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This completely new Packaged Facts report provides a thorough analysis of the kids market, which includes more than 41 million young American consumers ages 5 to 14. The report begins with a demographic overview that includes an analysis of the evolving family environment of kids and the changing racial and ethnic composition of the kids population. Factors affecting the kids market are evaluated and estimates of market size and growth are provided. The report then presents an analysis of the consumer behavior in the kids market, including a review of the shopping behavior and buying style of families with kids. The media usage habits of kids are evaluated and leading kids-oriented print, television, radio, and Web-based media are described. Marketing, promotional, and advertising strategies employed in the kids market are assessed, and case studies of the strategies of companies focusing on the kids market are presented. Appendices include information about resources available to companies interested in the kids market and examples of advertisements targeting the market.

Marketers focusing on the kids market in the new millennium are faced with unprecedented challenges. Today’s kids are the first generation to be raised entirely with access to the Internet and are highly sophisticated in their assessment of advertising messages. Besides having a significant amount of money to spend on their own, these savvy young consumers play an influential role in determining how family budgets are allocated across a wide range of consumer product and services, including food and beverages, apparel, media and entertainment, consumer electronics, and home furnishings.

Find out what Census 2000 has to say about the changing family environment of kids. Understand the magnitude and complexity of kids buying power. Discover how marketers build lifelong brand loyalty among kids at early ages. Learn why market researchers are trying to segment the kids market in more sophisticated ways.

Additional Information

Scope And Methodology

Kids Population Defined

This Packaged Facts report analyzes the demographic characteristics, buying power, and consumer behavior of 5- to 14-year-olds. The kids population is further divided into two segments: younger kids in the 5- to 9- year-old age group and older kids in the 10- to 14-year-old age bracket.

Kids Market Defined

This Packaged Facts report analyzes three separate components of the kids market. The first is the direct buying power of kids themselves, which is defined as expenditures made by 5- to 14-year-olds using resources—such as allowances, gifts, and earnings—that are under their own control. The second component consists of expenditures made by parents on consumer goods and services for their kids. The influence exerted by kids upon the purchasing decisions of their families is a third aspect of the market.

Methodology

This report is based upon information from advertising agencies and marketing firms specializing in the kids market, a comprehensive review of kids-oriented print media and Web sites, and a thorough analysis of relevant trade and professional journals. Primary research from a variety of sources is analyzed. Census data used in this Packaged Facts report include the latest data available from Census 2000 and data from the March 2000 and March 2001 Current Population Surveys. Other U.S. Government data sources include the National Telecommunications and Information Administration, the National Center for Education Statistics, the U.S. Department of Agriculture, the U.S. Department of Labor, and the U.S. Centers for Disease Control and Prevention.

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