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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.
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