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市場調查報告書
美國兒童及青少年市場：第9版
The Kids and Tweens Market in the U.S., 9th Edition
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美國兒童及青少年市場：第9版 是由出版商Packaged Facts在2008年08月所出版的。
這份英文市場調查報告書包含230 pages 價格從美金3850起跳。
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.
Table of Contents
Chapter 1 Executive Summary
- Introduction
- Background
- Overview of Report
- Scope and Methodology
Scope of Report
Trends and Opportunities
- Digital Media Transform Kids Market
- Some See Beginning of the End for Kids TV
- Virtual Worlds Attract More Kids
- Marketers Capitalize on Virtual Worlds
- Major Marketers Start to Self-Regulate Advertising to Kids
- Cause-Related Marketing Appeals to Philanthropic Impulses of Kids
- Marketers Acknowledge Ongoing Changes in Relationship between Kids and
Parents
- Nostalgia Fuels Revival of Older Brands in Kids Market
- Kids Create Growth Opportunities for Consumer Electronics Industry
- Cellphones Projected to Take Off in Kids Market
- Parental Demands for Healthy Foods and Eco-Friendly Products Generate
Opportunities
Market Overview
- Kids and Tweens Population Holds at 36 Million
- Kids Population Expected to Be 4% Larger in 2012
- Kids' Income Tops $19 Billion
- Family Spending on Kids Serves as Another Market Metric
The Social World of Kids and Tweens
- Most Kids Live with Two Parents
- More Kids Have Stay-at-Home Parent
- Number of Latchkey Kids Declines
- Most 3- and 4-Year-Olds Are in School
- Girls More Likely to Want to Work Hard in School
- Friends Matter
- Most Kids Are Altruistic
- Tween Girls More Likely to Stay in Touch Online
- Cellphone Use More Common among Kids
Technology in the Life of Kids and Tweens
- Most Kids Are Computer-Savvy
- More than One in Five Tweens Has Computer in Room
- Heavy Internet Users Remain Scarce among Kids
- Tweens Use Internet to Play Online Games, Stay in Touch with Friends and
Listen to Music
Leisure and Entertainment Choices of Kids and Tweens
- Sports Important to Both Boys and Girls
- Many Kids Active in Organized Groups
- Tween Girls Most Likely to Own Consumer Electronics
- Many Kids Pass Time Watching Videos
- Tweens Mimic Music Preferences of Older Counterparts
- Playing Games Most Popular Activity on Consumer Electronic Devices
- Boys More Likely to Depend on Video Games for Entertainment
- Many Boys Cautious about Buying New Games
- Kids Still Want Old-Fashioned Toys
- Boys Lose Interest in Action Figures, Girls Stay Involved with Dolls
- Books Remain Popular
- TV Commercials Drive Kids' Movie Choices
- Fast Food Continues to Attract Kids
Kids and Tweens and the Media
- Tween Girls Top Magazine Readers
- Younger Kids More Likely to Love TV
- TV Time Peaks on Saturday
- Cartoons Get Nod from Kids
- Most Kids Know How to Use VCRs
- TV Ads Have More Impact on Boys than on Girls
- Kids Devote Less Time to Radio than TV
- Kids TV Continues to Migrate to the Internet
- Many Kids Watch Online Video
- Mobile Media Begin to Attract Tweens
Financial Profile of Kids and Tweens
- Families with Children Have Above-Average Household Income
- One in Four Kids Lives in Household with Income of $100,000 or More
- Tweens Start to Earn Money from Outside Jobs
- Doing Chores Important Role for Kids
- Tweens Generate More Income
Spending Patterns of Kids and Tweens
- Toys Top Buying Choice for Most Kids
- Moms Most Likely to Be the Ones Who Buy Toys for Kids
- Study Shows Mothers Spend Most on Clothes and Entertainment
- Tween Girls More Likely to Get What They Want from Parents
- Kids Have Major Impact on Family Vacation Choices
- Many Kids Make Online Purchases
- Most Kids Devote Money to Charitable Causes
- Fashion Piques Interest of Tween Girls
- Levis and Old Navy Most Popular Brands of Jeans
Getting Ready for the Multicultural Majority in the Kids and Tweens Market
- Multicultural Kids Population Will Continue to Grow Rapidly
- Hispanics Will Drive Kids Population Growth through 2015
- Multicultural Kids More Likely to Live in Lower-Income Households
- Multicultural Kids More Likely to Buy Clothes
- Multicultural Kids Stay Closer to Fashion Trends
- Multicultural Kids Pick Different Brands of Jeans and Sneakers
- African American Kids More Drawn to TV
- Non-Hispanic White Kids Less Likely to Watch a Lot of TV
- Radio More Important to Multicultural Kids
- Soccer and Basketball More Popular
- Nearly All Kids Read Books
- Hispanic Kids Lag in Computer and Internet Use
- Multicultural Kids Prefer Hip-Hop and R&B
- Black Kids Most Likely to Go to Movies Often
Kids and Tweens Going Green
- Today' s Kids Environmentally Conscious
- Younger Kids More Likely to Nag Parents to Buy Green Products
- Parents Buying Recycled Products Are More Affluent
- Eco-Friendly Products and Green Marketing Initiatives Gain in Kids Market
- Toymakers in Tune with Eco Awareness
- Eco-Friendly Fashions Gain in Popularity
- Growth in Child Obesity May Have Hit Plateau
- Companies Promote Healthy Eating for Kids
Section 1 Overview
Chapter 2 Trends and Opportunities
Strategic Trends
- Digital Media Transform Kids Market
- Some See Beginning of the End for Kids TV
- Virtual Worlds Attract More Kids
- Marketers Capitalize on Virtual Worlds
- Major Marketers Start to Self-Regulate Advertising to Kids
- Study Indicates Creative Marketing Can Foster Healthy Eating
- Moms Want Promotions Targeted at Them Rather than Kids
- Cause-Related Marketing Appeals to Philanthropic Impulses of Kids
- Marketers Acknowledge Ongoing Changes in Relationship between Kids and
Parents
- Nostalgia Fuels Revival of Older Brands in Kids Market
- Travel Industry Courts Kids and Their Families
- Customization Key to Reaching Digital Generation
- Kids Market Not Monolithic
Market Opportunities
- Kids Create Growth Opportunities for Consumer Electronics Industry
- Table 2-1: Selected Opportunities Related to Ownership of Consumer
Electronics by 6- to11-Year-Olds by Age Group
- Cellphones Projected to Take Off in Kids Market
- Traditional Media Still Important for Advertisers
- Table 2-2: Selected Opportunities Related to Media Usage by 6- to
11-Year-Olds by Gender and Age Group
- Parental Demands for Healthy Foods and Eco-Friendly Products Generate
Opportunities
- Untapped Potential in Kids' Entertainment Choices
- Table 2-3: Selected Opportunities Related to Entertainment Choices of 6-
to 11-Year-Olds
- Opportunities Abound in Marketing to Kids Who "Get What They Want"
- Table 2-4: Selected Opportunities Related to 6- to 11-Year-Olds Who "Get
What They Want Most/Some of the Time"
- Nearly 3 Million Kids Aspire to Buy Jeans at Gap, While 3.4 Million Want
Nike Sneakers
- Table 2-5: Jeans and Sneakers Brands 6- to 11-Year-Old Boys Would Like to
Own
- Table 2-6: Jeans and Sneakers Brands 6- to 11-Year-Old Girls Would Like to
Own
- Kids Continue to Create Wide Range of Opportunities
- Table 2-7: Selected Opportunities Related to Leisure Activities of 6- to
11-Year-Old Boys
- Table 2-8: Selected Opportunities Related to Leisure Activities of 6- to
11-Year-Old Girls
- Table 2-9: Selected Opportunities Related to Toy Ownership by 6- to
11-Year-Old Boys
- Table 2-10: Selected Opportunities Related to Toy Ownership by 6- to
11-Year-Old Girls
- Table 2-11: Selected Opportunities Related to Ownership of Dolls by 6- to
11-Year-Old Girls by Brand of Doll
Chapter 3 Market Overview
Profile of the Kids Population
- Kids and Tweens Population Holds at 36 Million
- Table 3-1: Size of Kids Population by Single Year of Age, 2006
- Kids Will Remain Stable Part of Population
- Table 3-2: 0- to 14-Year-Olds as Percent of Total U.S. Population,
1950-2006
- Table 3-3: Selected Age Groups as Percent of Total Population, 2006, 2010
and 2015
- Kids Population Expected to Be 4% Larger in 2012
- Table 3-4: Projected Growth in the Kids Population by Age Group, 2007 vs.
2012
- Pacific Region Has Most Kids
- Table 3-5: Place of Residence of Households with 6- to 11-Year-Olds
- More Boys than Girls in Kids Population
- Table 3-6: Percent of Males and Females by Selected Age Groups, 2006
- Kids Are Disproportionately Multicultural
- Table 3-7: Population of 3- to 11-Year-Olds by Race and Hispanic Origin,
2006
- Table 3-8: Non-Hispanic Whites and Multicultural Population Groups as
Percent of U.S. Population by Age Group, 2006
- Table 3-9: Race and Hispanic Origin of 3- to 11-Year-Olds by Age Group,
2006
Aggregate Income of Kids and Tweens
- Kids Have Multiple Income Sources
- Kids' Income Tops $19 Billion
- Table 3-10: Aggregate Income of 3- to 11-Year-Olds by Age Group, 2007
- Table 3-11: Projected Growth in Buying Power of 3- to 11-Year-Olds,
2007-2012
- Table 3-12: Projected Growth in Buying Power of 3- to 5-Year-Olds,
2007-2012
- Table 3-13: Projected Growth in Buying Power of 6- to 8-Year-Olds,
2007-2012
- Table 3-14: Projected Growth in Buying Power of 9- to 11-Year-Olds,
2007-2012
- Table 3-15: Growth in Aggregate Income of 3- to 11-Year-Olds by Age Group,
2007-2012
Family Expenditures on Kids and Tweens
- Family Spending on Kids Serves as Another Market Metric
- Parents Spend $123 Billion on Food, Clothing and Other Important Consumer
Items
- Table 3-16: 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
- Table 3-17: Aggregate Annual Family Expenditures on Food, Clothing,
Personal-Care Items, Entertainment and Reading Materials for 3- to
11-Year-Olds by Age Group, 2007
- Parents Spend $65 Billion on Food for Kids
- Table 3-18: Aggregate Annual Family Expenditures on Food for 3- to
11-Year-Olds by Age Group, 2007
- Kids Clothing Costs Parents $16 Billion
- Table 3-19: Aggregate Annual Family Expenditures on Clothing for 3- to
11-Year-Olds by Age Group, 2007
- Personal-Care, Entertainment and Reading Materials Generate $42 Billion in
Parental Spending
- Table 3-20: Aggregate Annual Family Expenditures on Personal-Care Items,
Entertainment and Reading Materials for 3- to 11-Year-Olds by Age Group, 2007
- Expenditures Will Total $138 Billion in 2012
- Table 3-21: Projected Growth in Family Expenditures on 3- to 11-Year-Olds
for Selected Consumer Products, 2007-2012
- Table 3-22: Projected Growth in Family Expenditures on 3- to 5-Year-Olds
for Selected Consumer Products, 2007-2012
- Table 3-23: Projected Growth in Family Expenditures on 6- to 8-Year-Olds
for Selected Consumer Products, 2007-2012
- Table 3-24: Projected Growth in Family Expenditures on 9- to 11-Year-Olds
for Selected Consumer Products, 2007-2012
Section 2 How Kids and Tweens Spend Time
Chapter 4 The Social World of Kids and Tweens
Family Environment
- Most Kids Live with Two Parents
- Figure 4-1: Percent of Children under 18 Living with Both Parents,
Selected Years 1970-2006
- Table 4-1: Key Characteristics of Family Environment of 3- to
11-Year-Olds, 2006
- Table 4-2: Living Arrangements of 3- to 11-Year-Olds by Race and Hispanic
Origin, 2006
- Only Children Are Rare
- Table 4-3: Number of Children in Households with 6- to 11-Year-Olds
- More Kids Have Stay-at-Home Parent
- Table 4-4: Children under 15 in Married-Couple Families with Stay-at-Home
Parents, 1994-2006
- Number of Latchkey Kids Declines
- Figure 4-2: Percent of 9- to 11-Year-Olds in Self-Care after School,
1995-2005
Kids and Tweens at School
- School Enrollment Patterns Analyzed
- Table 4-5: Grade of Enrollment of 3- to 11-Year-Olds by Single Year of
Age, October 2006
- Most 3- and 4-Year-Olds Are in School
- Figure 4-3: Percent of 3- and 4-Year-Olds Enrolled in School, 1965-2006
- Girls Want to Work Hard in School
- Table 4-6: Attitudes toward School of 6- to 11-Year-Olds by Gender and Age
Group
Kids and Tweens and Their Friends
- Friends Matter
- Table 4-7: Attitudes toward Friends of 6- to 11-Year-Olds by Gender and
Age Group
- Most Kids Are Altruistic
- Table 4-8: Attitudes toward Helping Others of 6- to 11-Year-Olds by Gender
and Age Group
- Tween Girls More Likely to Stay in Touch Online
- Table 4-9: Socializing on the Internet by 6- to 11-Year-Olds by Gender and
Age Group
- Chapter 4 The Social World of Kids and Tweens [Cont.]
- Use of Instant Messaging Jumps at Age 10
- Figure 4-4: Percent of 6- to 11-Year-Olds Who Instant Message by Single
Year of Age
- Cellphone Use More Common among Kids
- Kids Use Cellphones to Stay in Touch with Friends
Chapter 5 Technology in the Life of Kids and Tweens
Use of Computers
- Most Kids Are Computer-Savvy
- Table 5-1: Use of Computers by 6- to 11-Year-Olds by Gender and Age Group
- More than One in Five Tweens Has Computer in Room
- Figure 5-1: Percent of 6- to 11-Year-Olds with Computer in Room by Gender
and Age Group
- Access to Computers Tied to Affluence
- Figure 5-2: Percent of 6- to 11-Year-Olds with Computer in Room by
Household Income
Kids and the Internet
- Heavy Internet Users Remain Scarce among Kids
- Table 5-2: Where 6- to 11-Year-Olds Use the Internet by Gender and Age
Group
- Table 5-3: Amount of Time Spent on Internet by 6- to 11-Year-Olds in Past
Week by Gender and Age Group
- Tweens Use Internet to Play Online Games, Stay in Touch with Friends and
Listen to Music
- Figure 5-3: Favorite Online Activities of 6- to 11-Year-Olds
- Table 5-4: Online Activities of 6- to 11-Year-Olds by Gender and Age Group
- Visiting Websites Key Online Activity for Older Kids
- Figure 5-4: Percent of 6- to 11-Year-Olds Visiting Favorite Websites When
Online by Gender and Age Group
- Most Popular Websites Listed
- Table 5-5: Websites Used in Last Month by 6- to11-Year-Old Boys by Age
Group
- Table 5-6: Websites Used in Last Month by 6- to11-Year-Old Girls by Age
Group
Chapter 6 Leisure and Entertainment Choices of Kids and Tweens
Overview of Sports and Hobbies
- Painting and Drawing Most Popular Pastimes for Kids
- Table 6-1: Hobbies and Activities of 6- to 11-Year-Old Boys by Age Group
- Table 6-2: Hobbies and Activities of 6- to 11-Year-Old Girls by Age Group
- Boys Collect Cards
- Figure 6-1: Percent of 6- to 11-Year-Olds Collecting Cards by Gender and
Age Group
- Table 6-3: Type of Cards Collected by 6- to11-Year-Old Boys by Age Group
- Sports Important to Both Boys and Girls
- Table 6-4: Sports Played in Last Year by 6- to11-Year-Old Boys by Age Group
- Table 6-5: Sports Played in Last Year by 6- to11-Year-Old Girls by Age
Group
- Many Kids Active in Organized Groups
- Table 6-6: Memberships of 6- to 11-Year-Olds by Gender and Age Group
- Summer Camp a Popular Activity
- Table 6-7: Attendance at Summer Camp by 6- to 11-Year-Olds by Gender and
Age Group
Kids and Tweens and Consumer Electronics
- Tween Girls Most Likely to Own Consumer Electronics
- Table 6-8: Ownership of Electronics Equipment by 6- to 11-Year-Old Boys by
Age Group
- Table 6-9: Ownership of Electronics Equipment by 6- to 11-Year-Old Girls
by Age Group
- Figure 6-2: Percent of 9- to 11-Year-Olds Owning an MP3 Player by Gender
and Age Group
- Many Kids Pass Time Watching Videos
- Table 6-10: Use of VCRs to View Rented or Borrowed Videotapes by 6- to
11-Year-Olds by Gender and Age Group
- Tween Girls Most Likely to Know the Top Ten Hits
- Table 6-11: Attitudes toward Music of 6- to 11-Year-Olds by Gender and Age
Group
- Discount Stores Most Popular Source of CDs
- Table 6-12: Purchase of CDs and Cassette Tapes by 6- to 11-Year-Olds by
Gender and Age Group
- Tweens Mimic Music Preferences of Older Counterparts
- Table 6-13: Type of CDs Owned by 6- to 11-Year-Old Boys by Age Group
- Table 6-14: Type of CDs Owned by 6- to 11-Year-Old Girls by Age Group
- Most Tween Girls Own a Camera
- Table 6-15: Ownership of Cameras by 6- to 11-Year-Olds by Gender and Age
Group
Playing Video Games
- Playing Games Most Popular Activity on Consumer Electronic Devices
- Boys More Likely to Depend on Video Games for Entertainment
- Table 6-16: Attitudes toward Video Games of 6- to 11-Year-Olds by Gender
and Age Group
- Many Boys Cautious about Buying New Games
- Table 6-17: Purchase of Video Games by 6- to 11-Year-Olds by Gender and
Age Group
- Playstation Gets Nod from Older Boys
- Table 6-18: Video Game Brands Owned or Played by 6- to 11-Year-Olds by
Gender and Age Group
- Action/Adventure Most Popular Game Category
- Table 6-19: Type of Video Games Played by 6- to 11-Year-Old Boys by Age
Group
- Table 6-20: Type of Video Games Played by 6- to 11-Year-Old Girls by Age
Group
Toys and Games
- Kids Still Want Old-Fashioned Toys
- Table 6-21: Toys Owned/Used by 6- to 11-Year-Old Boys by Age Group
- Table 6-22: Toys Owned/Used by 6- to 11-Year-Old Girls by Age Group
- Table 6-23: Use of Board Games by 6- to 11-Year-Olds by Gender and Age
Group
- Boys Lose Interest in Action Figures, Girls Stay Involved with Dolls
- Figure 6-3: Percent of 6- to 11-Year-Old Girls Owning Dolls by Single Year
of Age
- Figure 6-4: Percent of 6- to 11-Year-Old Boys Owning Action Figures by
Single Year of Age
- Barbie and Bratz Dolls Lead the Pack
- Table 6-24: Kind of Dolls Owned by 6- to 11-Year-Old Girls by Age Group
Reading Books
- Books Remain Popular
- Figure 6-5: Percent of 6- to 11-Year-Olds Reading Books by Gender and Age
Group
- Adventure Books at the Top of Kids' Reading List
- Table 6-25: Type of Books 6- to 11-Year-Old Boys Read Most Often by Age
Group
- Table 6-26: Type of Books 6- to 11-Year-Old Girls Read Most Often by Age
Group
- Comic Books Remain Popular
- Figure 6-6: Percent of 6- to 11-Year-Olds Reading Comic Books by Gender
and Age Group
Going Out
- Movies Nearly Universally Popular
- Table 6-27: Movie Attendance of 6- to 11-Year-Olds by Gender and Age Group
- Many Kids Like to See Movies Right After They Open
- Figure 6-7: Percent of 6- to 11-Year-Olds Who See Movies Right After They
Open by Gender and Age Group
- TV Commercials Drive Kids' Movie Choices
- Table 6-28: Reasons 6- to 11-Year-Olds See a Movie by Gender and Age Group
- Fast Food Continues to Attract Kids
- Table 6-29: Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by
Gender and Age Group
- Table 6-30: Reasons 6- to 11-Year-Olds Pick a Fast Food Restaurant by
Gender and Age Group
- McDonald' s Outstrips Competitors
- Table 6-31: Favorite Fast Food Restaurants of 6- to 11-Year-Olds by Gender
- Family-Style Restaurants Also Popular
- Table 6-32: Attendance at Family-Style Restaurants by 6- to 11-Year-Olds
by Gender and Age Group
- Chuck E. Cheese' s Most Popular Family-Style Restaurant
- Table 6-33: Favorite Family Restaurants of 6- to11-Year-Olds by Gender
Chapter 7 Kids and Tweens and the Media
Use of Print Media
- Most Kids Read Sunday Comics
- Table 7-1: Readership of Sunday Newspapers by 6- to 11-Year-Olds by Gender
and Age Group
- Tween Girls Top Magazine Readers
- Table 7-2: Magazines Popular with 6- to 11-Year-Old Boys by Age Group
- Table 7-3: Magazines Popular with 6- to 11-Year-Old Girls by Age Group
Television
- Younger Kids More Likely to Love TV
- Figure 7-1: Percent of 6- to 11-Year-Old Boys and Girls Who "Love Watching
Television" by Age Group
- Watching TV a Social Occasion for Many Kids
- Figure 7-2: Percent of 6- to 11-Year-Old Boys and Girls Who Agree "TV Is
More Fun with Friends"
- Many Kids Want More from Television
- Table 7-4: Attitudes toward Television of 6- to 11-Year-Olds by Gender and
Age Group
- TV Time Peaks on Saturday
- Table 7-5: Number of Hours Spent Watching Television by 6- to 11-Year-Olds
by Gender and Age Group
- ABC Most Popular Broadcast Network
- Table 7-6: Broadcast Network Net Audience of 6- to 11-Year-Olds by Gender
and Age Group
- Disney Channel and Nickelodeon Top Cable TV Choices for Kids
- Table 7-7: Cable TV Services Watched in Last Week by 6- to 11-Year-Old
Boys by Age Group
- Table 7-8: Cable TV Services Watched in Last Week by 6- to 11-Year-Old
Girls by Age Group
- Cartoons Get Nod from Kids
- Table 7-9: TV Show Types Frequently Viewed by 6- to 11 Year-Old Boys by
Age Group
- Table 7-10: TV Show Types Frequently Viewed by 6- to 11-Year-Old Girls by
Age Group
- Most Kids Know How to Use VCRs
- Table 7-11: Use of VCRs by 6- to 11-Year-Olds by Gender and Age Group
- TV Ads Have More Impact on Boys than on Girls
- Table 7-12: Impact of Advertising on 6- to 11-Year-Olds by Gender and Age
Group
Radio
- Kids Devote Less Time to Radio than TV
- Table 7-13: Daily Radio Listening by 6- to 11-Year-Olds by Gender and Age
Group
- Kids Most Likely to Listen to Contemporary Hit Radio
- Table 7-14: Radio Formats Most Listened to by 6- to 11-Year-Old Boys by
Age Group
- Table 7-15: Radio Formats Most Listened to by 6- to 11-Year-Old Girls by
Age Group
Digital Media
- Kids TV Continues to Migrate to the Internet
- Table 7-16: Websites Visited Most Frequently by 6- to 11-Year-Olds in Last
30 Days
- Many Kids Watch Online Video
- Mobile Media Begin to Attract Tweens
Section 3 How Kids and Tweens Spend Money
Chapter 8 Financial Profile of Kids and Tweens
Family Finances
- Families with Children Have Above-Average Household Income
- Figure 8-1: Average Household Income in 2006, All Households vs. Families
with Children
- One in Four Kids Lives in Household with Income of $100,000 or More
- Table 8-1: Household Income of Households with 6- to 11-Year-Olds
Kids and Money
- Savers Outnumber Spenders
- Table 8-2: Attitudes toward Money of 6- to 11-Year-Olds by Gender and Age
Group
- Tweens Start to Earn Money from Outside Jobs
- Table 8-3: Sources of Income of 6- to 11-Year-Olds by Gender and Age Group
- Doing Chores Important Role for Kids
- Table 8-4: Household Chores Performed Most Often by 6- to 11-Year-Olds by
Gender and Age Group
- Affluent Kids Do More around the House
- Table 8-5: Sources of Income of 6- to 11-Year-Olds by Level of Household
Income
- Table 8-6: Household Chores Performed Most Often by 6- to 11-Year-Olds by
Level of Household Income
- Tweens Generate More Income
- Table 8-7: Income Levels of 6- to 11-Year-Olds by Gender and Age Group
- Table 8-8: Income Levels of 6- to 11-Year-Olds by Level of Household Income
Chapter 9 Spending Patterns of Kids and Tweens
How Kids and Tweens Spend Money
- Tween Girls Shop for Groceries
- Table 9-1: Frequency of Grocery Shopping by 6- to 11-Year-Olds by Gender
and Age Group
- Gender Differences Seen in Kids' Shopping Preferences
- Table 9-2: Favorite Stores of 6- to 11-Year-Old Boys by Age Group
- Table 9-3: Favorite Stores of 6- to 11-Year-Old Girls by Age Group
- Toys Top Buying Choice for Most Kids
- Table 9-4: How 6- to 11-Year-Old Boys Spend Allowances/Earnings/Other
Money Received by Age Group
- Table 9-5: How 6- to 11-Year-Old Girls Spend Allowances/Earnings/Other
Money Received by Age Group
- Moms Most Likely to Be the Ones Who Buy Toys for Kids
- Table 9-6: Who Buys Toys for 6- to 11-Year-Olds by Gender and Age Group
- Study Shows Mothers Spend Most on Clothes and Entertainment
- Tween Girls More Likely to Get What They Want from Parents
- Figure 9-1: Percent of 6- to 11-Year-Olds Who "Get What They Want
Most/Some of the Time" by Gender and Age Group
- Table 9-7: 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
- Figure 9-2: Percent of 6- to 11-Year-Olds Who "Get What They Want
Most/Some of the Time" by Purchase Category
- Kids Have Major Impact on Family Vacation Choices
- Table 9-8: Impact of 6- to 11-Year-Olds on Family Vacation Decisions by
Gender and Age Group
- Most Families Book Travel Online
- Many Kids Make Online Purchases
- Most Kids Devote Money to Charitable Causes
- Table 9-9: Charitable Contributions by 6- to 11-Year-Olds by Gender and
Age Group
Kids and Fashion
- Fashion Piques Interest of Tween Girls
- Table 9-10: Attitudes toward Fashion of 6- to 11-Year-Olds by Gender and
Age Group
- Levis and Old Navy Most Popular Brands of Jeans
- Table 9-11: Jean Brands Owned by 6- to 11-Year-Old Boys by Age Group
- Table 9-12: Jeans Brands Owned by 6- to 11-Year-Old Girls by Age Group
- Girls Would Rather Own Jeans from Gap
- Table 9-13: Jeans Brands 6- to 11-Year-Old Girls Would Like to Own by Age
Group
- Nike and Skechers Top Choice of Sneaker Brands
- Table 9-14: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Own by Age
Group
- Table 9-15: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Boys Would Like
to Own by Age Group
- Table 9-16: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Own by
Age Group
- Table 9-17: Sneaker/Athletic Shoe Brands 6- to 11-Year-Old Girls Would
Like to Own by Age Group
Section 4 Emerging Consumer Trends
Chapter 10 Getting Ready for the Multicultural Majority in the Kids and Tweens Market
Population Growth Trends
- Multicultural Kids Population Will Continue to Grow Rapidly
- Figure 10-1: Percent of Multicultural and Non-Hispanic White 3- to
11-Year-Olds, 2006, 2010 and 2015
- Hispanics Will Drive Kids Population Growth through 2015
- Table 10-1: Growth of the Population of Kids under the Age of 15,
Hispanics vs. Other Population Groups, 2010 vs. 2015
- Table 10-2: Growth of the Population of Kids under the Age of 15,
Multicultural Segment as Percent of Total Growth, 2010-2015
How Multicultural Kids Spend Money
- Multicultural Kids More Likely to Live in Lower-Income Households
- Table 10-3: Household Income of 6- to 11-Year-Olds by Race and Hispanic
Origin
- Hispanic Kids Less Likely to Spend without Thinking
- Table 10-4: Attitudes toward Money of 6- to 11-Year-Olds by Race and
Hispanic Origin
- Multicultural Kids Less Likely to Get Money for Chores
- Table 10-5: Financial Profile of 6- to 11-Year-Olds by Race and Hispanic
Origin
- Multicultural Kids More Likely to Buy Clothes
- Table 10-6: Expenditures by 6- to 11-Year-Olds by Race and Hispanic Origin
and Expenditure Category
- Choice of Stores Differs
- Table 10-7: Favorite Stores of 6- to11-Year-Olds, Multicultural vs
Non-Hispanic White
- Multicultural Kids Stay Closer to Fashion Trends
- Figure 10-2: Percent of 6- to 11-Year-Olds Who Say They Keep Up with the
Latest Fashions by Race and Hispanic Origin
- Multicultural Kids Pick Different Brands of Jeans and Sneakers
- Table 10-8: Jean Brands Owned by 6- to 11-Year-Olds, Multicultural vs.
Non-Hispanic White
- Table 10-9: Sneaker/Athletic Shoe Brands Owned by 6- to 11-Year-Olds,
Multicultural vs. Non-Hispanic White
Media Usage
- African American Kids More Drawn to TV
- Table 10-10: Attitudes toward Television of 6- to 11-Year-Olds by Race and
Hispanic Origin
- Non-Hispanic White Kids Less Likely to Watch a Lot of TV
- Table 10-11: Time Spent Viewing Television by 6- to 11-Year-Olds by Race
and Hispanic Origin
- ABC Leads among All Kids
- Table 10-12: Broadcast Network Net Audience of 6- to 11-Year-Olds,
Multicultural vs. Non-Hispanic White
- Many Cable TV Selections Similar
- Table 10-13: Cable TV Outlets Watched in Past Week by 6- to 11-Year-Olds,
Multicultural vs. Non-Hispanic White
- Radio More Important to Multicultural Kids
- Table 10-14: Radio Listening of 6- to 11-Year-Olds by Race and Hispanic
Origin
Leisure and Entertainment Choices
- Soccer and Basketball More Popular
- Table 10-15: Sports Played in Last Year by 6- to 11-Year-Olds,
Multicultural vs. Non-Hispanic White
- Nearly All Kids Read Books
- Table 10-16: Selected Hobbies and Leisure Activities of 6- to 11-Year-Olds
by Race and Hispanic Origin
- Hispanic Kids Lag in Computer and Internet Use
- Table 10-17: Use of Computers and the Internet by 6- to 11-Year-Olds by
Race and Hispanic Origin
- TVs and VCRs More Likely in Rooms of Multicultural Kids
- Table 10-18: TV and Audio Equipment Owned by 6- to 11-Year-Olds,
Multicultural vs. Non-Hispanic White
- Black Kids More Likely to Know the Top 10
- Figure 10-2: Percent of 6- to 11-Year-Olds Who Say They Know the Top 10
- Multicultural Kids Prefer Hip-Hop and R&B
- Table 10-19: Type of CDs Owned by 6- to 11-Year-Olds, Multicultural vs.
Non-Hispanic White
Playing Video Games
- African American Kids More Positive toward Video Games
- Table 10-20: Attitudes toward Video Games of 6- to 11-Year-Olds by Race
and Hispanic Origin
- Table 10-21: Use of Video Games by 6- to 11-Year-Olds by Race and Hispanic
Origin
- Action/Adventure Games Top Popularity List of All Kids
- Table 10-22: Type of Video Games Played by 6- to 11-Year-Olds,
Multicultural vs. Non-Hispanic White
Toys and Games
- Multicultural Kids Have Fewer Toys
- Table 10-23: Toys Owned/Used by 6- to 11-Year-Olds, Multicultural vs.
Non-Hispanic White
- Bratz Dolls More Popular among African Americans
- Table 10-24: Dolls Owned by 6- to 11-Year-Olds by Race and Hispanic Origin
Going Out
- Black Kids Most Likely to Go to Movies Often
- Table 10-25: Movie Attendance of 6- to 11-Year-Olds by Race and Hispanic
Origin
- All Kids Like Fast Food
- Table 10-26: Attendance at Fast Food Restaurants by 6- to 11-Year-Olds by
Race and Hispanic Origin
- Table 10-27: Attendance at Family-Style Restaurants by 6- to 11-Year-Olds
by Race and Hispanic Origin
Chapter 11 Kids and Tweens Going Green
Eco-Friendly Trends in the Kids Market
- Today' s Kids Environmentally Conscious
- Table 11-1: Attitudes toward the Environment of 6- to 11-Year-Olds by
Gender and Age Group
- Younger Kids More Likely to Nag Parents to Buy Green Products
- Table 11-2: Demographic Profile of 6- to 11-Year-Olds Who Try to Make
Parents Buy Green Products
- Parents Buying Recycled Products Are More Affluent
- Table 11-3: Demographic Profile of Parents of 3- to 11-Year-Olds Buying
Recycled Paper Products
- Eco-Friendly Products and Green Marketing Initiatives Gain in Kids Market
- Unilever Searches for Greenest School Kids
- Toymakers in Tune with Eco-Awareness
- Barbie Says It' s Eco-Friendly, but Not All Agree
- McDonald' s Aligns with Conservation International to Educate and Inspire
Kids
- Eco-Friendly Fashions Gain in Popularity
- Landscape Care Company Helps Kids Understand and Experience Nature
Healthy Eating
- Most Parents Look for Healthy Foods for Tweens
- Hispanic and Asian Parents Seek Out Organic and Natural Foods
- Table 11-4: Attitudes of Parents of 3- to 11-Year-Olds toward Healthy
Eating by Demographic Characteristic
- Growth in Child Obesity May Have Hit Plateau
- Fruit Becomes More Popular Snack for Kids
- Companies Promote Healthy Eating for Kids
- Kellogg Promotes Health and Wellness
- Premium Line of Water Debuts for Kids
- Warner Bros. and Safeway Support Healthy Eating
- Green Giant Makes Eating Vegetables More Fun
Appendix Addresses of Selected Kids and Tweens Market Resources
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