The Kids Market in the U.S.
May 1, 2006
228 Pages - Pub ID: LA1119536
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Chapter 1 Executive Summary
  • Introduction
    • Background
    • Overview of Report

  • Scope and Methodology
    • Scope of Report
    • Methodology

  • Demographic Profile
    • Kids Population Totals 36 Million
    • Kids Population to Experience Below-Average Growth
    • Population of Multicultural Kids Will Grow in Importance

  • Life at Home and at School
    • America’s Kids Live in Wide Variety of Family Environments
    • Family Environment of Kids Varies by Race, Education, and Income
    • Kids Still Value Family
    • Kids Attend School at Younger Ages
    • Older Kids Lose Interest in School
    • Majority Want to Go to College
    • Tween Boys Most Likely to See Value of Friends, but Girls More Likely to Stay in Touch Online

  • Kids and Money: Spenders vs. Savers
    • Majority of Kids Do Chores to Earn Money
    • More Boys Want to Be Rich
    • Girls Save More
    • Higher-Income Kids More Likely to Be Savers

  • When Kids Rule: Consumer Autonomy among Kids
    • Kids’ Freedom Varies by Product and Service
    • Tween Girls Enjoy Most Autonomy as Consumers
    • High-Income Parents Exercise More Control over Kids’ Fashion Choices and Less Influence over Entertainment Decisions
    • Girls Get Dolls They Want Regardless of Family Income
    • African American Kids Most Likely to Get to Visit Favorite Fast-Food
    • Restaurant
    • College Educated Parents Less Likely to Indulge Kids
    • Affluent Kids Have More Impact on Parents’ Brand Choices

  • Key Consumer Insights
    • Trendsetting Kids Mirror Profile of Older Counterparts
    • Kids in More Affluent Households Less Susceptible to Ads
    • Parental Attitudes toward Advertising to Kids Vary Widely
    • Parents of Preschoolers More Negative toward Advertising
    • Even Preschoolers Have Impact on Parents’ Choice of Brands
    • Preschoolers Now Part of Internet Generation
    • Some Preschoolers Shop Online
    • Interest in Fashion Begins to Kick in at Ages 8 and 9
    • Consumer Autonomy Jumps at Age 9
    • Kids’ Rooms Start to Become Home Entertainment and Social Centers at
    • Age 9
    • Many Preadolescent Kids Remain Kids rather than Becoming Tweens

  • Media Usage
    • Affluent Kids less Involved with Traditional Media
    • Nickelodeon Magazine Ranks Highest with Kids
    • Younger Kids Entranced by Television
    • Many Kids Unhappy with Program Choices
    • Nearly Half of Kids Watch TV for 1 to 3 Hours Every Day
    • Older Kids Tune in More Channels
    • Radio More Important to Older Kids
    • One out of Four Tweens Has Computer in Room
    • More Girls Use Computers
    • Younger Boys Like Computers More but Girls Catch Up When They Get
    • Older
    • Internet Attracts More Girls
    • Internet Has Universal Appeal for Kids
    • Online Activities Identified

  • Leisure and Entertainment Choices of Kids
    • Love of Movies Transcends Demographic Boundaries
    • Fast Food Remains Universally Popular among Kids
    • Older Kids Look for Good Food, Younger Kids for Good Toys and Prizes
    • Kids’ Rooms Loaded with Electronics
    • Affluent Kids less Likely to Have TV in Room
    • Kids More Likely to Buy than Rent DVDs
    • Music Becomes More Important as Kids Grow Up
    • CD Players Kids’ Leading Choice for Audio Equipment
    • Relatively Few Kids Own MP3 Players
    • Online Game Players More Affluent
    • As They Get Older, More Girls and Fewer Boys Read Books
    • Tween Girls Remain Interested in Traditional Toys
    • Dolls Continue to Interest Older Girls

  • Size and Growth of the Kids Market
    • Buying Power of Kids Tops $18 Billion
    • Families Spend More than $115 Billion for Kids in Key Consumer Areas
    • Kids Buying Power Will Total $21.4 Billion in 2010

  • Trends and Opportunities
    • Parental and Governmental Concerns about Child Obesity Continue to
    • Affect Kids Market
    • Food Marketers Incorporate Focus on Kids’ Health into Strategies
    • Kids TV Responds to Critics
    • Kids Marketing Strategies Change as Families Evolve
    • Media Giants Shift Focus to Youngest Kids
    • Traditional Media Losing Hold on Affluent Kids and Parents
    • Television Advertising Continues to Lose Ground in Kids Market
    • Multi-tasking Kids Get Harder and Harder to Reach
    • Comprehensive Marketing Approaches Needed More than Ever to Reach Kids
    • Opportunities in Key Kids Market Segments Highlighted
    • Cell Phone Marketers Tap into Kids Market to Continue Growth

Section 1 The Social World of Kids
Chapter 2 Demographic Profile

  • Size of the Kids Population
    • Kids Population Totals 36 Million
    • Table 2-1: Size of Kids Population by Single Year of Age, 2004
    • Table 2-2: Kids as Percent of Total U.S. Population, 2004 Boys Predominate in Kids Population
    • Table 2-3: Percent of Males and Females by Selected Age Groups, 2004

  • Population Growth Trends
    • Kids Population to Experience Below-Average Growth
    • Table 2-4: Selected Age Groups as Percent of Total Population, 2005 vs. 2010
    • Table 2-5: Projected Growth in the Kids Population by Age Group, 2005 vs. 2010
    • Multicultural Kids Now More than 40% of Kids Population
    • Table 2-6: Population of 3- to 11-Year-Olds by Race and Hispanic Origin,
    • Table 2-7: Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2004.
    • Table 2-8: Race and Hispanic Origin of 3- to 11-Year-Olds by Age Group,
    • Population of Multicultural Kids Will Grow in Importance
    • Table 2-9: Growth of the Population of Kids under the Age of 14, Hispanics vs. Other Population Groups, 2005 vs. 2010

Chapter 3 Life at Home and at School

  • Family Environment
    • America’s Kids Live in Wide Variety of Family Environments
    • Table 3-1: Key Characteristics of Family Environment of 3- to 11-Year-Olds 2004
    • Family Environment of Kids Varies by Race, Education, and Income
    • Table 3-2: Living Arrangements of 3- to 11-Year-Olds by Race and Hispanic Origin, 2004
    • Table 3-3: Percent of Children under 18 Living with Both Parents by
    • Education and Income of Householder, 2004
    • Kids Still Value Family
    • Figure 3-1: Percent of 6- to 11-Year-Olds Who “Spend Free Time with
    • Family” by Age Group and Gender

  • School Environment
    • Kids Attend School at Younger Ages
    • Table 3-4: Grade of Enrollment of 3- to 11-Year-Olds by Single Year of Age, October 2004
    • Figure 3-2: Percent of 3- and 4-Year-Olds Attending Nursery School, 1965-2004
    • Older Kids Lose Interest in School
    • Figure 3-3: Percent of 6- to 11-Year-Olds Who “Enjoy Going to School” by
    • Age Group and Gender
    • Majority Want to Go to College Table 3-5: Degree of Motivation at School, 6- to 11-Year-Olds by Gender
    • and Age Group
    • African American Kids More Likely to Have High Aspirations Table 3-6: Profile of 6- to 11-Year-Olds Who Like School by Demographic Characteristic

  • Kids and Their Friends
    • Tween Boys Most Likely to See Value of Friends
    • Table 3-7: The Importance of Friends, 6- to 11-Year-Olds by Gender and Age Group
    • Girls More Likely to Stay in Touch Online
    • Table 3-8: Socializing on the Internet by 6- to 11-Year-Olds by Gender and Age Group

Section 2 Highlights of Consumer Behavior
Chapter 4 Kids and Money: Spenders vs. Savers

  • Sources of Income
    • Around 30% of Kids Enjoy Above-Average Household Income
    • Table 4-1: Household Income of 6- to 11-Year-Olds by Age Group Majority of Kids Do Chores to Earn Money
    • Table 4-2: Income Sources of 6- to 11-Year-Olds by Gender and Age Group
    • Lower-Income Kids More Likely to Get Money as Needed
    • Table 4-3: Source of Money of 6- to 11-Year-Olds by Demographic Characteristic Allowances and Earnings Average Less than $10 Weekly
    • Table 4-4: Amount of Allowances/Chores Earnings of 6- to 11-Year-Olds by Gender and Age Group

  • Attitudes toward Money
    • More Boys Want to Be Rich
    • Figure 4-1: Percent of 6- to 11-Year-Old Boys and Girls Who
    • “Want to Be Rich”
    • Girls Save More
    • Table 4-5: Attitudes toward Money of 6- to 11-Year-Olds by Gender and Age Group
    • Higher-Income Kids More Likely to Be Savers
    • Table 4-6: Savers vs. Spenders: Percent of 6- to 11-Year-Olds Who Like to Save and Who Spend without Thinking by Demographic
    • Characteristic

Chapter 5 When Kids Rule: Consumer Autonomy among Kids

  • When Kids Get to Buy What They Want
    • Introduction
    • Kids’ Freedom Varies by Product and Service
    • Table 5-1: Percent of 6- to 11-Year-Olds Who Get to Choose Desired
    • Product or Activity Most or Some of the Time by Product or Activity
    • Tween Girls Enjoy Most Autonomy as Consumers
    • Table 5-2: Percent of 6- to 11-Year-Olds Who Get to Choose Various
    • Products and Services Some or Most of the Time by Age and Gender
    • Consumer Independence Jumps Dramatically among Tweens
    • Table 5-3: Percent of 6- to 11-Year-Olds Buying Own Things by Age Group and Gender
    • High-Income Families Exercise More Control over Kids’ Fashion Choices
    • Table 5-4: Percent of 6- to 11-Year-Olds Who Get to Choose Brand of Jeans and Sneakers/Athletic Shoes Most/Some of the Time by Demographic Characteristic
    • More Affluent Kids Have Greater Say over Entertainment Choices
    • Table 5-5: Percent of 6- to 11-Year-Olds Who Get to Choose Entertainment Most/Some of the Time by Demographic Characteristic
    • Girls Get Dolls They Want Regardless of Family Income
    • Table 5-6: Consumer Autonomy of 6- to 11-Year-Olds: Percent Who Get to Choose Dolls and Wanted Toys Most/Some of the Time by Demographic Characteristic
    • African American Kids Most Likely to Get to Visit Favorite Fast-Food Restaurant
    • Table 5-7: Percent of 6- to 11-Year-Olds Who Get to Choose Restaurants Most/Some of the Time by Demographic Characteristic College Educated Parents Less Likely to Indulge Kids
    • Table 5-8: Attitudes of Parents toward Indulging Children by Age of Children and Demographic Characteristic

  • When Parents and Kids Work Together to Decide What to Buy
    • Food and Clothing Most Likely to Be Joint Parent-Child Decisions
    • Table 5-9: Percent of Parents Making Purchasing Decisions Jointly with Children by Category of Decision and Demographic Characteristic
    • Tween Girls Have Greatest Impact on Family Decisions
    • Table 5-10: Frequency of Grocery Shopping by 6- to 11-Year-Olds by Gender and Age Group
    • Table 5-11: Impact of 6- to 11-Year-Olds on Family Vacations by Gender and Age Group
    • Parents Enjoy Shopping More as Kids Get Older
    • Table 5-12: Percent of Parents Who Enjoy Shopping with Their Children by Demographic Characteristic Affluent Kids Have More Impact on Parents’ Brand Choices
    • Table 5-13: Percent of Parents Who Say Their Children Have a Significant Impact on the Brands They Choose by Demographic Characteristic

    Chapter 6 Key Consumer Insights

    • Tracking the Trendsetters in the Kids Market
      • Many Younger Girls Focus on Fashion
      • Table 6-1: Attitudes toward Fashion, 6- to 11-Year-Olds by Gender and Age Group
      • Trendsetting Kids Mirror Profile of Older Counterparts
      • Table 6-2: Profile of Trendsetting Kids: Percent of 6- to 11-Year-Olds Who
      • Like to Keep Up with the Latest Fashions and Are First to Try New Things, by Demographic Characteristic
      • Older Girls Become Less Confident
      • Figure 6-1: Percent of 6- to 11-Year-Olds Who Are “Happy about the Way I Look” by Age Group and Gender
      • Girls’ Interest in “Cool” Wanes with Age
      • Table 6-3: Attitudes of 6- to 11-Year-Olds toward Wearing Cool Clothes by Gender and Age Group
      • Popularity of Jeans and Sneaker Brands Shift as Kids Get Older
      • Table 6-4: Brands of Jeans Owned by 6- to 11-Year-Olds by Age Group
      • Table 6-5: Brands of Sneakers/Athletic Shoes Owned by 6- to 11-Year-Olds by Age Group
      • Tween Girls More Attached to Licensed Sportswear
      • Figure 6-2: Percent of 6- to 11-Year-Olds Owning Licensed Sportswear by
      • Age Group and Gender

    • Kids, Parents, and Advertising
    • Ads Lose Effectiveness as Kids Get Older
    • Table 6-6: Attitudes toward Advertising of 6- to 11-Year-Olds by Gender and Age Group
    • Kids in More Affluent Households Less Susceptible to Ads
    • Table 6-7: Profile of 6- to 11-Year-Olds with Above-Average Ad Receptivity by Demographic Characteristic
    • Parental Attitudes toward Advertising to Kids Vary Widely
    • Table 6-8: Attitudes of Parents toward Advertising to Children by
    • Demographic Characteristic

  • Preschoolers: Marketing and Media Usage Trends
    • Parents of Preschoolers More Negative toward Advertising
    • Table 6-9: Attitudes of Parents toward Advertising to Children by Age and Gender of Children
    • Even Preschoolers Have Impact on Parents’ Choice of Brands
    • Figure 6-3: Percent of Parents Saying Their Kids Have a Significant Impact
    • on Brands by Age of Children
    • Parents Indulge Preschoolers More
    • Table 6-10: Attitudes of Parents toward Indulging Children by Age of
    • Children by Demographic Characteristic
    • Preschoolers Increasingly Engaged with Screen Media of All Kinds
    • Parents of Preschoolers Place More Trust in Computers than Television
    • Preschoolers Now Part of Internet Generation
    • Some Preschoolers Shop Online
    • Table 6-11: Activities Performed on Computer and the Internet by 3- to 5-Year-Olds

  • When Do “Kids” Become “Tweens”?
    • “Tweens” an Elusive Concept
    • Attitudes toward Family and School Start to Change at 8
    • Table 6-12: Percent of 6- to 11-Year-Olds Spending Free Time with Family
    • by Single Year of Age and Gender
    • Figure 6-4: Percent of 6- to 11-Year-Olds Who Enjoy Going to School by Single Year of Age
    • Interest in Fashion Begins to Kick in at Ages 8 and 9
    • Table 6-13: 6- to 11-Year-Olds’ Attitudes toward Fashion by Single Year of Age
    • Consumer Autonomy Jumps at Age 9
    • Table 6-14: Percent of 6- to 11-Year-Olds Choosing Brand of Jeans and Sneakers Most or Some of the Time by Single Year of Age
    • Kids’ Rooms Start to Become Home Entertainment and Social Centers at Age 9
    • Table 6-15: 6- to 11-Year-Olds’ Ownership of Home Electronics in Room
    • Many Kids Remain Kids

    Section 3 Media and Entertainment Choices
    Chapter 7 Media Usage

    • Overview
      • Affluent Kids less Involved with Traditional Media
      • Table 7-1: Profile of 6- to 11-Year-Olds with Above-Average Media
      • Involvement by Demographic Characteristic

    • Use of Print Media by Kids
      • Older Kids Less Likely to Find Newspapers Boring
      • Table 7-2: Attitudes toward Print Media of 6- to 11-Year-Olds by Gender and Age Group
      • Many Kids Pay Attention to Ads and Comics in Sunday Papers
      • Table 7-3: Readership of Sunday Newspapers by 6- to 11-Year-Olds by Gender and Age Group
      • Nickelodeon Magazine Ranks Highest with Kids
      • Table 7-4: Magazines Popular with 6- to 8-Year-Olds by Gender
      • Table 7-5: Magazines Popular with 9- to 11-Year-Olds by Gender

    • Television and Radio
      • Younger Kids Entranced by Television
      • Figure 7-1: Percent of 6- to 11-Year-Old Boys and Girls Who “Love
      • Watching Television” by Age Group
      • Table 7-6: Attitudes toward Television of 6- to 11-Year-Olds by Gender and Age Group
      • Many Kids Unhappy with Program Choices
      • Table 7-7: Attitudes toward Television Programming of 6- to 11-Year-Olds
      • by Gender and Age Group
      • Watching TV a Social Occasion for Most Kids
      • Figure 7-2: Percent of 6- to 11-Year-Olds Saying “It’s More Fun to Watch
      • TV with My Friends” by Age Group and Gender
      • Nearly Half of Kids Watch TV for 1 to 3 Hours Every Day
      • Table 7-8: Time Spent Watching Television, 6- to 11-Year-Olds by Age
      • Group and Gender
      • Older Kids Tune in More Channels
      • Table 7-9: Cable TV Services Watched by 6- to 8-Year-Olds by Gender
      • Table 7-10: Cable TV Services Watched by 9- to 11-Year-Olds by Gender
      • Significant Overlap in Most Popular Cable Outlets
      • Table 7-11: Most Popular Cable TV Services Watched by 6- to 11-Year-Old Boys and Girls by Age Group
      • ABC Leading Broadcast Network among Kids
      • Table 7-12: Broadcast Network Net Audience, 6- to 8-Year-Old Boys and Girls
      • Table 7-13: Broadcast Network Net Audience, 9- to 11-Year-Old Boys and Girls
      • Boys and Girls Watch Different Types of Shows
      • Table 7-14: TV Show Types Frequently Viewed by 6- to 8-Year-Old Boys and Girls
      • Table 7-15: TV Show Types Frequently Viewed by 9- to 11-Year-Old Boys and Girls
      • Radio More Important to Older Kids
      • Table 7-16: Time Spent Listening to the Radio, 6- to 11-Year-Olds by Age Group and Gender Format Preferences Shift with Age
      • Table 7-17: Radio Formats Most Listened to by 6- to 8-Year-Old Boys and Girls
      • Table 7-18: Radio Formats Most Listened to by 9- to 11-Year-Old Boys and Girls

    • Kids and New Media
      • One out of Four Tweens Has Computer in Room
      • Figure 7-3: Percent of 6- to 11-Year-Olds with Computer in Room by Gender and Age Group
      • More Girls Use Computers
      • Table 7-19: Use of Computers by 6- to 11-Year-Olds by Gender and Age Group
      • Younger Boys Like Computers More but Girls Catch Up When They Get Older
      • Table 7-20: Profile of 6- to 11-Year-Olds Who Love Using the Computer by Demographic Characteristic Internet Attracts More Girls
      • Table 7-21: Use of the Internet by 6- to 11-Year-Olds by Gender and Age Group Internet Has Universal Appeal for Kids
      • Table 7-22: Profile of 6- to 11-Year-Old Internet Users by Demographic Characteristic Online Activities Identified
      • Table 7-23: Online Activities of 6- to 11-Year-Olds by Gender Top Websites for Kids Identified
      • Table 7-24: Web Sites Visited in Last Week by 6- to 8-Year-Olds by Gender
      • Table 7-25: Web Sites Visited in Last 30 Days by 9- to 11-Year-Olds by Gender

    Chapter 8 Leisure and Entertainment Choices of Kids

    • Going to the Movies
      • Younger Kids More Likely to “Love Going to the Movies” but Older Kids Go More Often
      • Figure 8-1: Percent of 6- to 11-Year-Olds’ Who “Love Going to the Movies” by Gender and Age Group
      • Table 8-1: Frequency of Movie Attendance in Last 3 Months by 6- to 11-Year-Olds by Gender and Age Group
      • Figure 8-2: Percent of 6- to 11-Year-Olds Usually Seeing a Movie Right after It Opens, by Gender and Age Group
      • Love of Movies Transcends Demographic Boundaries
      • Table 8-2: Profile of 6- to 11-Year-Old Moviegoers by Demographic Characteristic Several Factors Influence Kids’ Movie Choices
      • Table 8-3: Reasons Why 6- to 11-Year-Olds Saw Last Movie, by Gender

      and Age Group
    • Going Out to Eat
      • Fast Food Remains Universally Popular among Kids
      • Table 8-4: Visits to Fast-Food and Family Restaurants in Last 30 Days by
      • 6- to 11-Year- Olds by Gender and Age Group
      • Tween Girls Most Likely to Get to Go to Favorite Fast-Food Restaurant
      • Table 8-5: Percent of 6- to 11-Year-Olds Visiting Favorite Fast-Food
      • Restaurant by Gender and Age Group
      • Older Kids Look for Good Food, Younger Kids for Good Toys and Prizes
      • Table 8-6: Reasons Why 6- to 11-Year-Olds Pick Favorite Fast-Food Restaurant by Gender and Age Group

    • Entertainment at Home
      • Kids’ Rooms Loaded with Electronics
      • Figure 8-3: Percent of Kids with TV in Room by Age Group and Gender
      • Table 8-7: Ownership of Home Electronics by 6- to 11-Year-Olds by
      • Gender and Age Group
      • Affluent Kids less Likely to Have TV in Room
      • Table 8-8: Profile of 6- to 11-Year-Olds with TV, DVD Player, or VHS in Room
      • Most Kids Use VCRs
        • Table 8-9: Use of VCRs by 6- to 11-Year-Olds by Gender and Age Group
        • Kids More Likely to Buy than Rent DVDs
        • Table 8-10: Percent of 6- to 11-Year-Olds Renting or Buying Videotapes or DVDs in Last 12 Months by Age Group and Gender
        • DVD Choices Change as Kids Get Older
        • Table 8-11: Types of DVDs and Videotapes Bought or Rented by 6- to
        • 11-Year-Olds in Last12 Months by Age Group and Gender
        • Most Parents Let Kids Pick DVDs and Videos
        • Table 8-12: Types of DVDs and Videotapes Bought or Rented by 6- to
        • 11-Year-Olds in Last 12 Months by Age Group and Gender

      • Listening to Music
        • Music Becomes More Important as Kids Grow Up
        • Table 8-13: Attitudes toward Music of 6- to 11-Year-Olds by Gender and Age Group
        • CD Players Kids’ Leading Choice for Audio Equipment
        • Table 8-14: Ownership of Audio Products by 6- to 11-Year-Olds by Gender and Age Group
        • Relatively Few Kids Own MP3 Players
        • Table 8-15: Percent of 6- to 11-Year-Olds with MP3 Player, Walkabout Stereo with Headphones, and CD Player by Demographic Characteristic

      • Playing Video Games
        • Girls Turn to Video Games as They Get Older
        • Figure 8-4: Percent of 6- to 11-Year-Olds Using Handheld Video Games by Age Group and Gender
        • Figure 8-5: Percent of 6- to 11-Year-Olds Using Video Games Attached to TV by Age Group and Gender
        • Boys Predominate among Heavy Game Users
        • Table 8-16: Percent of 6- to 11-year-Olds Playing Video Games in Last
        • Week, by Gender and Age Group
        • Online Game Players More Affluent
        • Table 8-17: Profile of 6- to 11-Year-Olds Who Play Video Games
        • Frequently by Demographic Characteristic
        • Action/Adventure Games Top Choice for Kids
        • Table 8-18: Types of Video Games (Attached to TV) Played by 6- to
        • 11-Year-Olds by Age Group and Gender

      • Reading Books
        • As They Get Older, More Girls and Fewer Boys Read Books
        • Figure 8-6: Percent of 6- to 11-Year-Olds Who Read Books Other than
        • School Books by Age Group and Gender
        • Young Book Lovers Profiled
        • Table 8-19: Profile of 6- to 11-Year-Old Readers of Books by Demographic Characteristic
        • Popular Book Genres Identified
        • Table 8-20: Types of Books Read by 6- to 11-Year-Olds by Gender and Age Group
        • Tween Boys Most Likely to Read Comic Books
        • Figure 8-7: Percent of 6- to 11-Year-Olds Who Read/Look At Comic Books by Age Group and Gender

      • Toys and Games
        • Shifts in Toy Choices Clear as Boys Get Older
        • Table 8-21: Most Popular Toys and Games Owned by 6- to 11-Year-Old
        • Boys by Age Group
        • Figure 8-8: Percent of 6- to 11-Year-Old Boys Owning Electronic Games by Age Group
        • Tween Girls Remain Interested in Traditional Toys
        • Table 8-22: Most Popular Toys and Games Owned by 6- to 11-Year-Old
        • Girls by Age Group
        • Dolls Continue to Interest Older Girls
        • Table 8-23: Dolls Owned by 6- to 11-Year-Old Girls by Age Group

      • Sports and Other Leisure Activities
        • Tween Girls More Interested in Sports
        • Figure 8-9: Percent of 6- to 11-Year-Olds Who “Love Playing Sports” by Gender and Age Group
        • Kids’ Favorite Sports Identified
        • Table 8-24: Sports Popular with to 6- to 8-Year-Old Boys and Girls
        • Table 8-25: Sports Popular with to 9- to 11-Year-Old Boys and Girls
        • Painting and Drawing Most Popular Leisure-Time Activities
        • Table 8-26: Hobbies and Leisure-time Activities Popular with 6- to 8-Year-Old Boys and Girls
        • Table 8-27: Hobbies and Leisure-time Activities Popular with 9- to 11-Year-Old Boys and Girls
        • Photography Important Activity for Girls
        • Table 8-28: Ownership of Cameras by 6- to 11-Year-Olds by Gender an0
        • Age Group

    Section 4 Market Trends
    Chapter 9 Size and Growth of the Kids Market

    • Buying Power of Kids
      • Kids’ Income Takes Several Forms
      • Buying Power of Kids Tops $18 Billion Table 9-1: Buying Power of 3- to 11-Year-Olds by Age Group, 2005

      Family Expenditures on Kids
      • Family Expenditures on Kids Categorized
      • Families Spend More than $115 Billion for Kids in Key Consumer Areas
      • Table 9-2: Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 3- to 11-Year-Olds, by Percent of Total for Each Age Group, 2004
      • Older Kids Account for Relatively Bigger Share of Family Expenditures
      • Table 9-3: Aggregate Annual Family Expenditures on Food, Clothing,
      • Personal-Care Items, Entertainment, and Reading Materials for 3- to 11-Year-Olds, by Age Group, 2004
      • Table 9-4: Aggregate Annual Family Expenditures on Food for 3- to 11-Year-Olds by Age Group, 2004
      • Table 9-5: Aggregate Annual Family Expenditures on Clothing for 3- to 11-Year-Olds by Age Group, 2004
      • Table 9-6: Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment, and Reading Materials for 3- to 11-Year-Olds by Single Year of Age, 2004

    • Projected Growth of the Kids Market
      • Family Expenditures on Kids Will Increase by 20%
      • Table 9-7: Projected Growth in Family Expenditures on 3- to 11-Year-Olds for Selected Consumer Products, 2005-2010
      • Table 9-8: Projected Growth in Family Expenditures on 3- to 5-Year-Olds for Selected Consumer Products, 2005-2010
      • Table 9-9: Projected Growth in Family Expenditures on 6- to 8-Year-Olds for Selected Consumer Products, 2005-2010
      • Table 9-10: Projected Growth in Family Expenditures on 9- to 11-Year-Olds for Selected Consumer Products, 2005-2010
      • Kids Buying Power Will Total $21.4 Billion in 2010
      • Table 9-11: Projected Growth in Buying Power of 3- to 11-Year-Olds, 2005-2010
      • Table 9-12: Projected Growth in Buying Power of 3- to 5-Year-Olds, 2005-2010
      • Table 9-13: Projected Growth in Buying Power of 6- to 8-Year-Olds, 2005-2010
      • Table 9-14: Projected Growth in Buying Power of 9- to 11-Year-Olds, 2005-2010

    Chapter 10 Trends and Opportunities

    • Market Trends
      • Parental and Governmental Concerns about Child Obesity Continue to Affect Kids Market
      • Food Marketers Incorporate Focus on Kids’ Health into Strategies
      • Kids TV Responds to Critics
      • Kids Marketing Strategies Change as Families Evolve
      • Marketers Seeing Growing Impact of Kids in Family Decisions
      • Grandparents Assume More Importance in Kids Market
      • Online Shopping Draws More Kids
      • Table 10-1: Percent of 3- to 14-Year-Olds Using the Internet Who Get
      • Product Information or Purchase Products Online by Age Group
      • Preschoolers Get More Attention from Marketers
      • Media Giants Also Shift Focus to Youngest Kids
      • Traditional Media Losing Hold on Affluent Kids and Parents
      • More Kids Expect to Get the TV Program They Want When They Want It
      • Television Advertising Continues to Lose Ground in Kids Market
      • Multi-tasking Kids Get Harder and Harder to Reach
      • Comprehensive Marketing Approaches Needed More than Ever to Reach
      • Kids
      • Kids Lead Way into New Multimedia, Cross-Platform World

    • Marketing Opportunities
      • Opportunities in Key Kids Market Segments Highlighted
      • Table 10-2: Overview of Selected Kids Market Segments
      • Cell Phone Marketers Tap into Kids Market to Continue Growth
      • Problem of Child Obesity Creates an Opportunity for Some Marketers

    Appendix Addresses of Selected Kids Market Resources

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