The Kids and Tweens Market in the U.S., 9th Edition

Table of Contents

Chapter 1 Executive Summary

• Introduction
• Background
• Overview of Report
• Scope and Methodology

Scope of Report

• Methodology

Trends and Opportunities

• Digital Media Transform Kids Market
• Some See Beginning of the End for Kids TV
• Virtual Worlds Attract More Kids
• Marketers Capitalize on Virtual Worlds
• Major Marketers Start to Self-Regulate Advertising to Kids
• Cause-Related Marketing Appeals to Philanthropic Impulses of Kids
• Marketers Acknowledge Ongoing Changes in Relationship between Kids and Parents
• Nostalgia Fuels Revival of Older Brands in Kids Market
• Kids Create Growth Opportunities for Consumer Electronics Industry
• Cellphones Projected to Take Off in Kids Market
• Parental Demands for Healthy Foods and Eco-Friendly Products Generate Opportunities

Market Overview

• Kids and Tweens Population Holds at 36 Million
• Kids Population Expected to Be 4% Larger in 2012
• Kids' Income Tops $19 Billion
• Family Spending on Kids Serves as Another Market Metric

The Social World of Kids and Tweens

• Most Kids Live with Two Parents
• More Kids Have Stay-at-Home Parent
• Number of Latchkey Kids Declines
• Most 3- and 4-Year-Olds Are in School
• Girls More Likely to Want to Work Hard in School
• Friends Matter
• Most Kids Are Altruistic
• Tween Girls More Likely to Stay in Touch Online
• Cellphone Use More Common among Kids

Technology in the Life of Kids and Tweens

• Most Kids Are Computer-Savvy
• More than One in Five Tweens Has Computer in Room
• Heavy Internet Users Remain Scarce among Kids
• Tweens Use Internet to Play Online Games, Stay in Touch with Friends and Listen to Music

Leisure and Entertainment Choices of Kids and Tweens

• Sports Important to Both Boys and Girls
• Many Kids Active in Organized Groups
• Tween Girls Most Likely to Own Consumer Electronics
• Many Kids Pass Time Watching Videos
• Tweens Mimic Music Preferences of Older Counterparts
• Playing Games Most Popular Activity on Consumer Electronic Devices
• Boys More Likely to Depend on Video Games for Entertainment
• Many Boys Cautious about Buying New Games
• Kids Still Want Old-Fashioned Toys
• Boys Lose Interest in Action Figures, Girls Stay Involved with Dolls
• Books Remain Popular
• TV Commercials Drive Kids' Movie Choices
• Fast Food Continues to Attract Kids

Kids and Tweens and the Media

• Tween Girls Top Magazine Readers
• Younger Kids More Likely to Love TV
• TV Time Peaks on Saturday
• Cartoons Get Nod from Kids
• Most Kids Know How to Use VCRs
• TV Ads Have More Impact on Boys than on Girls
• Kids Devote Less Time to Radio than TV
• Kids TV Continues to Migrate to the Internet
• Many Kids Watch Online Video
• Mobile Media Begin to Attract Tweens

Financial Profile of Kids and Tweens

• Families with Children Have Above-Average Household Income
• One in Four Kids Lives in Household with Income of $100,000 or More
• Tweens Start to Earn Money from Outside Jobs
• Doing Chores Important Role for Kids
• Tweens Generate More Income

Spending Patterns of Kids and Tweens

• Toys Top Buying Choice for Most Kids
• Moms Most Likely to Be the Ones Who Buy Toys for Kids
• Study Shows Mothers Spend Most on Clothes and Entertainment
• Tween Girls More Likely to Get What They Want from Parents
• Kids Have Major Impact on Family Vacation Choices
• Many Kids Make Online Purchases
• Most Kids Devote Money to Charitable Causes
• Fashion Piques Interest of Tween Girls
• Levis and Old Navy Most Popular Brands of Jeans

Getting Ready for the Multicultural Majority in the Kids and Tweens Market

• Multicultural Kids Population Will Continue to Grow Rapidly
• Hispanics Will Drive Kids Population Growth through 2015
• Multicultural Kids More Likely to Live in Lower-Income Households
• Multicultural Kids More Likely to Buy Clothes
• Multicultural Kids Stay Closer to Fashion Trends
• Multicultural Kids Pick Different Brands of Jeans and Sneakers
• African American Kids More Drawn to TV
• Non-Hispanic White Kids Less Likely to Watch a Lot of TV
• Radio More Important to Multicultural Kids
• Soccer and Basketball More Popular
• Nearly All Kids Read Books
• Hispanic Kids Lag in Computer and Internet Use
• Multicultural Kids Prefer Hip-Hop and R&B
• Black Kids Most Likely to Go to Movies Often

Kids and Tweens Going Green

• Today' s Kids Environmentally Conscious
• Younger Kids More Likely to Nag Parents to Buy Green Products
• Parents Buying Recycled Products Are More Affluent
• Eco-Friendly Products and Green Marketing Initiatives Gain in Kids Market
• Toymakers in Tune with Eco Awareness
• Eco-Friendly Fashions Gain in Popularity
• Growth in Child Obesity May Have Hit Plateau
• Companies Promote Healthy Eating for Kids

Section 1 Overview

Chapter 2 Trends and Opportunities

Strategic Trends

• Digital Media Transform Kids Market
• Some See Beginning of the End for Kids TV
• Virtual Worlds Attract More Kids
• Marketers Capitalize on Virtual Worlds
• Major Marketers Start to Self-Regulate Advertising to Kids
• Study Indicates Creative Marketing Can Foster Healthy Eating
• Moms Want Promotions Targeted at Them Rather than Kids
• Cause-Related Marketing Appeals to Philanthropic Impulses of Kids
• Marketers Acknowledge Ongoing Changes in Relationship between Kids and Parents
• Nostalgia Fuels Revival of Older Brands in Kids Market
• Travel Industry Courts Kids and Their Families
• Customization Key to Reaching Digital Generation
• Kids Market Not Monolithic

Market Opportunities

• Kids Create Growth Opportunities for Consumer Electronics Industry
• Table 2-1: Selected Opportunities Related to Ownership of Consumer Electronics by 6- to11-Year-Olds by Age Group
• Cellphones Projected to Take Off in Kids Market
• Traditional Media Still Important for Advertisers
• Table 2-2: Selected Opportunities Related to Media Usage by 6- to 11-Year-Olds by Gender and Age Group
• Parental Demands for Healthy Foods and Eco-Friendly Products Generate Opportunities
• Untapped Potential in Kids' Entertainment Choices
• Table 2-3: Selected Opportunities Related to Entertainment Choices of 6- to 11-Year-Olds
• Opportunities Abound in Marketing to Kids Who "Get What They Want"
• Table 2-4: Selected Opportunities Related to 6- to 11-Year-Olds Who "Get What They Want Most/Some of the Time"
• Nearly 3 Million Kids Aspire to Buy Jeans at Gap, While 3.4 Million Want Nike Sneakers
• Table 2-5: Jeans and Sneakers Brands 6- to 11-Year-Old Boys Would Like to Own
• Table 2-6: Jeans and Sneakers Brands 6- to 11-Year-Old Girls Would Like to Own
• Kids Continue to Create Wide Range of Opportunities
• Table 2-7: Selected Opportunities Related to Leisure Activities of 6- to 11-Year-Old Boys
• Table 2-8: Selected Opportunities Related to Leisure Activities of 6- to 11-Year-Old Girls
• Table 2-9: Selected Opportunities Related to Toy Ownership by 6- to 11-Year-Old Boys
• Table 2-10: Selected Opportunities Related to Toy Ownership by 6- to 11-Year-Old Girls
• Table 2-11: Selected Opportunities Related to Ownership of Dolls by 6- to 11-Year-Old Girls by Brand of Doll

Chapter 3 Market Overview

Profile of the Kids Population

• Kids and Tweens Population Holds at 36 Million
• Table 3-1: Size of Kids Population by Single Year of Age, 2006
• Kids Will Remain Stable Part of Population
• Table 3-2: 0- to 14-Year-Olds as Percent of Total U.S. Population, 1950-2006
• Table 3-3: Selected Age Groups as Percent of Total Population, 2006, 2010 and 2015
• Kids Population Expected to Be 4% Larger in 2012
• Table 3-4: Projected Growth in the Kids Population by Age Group, 2007 vs. 2012
• Pacific Region Has Most Kids
• Table 3-5: Place of Residence of Households with 6- to 11-Year-Olds
• More Boys than Girls in Kids Population
• Table 3-6: Percent of Males and Females by Selected Age Groups, 2006
• Kids Are Disproportionately Multicultural
• Table 3-7: Population of 3- to 11-Year-Olds by Race and Hispanic Origin, 2006
• Table 3-8: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2006
• Table 3-9: Race and Hispanic Origin of 3- to 11-Year-Olds by Age Group, 2006

Aggregate Income of Kids and Tweens

• Kids Have Multiple Income Sources
• Kids' Income Tops $19 Billion
• Table 3-10: Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007
• Table 3-11: Projected Growth in Buying Power of 3- to 11-Year-Olds, 2007-2012
• Table 3-12: Projected Growth in Buying Power of 3- to 5-Year-Olds, 2007-2012
• Table 3-13: Projected Growth in Buying Power of 6- to 8-Year-Olds, 2007-2012
• Table 3-14: Projected Growth in Buying Power of 9- to 11-Year-Olds, 2007-2012
• Table 3-15: Growth in Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007-2012

Family Expenditures on Kids and Tweens

• Family Spending on Kids Serves as Another Market Metric
• Parents Spend $123 Billion on Food, Clothing and Other Important Consumer Items
• Table 3-16: Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds, by Percent of Total for Each Age Group, 2007
• Table 3-17: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007
• Parents Spend $65 Billion on Food for Kids
• Table 3-18: Aggregate Annual Family Expenditures on Food for 3- to 11-Year-Olds by Age Group, 2007
• Kids Clothing Costs Parents $16 Billion
• Table 3-19: Aggregate Annual Family Expenditures on Clothing for 3- to 11-Year-Olds by Age Group, 2007
• Personal-Care, Entertainment and Reading Materials Generate $42 Billion in Parental Spending
• Table 3-20: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007
• Expenditures Will Total $138 Billion in 2012
• Table 3-21: Projected Growth in Family Expenditures on 3- to 11-Year-Olds for Selected Consumer Products, 2007-2012
• Table 3-22: Projected Growth in Family Expenditures on 3- to 5-Year-Olds for Selected Consumer Products, 2007-2012
• Table 3-23: Projected Growth in Family Expenditures on 6- to 8-Year-Olds for Selected Consumer Products, 2007-2012
• Table 3-24: Projected Growth in Family Expenditures on 9- to 11-Year-Olds for Selected Consumer Products, 2007-2012

Section 2 How Kids and Tweens Spend Time

Chapter 4 The Social World of Kids and Tweens

Family Environment

• Most Kids Live with Two Parents
• Figure 4-1: Percent of Children under 18 Living with Both Parents, Selected Years 1970-2006
• Table 4-1: Key Characteristics of Family Environment of 3- to 11-Year-Olds, 2006
• Table 4-2: Living Arrangements of 3- to 11-Year-Olds by Race and Hispanic Origin, 2006
• Only Children Are Rare
• Table 4-3: Number of Children in Households with 6- to 11-Year-Olds
• More Kids Have Stay-at-Home Parent
• Table 4-4: Children under 15 in Married-Couple Families with Stay-at-Home Parents, 1994-2006
• Number of Latchkey Kids Declines
• Figure 4-2: Percent of 9- to 11-Year-Olds in Self-Care after School, 1995-2005

Kids and Tweens at School

• School Enrollment Patterns Analyzed
• Table 4-5: Grade of Enrollment of 3- to 11-Year-Olds by Single Year of Age, October 2006
• Most 3- and 4-Year-Olds Are in School
• Figure 4-3: Percent of 3- and 4-Year-Olds Enrolled in School, 1965-2006
• Girls Want to Work Hard in School
• Table 4-6: Attitudes toward School of 6- to 11-Year-Olds by Gender and Age Group

Kids and Tweens and Their Friends

• Friends Matter
• Table 4-7: Attitudes toward Friends of 6- to 11-Year-Olds by Gender and Age Group
• Most Kids Are Altruistic
• Table 4-8: Attitudes toward Helping Others of 6- to 11-Year-Olds by Gender and Age Group
• Tween Girls More Likely to Stay in Touch Online
• Table 4-9: Socializing on the Internet by 6- to 11-Year-Olds by Gender and Age Group
• Chapter 4 The Social World of Kids and Tweens [Cont.]
• Use of Instant Messaging Jumps at Age 10
• Figure 4-4: Percent of 6- to 11-Year-Olds Who Instant Message by Single Year of Age
• Cellphone Use More Common among Kids
• Kids Use Cellphones to Stay in Touch with Friends

Chapter 5 Technology in the Life of Kids and Tweens

Use of Computers

• Most Kids Are Computer-Savvy
• Table 5-1: Use of Computers by 6- to 11-Year-Olds by Gender and Age Group
• More than One in Five Tweens Has Computer in Room
• Figure 5-1: Percent of 6- to 11-Year-Olds with Computer in Room by Gender and Age Group
• Access to Computers Tied to Affluence
• Figure 5-2: Percent of 6- to 11-Year-Olds with Computer in Room by Household Income

Kids and the Internet

• Heavy Internet Users Remain Scarce among Kids
• Table 5-2: Where 6- to 11-Year-Olds Use the Internet by Gender and Age Group
• Table 5-3: Amount of Time Spent on Internet by 6- to 11-Year-Olds in Past Week by Gender and Age Group
• Tweens Use Internet to Play Online Games, Stay in Touch with Friends and Listen to Music
• Figure 5-3: Favorite Online Activities of 6- to 11-Year-Olds
• Table 5-4: Online Activities of 6- to 11-Year-Olds by Gender and Age Group
• Visiting Websites Key Online Activity for Older Kids
• Figure 5-4: Percent of 6- to 11-Year-Olds Visiting Favorite Websites When Online by Gender and Age Group
• Most Popular Websites Listed
• Table 5-5: Websites Used in Last Month by 6- to11-Year-Old Boys by Age Group
• Table 5-6: Websites Used in Last Month by 6- to11-Year-Old Girls by Age Group

Chapter 6 Leisure and Entertainment Choices of Kids and Tweens

Overview of Sports and Hobbies

• Painting and Drawing Most Popular Pastimes for Kids
• Table 6-1: Hobbies and Activities of 6- to 11-Year-Old Boys by Age Group
• Table 6-2: Hobbies and Activities of 6- to 11-Year-Old Girls by Age Group
• Boys Collect Cards
• Figure 6-1: Percent of 6- to 11-Year-Olds Collecting Cards by Gender and Age Group
• Table 6-3: Type of Cards Collected by 6- to11-Year-Old Boys by Age Group
• Sports Important to Both Boys and Girls
• Table 6-4: Sports Played in Last Year by 6- to11-Year-Old Boys by Age Group
• Table 6-5: Sports Played in Last Year by 6- to11-Year-Old Girls by Age Group
• Many Kids Active in Organized Groups
• Table 6-6: Memberships of 6- to 11-Year-Olds by Gender and Age Group
• Summer Camp a Popular Activity
• Table 6-7: Attendance at Summer Camp by 6- to 11-Year-Olds by Gender and Age Group

Kids and Tweens and Consumer Electronics

• Tween Girls Most Likely to Own Consumer Electronics
• Table 6-8: Ownership of Electronics Equipment by 6- to 11-Year-Old Boys by Age Group
• Table 6-9: Ownership of Electronics Equipment by 6- to 11-Year-Old Girls by Age Group
• Figure 6-2: Percent of 9- to 11-Year-Olds Owning an MP3 Player by Gender and Age Group
• Many Kids Pass Time Watching Videos
• Table 6-10: Use of VCRs to View Rented or Borrowed Videotapes by 6- to 11-Year-Olds by Gender and Age Group
• Tween Girls Most Likely to Know the Top Ten Hits
• Table 6-11: Attitudes toward Music of 6- to 11-Year-Olds by Gender and Age Group
• Discount Stores Most Popular Source of CDs
• Table 6-12: Purchase of CDs and Cassette Tapes by 6- to 11-Year-Olds by Gender and Age Group
• Tweens Mimic Music Preferences of Older Counterparts
• Table 6-13: Type of CDs Owned by 6- to 11-Year-Old Boys by Age Group
• Table 6-14: Type of CDs Owned by 6- to 11-Year-Old Girls by Age Group
• Most Tween Girls Own a Camera
• Table 6-15: Ownership of Cameras by 6- to 11-Year-Olds by Gender and Age Group

Playing Video Games

• Playing Games Most Popular Activity on Consumer Electronic Devices
• Boys More Likely to Depend on Video Games for Entertainment
• Table 6-16: Attitudes toward Video Games of 6- to 11-Year-Olds by Gender and Age Group
• Many Boys Cautious about Buying New Games
• Table 6-17: Purchase of Video Games by 6- to 11-Year-Olds by Gender and Age Group
• Playstation Gets Nod from Older Boys
• Table 6-18: Video Game Brands Owned or Played by 6- to 11-Year-Olds by Gender and Age Group
• Action/Adventure Most Popular Game Category
• Table 6-19: Type of Video Games Played by 6- to 11-Year-Old Boys by Age Group
• Table 6-20: Type of Video Games Played by 6- to 11-Year-Old Girls by Age Group

Toys and Games

• Kids Still Want Old-Fashioned Toys
• Table 6-21: Toys Owned/Used by 6- to 11-Year-Old Boys by Age Group
• Table 6-22: Toys Owned/Used by 6- to 11-Year-Old Girls by Age Group
• Table 6-23: Use of Board Games by 6- to 11-Year-Olds by Gender and Age Group
• Boys Lose Interest in Action Figures, Girls Stay Involved with Dolls
• Figure 6-3: Percent of 6- to 11-Year-Old Girls Owning Dolls by Single Year of Age
• Figure 6-4: Percent of 6- to 11-Year-Old Boys Owning Action Figures by Single Year of Age
• Barbie and Bratz Dolls Lead the Pack
• Table 6-24: Kind of Dolls Owned by 6- to 11-Year-Old Girls by Age Group

Reading Books

• Books Remain Popular
• Figure 6-5: Percent of 6- to 11-Year-Olds Reading Books by Gender and Age Group
• Adventure Books at the Top of Kids' Reading List
• Table 6-25: Type of Books 6- to 11-Year-Old Boys Read Most Often by Age Group
• Table 6-26: Type of Books 6- to 11-Year-Old Girls Read Most Often by Age Group
• Comic Books Remain Popular
• Figure 6-6: Percent of 6- to 11-Year-Olds Reading Comic Books by Gender and Age Group

Going Out

• Movies Nearly Universally Popular
• Table 6-27: Movie Attendance of 6- to 11-Year-Olds by Gender and Age Group
• Many Kids Like to See Movies Right After They Open
• Figure 6-7: Percent of 6- to 11-Year-Olds Who See Movies Right After They Open by Gender and Age Group
• TV Commercials Drive Kids' Movie Choices
• Table 6-28: Reasons 6- to 11-Year-Olds See a Movie by Gender and Age Group
• Fast Food Continues to Attract Kids
• Table 6-29: Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by Gender and Age Group
• Table 6-30: Reasons 6- to 11-Year-Olds Pick a Fast Food Restaurant by Gender and Age Group
• McDonald' s Outstrips Competitors
• Table 6-31: Favorite Fast Food Restaurants of 6- to 11-Year-Olds by Gender
• Family-Style Restaurants Also Popular
• Table 6-32: Attendance at Family-Style Restaurants by 6- to 11-Year-Olds by Gender and Age Group
• Chuck E. Cheese' s Most Popular Family-Style Restaurant
• Table 6-33: Favorite Family Restaurants of 6- to11-Year-Olds by Gender

Chapter 7 Kids and Tweens and the Media

Use of Print Media

• Most Kids Read Sunday Comics
• Table 7-1: Readership of Sunday Newspapers by 6- to 11-Year-Olds by Gender and Age Group
• Tween Girls Top Magazine Readers
• Table 7-2: Magazines Popular with 6- to 11-Year-Old Boys by Age Group
• Table 7-3: Magazines Popular with 6- to 11-Year-Old Girls by Age Group

Television

• Younger Kids More Likely to Love TV
• Figure 7-1: Percent of 6- to 11-Year-Old Boys and Girls Who "Love Watching Television" by Age Group
• Watching TV a Social Occasion for Many Kids
• Figure 7-2: Percent of 6- to 11-Year-Old Boys and Girls Who Agree "TV Is More Fun with Friends"
• Many Kids Want More from Television
• Table 7-4: Attitudes toward Television of 6- to 11-Year-Olds by Gender and Age Group
• TV Time Peaks on Saturday
• Table 7-5: Number of Hours Spent Watching Television by 6- to 11-Year-Olds by Gender and Age Group
• ABC Most Popular Broadcast Network
• Table 7-6: Broadcast Network Net Audience of 6- to 11-Year-Olds by Gender and Age Group
• Disney Channel and Nickelodeon Top Cable TV Choices for Kids
• Table 7-7: Cable TV Services Watched in Last Week by 6- to 11-Year-Old Boys by Age Group
• Table 7-8: Cable TV Services Watched in Last Week by 6- to 11-Year-Old Girls by Age Group
• Cartoons Get Nod from Kids
• Table 7-9: TV Show Types Frequently Viewed by 6- to 11 Year-Old Boys by Age Group
• Table 7-10: TV Show Types Frequently Viewed by 6- to 11-Year-Old Girls by Age Group
• Most Kids Know How to Use VCRs
• Table 7-11: Use of VCRs by 6- to 11-Year-Olds by Gender and Age Group
• TV Ads Have More Impact on Boys than on Girls
• Table 7-12: Impact of Advertising on 6- to 11-Year-Olds by Gender and Age Group

Radio

• Kids Devote Less Time to Radio than TV
• Table 7-13: Daily Radio Listening by 6- to 11-Year-Olds by Gender and Age Group
• Kids Most Likely to Listen to Contemporary Hit Radio
• Table 7-14: Radio Formats Most Listened to by 6- to 11-Year-Old Boys by Age Group
• Table 7-15: Radio Formats Most Listened to by 6- to 11-Year-Old Girls by Age Group

Digital Media

• Kids TV Continues to Migrate to the Internet
• Table 7-16: Websites Visited Most Frequently by 6- to 11-Year-Olds in Last 30 Days
• Many Kids Watch Online Video
• Mobile Media Begin to Attract Tweens

Section 3 How Kids and Tweens Spend Money

Chapter 8 Financial Profile of Kids and Tweens

Family Finances

• Families with Children Have Above-Average Household Income
• Figure 8-1: Average Household Income in 2006, All Households vs. Families with Children
• One in Four Kids Lives in Household with Income of $100,000 or More
• Table 8-1: Household Income of Households with 6- to 11-Year-Olds

Kids and Money

• Savers Outnumber Spenders
• Table 8-2: Attitudes toward Money of 6- to 11-Year-Olds by Gender and Age Group
• Tweens Start to Earn Money from Outside Jobs
• Table 8-3: Sources of Income of 6- to 11-Year-Olds by Gender and Age Group
• Doing Chores Important Role for Kids
• Table 8-4: Household Chores Performed Most Often by 6- to 11-Year-Olds by Gender and Age Group
• Affluent Kids Do More around the House
• Table 8-5: Sources of Income of 6- to 11-Year-Olds by Level of Household Income
• Table 8-6: Household Chores Performed Most Often by 6- to 11-Year-Olds by Level of Household Income
• Tweens Generate More Income
• Table 8-7: Income Levels of 6- to 11-Year-Olds by Gender and Age Group
• Table 8-8: Income Levels of 6- to 11-Year-Olds by Level of Household Income

Chapter 9 Spending Patterns of Kids and Tweens

How Kids and Tweens Spend Money

• Tween Girls Shop for Groceries
• Table 9-1: Frequency of Grocery Shopping by 6- to 11-Year-Olds by Gender and Age Group
• Gender Differences Seen in Kids' Shopping Preferences
• Table 9-2: Favorite Stores of 6- to 11-Year-Old Boys by Age Group
• Table 9-3: Favorite Stores of 6- to 11-Year-Old Girls by Age Group
• Toys Top Buying Choice for Most Kids
• Table 9-4: How 6- to 11-Year-Old Boys Spend Allowances/Earnings/Other Money Received by Age Group
• Table 9-5: How 6- to 11-Year-Old Girls Spend Allowances/Earnings/Other Money Received by Age Group
• Moms Most Likely to Be the Ones Who Buy Toys for Kids
• Table 9-6: Who Buys Toys for 6- to 11-Year-Olds by Gender and Age Group
• Study Shows Mothers Spend Most on Clothes and Entertainment
• Tween Girls More Likely to Get What They Want from Parents
• Figure 9-1: Percent of 6- to 11-Year-Olds Who "Get What They Want Most/Some of the Time" by Gender and Age Group
• Table 9-7: Percent of 6- to 11-Year-Olds Who "Get What They Want Most or Some of the Time" by Product Category and Gender and Age Group
• Figure 9-2: Percent of 6- to 11-Year-Olds Who "Get What They Want Most/Some of the Time" by Purchase Category
• Kids Have Major Impact on Family Vacation Choices
• Table 9-8: Impact of 6- to 11-Year-Olds on Family Vacation Decisions by Gender and Age Group
• Most Families Book Travel Online
• Many Kids Make Online Purchases
• Most Kids Devote Money to Charitable Causes
• Table 9-9: Charitable Contributions by 6- to 11-Year-Olds by Gender and Age Group

Kids and Fashion

• Fashion Piques Interest of Tween Girls
• Table 9-10: Attitudes toward Fashion of 6- to 11-Year-Olds by Gender and Age Group
• Levis and Old Navy Most Popular Brands of Jeans
• Table 9-11: Jean Brands Owned by 6- to 11-Year-Old Boys by Age Group
• Table 9-12: Jeans Brands Owned by 6- to 11-Year-Old Girls by Age Group
• Girls Would Rather Own Jeans from Gap
• Table 9-13: Jeans Brands 6- to 11-Year-Old Girls Would Like to Own by Age Group
• Nike and Skechers Top Choice of Sneaker Brands
• Table 9-14: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Own by Age Group
• Table 9-15: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Would Like to Own by Age Group
• Table 9-16: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Own by Age Group
• Table 9-17: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Would Like to Own by Age Group

Section 4 Emerging Consumer Trends

Chapter 10 Getting Ready for the Multicultural Majority in the Kids and Tweens Market

Population Growth Trends

• Multicultural Kids Population Will Continue to Grow Rapidly
• Figure 10-1: Percent of Multicultural and Non-Hispanic White 3- to 11-Year-Olds, 2006, 2010 and 2015
• Hispanics Will Drive Kids Population Growth through 2015
• Table 10-1: Growth of the Population of Kids under the Age of 15, Hispanics vs. Other Population Groups, 2010 vs. 2015
• Table 10-2: Growth of the Population of Kids under the Age of 15, Multicultural Segment as Percent of Total Growth, 2010-2015

How Multicultural Kids Spend Money

• Multicultural Kids More Likely to Live in Lower-Income Households
• Table 10-3: Household Income of 6- to 11-Year-Olds by Race and Hispanic Origin
• Hispanic Kids Less Likely to Spend without Thinking
• Table 10-4: Attitudes toward Money of 6- to 11-Year-Olds by Race and Hispanic Origin
• Multicultural Kids Less Likely to Get Money for Chores
• Table 10-5: Financial Profile of 6- to 11-Year-Olds by Race and Hispanic Origin
• Multicultural Kids More Likely to Buy Clothes
• Table 10-6: Expenditures by 6- to 11-Year-Olds by Race and Hispanic Origin and Expenditure Category
• Choice of Stores Differs
• Table 10-7: Favorite Stores of 6- to11-Year-Olds, Multicultural vs Non-Hispanic White
• Multicultural Kids Stay Closer to Fashion Trends
• Figure 10-2: Percent of 6- to 11-Year-Olds Who Say They Keep Up with the Latest Fashions by Race and Hispanic Origin
• Multicultural Kids Pick Different Brands of Jeans and Sneakers
• Table 10-8: Jean Brands Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
• Table 10-9: Sneaker/Athletic Shoe Brands Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Media Usage

• African American Kids More Drawn to TV
• Table 10-10: Attitudes toward Television of 6- to 11-Year-Olds by Race and Hispanic Origin
• Non-Hispanic White Kids Less Likely to Watch a Lot of TV
• Table 10-11: Time Spent Viewing Television by 6- to 11-Year-Olds by Race and Hispanic Origin
• ABC Leads among All Kids
• Table 10-12: Broadcast Network Net Audience of 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
• Many Cable TV Selections Similar
• Table 10-13: Cable TV Outlets Watched in Past Week by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
• Radio More Important to Multicultural Kids
• Table 10-14: Radio Listening of 6- to 11-Year-Olds by Race and Hispanic Origin

Leisure and Entertainment Choices

• Soccer and Basketball More Popular
• Table 10-15: Sports Played in Last Year by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
• Nearly All Kids Read Books
• Table 10-16: Selected Hobbies and Leisure Activities of 6- to 11-Year-Olds by Race and Hispanic Origin
• Hispanic Kids Lag in Computer and Internet Use
• Table 10-17: Use of Computers and the Internet by 6- to 11-Year-Olds by Race and Hispanic Origin
• TVs and VCRs More Likely in Rooms of Multicultural Kids
• Table 10-18: TV and Audio Equipment Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
• Black Kids More Likely to Know the Top 10
• Figure 10-2: Percent of 6- to 11-Year-Olds Who Say They Know the Top 10
• Multicultural Kids Prefer Hip-Hop and R&B
• Table 10-19: Type of CDs Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Playing Video Games

• African American Kids More Positive toward Video Games
• Table 10-20: Attitudes toward Video Games of 6- to 11-Year-Olds by Race and Hispanic Origin
• Table 10-21: Use of Video Games by 6- to 11-Year-Olds by Race and Hispanic Origin
• Action/Adventure Games Top Popularity List of All Kids
• Table 10-22: Type of Video Games Played by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White

Toys and Games

• Multicultural Kids Have Fewer Toys
• Table 10-23: Toys Owned/Used by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
• Bratz Dolls More Popular among African Americans
• Table 10-24: Dolls Owned by 6- to 11-Year-Olds by Race and Hispanic Origin

Going Out

• Black Kids Most Likely to Go to Movies Often
• Table 10-25: Movie Attendance of 6- to 11-Year-Olds by Race and Hispanic Origin
• All Kids Like Fast Food
• Table 10-26: Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by Race and Hispanic Origin
• Table 10-27: Attendance at Family-Style Restaurants by 6- to 11-Year-Olds by Race and Hispanic Origin

Chapter 11 Kids and Tweens Going Green

Eco-Friendly Trends in the Kids Market

• Today' s Kids Environmentally Conscious
• Table 11-1: Attitudes toward the Environment of 6- to 11-Year-Olds by Gender and Age Group
• Younger Kids More Likely to Nag Parents to Buy Green Products
• Table 11-2: Demographic Profile of 6- to 11-Year-Olds Who Try to Make Parents Buy Green Products
• Parents Buying Recycled Products Are More Affluent
• Table 11-3: Demographic Profile of Parents of 3- to 11-Year-Olds Buying Recycled Paper Products
• Eco-Friendly Products and Green Marketing Initiatives Gain in Kids Market
• Unilever Searches for Greenest School Kids
• Toymakers in Tune with Eco-Awareness
• Barbie Says It' s Eco-Friendly, but Not All Agree
• McDonald' s Aligns with Conservation International to Educate and Inspire Kids
• Eco-Friendly Fashions Gain in Popularity
• Landscape Care Company Helps Kids Understand and Experience Nature

Healthy Eating

• Most Parents Look for Healthy Foods for Tweens
• Hispanic and Asian Parents Seek Out Organic and Natural Foods
• Table 11-4: Attitudes of Parents of 3- to 11-Year-Olds toward Healthy Eating by Demographic Characteristic
• Growth in Child Obesity May Have Hit Plateau
• Fruit Becomes More Popular Snack for Kids
• Companies Promote Healthy Eating for Kids
• Kellogg Promotes Health and Wellness
• Premium Line of Water Debuts for Kids
• Warner Bros. and Safeway Support Healthy Eating
• Green Giant Makes Eating Vegetables More Fun

Appendix Addresses of Selected Kids and Tweens Market Resources