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Kids' Market
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Mar 1, 1997
181 Pages - Pub ID: LA468
Attention: There is an updated edition available for this report.
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- Executive Summary
Demographics
- Nearly 39 Million Kids Age 5-14
- Kids Population Will Reach 41 Million by Year 2001
- Figure 1-1: Projected Growth of U.S. Population Age 5-14,
1996-2050 (number)
- Developmental Issues Distinguish Children of Different Age Groups
- Kids Reflect United States' Growing Diversity
- Growing Percentage of Kids Are Bilingual
- Most Children Live in Two-Parent Households
- Most Kids Live in Households of Four or More People
- Both Parents Work in Growing Percentage of Kids' Households
- Kids Are Family-Oriented
- Today's Kids More Savvy, Sophisticated
- But Emotional Needs Still the Same
The Market
- Kids' Total Purchasing Power Exceeds $144 Billion Annually
- Table 1-1: Projected Growth Kids Market, 1996-2001 (dollars)
- Market to Near $212 Billion by Year 2001
Kids as Consumers
- Kids Love to Shop
- Children Usually Buy Something When They Shop
- Kids Look for Five Attributes in a Store
- Kids Don't Feel Welcome in Most Stores
Kid-Targeted Media
- Kids Love Television but Viewing Is Down
- Radio an Important Medium—Especially for Older Kids
- Kids' Print Media Exploding
- Kids a Natural for Interactive Media
Marketing to Kids
- Five Motivators Govern Kids
Examples of Campaigns and Strategies Targeted to Kids
- Case History: Chuck E. Cheese Pizza
Scope and Methodology
- Scope of Report
- Methodology
- Demographics
Introduction
- Kids 5-14: A Powerful Consumer Group
- Special Note
- Figure 2-1: Projected Growth of U.S. Population Age 5-14,
1996-2050 (number)
Population
- Nearly 39 Million Kids Age 5-14
- Kids Population Will Reach 41 Million by Year 2001
- Table 2-1: Projected Growth of Children Age 5-14,
1996-2050 (number)
- Males Outnumber Females to Age 24
- Table 2-2: Share of Kids 5-14 by Gender (number and percent)
Kids Market Is Really Several Markets
- Developmental Issues Distinguish Children of Different Age Groups
- Figure 2-2: Share of Kids Population by Age (percent)
- Nearly 12 Million 5- to 7-Year-Olds
- Another 15 Million Are 8-11 Years Old
- 12- to 14-Year-Olds Number 11 Million
- Table 2-3: Share of Kids Population by Age (number and percent)
- Kids Reflect United States' Growing Diversity
- Figure 2-3: Share of Kids Population (Age 5-14)
by Race, 1996 (percent)
- Regional Distribution of Kids Market
- Half of All Kids Live in Suburbs
- Growing Percentage of Kids Are Bilingual
Family Status
- Percentage of Households with Children Declining
- Most Children Live in Two-Parent Households
- One in Four Children Lives in Single-Parent Household
- Growing Percentage of Children Live with Grandparents
- Most Kids Live in Households of Four or More People
- Table 2-4: Share of Kids Population by Number of Siblings, 1995
(number and percent): None, One, Two, Three, Four, Five
- or More Siblings
- Both Parents Work in Growing Percentage of Kids' Households
- Kids Are More Independent; Assume Role in Running Household
- Kids Are Family-Oriented
- Table 2-5: What Children Would Change About Family or
Home (percent): 20 Changes
Economic Status
- One-Third of All Children Live in or Near Poverty
- One-Third of Children Are Middle Class
- But Largest Percentage Live in Households with Incomes
- in Excess of $50,000
- Figure 2-4: Share of Kids Population by Household Income, 1995
(percent): Under $12,499 to $50,000 and Over
- Income Higher for Two-Parent Families
- Income Higher Among Whites
- Kids Derive Income from Three Sources
- Approximately 50% of Kids Receive an Allowance
- "Allowance" vs. "Earned Income" Frequently a Matter of Definition
- Allowances Generally Track Age
- Table 2-6: Estimate of Kids' Allowance and Earned Income by Age,
1996 (dollars and number): Average Weekly Income, Yearly
- Total, Number of Kids, Aggregate Total
- Although Kids' Allowances Have Grown, They Don't Buy as Much
- as They Used To
- Gifts a Significant Source of Income
- Almost All of Kids' Income Is Discretionary...
- ...But Kids Surprisingly Big on Saving
Leisure Activities
- TV-Watching Remains Most Popular, But Other Activities Gaining
- Basketball Has Become Kids' Number-One Sport
- Video and Computer Games
- Card Collecting
- How Kids Have Fun
- Kids Like to Belong
- Other Activities, Hobbies
- Table 2-7: Kids (Age 6-14) Activities and Hobbies
by Gender (percent): 10 Activities
- Kids of All Ages Like to Go to Movies, Watch TV
- Table 2-8: How Children Respond to Media by Age (percent):
Nine "I Like a Lot..." Responses
Issues Important to Children
- Today's Kids More Savvy, Sophisticated
- But Emotional Needs Still the Same
- Kids Just Want to Have Fun
- Factors That Contribute to Happiness
- Table 2-9: What Children Like Best About Themselves (percent):
10 Attributes
- Kids Share Parents' Values—For the Most Part
- Table 2-10: What is Important: Children vs. Parents (percent):
23 Attributes
- Kids Admire Their Parents as Role Models
- Kids Think Their Parents Are Doing a Good Job
- Yet Kids Try to Change Parents' Behavior, Too
- Table 2-11: How Kids Try to Influence Their Parents (percent):
12 Issues
- Kids Value Education
- Kids Are Concerned About the World They Live In
- More Kids' Concerns
- Table 2-12: Kids' Interest in Current Events (percent): 22 Topics
Kids Mature, Responsible, Pragmatic
- The Market
Market Size and Growth
- Kids' Purchasing Power Exceeds $144 Billion Annually
- Children's Indirect Purchase Influence Estimated at $400 Billion
- Kids Market Growing
- Almost All of Kids' Dollars Are Discretionary
- Children Spend More as They Mature
- Parents Spend More on Older Children
- Table 3-1: Estimated Annual Expenditures on Children, 1995
(dollars): One-Child, Two-Child, Three-Child Family
- Middle-Income Families Will Spend $238,840 to Raise a Child
- Table 3-2: Estimated Annual Expenditures on a Child Born in
1995 by Income Group (year and dollars): Age, Low-Income,
- Middle-Income, High-Income
- Parents Encourage Kids to Make Purchase Decisions
- Kids Market Really Three
- As a Primary Market, Kids Spend Heavily in Six Areas
- Kids Spend More Than $7 Billion a Year on Food and Beverages
- Kids Spend $6.8 Billion on Play Items
- Clothing Accounts for $3.7 Billion of Kids' Purchases
- Kids Spend $2.7 Billion on Movies, Videos, and Sports Events
- Video Arcades Account for $2.2 Billion in Kids' Spending
- Kids Spend $1.7 Billion on "Other" Items
- As a Market of Influencers, Kids Manipulate Their
- Parents' Pursestrings
- Parents Spend $117 Billion Per Year on Items for Their Children
- Table 3-3: Total Direct-Influence Expenditures by Parents on
Children: By Age, 1995 (dollars): Food, Clothing, and
- Miscellaneous Expenditures
- Several Reasons for Kids' Growing Influence
- Children Shopping More Than They Used To
- Food the Biggest Influence Target
- Children's Food Decisions Affect More Than the Family's Dining
- Children Influence Family Dining Out Decisions
- Kids Influence Parents' Selection of Toys and Play Things
- Children Dress Themselves with Their Parents' Money
- Kids Also Influence Parents' Automobile Purchase
- Kids Influence Consumer Electronics Purchases
- Figure 3-1: Projected Growth of Kids Market, 1996-2001 (dollars)
Projected Market Growth
- Market to Near $212 Billion by Year 2001
- Methodology
- Table 3-4: Projected Growth in Kids Market, 1996-2001 (dollars):
Kids' Income, Parents' Expenditures on Children, Total
- Kids the Entire Future Market
- Kids As Consumers
Shopping Patterns
- Kids Love to Shop
- Evolution of a Shopper
- Cereals First Products Selected, Followed by Toys
- The Co-Purchase
- Kids Shop Alone by Age 6
- Kids Shop Often
- Children Usually Buy Something When They Shop
- Kids Are Impulse Buyers
- 70% of Purchase Decisions Made in Store
- Kids Extremely Brand-Conscious
- Brand Loyalty Highest at the Grocery Store
- Children Assign Quality to National Brands
- Children Favor Status Brands of Clothing
- Brand Loyalties Change with Fashions, Trends
- Peer Pressure Often the Driving Force in Purchases
- Kids Emulate Other—Particularly Older—Kids
- TV Advertising a Big Influence
- Children Take Advertising Seriously
At the Retail Level
- The Grocery Store: Where Children First Learn to Shop
- Discount Stores Rate Number One with Kids
- Kids Find What They're Looking for by "Wandering Around"
- Kids Visit Clothing Section First, Then Look for Toys
- Kids Look for Five Attributes in a Store
- Kids Don't Feel Welcome in Most Stores
- Five Things Kids Would Change About Stores
- Many Retailers Moving to Meet Kids' Needs
- Other Merchandising Techniques Obvious But Often Overlooked
- Kid Superstores Gaining in Popularity
- Retailer Profile: Toys "R" Us the King of Toy Sales
- Retailer Profile: GapKids and babyGap
- Off-Pricers Compete with Discounted Brands
- Marketing to Kids Draws Parents, Too
- Few Retailers Can Afford to Ignore Kids
- Kid-Oriented Media
Television
- Kids Love Television But Viewing Is Down
- Other Activities Cut Into TV-Viewing Time
- Kids' TV-Viewing Fragmented
- Kids Watch TV When Their Parents Do
- Saturday Morning Is Third Most-Popular Time Segment
- After-School Time Slot Also Important
- Gender, Racial Differences Appear in TV-Viewing
- Fox Is Kids' TV Leader
- Daily Programming Give Fox and Nickelodeon an Edge
- Fox's Kids Club Another Cross-Promotional Arm
- In 1994, Fox Expands into Radio
- Nickelodeon Is Number Two with Kids
- Nickelodeon Also Reaches Kids with Print and Alternative Media
- WB Goes After Kids
- ABC and Disney Compete for Kid Viewers
- CBS Changes Strategy for Saturday A.M. Competition
- TBS Appeals to Kids with 24-Hour Cartoon Network
- MTV Also Big with Kids
- But TV No Longer Guaranteed to Reach Mass Kid Audience
Radio
- Radio an Important Medium—Especially for Older Kids
- More Radio Options for Children
- Radio AHHS the Premier Children's Radio Network
- KidStar Radio Spawns More Interactive Media
- ABC and Disney Plan to Compete with CBC
- Fox Also Sees Future in Kids Radio
- Most Kids First Exposed to Radio Via Others
- Radio an Intimate Medium
Print
- Kids' Print Media Exploding
- Reasons for Magazines' Appeal
- Kids Are Very Involved with Magazines
- Magazines Fulfill Kids' Love of Detail
- Marketers Find Magazine-Publishing Cost-Effective
- Magazine Advertising More Credible, Easier to Show Parents
- Sports Illustrated for Kids a Prototype
- Time for Kids Accepts Advertisers
- Disney Adventures a Kid-Targeted Entertainment Weekly
- Nickelodeon Magazine—A Take-Along Version of the Kids'
- Television Network
- Crayola Kids Targets Kids and Parents
- Comic Book Fortunes Have Faltered Recently
- GamePro and Nintendo Power Appeal to Boys
- American Girl Builds Self-Esteem and Relationships
- Pre-Teen Girls Seek Out Teen, YM, Sassy, and Seventeen
- Newspapers Not a Big Factor in Kid Marketing
Direct Mail
- Kids Love to Get It
- But Direct Mail Expensive and Usefulness Can Fade
- Cooperative Mailings Can Cut Direct-Mail Costs
- Custom Magazines
Alternative Media
- Kids a Natural for Interactive Media
- Online Services Launch Sites for Kids
- Kids Use Online Services for Sense of Community
- All Kids Equal on the Web
- Kids Also Get Free Samples on the Web
- LifeSavers Sponsors Web Site for Gamers
- www.gamepro.com Also for Gamers
- FIND/SVP Study Shows How Kids Spend Time Online
- Computer Use a Group Activity
- CD-ROMs Combine New-Fashioned Graphics and High-Tech
- with Old-Fashioned Parental Control
- Other Media Opportunities for the Creative
- Marketing To Kids
Marketing Fundamentals
- Know Your Audience
- Kids Market Is Segmented
- Market Research for Kids Has Its Own Rules
- Segregate Kids by Age and Sex
- Strive for Focus Group Homogeneity
- Online Focus Groups an Exception to the Rule
- Kid-Conducted Research Also an Option
- Fantasy/Reality Shift Takes Place Around Age 7
- Market to an Older Child
- Younger Kids Have Appeal, Too, When They Show Up Their Elders
- Sometimes Best to Market to Parent and Child
- ... But Not to Parent or Child: Failing to Deliver Message Directly
- to Kids Is Risky
- Promote "Sexism": Market to Boys
- Kid-Targeted Advertising Doesn't Have to Include Kids
- Five Motivators Govern Kids
- Kids Want to Feel More Powerful; Hate Feeling Powerless
- Freedom Appeals to All Ages
- Fun and Freedom Closely Linked
- Kids Want to Belong
- Many Marketers Offer Community
- Kids Strive for Mastery
- Kids Find Most Television Commercials "Annoying"
- But Kids Like Ads That Are Funny
- Find Out What Is Funny to a Kid: Ask
- Let Them Discover; Don't Teach or Preach
- Hone Your Message
- Kids Like Commercials to Tell a Story
- Kids Love Surprises
- Make It Memorable: Use Bright Colors and Bold Designs
- Make It Interactive
- Make It Memorable: Include Heroes
- Pick Up the Pace, Production Values
- Licensing Still Hot
- TV Advertising to Kids Is Regulated
- Online Advertising Has Its Own Rules
Use of Slang in Marketing to Kids
- Use of Slang Is Risky
- Yet Kid-Directed Speech Can Be Colorful
Use of Celebrities When Marketing to Kids
- Sport Stars Are Favorite Celebrity Spokespersons
- Use of Other Celebrities Can Be Tricky
- With Research, Marketers Can Launch Products and
- Celebrities Simultaneously
Cause-Related Marketing
- Cause-Related Marketing Big with Kids
- Nickelodeon Scores Big with "Big Help"
- Promotional Tie-Ins Extend Value, Excitement
- Kids Clubs Another Form of Promotion
- School Promotions: Hot But Controversial
- Guidelines for Promoting to Kids
- Examples Of Strategies And Campaigns
Targeted To Kids
Food and Beverages
- Restaurants Compete for Families by Targeting Kids
- Kids Menus Go Beyond Hot Dogs
- Kid Activities Include Coloring, Puzzles, and Jewelry Making
- "Kids Eat Free" Concept Boosts Weeknight Traffic
- Big Boy's Frequent Diners Club for Kids
- McDonald's Reputation Built on Families and Fun
- Burger King Is King of Kids Clubs
- Supermarkets Beginning to Recognize Kids' Importance
- as Customers
- The Crowley Case Study
- The Piggly Wiggly Case Study
- Wegman's Good Food Tours
- Kellogg's Appeals to Kids—and to the Kid in Every Adult
- Chuck E. Cheese Pizza
Play and Leisure Items
- United States Leads the World in Toy Sales
- Toy Industry Tremendously Volatile
- Classic Toys the Exception to the Rule
- That Irrepressible Barbie
- Nintendo Revives Videogame Industry
- Sega Turns Up the Heat
- Sony PlayStation Changes Videogame Market in 1996
- Videogame Advertising Some of the Most Impressive
- Toys "R" Us Is King of Toy Sales
Kids Video
- Kidvid Growing by Leaps and Bounds
- Disney the Leader in Kidvid Sales
- Other Studios Storming the Field
- PolyGram Targets Boys with X-Men and Power Rangers
- KidVision Another Newcomer
- Golden Home Video Sees Literacy Value
Apparel
- Kids' Apparel Market Is Skyrocketing
- Sneakers Lead the List of "Must-Have" Items
- Style the Dominant Factor
- Nike the Current Footwear Leader
- Reebok Targets Kids with Weebok and Reebok Kids
- Licensed-Team Apparel Big with Kids
- Designer Clothes for Kids
Health & Beauty Care
- Kids Market Growing Strong
- Bold Colors, Fruity Scents, Fun Packaging Appeal to Kids
- Licensed Characters Strong in HBC Field
- Big Brands Also Strong in Kids' HBC
- Kimberly-Clark Launches Kleenex for Kids
- Grocery Stores Have an Edge in Kids HBC
Appendix: Examples Of Advertising And Promotions
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