The Kids and Tweens Market in the U.S., 9th Edition

Published: August 1, 2008 - 230 Pages

Table of Contents

  • Executive Summary
    • Introduction
      • Scope and Methodology
      • Trends and Opportunities
      • Market Overview
      • The Social World of Kids and Tweens
      • Technology in the Life of Kids and Tweens
      • Leisure and Entertainment Choices of Kids and Tweens
      • Kids and Tweens and the Media
      • Financial Profile of Kids and Tweens
      • Spending Patterns of Kids and Tweens
      • Getting Ready for the Multicultural Majority in the Kids and Tweens Market
      • Kids Going Green
  • Overview
    • Trends and Opportunities
      • Strategic Trends
      • Market Opportunities
        • Table Selected Opportunities Related to Ownership of Consumer Electronics by 6- to 11-Year-Olds by Age Group (in thousands)
        • Table Selected Opportunities Related to Media Usage by 6- to 11-Year-Olds by Gender and Age Group (in thousands)
        • Table Selected Opportunities Related to Entertainment Choices of 6- to 11-Year-Olds (in thousands)
        • Table Selected Opportunities Related to 6- to 11-Year-Olds Who "Get What They Want Most/Some of the Time" (in thousands)
        • Table Jeans and Sneakers Brands 6- to 11-Year-Old Boys Would Like to Own
        • Table Jeans and Sneakers Brands 6- to 11-Year-Old Girls Would Like to Own
        • Table Selected Opportunities Related to Leisure Activities of 6- to 11-Year-Old Boys (in thousands)
        • Table Selected Opportunities Related to Leisure Activities of 6- to 11-Year-Old Girls (in thousands)
        • Table Selected Opportunities Related to Toy Ownership by 6- to 11-Year-Old Boys (in thousands)
        • Table Selected Opportunities Related to Toy Ownership by 6- to 11-Year-Old Girls (in thousands)
        • Table Selected Opportunities Related to Ownership of Dolls by 6- to 11-Year-Old Girls by Brand of Doll (in thousands)
    • Market Overview
      • Profile of the Kids Population
        • Table Size of Kids Population by Single Year of Age, 2006 (in thousands)
        • Table 0- to 14-Year-Olds as Percent of Total U.S. Population, 1950-2006 (in thousands)
        • Table Selected Age Groups as Percent of Total Population, 2006, 2010 and 2015
        • Table Projected Growth in the Kids Population by Age Group, 2007 vs. 2012 (in thousands)
        • Table Place of Residence of Households with 6- to 11-Year-Olds
        • Table Percent of Males and Females by Selected Age Groups, 2006
        • Table Population of 3- to 11-Year-Olds by Race and Hispanic Origin, 2006 (in thousands)
        • Table Non-Hispanic Whites and Multicultural Population Groups as Percent of U.S. Population by Age Group, 2006
        • Table Race and Hispanic Origin of 3- to 11-Year-Olds by Age Group, 2006 (in thousands)
      • Aggregate Income of Kids and Tweens
        • Table Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007
        • Table Projected Growth in Buying Power of 3- to 11-Year-Olds, 2007-2012
        • Table Projected Growth in Buying Power of 3- to 5-Year-Olds, 2007-2012
        • Table Projected Growth in Buying Power of 6- to 8-Year-Olds, 2007-2012
        • Table Projected Growth in Buying Power of 9- to 11-Year-Olds, 2007-2012
        • Table Growth in Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007-2012
      • Family Expenditures on Kids and Tweens
        • Table 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, 2007 (in million $)
        • Table Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007
        • Table Aggregate Annual Family Expenditures on Food for 3- to 11-Year-Olds by Age Group, 2007
        • Table Aggregate Annual Family Expenditures on Clothing for 3- to 11-Year-Olds by Age Group, 2007
        • Table Aggregate Annual Family Expenditures on Personal-Care Items, Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007
        • Table Projected Growth in Family Expenditures on 3- to 11-Year-Olds for Selected Consumer Products, 2007-2012
        • Table Projected Growth in Family Expenditures on 3- to 5-Year-Olds for Selected Consumer Products, 2007-2012
        • Table Projected Growth in Family Expenditures on 6- to 8-Year-Olds for Selected Consumer Products, 2007-2012
        • Table Projected Growth in Family Expenditures on 9- to 11-Year-Olds for Selected Consumer Products, 2007-2012
  • How Kids and Tweens Spend Time
    • The Social World of Kids and Tweens
      • Family Environment
        • Table Percent of Children under 18 Living with Both Parents, Selected Years 1970-2006
        • Table Key Characteristics of Family Environment of 3- to 11-Year-Olds, 2006 (in thousands)
        • Table Living Arrangements of 3- to 11-Year-Olds by Race and Hispanic Origin, 2006 (in thousands)
        • Table Number of Children in Households with 6- to 11-Year-Olds
        • Table Children under 15 in Married-Couple Families with Stay-at-Home Parents, 1994-2006 (in thousands)
        • Table Percent of 9- to 11-Year-Olds in Self-Care after School, 1995-2005
      • Kids and Tweens at School
        • Table Grade of Enrollment of 3- to 11-Year-Olds by Single Year of Age, October 2006 (% of Total Population of Each Age Group)
        • Table Percent of 3- and 4-Year-Olds Enrolled in School, 1965-2006
        • Table Attitudes toward School of 6- to 11-Year-Olds by Gender and Age Group
      • Kids and Tweens and Their Friends
        • Table Attitudes toward Friends of 6- to 11-Year-Olds by Gender and Age Group
        • Table Attitudes toward Helping Others of 6- to 11-Year-Olds by Gender and Age Group
        • Table Socializing on the Internet by 6- to 11-Year-Olds by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds Who Instant Message by Single Year of Age
    • Technology in the Life of Kids and Tweens
      • Use of Computers
        • Table Use of Computers by 6- to 11-Year-Olds by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds with Computer in Room by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds with Computer in Room by Household Income
      • Kids and the Internet
        • Table Where 6- to 11-Year-Olds Use the Internet by Gender and Age Group
        • Table Amount of Time Spent on Internet by 6- to 11-Year-Olds in Past Week by Gender and Age Group
        • Table Favorite Online Activities of 6- to 11-Year-Olds
        • Table Online Activities of 6- to 11-Year-Olds by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds Visiting Favorite Websites When Online by Gender and Age Group
        • Table Websites Used in Last Month by 6- to11-Year-Old Boys by Age Group
        • Table Websites Used in Last Month by 6- to11-Year-Old Girls by Age Group
    • Leisure and Entertainment Choices of Kids and Tweens
      • Overview of Sports and Hobbies
        • Table Hobbies and Activities of 6- to 11-Year-Old Boys by Age Group
        • Table Hobbies and Activities of 6- to 11-Year-Old Girls by Age Group
        • Table Percent of 6- to 11-Year-Olds Collecting Cards by Gender and Age Group
        • Table Type of Cards Collected by 6- to11-Year-Old Boys by Age Group
        • Table Sports Played in Last Year by 6- to11-Year-Old Boys by Age Group
        • Table Sports Played in Last Year by 6- to11-Year-Old Girls by Age Group
        • Table Memberships of 6- to 11-Year-Olds by Gender and Age Group
        • Table Attendance at Summer Camp by 6- to 11-Year-Olds by Gender and Age Group
      • Kids and Tweens and Consumer Electronics
        • Table Ownership of Electronics Equipment by 6- to 11-Year-Old Boys by Age Group
        • Table Ownership of Electronics Equipment by 6- to 11-Year-Old Girls by Age Group
        • Table Percent of 9- to 11-Year-Olds Owning an MP3 Player by Gender and Age Group
        • Table Use of VCRs to View Rented or Borrowed Videotapes by 6- to 11-Year-Olds by Gender and Age Group
        • Table Attitudes toward Music of 6- to 11-Year-Olds by Gender and Age Group
        • Table Purchase of CDs and Cassette Tapes by 6- to 11-Year-Olds by Gender and Age Group
        • Table Type of CDs Owned by 6- to 11-Year-Old Boys by Age Group
        • Table Type of CDs Owned by 6- to 11-Year-Old Girls by Age Group
        • Table Ownership of Cameras by 6- to 11-Year-Olds by Gender and Age Group
      • Playing Video Games
        • Table Attitudes toward Video Games of 6- to 11-Year-Olds by Gender and Age Group
        • Table Purchase of Video Games by 6- to 11-Year-Olds by Gender and Age Group
        • Table Video Game Brands Owned or Played by 6- to 11-Year-Olds by Gender and Age Group
        • Table Type of Video Games Played by 6- to 11-Year-Old Boys by Age Group
        • Table Type of Video Games Played by 6- to 11-Year-Old Girls by Age Group
      • Toys and Games
        • Table Toys Owned/Used by 6- to11-Year-Old Boys by Age Group
        • Table Toys Owned/Used by 6- to 11-Year-Old Girls by Age Group
        • Table Use of Board Games by 6- to 11-Year-Olds by Gender and Age Group
        • Table Percent of 6- to 11-Year-Old Girls Owning Dolls by Single Year of Age
        • Table Percent of 6- to 11-Year-Old Boys Owning Action Figures by Single Year of Age
        • Table Kind of Dolls Owned by 6- to 11-Year-Old Girls by Age Group
      • Reading Books
        • Table Percent of 6- to 11-Year-Olds Reading Books by Gender and Age Group
        • Table Type of Books 6- to 11-Year-Old Boys Read Most Often by Age Group
        • Table Type of Books 6- to 11-Year-Old Girls Read Most Often by Age Group
        • Table Percent of 6- to 11-Year-Olds Reading Comic Books by Gender and Age Group
      • Going Out
        • Table Movie Attendance of 6- to 11-Year-Olds by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds Who See Movies Right After They Open by Gender and Age Group
        • Table Reasons 6- to 11-Year-Olds See a Movie by Gender and Age Group
        • Table Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by Gender and Age Group
        • Table Reasons 6- to 11-Year-Olds Pick a Fast Food Restaurant by Gender and Age Group
        • Table Favorite Fast Food Restaurants of 6- to 11-Year-Olds by Gender
        • Table Attendance at Family-Style Restaurants by 6- to 11-Year-Olds by Gender and Age Group
        • Table Favorite Family Restaurants of 6- to11-Year-Olds by Gender
    • Kids and Tweens and the Media
      • Use of Print Media
        • Table Readership of Sunday Newspapers by 6- to 11-Year-Olds by Gender and Age Group
        • Table Magazines Popular with 6- to 11-Year-Old Boys by Age Group
        • Table Magazines Popular with 6- to 11-Year-Old Girls by Age Group
      • Television
        • Table Percent of 6- to 11-Year-Old Boys and Girls Who "Love Watching Television" by Age Group
        • Table Percent of 6- to 11-Year-Old Boys and Girls Who Agree "TV Is More Fun with Friends"
        • Table Attitudes toward Television of 6- to 11-Year-Olds by Gender and Age Group
        • Table Number of Hours Spent Watching Television by 6- to 11-Year-Olds by Gender and Age Group
        • Table Broadcast Network Net Audience of 6- to 11-Year-Olds by Gender and Age Group
        • Table Cable TV Services Watched in Last Week by 6- to 11-Year-Old Boys by Age Group
        • Table Cable TV Services Watched in Last Week by 6- to 11-Year-Old Girls by Age Group
        • Table TV Show Types Frequently Viewed by 6- to 11 Year-Old Boys by Age Group
        • Table TV Show Types Frequently Viewed by 6- to 11-Year-Old Girls by Age Group
        • Table Use of VCRs by 6- to 11-Year-Olds by Gender and Age Group
        • Table Impact of Advertising on 6- to 11-Year-Olds by Gender and Age Group
      • Radio
        • Table Daily Radio Listening by 6- to 11-Year-Olds by Gender and Age Group
        • Table Radio Formats Most Listened to by 6- to 11-Year-Old Boys by Age Group
        • Table Radio Formats Most Listened to by 6- to 11-Year-Old Girls by Age Group
      • Digital Media
        • Table Websites Visited Most Frequently by 6- to 11-Year-Olds in Last 30 Days
  • How Kids and Tweens Spend Money
    • Financial Profile of Kids and Tweens
      • Family Finances
        • Table Average Household Income in 2006, All Households vs. Families with Children
        • Table Household Income of Households with 6- to 11-Year-Olds
      • Kids and Money
        • Table Attitudes toward Money of 6- to 11-Year-Olds by Gender and Age Group
        • Table Sources of Income of 6- to 11-Year-Olds by Gender and Age Group
        • Table Household Chores Performed Most Often by 6- to 11-Year-Olds by Gender and Age Group
        • Table Sources of Income of 6- to 11-Year-Olds by Level of Household Income
        • Table Household Chores Performed Most Often by 6- to 11-Year-Olds by Level of Household Income
        • Table Income Levels of 6- to 11-Year-Olds by Gender and Age Group
        • Table Income Levels of 6- to 11-Year-Olds by Level of Household Income
    • Spending Patterns of Kids and Tweens
      • How Kids and Tweens Spend Money
        • Table Frequency of Grocery Shopping by 6- to 11-Year-Olds by Gender and Age Group
        • Table Favorite Stores of 6- to 11-Year-Old Boys by Age Group
        • Table Favorite Stores of 6- to 11-Year-Old Girls by Age Group
        • Table How 6- to 11-Year-Old Boys Spend Allowances/Earnings/Other Money Received by Age Group
        • Table How 6- to 11-Year-Old Girls Spend Allowances/Earnings/Other Money Received by Age Group
        • Table Who Buys Toys for 6- to 11-Year-Olds by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds Who "Get What They Want Most/Some of the Time" by Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds Who "Get What They Want Most or Some of the Time" by Product Category and Gender and Age Group
        • Table Percent of 6- to 11-Year-Olds Who "Get What They Want Most/Some of the Time" by Purchase Category
        • Table Impact of 6- to 11-Year-Olds on Family Vacation Decisions by Gender and Age Group
        • Table Charitable Contributions by 6- to 11-Year-Olds by Gender and Age Group
      • Kids and Fashion
        • Table Attitudes toward Fashion of 6- to 11-Year-Olds by Gender and Age Group
        • Table Jean Brands Owned by 6- to 11-Year-Old Boys by Age Group
        • Table Jeans Brands Owned by 6- to 11-Year-Old Girls by Age Group
        • Table Jeans Brands 6- to 11-Year-Old Girls Would Like to Own by Age Group
        • Table Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Own by Age Group
        • Table Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Would Like to Own by Age Group
        • Table Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Own by Age Group
        • Table Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Would Like to Own by Age Group
  • Emerging Consumer Trends
    • Getting Ready for the Multicultural Majority in the Kids and Tweens Market
      • Population Growth Trends
        • Table Percent of Multicultural and Non-Hispanic White 3- to 11-Year-Olds, 2006, 2010 and 2015
        • Table Growth of the Population of Kids under the Age of 15, Hispanics vs. Other Population Groups, 2010 vs. 2015 (in thousands)
        • Table Growth of the Population of Kids under the Age of 15, Multicultural Segment as Percent of Total Growth, 2010-2015 (in thousands)
      • How Multicultural Kids Spend Money
        • Table Household Income of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Attitudes toward Money of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Financial Profile of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Expenditures by 6- to 11-Year-Olds by Race and Hispanic Origin and Expenditure Category
        • Table Favorite Stores of 6- to11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Percent of 6- to 11-Year-Olds Who Say They Keep Up with the Latest Fashions by Race and Hispanic Origin
        • Table Jean Brands Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Sneaker/Athletic Shoe Brands Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
      • Media Usage
        • Table Attitudes toward Television of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Time Spent Viewing Television by 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Broadcast Network Net Audience of 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Cable TV Outlets Watched in Past Week by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Radio Listening of 6- to 11-Year-Olds by Race and Hispanic Origin
      • Leisure and Entertainment Choices
        • Table Sports Played in Last Year by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Selected Hobbies and Leisure Activities of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Use of Computers and the Internet by 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table TV and Audio Equipment Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Percent of 6- to 11-Year-Olds Who Say They Know the Top 10
        • Table Type of CDs Owned by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
      • Playing Video Games
        • Table Attitudes toward Video Games of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Use of Video Games by 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Type of Video Games Played by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
      • Toys and Games
        • Table Toys Owned/Used by 6- to 11-Year-Olds, Multicultural vs. Non-Hispanic White
        • Table Dolls Owned by 6- to 11-Year-Olds by Race and Hispanic Origin
      • Going Out
        • Table Movie Attendance of 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by Race and Hispanic Origin
        • Table Attendance at Family-Style Restaurants by 6- to 11-Year-Olds by Race and Hispanic Origin
    • Kids and Tweens Going Green
      • Eco-Friendly Trends in the Kids Market
        • Table Attitudes toward the Environment of 6- to 11-Year-Olds by Gender and Age Group
        • Table Demographic Profile of 6- to 11-Year-Olds Who Try to Make Parents Buy Green Products
        • Table Demographic Profile of Parents of 3- to 11-Year-Olds Buying Recycled Paper Products
      • Healthy Eating
        • Table Attitudes of Parents of 3- to 11-Year-Olds toward Healthy Eating by Demographic Characteristic
  • Addresses of Selected Kids and Tweens Market Resources

Abstract

This completely new Packaged Facts report provides a comprehensive look at the 36 million young consumers in the 3- to 11-year-old age group. Today’s kids and tweens are on the cutting edge of the digital generation. They move seamlessly from sitting in front of Saturday morning TV to watching video on their PCs and downloading music on their mobile phones. They shift effortlessly from playing with traditional toys and dolls in the physical world to creating avatars they can use to live and play in virtual worlds. Using data from the Simmons Kids National Consumer Survey, the report contains practical guidance to marketers tasked with developing responsible and profitable strategies to connect with kids who are faced with intensifying competition for their attention from an increasingly wide range of media.

The report begins with a chapter identifying trends driving the kids and tweens market and highlighting opportunities for marketers. The report continues with a market overview that includes a profile of the kids population and an assessment of the size and growth of the market.

The next section of the report includes chapters on how kids and tweens spend their leisure time. One chapter on the social world of kids and tweens analyzes their relationships with family and friends, while another chapter shows how kids use computers and the Internet. The next chapter provides a detailed view of the leisure and entertainment choices of kids and tweens, including consumer electronics, toys and games and going out to the movies and to restaurants. Another chapter discusses the media usage habits of kids and includes an in-depth assessment of magazine readership, television viewing, radio listening and new media usage.

The next section of the report includes chapters on where kids get their money and how they spend it. It includes a detailed analysis of the sources of kids’ income and an in-depth look where kids shop and what they buy.

The final section of the report highlights emerging trends in the kids and tweens market. One chapter evaluates the market impact of the growing influence of multicultural kids, who are expected to make up 46% of the population of 3- to 11-year-olds in 2015. Another chapter assesses the significance of the growing interest of parents and kids in going green by turning to eco-friendly products and healthy foods.

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