The U.S. Kids Market: Understanding the Trends and Lifestyles Affecting 3- to -12-Year-Olds, 6th Edition

Apr 1, 2004
244 Pages - Pub ID: LA928713
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This Packaged Facts report contains an up-to-date analysis of the buying power of the 40 million kids in the 3- to 12-year-old age group and their impact on the consumer behavior of their parents. The report begins with a series of chapters providing an in-depth assessment of demographic trends affecting the kids market. A comprehensive treatment of the consumer behavior of kids and their parents includes chapters on consumer expenditures by families with kids and analyses of key segments of the kids market, including younger kids (3- to 7-year-olds); tweens (8- to 12-year-olds); multicultural kids; and boys and girls. The next section of the report contains a review of the media usage habits of kids and an overview of marketing and advertising trends in the kids market. The report concludes with chapters on the size and growth of the kids market and an assessment of key trends shaping the kids market and strategic opportunities available to marketers.

The latest available research shows that kids are increasingly adept media users while their parents are becoming more and more concerned about limiting their kids’ access to media. At the same time, while kids continue to evolve into highly sophisticated consumers, parents and policy-makers are raising questions about products and marketing efforts geared toward kids. Against this background, marketers are also dealing with the challenges created by rapidly changing demographics in the kids market. These are but a few of the issues confronting marketers active in the kids market today that are addressed by this Packaged Facts report.

Report Methodology
The information in The U.S. Kids Marketis based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in kids market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written nearly 20 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.

What You’ll Get in this Report
Understand why parents are increasingly concerned about the impact of advertising and marketing on their kids. Learn how children are increasingly media-savvy at ever younger ages. Find out about how social and demographic trends are affecting the kids market today and in the future.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the kids market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the kids market, as well as market growth and trends through 2008.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for children and their families.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products targeting kids.
  • Advertising agencies working with clients that market to children to help develop messages and images that make their products attractive to kids and their families.
  • 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.
Chapter 1: Executive Summary
  • Introduction
    • Background
    • Overview of Report

  • Scope and Methodology
    • Scope of Report
    • Methodology

  • Current Population Trends
    • Kids Population Exceeds 40 Million
    • Population of 3- to 12-Year-Olds Will Remain Flat through 2008
    • Baby Boomlet Will Turn Tables after 2010

  • Family Environment
    • Twenty-first Century Families Differ from Predecessors
    • Most Kids Still Live in Traditional Family Households
    • Only Small Minority of Kids Have Stay-at-Home Moms
    • Married-Couple Families With Children Have High Incomes

  • Indicators of Well-Being
    • Today’s Kids Go to School Earlier
    • Many Kids Are on Their Own after School
    • Sports Highest on List of After-School Activities
    • Family Meals Rare

  • Consumer Behavior of Kids’ Parents
    • Parents Take Their Time When Shopping
    • Parents Head for Discount Stores
    • Parents Have Positive Attitude toward E-Commerce
    • Couples with Children Spend More than Other Households
    • Apparel Expenditures Far Outpace Other Households

  • Younger Kids
    • Younger Kids’ Population Will Grow
    • Nearly 2 Million 3- and 4-Year-Olds in Full-Day School Programs
    • More Parents Read to Young Children
    • New Data Reveal Highly Media Savvy Kids
    • Kids Divide Time between Screen Media and Playing Outside
    • Toddlers Use TV on Their Own
    • More than 1 Million 4- to 6-Year-Olds Use Computer Daily
    • Computer Literacy Beginning at Early Age

  • Tweens
    • Tweens Population Trending Downward
    • Tweens Still Need Parents’ Permission to Spend Money
    • Tweens Have Major Impact on Family Decisions
    • Tweens Show Advertising Sophistication
    • Tweens’ Shopping Habits Change
    • Shift in Tween Spending Priorities Seen
    • E-Commerce Attracts Tweens

  • Boys and Girls
    • Boys and Girls Treated Differently
    • Gender Gap Draws More Attention from Experts
    • Girls and Boys Spend Time Differently
    • Study Shows Little Difference in How Younger Boys and Girls Use Media
    • Internet Use Varies
    • Girls’ Parents Shop More
    • Boys Wield More Pester Power

  • Multicultural Kids
    • Population of Multicultural Kids Shows Exceptional Growth
    • “Minority” Kids Will Become Majority by 2020
    • Multicultural Kids Live in Large Families
    • Nearly 10 Million Kids Have Foreign-Born Parent
    • Majority of Multigenerational Households Are Multicultural
    • Stay-at-Home Moms More Common among Foreign-Born Population
    • Multicultural Parents Enjoy Shopping More
    • Multicultural Kids Have Less Impact on Parents’ Shopping
    • Bargain-Hunting More Common

  • Kids, Parents, and the Media
    • Parents Impose More Rules over Kids’ TV Watching
    • But Don’t Always Enforce Them
    • Many Kids Multitask While Watching TV
    • More and More Kids Going Online

  • Marketing and Advertising Strategies
    • Research Identifies Kids’ Favorite Promotions
    • In-School Marketing Undergoing Transition
    • Preschoolers Get More Attention from Marketers

  • Size and Growth of the Market
    • Estimates of Kids Buying Power Vary
    • Family Expenditures Key Component of Kids Market
    • Kids Buying Power Will Top $25 Billion in 2008

  • Trends and Opportunities
    • Demographic Trends Create Challenges and Opportunities
    • Increase in Multicultural Families Will Require New Look at Kids Marketing
    • Long-Simmering Controversies Related to Kids’ Well-Being Become
    • Critical Issues for Marketers
    • Gen-X Mothers Change Kids Market
    • Internet Generation Takes Over the Kids Market
    • Challenges Generate Opportunities in Kids Market

  • Section 1: The Kids Population Today

Chapter 2: Current Population Trends

  • Population Size and Growth
    • Kids Population Exceeds 40 Million
    • Table 2-1: Kids as Percent of Total U.S. Population
    • More Kids in Older Age Groups
    • Table 2-2: Size of Kids Population by Single Year of Age
    • Table 2-3: Kids Population, Younger vs. Older Kids
    • Population of Older Kids Experienced Above-Average Growth in 1990s
    • Table 2-4: Size and Growth of Population by Age Group, 1990 vs. 2000
    • But Kids Population Declined in Importance during 1990s
    • Table 2-5: Kids as Percent of Total Population by Age Group, 1990 vs. 2002
    • Latest Census Data Forecast Drop in Population of 5- to 14-Year-Olds
    • Table 2-6: Projected Growth Rates in Population of 5- to 14-Year-Olds, by Age Segment, 2000-2010
    • Baby Boomlet Will Turn Tables after 2010
    • Table 2-7: Projected Growth Rates in Population under 15 Years of Age, by Age Segment, 2000-2020
    • Table 2-8: Projected Growth of Population under 15 Years of Age, by Age Segment, 2000-2020
    • Table 2-9: Projected Growth of Population under 15 Years of Age, by Age Segment, 2000-2020
    • Figure 2-1: Population Trends in 0- to 14-Year-Old Age Group, by Age Group, 2000-2015
    • Birth Cohorts Drive Population Trends among Younger Kids
    • Table 2-10: Birth Cohorts of Kids Population by Single Year of Age, 2003 vs. 2008
    • Population of 3- to 12-Year-Olds Will Remain Flat through 2008
    • Table 2-11: Projected Growth of Population of 3- to 12-Year-Olds, by Age Segment, 2003-2008

  • Geographic Distribution of Kids Population
    • Kids Cluster in States with Large Multicultural Populations
    • Table 2-12: States with Largest Populations of 5- to 13-Year-Olds
    • Youth Population More Likely to Be Found in Suburbs
    • Table 2-13: Area of Residence, Metropolitan vs. Non-Metropolitan Areas, Under 18 Age Group vs. Other Age Groups
Chapter 3: Family Environment
  • Evolution of the American Family
    • Twenty-first Century Families Differ from Predecessors
    • Table 3-1: Families with Children under 18, Two Parent Families vs. Other Types of Families, 1970 vs. 2002
    • Table 3-2: Percent of Children under 18 Living with Two Parents, 1960 vs. 2002
    • More Parents Work
    • Table 3-3: Married Couples with Children under 18, by Labor Force Participation, 1986 vs. 2002.
    • Ozzie and Harriet No Longer the Model for American Families
    • Figure 3-1: Percent of White, Two-Parent Families with Children, 1960 vs. 2002
    • Figure 3-2: Unmarried Couples with Children under 15, 1960 vs. 2002
    • Table 3-4: Gay and Lesbian Households with Children, 2002

  • Family Structure of Kids Today
    • Most Kids Still Live in Traditional Family Households
    • Table 3-5: Marital Status of Parents and Living Arrangements of 3- to 14-Year-Olds
    • Many Grandparents Play Key Role in Kids’ Lives
    • Table 3-6: 3- to 14-Year-Olds Living with Grandparents
    • Many Kids Live in Multigenerational Households
    • Table 3-7: Family Structure of 3- to 14-Year-Olds Living with Grandparents
    • Most Kids’ Parents Are in Their Thirties
    • Table 3-8: Age of Householders, by Presence of Own Children

  • Economic Profile of Families with Children
    • Most Kids Have Working Parents
    • Table 3-9: Labor Force Status of Parents with Children under 18
    • Only Small Minority of Kids Have Stay-at-Home Moms
    • Table 3-10: Stay-at-Home Moms in Married-Couple Families with Children under 15
    • Married-Couple Families With Children Have High Incomes
    • Table 3-11: Mean Household Income by Household and Family Type
    • Table 3-12: Household Income by Presence of Children, by Age Group
    • Educational Profile of Kids’ Parents Matches National Average
    • Table 3-13: Educational Achievement of Parents by Age of Children
    • Most Parents are Homeowners
    • Table 3-14: Type of Residence, by Presence of Children

Chapter 4: Indicators of Well-Being

  • Educational Achievement
    • Today’s Kids Go to School Earlier
    • Figure 4-1: Percent of 3- and 4-Year-Olds Enrolled in School, Selected Years, 1970-2002
    • Most Kids in School by Age of 5
    • Table 4-1: School Enrollment of 3- to 12-Year-Olds by Age
    • Each Age Cohort Clustered in Two Grades
    • Table 4-2: Grade of Enrollment of 3- to 12-Year-Olds by Single Year of Age
    • Wealthier Parents Turn to Private Schools
    • Table 4-3: Percent of Students Enrolled in Public vs. Private Schools, by Family Income
    • Kids’ Educational Performance Levels Out
    • Figure 4-2: Reading and Mathematics Achievement Scores of 9-Year-Olds, Selected Years, 1982-1999
    • Government Data Show Mixed Record in Improving Kids’ Well-Being
    • Table 4-4: Changes in Selected Indicators of Well-Being for Children under 18, 1990 vs. 2000
    • Child Mortality Declines
    • Table 4-5: Child Mortality, 1980 vs. 2000
    • Kids Have More Access to Health Care
    • Table 4-6: Children's Access to Medical Care
    • Figure 4-3: Percent of Children without Health Care Insurance, 1997-2003

  • Activities
    • Many Kids Are on Their Own after School
    • Table 4-7: Percent of Children with Stay-at-Home Parents
    • Table 4-8: Weekday Care Arrangements of Children in Kindergarten through 8th Grade
    • Sports Highest on List of After-School Activities
    • Table 4-9: After-School Activities of Children in Kindergarten through 8th Grade
    • Older Kids Get Less Attention from Parents
    • Table 4-10: Fun Time with Child and Praise for Child, 2000
    • Family Meals Rare
    • Table 4-11: Mealtimes with Child, 2000

  • Section 2: Consumer Behavior
    Chapter 5: Consumer Behavior of Kids’ Parents
    • Shopping Behavior and Consumer Attitudes
      • Parents Shop More Often
      • Table 5-1: Parents’ Attitudes toward Shopping
      • Parents Indulge Younger Kids
      • Table 5-2: Children’s Influence on Parents’ Shopping Behavior, by Age Group
      • Parents Less Interested in Brands
      • Table 5-3: Brand Loyalty of Kids’ Parents
      • Kids Provoke More Visits to the Mall
      • Table 5-4: Shopping at Malls by Parents of 3- to 12-Year-Olds
      • Stores Picked for Convenient Location
      • Table 5-5: Criteria for Selection of Stores by Parents of 3- to 12-Year-Olds
      • Parents Hunt for Bargains
      • Table 5-6: Price-Consciousness of Parents of 3- to 12-Year-Olds
      • Parents Take Their Time When Shopping
      • Table 5-7: In-Store Behavior of Parents of 3- to 12-Year-Olds
      • Parents Head for Discount Stores
      • Table 5-8: Department/Discount Stores Preferred by Parents of 3- to 12-Year-Olds, by Age of Children
      • Parents Spend Less on Mail and Phone Orders but More on Internet
      • Table 5-9: Amount Spent by Mail/Phone/Internet by Parents of 3- to 12-Year-Olds in Last 12 Months
      • Table 5-10: Online Expenditures by Parents of 3- to 12-Year-Olds
      • Parents Have Positive Attitude toward E-Commerce
      • Table 5-11: Parents’ Attitudes about Online Shopping

    • Consumer Expenditures by Households with Children
    • Profile of Consumer Units with Kids
      • Consumer Units Defined
      • Consumer Units with Kids Have Distinct Profile
      • Table 5-12: Characteristics of Consumer Units, Consumer Units with Children vs. Those without Children

    • Consumer Expenditure Patterns
      • Couples with Children Spend More than Other Households
      • Table 5-13: Expenditures of Consumer Units as Percent of Before-Tax Income, Consumer Units with Children vs. Those without Children
      • Apparel Expenditures Far Outpace Other Households
      • Table 5-14: Annual Expenditures for Apparel and Services by Percent of Total Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-15: Annual Expenditures for Apparel and Services, Consumer Units with Children vs. Those without Children
      • Having Kids Leads to More Auto Purchases
      • Table 5-16: Annual Expenditures for Vehicle Purchases and Related Expenses as Percent of Total Consumer Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-17: Annual Expenditures for Vehicle Purchases and Related Expenses, Consumer Units with Children vs. Those without Children
      • Food Expenditures 50% Higher
      • Table 5-18: Annual Expenditures by Consumer Units for Food and Beverages as Percent of Total Consumer Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-19: Annual Expenditures by Consumer Units for Food and Beverages, Consumer Units with Children vs. Consumer Units without Children
      • Entertainment Major Expenditure for Households with Children
      • Table 5-20: Annual Expenditures by Consumer Units for Entertainment as Percent of Total Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-21: Annual Expenditures by Consumer Units for Entertainment, Consumer Units with Children vs. Those without Children
      • Child Care Significant Cost for Parents with Younger Kids
      • Table 5-22: Annual Expenditures by Consumer Units for Housekeeping Operations and Supplies as Percent of Total Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-23: Annual Expenditures by Consumer Units for Housekeeping Operations and Supplies, Consumer Units with Children vs. Those without Children
      • Kids’ Households Spend Most on Furniture
      • Table 5-24: Annual Expenditures by Consumer Units for Household Furnishings and Equipment as Percent of Total Expenditures, Consumer Units with Children vs. Consumer Units without Children
      • Table 5-25: Annual Expenditures by Consumer Units for Household Furnishings and Equipment, Consumer Units with Children vs. Consumer Units without Children
      • Health Care Less of a Concern for Parents of Younger Kids
      • Table 5-26: Annual Expenditures for Health Care as Percent of Total Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-27: Annual Expenditures for Health Care, Consumer Units with Children vs. Consumer Units without Children
      • Education Absorbs Large Share of Budgets of Families with Older Kids
      • Table 5-28: Annual Expenditures for Miscellaneous Items as Percent of Total Expenditures, Consumer Units with Children vs. Those without Children
      • Table 5-29: Annual Expenditures for Miscellaneous Items, Consumer Units with Children vs. Consumer Units without Children

Chapter 6: Younger Kids

  • Demographic Overview
    • Population of Younger Kids Nears 20 Million
    • Table 6-1: Size of Population of 3- to 7-Year-Olds by Single Year of Age and Gender
    • Younger Kids’ Population Will Grow
    • Table 6-2: Projected Growth of Population of 3- to 7-Year-Olds, 2003-2008
    • Younger Kids Less Likely to Experience Divorce
    • Table 6-3: Marital Status of Parents and Living Arrangements of Children, 3- to 5-Year- Olds vs. 6- to 14-Year-Olds
    • Most 3- to 5-Year-Olds Attend School
    • Table 6-4: Preprimary School Enrollment of 3- to 5-Year-Olds
    • Nearly 2 Million 3- and 4-Year-Olds in Full-Day School Programs
    • Table 6-5: Preprimary School Enrollment of 3- and 4-Year-Olds, Percent Enrolled Full-Day vs. Part-Day
    • School Enrollment of Youngest Kids Depends on Moms
    • Table 6-6: Preprimary School Enrollment of 3- and 4-Year-Olds, by Mother’s Labor Force Status
    • Table 6-7: Nursery School Enrollment of 3- and 4-Year-Olds, by Mother’s Labor Force Status, Part-Day vs. Full-Day
    • Table 6-8: Percent of 3- and 4-Year-Olds Enrolled in Preprimary School, by Education of Mother
    • Table 6-9: Percent of 3- and 4-Year-Olds Enrolled in Nursery School, by Family Income
    • More Parents Read to Young Children
    • Table 6-10: Percent of Children Ages 3 to 5 Who Were Read to Every Day in the Last Week by a Family Member, by Child and Family Characteristic, 1993 vs. 2001

  • Younger Kids and the Media
    • New Data Reveal Highly Media Savvy Kids
    • Table 6-11: Overall Media Use of Children Ages 0 to 6
    • Kids Divide Time between Screen Media and Playing Outside
    • Table 6-12: Amount of Time Children Spend a Day, on Average, with Media and Other Activities
    • Toddlers Use TV on Their Own
    • Table 6-13: Using the TV by Themselves, 0- to 6-Year-Olds
    • More than 1 Million 4- to 6-Year-Olds Use Computer Daily
    • Table 6-14: Percent of Children Who Use Each Medium Daily
    • Computer Literacy Beginning at Early Age
    • Table 6-15: Using Computers by Themselves, 0- to 6-Year-Olds

Chapter 7: Tweens

  • Overview
    • Tweens Defined
    • Tweens Population Trending Downward
    • Table 7-1: Size of Population of 8- to 12-Year-Olds by Single Year of Age and Gender
    • Table 7-2: Projected Growth of Population of 8- to 12-Year-Olds, 2003-2008

  • Consumer Behavior
    • Tweens’ Parents Shop Less
    • Table 7-3: Attitudes of Tweens’ Parents toward Shopping
    • Table 7-4: In-Store Behavior of Tweens Parents
    • Parents Worry about Materialism but Give In to Tweens’ Requests
    • Table 7-5: Tweens’ Influence on Parents’ Shopping Behavior
    • Tweens Still Need Parents’ Permission to Spend Money
    • Tweens’ Shopping Habits Change
    • Table 7-6: Parents’ Criteria for Selection of Stores, by Age of Children
    • Table 7-7: Department/Discount Stores Preferred by Tweens’ Parents
    • Tweens Have Major Impact on Family Decisions
    • Tweens Show Advertising Sophistication
    • Tweens See Through Celebrity Endorsements
    • Shift in Tween Spending Priorities Seen
    • Home Electronics Products Lure More Tweens
    • Tweens Capture Attention of Home Furnishings Industry
    • E-Commerce Attracts Tweens
    • Figure 7-1: Percent of 5- to 14-Year-Olds Using the Internet to Find Information about a Product, by Age Group
    • Figure 7-2: Percent of 5- to 14-Year-Olds Using the Internet to Make Purchases, by Age Group
    • Tweens’ Parents Also Buy Online
    • Table 7-8: Online Expenditures by Tweens’ Parents
Chapter 8: Boys and Girls
  • Overview
    • Boys Outnumber Girls
    • Table 8-1: Population by Gender, 3- to 12-Year-Olds vs. Other Age Groups
    • Table 8-2: Size of Kids Population by Single Year of Age
    • Boys and Girls Treated Differently
    • Table 8-3: Parental Behavior and Attitudes, Boys vs. Girls
    • Gender Gap Draws More Attention from Experts
    • Table 8-4: Parental Expectations about Educational Achievement, Boys vs. Girls
    • Girls and Boys Spend Time Differently

  • Media Usage
    • Study Shows Little Difference in How Younger Boys and Girls Use Media
    • Table 8-5: Computer Use by Gender
    • Table 8-6: Video Game Use by 4- to 6-Year-Olds by Gender
    • Girls More Likely to Use Computers
    • Table 8-7: Computer Use by Children and Adolescents
    • Table 8-8: Home Computer Use by Children and Adolescents
    • Internet Use Varies
    • Table 8-9: Internet Use by Children and Adolescents

  • Impact on Consumer Behavior of Parents
    • Girls’ Parents Shop More
    • Table 8-10: Attitudes toward Shopping, Girls’ vs. Boys’ Parents
    • Boys Wield More Pester Power
    • Table 8-11: Children’s Influence on Parents’ Shopping Behavior, Girls vs. Boys
    • Specialty Stores Attract Parents of Girls
    • Table 8-12: Criteria for Selection of Stores, Boys’ vs. Girls’ Parents
    • Girls’ Parents Wait for Sales
    • Table 8-13: Value-Consciousness of Girls’ vs. Boys’ Parents
    • Girls’ Parents Take Their Time in Stores
    • Table 8-14: In-Store Behavior of Girls’ vs. Boys’ Parents
    • Boys’ and Girls’ Parents Pick Different Stores
    • Table 8-15: Department/Discount Stores Preferred by Parents, by Gender of Children
    • Boys’ Parents Spend More Online
    • Table 8-16: Parents’ Expenditures Online, by Gender of Children

Chapter 9: Multicultural Kids

  • Population Trends
    • Multicultural Segments More Influential in Kids Population
    • Table 9-1: Race and Hispanic Origin, Kids vs. Rest of U.S. Population
    • Table 9-2: Total Population vs. Population of 3- to 12-Year-Olds, by Race and Hispanic Origin
    • Population of Multicultural Kids Shows Exceptional Growth
    • Table 9-3: Growth of the 5- to 13-Year-Old Population, 1990-2002, by Race and Hispanic Origin
    • Multicultural Population Segments Skewed toward Young Age Groups
    • Table 9-4: 3- to 12-Year-Olds as Percent of Population Segment, by Race and Hispanic Origin
    • Rapid Growth of Multicultural Population Segments Will Shape Future of America
    • Figure 9-1: Non-Hispanic Whites as a Percent of the U.S. Population, 2000-2050
    • Table 9-5: Growth of the U.S. Population, 2000-2050, by Race and Hispanic Origin
    • Figure 9-2: Population Growth 2000-2050, Non-Hispanic Whites vs. Other Population Groups
    • Figure 9-3: Percent of Population Growth 2000-2050, Non-Hispanic Whites vs. Other Population Groups
    • “Minority” Kids Will Become Majority
    • Table 9-6: Presence of Siblings in Hispanic Families, U.S.- vs. Foreign-Born Parents, 2002
    • Table 9-7: U.S. Population vs. Population of 3- to 12-Year-Olds by Race and Hispanic Origin, 2020

  • Family Structure and Living Arrangements
    • Multicultural Kids Live in Large Families
    • Table 9-8: Family Size by Race and Hispanic Origin
    • Nearly 10 Million Kids Have Foreign-Born Parent
    • Table 9-9: Nativity of 3- to 14-Year-Old Children and Parents
    • Asian American Kids Most Likely to Live with Both Parents
    • Table 9-10: Living Arrangements of Kids by Race and Hispanic Origin
    • Grandparents Play Major Role in Lives of African American Kids
    • Table 9-11: Total Number of Kids Living with Grandparents
    • Table 9-12: Number of Kids Living with Parents in Grandparents’ Home
    • Table 9-13: Number of Kids Being Raised by Grandparents
    • Table 9-14: Number of 3- to 14-Year-Olds with Grandparents Living in Their Parents’ Home
    • Majority of Multigenerational Households Are Multicultural
    • Table 9-15: Percent of 3- to 14-Year-Olds Living in Multigenerational Households, by Race and Hispanic Origin
    • Non-Hispanic White Parents Older than Multicultural Parents
    • Table 9-16: Age of Head of Household with Own Children under 12 Years, by Race and Hispanic Origin
    • Stay-at-Home Moms More Common among Foreign-Born Population
    • Table 9-17: Stay-at-Home Moms in Hispanic Married-Couple Families with Children under15, U.S.- vs. Foreign-Born Parents

  • Economic Status
    • Asian American Kids Enjoy Highest Family Income
    • Table 9-18: Mean Income of Households with Children under 18, by Race and Hispanic Origin
    • Multicultural Family Income Remains Lower than Average
    • Table 9-19: Households with Children under 18 with Income of $75,000 or More, by Race and Hispanic Origin
    • Table 9-20: Households with Children under 18 with Income of $75,000 or More, by Race and Hispanic Origin

  • Consumer Behavior
    • Multicultural Parents Enjoy Shopping More
    • Table 9-21: Attitudes of Parents toward Shopping, by Race and Hispanic Origin
    • Multicultural Kids Have Less Impact on Parents’ Shopping
    • Table 9-22: Children’s Influence on Parents’ Shopping, by Race and Hispanic Origin
    • Multicultural Parents More Brand-Conscious
    • Table 9-23: Brand Loyalty of Kids’ Parents, by Race and Hispanic Origin
    • Bargain-Hunting More Common
    • Table 9-24: Value-Consciousness of Kids’ Parents, by Race and Hispanic Origin
    • Multicultural Parents Head for Malls More Often
    • Table 9-25: Shopping at Malls, by Race and Hispanic Origin
    • In-Store Behavior Differs
    • Table 9-26: In-Store Behavior of Parents, by Race and Hispanic Origin
    • Some Retailers Succeed More with Multicultural Parents
    • Table 9-27: Department/Discount Stores Preferred by Parents, by Race and Hispanic Origin
    • Shopping Habits of African American Kids Differ

  • Section 3: Marketing to Kids and Their Parents
  • Chapter 10: Kids, Parents, and the Media
    • Print
      • Magazines Target Tweens
      • Significant Growth Seen with Relaunch of National Geographic Kids
      • Disney Publishing Focuses on Comics

    • Television and Radio
      • Parents Exercise Tighter Control over Kids’ TV Watching
      • Table 10-1: Family Television Rules, 1994 vs. 2000
      • Parents Don’t Always Enforce Rules
      • Table 10-2: Parental Rules about Media
      • Table 10-3: Enforcement of Parental Media Rules
      • Kids Have Clear TV Favorites
      • Table 10-4: Cable TV Services Viewed by Households with Children
      • Fox and UPN More Popular in Kids’ Households
      • Table 10-5: Networks Viewed in Primetime by Households with Children
      • Reality Shows Popular in Kids’ Households
      • Table 10-6: Type of Primetime Network Television Shows Viewed by Households with Children
      • Many Kids Multitask While Watching TV
      • New Kids Programming Block Launched

    • The Internet
      • Most Kids Use Computers
      • Table 10-7: Number of 5- to 12-Year-Olds Using Computers and the Internet
      • Computer Usage at School Increases with Age
      • Table 10-8: Number of 5- to 14-Year-Olds Using Computers at Home and at School
      • Computer Games Remain Leading Activity for All Ages
      • Table 10-9: Activities of 5- to 14-Year-Olds Using Home Computers
      • Kids Access Internet More Often at Home
      • Table 10-10: Number of 5- to 14-Year-Olds Who Use the Internet at Only One Location, by Location of Use
      • Kids Are Sophisticated Users of Internet
      • Table 10-11: Activities of 5- to 14-Year-Olds Using the Internet
      • More and More Kids Going Online
      • More Kids Will Have Own Websites
      • Study Shows Moms Rely on Internet the Most
      • AOL Launches Online Service for Kids
      • Yahoo! Seeks to Attract More Kids with Yahooligans!TV

Chapter 11: Marketing and Advertising Strategies

  • Overview of Marketing and Promotional Approaches
    • Research Identifies Kids’ Favorite Promotions
    • In-Store Scavenger Hunts Used to Get Kids’ Attention
    • Marketers Turn to Kids’ Advisory Panels to Find Out What Kids Want
    • In-School Marketing Undergoing Transition
    • Preschoolers Get More Attention from Marketers
    • Marketers Seek to Build Long-Term Brand Awareness among Kids

  • Advertising Strategies
    • Parents of Younger Kids More Positive about Ads
    • Table 11-1: Parents’ Attitudes toward Advertising, by Age of Children
    • Advertisers Search for Right Balance between Kids and Parents
    • Kids’ Campaigns Seen as Having Potential to Weaken Brand among Adult Consumers
    • Kids Remain Focus of Many Ads but Direct Appeals to Moms Still Important
    • Toyota Uses Kids in Minivan Campaign

  • Case Studies of Companies Marketing to Kids and Their Parents
    • Annie’s Naturals Develops Healthy Products for Kids
    • Bombay Kids Continues to Grow
    • Kellogg’s Uses Trusted Characters to Support New Products for Kids
    • Too Inc. Hopes Tweens Find Justice in Strip Malls

  • Section 4: Trends in the Kids Market

Chapter 12: Size and Growth of the Market

  • Kids Buying Power
    • Buying Power of Kids Comes from Several Sources
    • Estimates of Kids Buying Power Vary
    • Paying Work Boosts Buying Power of Older Kids
    • Table 12-1: Aggregate Earnings of Employed 12-Year-Olds, 2003
    • Kids Buying Power Totals $22 Billion
    • Table 12-2: Buying Power of 3- to 12-Year-Olds by Age Group, 2003

  • Family Expenditures on Kids
    • Family Expenditures Key Component of Kids Market
    • Table 12-3: Annual Expenditures by Two-Child Husband-Wife Families of 6- to 14-Year- Olds for Selected Consumer Products, by Age Group and Family Income Level
    • Food Expenditures Total $71.5 Billion
    • Table 12-4: Aggregate Family Expenditures on Food for 3- to 12- Year-Olds, by Single Year of Age
    • Families Spend $22.4 Billion on Kids’ Clothing
    • Table 12-5: Aggregate Annual Family Expenditures on Clothing for 3- to 12-Year-Olds, by Single Year of Age
    • Expenditures on Personal-Care Items, Entertainment, and Reading Materials Top $53 Billion
    • Table 12-6: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment, and Reading Materials for 3- to 12-Year-Olds, by Single Year of Age
    • Older Kids Get Larger Share of Family Spending
    • Table 12-7: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 3- to 12-Year-Olds, by Age Group
    • Table 12-8: Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 3- to 12-Year-Olds, by Percent of Total for Each Age Group
    • Table 12-9: Average Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 3- to 12-Year-Olds, by Age Group and Category of Expenditure

  • Aggregate Consumer Expenditures by Families with Kids
    • Families with Kids Remain Major Driver of Economy
    • Table 12-10: Aggregate Consumer Expenditures, by Composition of Consumer Unit
    • Families with Kids Account for 40% of Apparel Expenditures
    • Table 12-11: Aggregate Annual Expenditures for Apparel and Services by Consumer Units with Children
    • More than $130 Billion Spent on Vehicle Purchases
    • Table 12-12: Aggregate Annual Expenditures for Vehicle Purchases and Related Expenses by Consumer Units with Children
    • Expenditures on Food and Beverages Total $200 Billion
    • Table 12-13: Aggregate Annual Expenditures for Food and Beverages by Consumer Units with Children
    • Families with Kids Spend $78 Billion on Entertainment
    • Table 12-14: Aggregate Annual Expenditures for Entertainment by Consumer Units with Children
    • Household Furnishings Draw $52 Billion from Families with Children
    • Table 12-15: Aggregate Annual Expenditures for Household Furnishings and Equipment by Consumer Units with Children

  • Growth of the U.S. Kids Market
    • Family Expenditures on Younger Kids Will Grow Faster
    • Table 12-16: Projected Growth in Family Expenditures on 3- to 7-Year- Olds for Selected Consumer Products, 2002-2007
    • Table 12-17: Projected Growth in Family Expenditures on 8- to 12-Year- Olds for Selected Consumer Products, 2002-2007
    • Table 12-18: Projected Growth in Family Expenditures on 3- to 12-Year- Olds for Selected Consumer Products, 2002-2007
    • Kids Buying Power Will Top $25 Billion in 2008
    • Table 12-19: Projected Growth in Buying Power of 3- to 7-Year-Olds, 2003-2008
    • Table 12-20: Projected Growth in Buying Power of 8- to 12-Year-Olds, 2003-2008
    • Table 12-21: Projected Growth in Buying Power of 3- to 12-Year-Olds, 2003-2008

Chapter 13: Trends and Opportunities

  • Demographic Trends Create Challenges and Opportunities
  • Birth Rates Affect Near-Term Possibilities for Kids Marketers
  • Multicultural Kids Come to Prominence
  • Table 13-1: Multicultural 3- to 12-Year-Olds in Selected Metropolitan Areas
  • Increase in Multicultural Families Will Have Complex Impact on Kids Marketing Strategies
  • Long-Simmering Controversies Related to Kids’ Well-Being Become Critical Issues for Marketers
  • Childhood Obesity Issue Reaches Critical Mass
  • Other Issues Come to Fore
  • Parents Remain Critical Component of Kids Market
  • Gen-X Mothers Change Kids Market
  • Gen-X Moms Want Their Kids to Have Fun
  • Internet Generation Takes Over the Kids Market
  • Challenges Generate New Opportunities in Kids Market

Appendix: Addresses of Selected Kids Market Resources

  • Advertising/Marketing/Market Research
  • Publications
  • Other Media

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