Abstract
The negative publicity in the press in respect of the behaviour of teenagers is reflected in the extent to which parents are worried about their own children, with concerns about drug usage and knife crime being common.
However, almost half of children aged 11-16 fall into the ' Free Spirit' TGI typology group; they appear to have plenty of freedom to do what they want, and have harmonious relationships with their parents.
By this age, childhood is no longer carefree - the chief concerns of many 11-16s are the pressure to achieve well in exams, and fitting in.
Technology is a vital part of life for this age group, with usage extending to many different aspects of their lives.
The report features eight main sections:
- Market Environment: Key facts quantifying the 11-16-year-old population and considering how the make up of families is changing.
- Parental Concerns: What parents worry about most, and who they believe has the most influence over their children.
- Growing Up: How independent 11-16-year-olds feel, the pressures they are under, and whether this group comprises followers or innovators.
- Technology: Whether computers have taken over the lives of 11-16-year-olds.
- Healthy Eating: The impact of healthy eating - whether growing older mean more sensible habits.
- Clothing and Appearance: Whether fashion is important for fashion' s sake, or whether it is worn to fit in with peer groups.
- Targeting the 11-16s: In the light of the ban on advertising foods that are high in fat, salt and sugar (HFSS) - how are manufacturers communicating with this age group?
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