
  • Figure 77: Type of mobile phone contract -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 78: Who pays mobile phone costs -- 7-10-year-olds, by gender, 2004-08
  • Figure 79: Who pays mobile phone costs -- 11-13-year-olds, by gender, 2004-08
• Appendix -- How Do They Spend Their Time?
• Reading
  • Figure 80: Whether read magazines/comics -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• TV
  • Figure 81: Types of TV programmes liked best -- 7-10-year-olds, by gender, 2004-08
  • Figure 82: Types of TV programmes liked best -- 11-13-year-olds, by gender, 2004-08
• Music
  • Figure 83: Musical tastes and attitudes -- 7-10-year-olds, by gender, 2004-08
  • Figure 84: Musical tastes and attitudes -- 11-13-year-olds, by gender, 2004-08
• Internet
  • Figure 85: Whether use the internet -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 86: Where internet is used -- 7-10-year-olds, by gender, 2004-08
  • Figure 87: Where internet is used -- 11-13-year-olds, by gender, 2004-08
  • Figure 88: What internet is used for -- 7-10-year-olds, by gender, 2004-08
  • Figure 89: What internet is used for -- 11-13-year-olds, by gender, 2005-08
• How autonomous?
  • Figure 90: Where computer is used most -- 7-10-year-olds and 11-13-year-olds, by gender, 2008
  • Figure 91: Parental monitoring of internet use -- 7-10-year-olds, by gender, 2004-08
  • Figure 92: Parental monitoring of internet use -- 11-13-year-olds, by gender, 2004-08
• Computer games
  • Figure 93: Who buys computer games -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 94: Where computer games are played -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
  • Figure 95: Who chooses computer games -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• Cinema
  • Figure 96: Who 7-10-year-olds go to the cinema with, by gender, 2004-08
  • Figure 97: Who 11-13-year-olds go to the cinema with, by gender, 2004-08
• How autonomous are they?
  • Figure 98: Who buys magazines/comics -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• TV
  • Figure 99: Those with TV, radio in bedroom -- 7-10-year-olds and 11-13-year-olds, by gender, 2004-08
• Appendix -- Clothing and Footwear
  • Figure 100: Attitudes towards clothes and fashion -- 7-10-year-olds, by gender, 2004-08
  • Figure 101: Attitudes towards clothes and fashion -- 11-13-year-olds, by gender, 2004-08
• How autonomous are they?
  • Figure 102: Attitudes towards clothes and fashion -- 7-10-year-olds, by gender, 2004-08
  • Figure 103: Who chooses their clothes -- 7-10-year-olds, by gender, 2004-08
  • Figure 104: Who chooses their clothes -- 11-13-year-olds, by gender, 2008
  • Figure 105: Those who wear make-up -- 11-13-year-old girls, 2004-08
  • Figure 106: Who buys their make-up -- 11-13-year-old girls, 2004-08
  • Figure 107: Whether wear aftershave, male fragrance -- 11-13-year-old boys, 2004-08
• Appendix -- Future Kids
  • Figure 108: What do 7-10-year-old boys worry about?, 2004-08
  • Figure 109: What do 7-10-year-old girls worry about?, 2004-08
  • Figure 110: What do 11-13-year-old boys worry about?, 2004-08
  • Figure 111: What do 11-13-year-old girls worry about?, 2004-08