• 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

• 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

• 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