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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.

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.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written more than 25 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

How You Will Benefit from this Report
If your company is interested in understanding and reaching the kids market, you will find this report invaluable, as it provides a comprehensive package of information and insight about 3-11-year-old consumers not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the child population. Contributing to that understanding will be a complete analysis of data from published and trade sources, and in-depth examinations of the economic and societal trends that influence the consumer behaviors of this large and influential segment of the population. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for children’s products.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting the 3-11-year-old population.
• Advertising agencies to develop messages and images that compel kids (or their parents) to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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