Table of Contents
Executive Summary
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- Snapshot of kids and tweens
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- Figure 1: Total US population distribution including kids and tweens aged 5-14, 2014
- Marketing strategies
- The kid and tween consumer
- Kids’ allowance averages $30/month; tweens’ $38
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- Figure 2: Amount kids and tweens earn weekly, November 2012-December 2013
- Allowance is spent on nonessential items like toys, confectionary, video games
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- Figure 3: What kids spend their money on, November 2012-December 2013
- Television and homework are still prevalent activities for kids and tweens
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- Figure 4: Top activities done during most recent school day, by kids and tweens, January-December 2013
- Television service is ubiquitous in the homes of kids and tweens
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- Figure 5: Type of TV service in home, by kids and tweens, January-December 2013
- Channel preferences reflect changing tastes
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- Figure 6: Top TV channels watched in the last week, by kids and tweens, January-December 2013
- Multitasking while watching TV is the norm
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- Figure 7: Top activities done while watching TV, kids and tweens, January-December 2013
- Half of kids, three quarters of tweens go online almost every day or more
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- Figure 8: Profile page on any of the social networks, kids and tweens, January-December 2013
- Kids and tweens exposed to ads everywhere; recall having seen many
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- Figure 9: Where advertising was seen in the past week, by kids and tweens, January-December 2013
- Online shopping not just for adults
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- Figure 10: Top categories of online shopping, by kids and tweens, January-December 2013
- What we think
Issues and Insights
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- Why is it important to understand kids and tweens?
- The issues:
- The implications:
- Should kids or tweens younger than age 13 be on social media?
- The issues:
- The implications:
- Why are kids and tweens driven to distraction?
- The issues:
- The implications:
Trend Application
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- Inspire trend: Survival Skills
- Inspire trend: Edutainment
- Inspire trend: Switch Off
Kids and Tweens by the Numbers
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- Key points
- Kids and tweens are 41 million strong
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- Figure 11: Total US population of kids and tweens aged 5-14, 2009-19
- The multicultural society is here
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- Figure 12: US population of kids and tweens aged 5-14, by race/Hispanic origin, 2009-19
- iGeneration much more diverse than their parents’ or grandparents’ generations
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- Figure 13: Share of US population by generation, by race/Hispanic origin, 2014
- Two thirds of kids/tweens live with both parents
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- Figure 14: Household relationship and living arrangements of kids and tweens, by age, 2013
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- Figure 15: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender, February 2014
Innovations and Innovators
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- LL Bean’s Outdoor Discovery Schools
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- Figure 16: LL Bean Kayak Class Video
- KLM Royal Dutch Airlines/Disney
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- Figure 17: KLM Planes screening event, 2013
- The Viddiverse
- iBitz by GeoPalz
- Makey Makey
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- Figure 18: Makey Makey – An Invention Kit for Everyone, video, 2013
Marketing Strategies
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- Overview
- LEGO Group
- Apple/The Apple Store
- Amazon – Kindle FreeTime and FreeTime Unlimited
- Disney
Kids’ and Tweens’ Income Sources
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- Key points
- Allowance, gifts are most likely source of spending money; parents often pay for everything
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- Figure 19: Primary source of spending money, by kids and teens, August 2013
- Kids, on average, receive $30 per month in allowance; tweens, $38
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- Figure 20: Amount kids earn weekly, by gender, November 2012-December 2013
- Tweens’ allowance averages $38 per month
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- Figure 21: Amount tweens earn weekly, by gender, November 2012-December 2013
Spending by Category
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- Key points
- Two thirds of kids’ allowance is spent on toys
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- Figure 22: What kids spend their money on, by gender, November 2012-December 2013
- Older kids spend differently than younger kids
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- Figure 23: What kids spend their money on, by gender and age, November 2012-December 2013
Activities Done During Most Recent School Day
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- Key points
- Homework a close second to watching television for both kids and tweens
- Older kids/tweens abandon toys
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- Figure 24: Activities done during most recent school day, by kids and tweens, January-December 2013
- Boys’ and girls’ interests diverge early
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- Figure 25: Activities done during most recent school day (kids), by gender, January-December 2013
- Tweens participate in more activities; tween girls participate the most
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- Figure 26: Activities done during most recent school day (tweens), by gender, January-December 2013
Events Attended in the Past Year
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- Key points
- Theme parks, museums, and plays most popular events
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- Figure 27: Events attended in the past year, by kids and tweens, January-December 2013
- Nature or nurture? Boys more likely than girls to attend sporting events
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- Figure 28: Events attended in the past year, by kids and tweens, by gender, January-December 2013
- Not surprisingly, household income matters
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- Figure 29: Events attended in the past year (kids), by household income, January-December 2013
- Figure 30: Events attended in the past year (tweens), by household income, January-December 2013
Type of TV Service in Home
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- Key points
- Majority of kids/tweens have cable or other nonbroadcast media at home
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- Figure 31: Type of TV service in home, by kids and tweens, January-December 2013
- Service choices are similar regardless of household income
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- Figure 32: Type of TV service in home (kids), by household income, January-December 2013
- Figure 33: Type of TV service in home (tweens), by household income, January-December 2013
TV Channels Watched in the Last Week
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- Key points
- Channel preferences reflect changing tastes
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- Figure 34: TV channels watched in the last week, by kids and tweens, January-December 2013
- Disney Channel going strong with boys/girls
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- Figure 35: TV channels watched in the last week (kids), by gender, January-December 2013
- Tweens branch out (a little)
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- Figure 36: Type of TV channels in home (tweens), by gender, January-December 2013
Activities Done While Watching TV
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- Key points
- Majority of kids and tweens multitask while watching TV
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- Figure 37: Activities done while watching TV, by kids and tweens, January-December 2013
- Kids most likely to eat, play with toys, or talk while watching TV
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- Figure 38: Activities done while watching TV (kids), by gender, January-December 2013
- Tween girls keep busy while watching TV
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- Figure 39: Activities done while watching TV (tweens), by gender, January-December 2013
- Household income has some impact on multitasking behavior
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- Figure 40: Activities done while watching TV (kids), by household income, January-December 2013
- Figure 41: Activities done while watching TV (tweens), by household income, January-December 2013
Online Usage and Social Media Presence
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- Key points
- Kids and tweens are online but with different frequency
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- Figure 42: Online usage, by kids and tweens, January-December 2013
- Most kids do not have a social media presence, but most tweens do
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- Figure 43: Profile page on any of the social networks, kids and tweens, January-December 2013
- Girls more likely than boys to have a Facebook page
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- Figure 44: Profile page on any of the social networks (kids), by gender, January-December 2013
- Facebook equally popular with tween boys and girls
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- Figure 45: Profile page on any of the social networks (tweens), by gender, January-December 2013
- Big jump in social media presence in seventh grade
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- Figure 46: Profile page on any of the social networks (tweens), by grade, January-December 2013
- Facebook is king among those who visited a social media site
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- Figure 47: Visited any of the social networks, by kids and tweens, January-December 2013
Awareness of Advertising
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- Key points
- Tweens much more likely to recall having seen advertising in the past week
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- Figure 48: Where advertising was seen in the past week, by kids and tweens January-December 2013
- Kids are most aware of TV ads
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- Figure 49: Where advertising was seen in the past week (kids), by gender, January-December 2013
- Tween girls more likely to have seen ads in the past week
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- Figure 50: Where advertising was seen in the past week (tweens), by gender, January-December 2013
- Tweens in households earning $75K+ see ads in more channels
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- Figure 51: Where advertising was seen in the past week (tweens), by household income, January-December 2013
- Most recall seeing a TV commercial; product placement is influential
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- Figure 52: Types of TV ads seen or heard in the past week, by kids and tweens, January-December 2013
- Video ads on the internet are noticed by kids/tweens
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- Figure 53: Types of internet ads seen or heard in the past week, by kids and tweens, January-December 2013
- A captive audience notices movie theater advertising
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- Figure 54: Types of movie theater ads seen or heard in the past week, by kids and tweens, January-December 2013
- In-game ads and product placements get some notice
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- Figure 55: Types of video game ads seen or heard in the past week, by kids and tweens, January-December 2013
- Kids pay more attention than tweens to ads
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- Figure 56: Always or sometimes pays attention to advertising, by type of advertising, by kids and tweens, January-December 2013
Online Shopping
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- Key points
- Online shopping is not just for adults
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- Figure 57: Internet shopping in the past month, by kids and tweens, January-December 2013
- Boys are more likely than girls to shop online
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- Figure 58: Internet shopping in the past month (kids), by gender, January-December 2013
- Tween boys and girls equally as likely to shop online
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- Figure 59: Internet shopping in the past month (tweens), by gender and by grade, January-December 2013
- Tweens of means are more likely to shop online
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- Figure 60: Internet shopping in the past month (tweens), by household income, January-December 2013
- Kids shop online for toys/video games; tweens for apparel/electronics
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- Figure 61: Online shopping by product category, by kids and tweens January-December 2013
- Older tweens more likely than younger tweens to shop for apparel and shoes
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- Figure 62: Online shopping (tweens), by grade, January-December 2013
Impact of Race and Hispanic Origin
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- Key points
- Watching TV is universal
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- Figure 63: Activities during most recent school day (kids), by race/Hispanic origin, January-December 2013
- Disney and Nickelodeon channels are most popular
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- Figure 64: TV channels watched in the last week (kids), by race/Hispanic origin, January-December 2013
- More Black tweens watch most channels
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- Figure 65: Type of TV channels in home (tweens), by race/Hispanic origin, January-December 2013
- Black, Hispanic, and White kids go online equally as frequently
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- Figure 66: Online usage (kids), by race/Hispanic origin, January-December 2013
- Three in four tweens go online frequently
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- Figure 67: Online usage (tweens), by race/Hispanic origin, January-December 2013
- Most kids are not on social media
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- Figure 68: Profile page on any of the social networks (kids), by race/Hispanic origin, January-December 2013
- Hispanic tweens more likely to have a social media profile
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- Figure 69: Profile page on any of the social networks (tweens), by race/Hispanic origin, January-December 2013
- Same share of kids shop online regardless of race/Hispanic origin
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- Figure 70: Internet shopping in the past month (kids), by race/Hispanic origin, January-December 2013
- Black tweens more likely than Hispanics to shop online
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- Figure 71: Internet shopping in the past month (tweens), by race/Hispanic origin, January-December 2013
Appendix – Other Useful Consumer Tables
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- Activities during most recent school day
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- Figure 72: Activities done during most recent school day (kids), by 1st-2nd graders, by gender, January-December 2013
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- Figure 73: Activities done during most recent school day (kids), by 3rd-4th graders, by gender, January-December 2013
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- Figure 74: Activities done during most recent school day (kids), by area, January-December 2013
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- Figure 75: Activities done during most recent school day (tweens), by area, January-December 2013
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- Figure 76: Activities done during most recent school day (kids), by household income, January-December 2013
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- Figure 77: Activities done during most recent school day (tweens), by household income, January-December 2013
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- Figure 78: Activities done during most recent school day (tweens), by 5th-6th graders, by gender, January-December 2013
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- Figure 79: Activities done during most recent school day (tweens), by 7th-8th graders, by gender, January-December 2013
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- Figure 80: Activities done during most recent school day (tweens), by race/Hispanic origin, January-December 2013
- Events attended in the past year
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- Figure 81: Events kids and tweens attended in the past year, by grades, January-December 2013
- Type of TV service in home
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- Figure 82: Type of TV service in home (kids), by gender, January-December 2013
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- Figure 83: Type of TV service in home (kids), by grades, January-December 2013
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- Figure 84: Type of TV service in home (tweens), by gender, January-December 2013
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- Figure 85: Type of TV service in home (tweens), by grades, January-December 2013
- Type of TV channels in home
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- Figure 86: Type of TV channels in home (tweens), by grades, January-December 2013
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- Figure 87: Type of TV channels in home (tweens), by household income, January-December 2013
- TV channels watched in the last week
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- Figure 88: TV channels watched in the last week (kids), by grade, January-December 2013
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- Figure 89: TV channels watched in the last week (kids), by household income, January-December 2013
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- Figure 90: TV channels watched in the last week (kids), by area, January-December 2013
- Activities done while watching TV
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- Figure 91: Activities done while watching TV (kids), by 1st-2nd graders, by gender, January-December 2013
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- Figure 92: Activities done while watching TV (kids), by 3rd-4th graders, by gender, January-December 2013
- Online usage
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- Figure 93: Online usage (kids), by gender, January-December 2013
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- Figure 94: Online usage (kids), by grades, January-December 2013
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- Figure 95: Online usage (kids), by household income, January-December 2013
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- Figure 96: Online usage (kids), by area, January-December 2013
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- Figure 97: Online usage (tweens), by gender, January-December 2013
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- Figure 98: Online usage (tweens), by grade, January-December 2013
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- Figure 99: Online usage (tweens), by household income, January-December 2013
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- Figure 100: Online usage (tweens), by area, January-December 2013
- Profile page on any of the social networks
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- Figure 101: Profile page on any of the social networks (kids), by grades, January-December 2013
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- Figure 102: Profile page on any of the social networks (kids), by household income, January-December 2013
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- Figure 103: Profile page on any of the social networks (kids), by area, January-December 2013
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- Figure 104: Profile page on any of the social networks (tweens), by area, January-December 2013
- Seen any advertising in the past week
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- Figure 105: Where advertising was seen in the past week (kids), by race/Hispanic origin, January-December 2013
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- Figure 106: Where advertising was seen in the past week (kids), by household income, January-December 2013
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- Figure 107: Where advertising was seen in the past week (tweens), by race/Hispanic origin, January-December 2013
- Types of TV advertising seen or heard in the past week
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- Figure 108: Types of TV ads seen or heard in the past week (kids), by gender, January-December 2013
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- Figure 109: Types of TV ads seen or heard in the past week (tweens), by gender, January-December 2013
- Internet ads seen or heard in the past week
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- Figure 110: Types of internet ads seen or heard in the past week (kids), by gender, January-December 2013
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- Figure 111: Types of internet ads seen or heard in the past week (tweens), by gender, January-December 2013
- Online shopping
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- Figure 112: Internet shopping in the past month (kids), by household income, January-December 2013
- Attitudes toward fashion
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- Figure 113: Attitudes toward fashion (kids), by gender, November 2012-December 2013
Appendix – Trade Association
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