Marketing to Kids and Tweens - US - January 2008

Table of Contents

Scope and Themes

• Definition
• Consumer research studies
• Abbreviations & terms
• Abbreviations
• Terms

Executive Summary

• Demographic snapshot
• Spending power of tweens and children
• Leaders, Followers, and Rebels: three personality types
• Reaching Leaders, Followers, and Rebels
• Leaders, Followers, Rebels and MP3 players and downloads
• Leaders, Followers, Rebels and technology
• Use of and attitudes towards fast food/drive-ins
• Use of and attitudes towards family-style restaurants
• Use of frozen dinners
• Use of and attitudes towards snack foods
• Attitudes towards common foods and drinks
• Advertising spending explodes
• Looking ahead

Demographics

• Demographic snapshot
  • Figure 1: U.S. children population projections, by age groups, 2002-12
  • Figure 2: Births by race/ethnicty, 2006
  • Figure 3: Population by race and Hispanic origin, 2002-12
• Composition of the U.S. household
  • Figure 4: U.S. households, by type, 2006
  • Figure 5: Number of married and single U.S. households with children, by age, income and race/ethnicity, 2005
• Spending Power of Tweens and Children
  • Figure 6: Households with discretionary income*, by race and Hispanic origin of householder, 2002
• Single-mother families and out-of-wedlock births
  • Figure 7: Single-mother family groups with children under 18, by marital status, 2006
• Tweens have their own spending power
• How much money they spend
  • Figure 8: Kids and teens weekly spend on entertainment outside the home, by gender and age, December 2007
  • Figure 9: Kids and teens weekly spend on entertainment outside the home, by number of children in household, December 2007

The Mind of the Child and the Tween

• The mind of the child
• Character merchandising works
  • Figure 10: Parents attitudes towards character merchandising, October 2005
• The mind of the tween

Three Kid Archetypes: Leaders, Followers and Rebels

• Summary
  • Figure 11: Types of children, December 2007
• Demographics of Leaders, Followers and Rebels
  • Figure 12: Attitudes towards group decisions
  • Figure 13: Attitudes towards deciding an activity, by age and gender
  • Figure 14: Attitudes towards deciding an activity, by ethnicity
  • Figure 15: Attitudes towards being different from other kids, by age and gender
  • Figure 16: Attitudes towards being different from other kids, by age and gender
• Characteristics of Leaders, Followers and Rebels
  • Figure 17: Making decisions, by types of children, December 2007
  • Figure 18: Talking the most, by types of children, December 2007
  • Figure 19: Helping others, by types of children, December 2007
  • Figure 20: Like to be different, by types of children, December 2007
  • Figure 21: Like trying new things, by types of children, December 2007

Leaders, Followers and Rebels: TV Watching, Online Activity and Game Playing

• Summary
• Spend on entertainment outside the home
  • Figure 22: Kids and teens weekly spend on entertainment outside the home, level of spend by types of children, December 2007
• Hours spent watching TV
  • Figure 23: Hours spent watching tv per week, by types of children, December 2007
• Online activity
  • Figure 24: Hours spent watching tv online per week, by types of children, December 2007
  • Figure 25: Hours spent chatting on a social network per week, by types of children, December 2007
• Time spent on video games
  • Figure 26: Hours spent playing video games per week, by types of children, December 2007

Leaders, Follower and Rebels: Influence on Purchase and MP3 Players and Incidence of Digital Downloads

• Summary
• Influence on MP3 player purchases
  • Figure 27: MP3 player purchase influence, by types of children, December 2007
• Weekly spend on music and movie downloads
  • Figure 28: Money spent weekly on downloading music and/or movies, by types of children, December 2007
  • Figure 29: Amount spent on downloads, by age and gender, December 2007

Leaders, Followers and Rebels: Influence on Purchase of Other Technology Products

• Summary
• Influence on computer purchases
  • Figure 30: Home computer purchase influence, by types of children, December 2007
• Influence on software purchases
  • Figure 31: Home computer software purchase influence, by types of children, December 2007
• Influence on video game system purchases
  • Figure 32: Video gaming system purchase influence, by types of children, December 2007
• Influence on cell phone purchases
  • Figure 33: Cell phone purchase influence, by types of children, December 2007

Fast Food/Drive-Ins: Who Visits, Which Is Favorite

• Summary
• Incidence of visiting favorite fast food/drive in restaurants
  • Figure 34: Frequency of visiting favorite fast food/drive-in restaurant, by race and ethnic origin, June 2007
• Fast food/drive in restaurants visited in past month
  • Figure 35: Fast food/drive-in restaurants visited in last month, by age, June 2007
  • Figure 36: Fast food/drive-in restaurants visited in last month, by race and ethnic origin, June 2007
• What makes a fast food/drive in restaurant a favorite
  • Figure 37: Why fast food/drive-in restaurant is favorite, by age, June 2007

Family-style Restaurants: Who Visits, Which is Favorite

• Summary
• Incidence of visiting favorite family-style or sit-down restaurant
  • Figure 38: Frequency of visiting favorite family-style/sit-down restaurant, by race and ethnic origin, June 2007
• Family-style or sit-down restaurant visited in the past month
  • Figure 39: Family-style/sit-down restaurants visited in last month, by race and ethnic origin, June 2007
• Favorite family-style or sit-down restaurant
  • Figure 40: Favorite family-style/sit-down restaurant, by age, June 2007

Consumption of Common Foods and Drinks

• Summary
• Foods and snacks eaten
  • Figure 41: Foods and snacks consumed, by age, June 2007
  • Figure 42: Foods and snacks consumed, by race and ethnic origin, June 2007
• Single-serve drinks consumed
  • Figure 43: Single-serve drinks consumed, by race and ethnic origin, June 2007

Consumption of Snack Foods

• Summary
• Single-serve foods and snacks eaten
  • Figure 44: Single-serve snacks consumed, by race and ethnic origin, June 2007
• Fruits and vegetables eaten
  • Figure 45: Single-serve fruits and vegetables consumed, by age, June 2007
• Single-serve fruit and vegetables eaten
  • Figure 46: Single-serve fruits and vegetables consumed, by race and ethnic origin, June 2007

Consumption of Frozen Dinners

• Summary
• Incidence of eating frozen dinners
  • Figure 47: Frozen dinner consumption, by age, June 2007
• Numbers of frozen dinners eaten in past month
  • Figure 48: Frozen dinners consumed in last 30 days, by race and ethnic origin, June 2007
• Frequency of frozen dinners in the house
  • Figure 49: How often frozen dinners are in house, by race and ethnic origin, June 2007

Advertising and Promotion to Kids and Tweens

• Humor
  • Figure 50: Toontown.com, TV ad, 2007
  • Figure 51: Sony Ericsson Mobile Phone
• The Cool Factor
  • Figure 52: Disney Mobile Phone, TV ad, 2007
  • Figure 53: Skechers sneakers
• Fantasy
  • Figure 54: EA Sports NBA Live 08, TV ad, 2008
  • Figure 55: Harry Potter and the Order of the Phoenix, TV ad, 2007
  • Figure 56: The Game of Life, TV ad, 2007
• Marketing to kids and tweens: a snapshot
• Television is still the primary channel
• The Internet is critical
• Other marketing techniques

Future Trends

• Virtual worlds, advergames, and the Internet
• What obesity epidemic?
• Keep away from my kids!

Appendix: Trade Associations