Abstract
Forces such as recurring parental and governmental concerns about child
obesity, safety on the Internet, and the appropriateness of marketing and
promotions directly targeting children continue to have an impact on the kids
market in the U.S. In addition to addressing these external challenges,
companies active in the kids market also need to adapt to the rapidly evolving
consumer attitudes and habits of media-saturated kids and their families.
The Kids Market in the U.S., the 7th edition of this popular Packaged Facts
report, addresses the needs of firms marketing products and services designed
for the 36 million kids in the 3- to 11-year-old age group. The report drills
deep into data from the Fall 2005 Simmons Kids National Consumer Survey to
create detailed profiles of key consumer segments in the kids market.
The report begins with an assessment of demographic trends affecting the kids
market, such as population growth rates in key age and multicultural segments,
and provides insights into the attitudes and feelings of kids about their
families and friends. The report proceeds to focus on areas of vital concern
to marketers active in the kids market. One chapter of the report analyzes
sources of kids' income and their attitudes toward spending and saving.
Another chapter explores the extent to which kids control their own destinies
as consumers in areas such as entertainment, apparel, food, and toys. The
report goes on to provide critically important insights into key aspects of
the kids market, including profiles of trendsetting, fashion-forward kids; an
assessment of parents' and kids' perceptions of advertising effectiveness; an
in-depth look at when "kids" become "tweens"; and marketing issues and media
trends affecting the preschooler segment of the kids market. A detailed
evaluation of the media usage habits and a comprehensive analysis of the
leisure-time activities of kids are provided. The report concludes with
chapters on the size and growth of the buying power of kids and an assessment
of marketing and advertising trends and strategic trends and opportunities.
Report Methodology
The information in The Kids Market in the U.S. is based on both primary and
secondary research. Primary research involved interviews with experts, public
relations and industry analysts in firms that specialize in youth and urban
market research. The report features unique analysis based on the Simmons
Market Research Bureau Fall 2005 National Consumer Survey and Fall 2005 Kids
National Consumer Survey. Secondary research entailed data-gathering from
relevant trade, business, and government sources, including company literature.
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