Recent Mintel reports dealing with children and families have included Family
Lifestyles - UK, Special Report, 2003, which examined lifestyles and spending
mainly from the perspective of parents, with a particular focus on purchase
decision-making. In the same year Mintel also published the Children's Eating
Habits - UK, Special Report. The last report to focus on Marketing to Children
aged 7-10 was published in December 2001.
There have been many changes over the past two decades in the lifestyles of
children in the 7-10 age group. Today's 7-10-year-olds are likely to have older
parents than those of a generation ago; they will probably have fewer siblings;
and more of them are in one-parent or step-families. This year's report is based
on quantitative data, which have been reanalysed by Mintel to give a
comprehensive picture of today's attitudes and habits among children in this age
group. It is divided into the following sections:
Demographic Background: The background to some of the changes which have
taken place in children's lifestyles over the past decade, covering children in
the population, family structure and education
Lifestyles and Attitudes: Inside the Mind of 7-10s: The way 7-10-year-olds
feel about life, including family and friends, school and education, and
self-image
Media, Marketing and Advertising to Children: Looking at some of the recent
developments in this sphere, and at children's use of media, including cinema,
pop music, television and new technology
7-10s and their Money: The spending and saving habits of 7-10-year-olds, and
their attitudes to money in general
Clothes and Appearance: Children's attitudes to clothes and fashion, and
their clothes spending habits; it also looks briefly at parents' attitudes and
habits related to buying clothes for their children, and at children's use of
toiletries and make-up
Leisure: Ways in which children use their leisure time, including computer
games, videos and DVDs, books, toys, and out-of-home leisure, including sports,
eating out and family day trips
The Future: Likely future developments in marketing and advertising to
children; and a summary of findings relating to parental versus child-centred
control over behaviour and spending.
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