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

 
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Published Aug 1, 2008 | 230 Pages | Pub ID: LA1486842

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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