Marketing to Children Aged 7-10 - UK - April 2004

SUMMARY

Recent Mintel reports dealing with children and families have included FamilyLifestyles - UK, Special Report, 2003, which examined lifestyles and spendingmainly from the perspective of parents, with a particular focus on purchasedecision-making. In the same year Mintel also published the Children's EatingHabits - UK, Special Report. The last report to focus on Marketing to Childrenaged 7-10 was published in December 2001.

There have been many changes over the past two decades in the lifestyles ofchildren in the 7-10 age group. Today's 7-10-year-olds are likely to have olderparents than those of a generation ago; they will probably have fewer siblings;and more of them are in one-parent or step-families. This year's report is basedon quantitative data, which have been reanalysed by Mintel to give acomprehensive picture of today's attitudes and habits among children in this agegroup. It is divided into the following sections:

Demographic Background: The background to some of the changes which havetaken place in children's lifestyles over the past decade, covering children inthe population, family structure and education

Lifestyles and Attitudes: Inside the Mind of 7-10s: The way 7-10-year-oldsfeel about life, including family and friends, school and education, andself-image

Media, Marketing and Advertising to Children: Looking at some of the recentdevelopments in this sphere, and at children's use of media, including cinema,pop music, television and new technology

7-10s and their Money: The spending and saving habits of 7-10-year-olds, andtheir attitudes to money in general

Clothes and Appearance: Children's attitudes to clothes and fashion, andtheir clothes spending habits; it also looks briefly at parents' attitudes andhabits related to buying clothes for their children, and at children's use oftoiletries and make-up

Leisure: Ways in which children use their leisure time, including computergames, videos and DVDs, books, toys, and out-of-home leisure, including sports,eating out and family day trips

The Future: Likely future developments in marketing and advertising tochildren; and a summary of findings relating to parental versus child-centredcontrol over behaviour and spending.

TABLE OF CONTENTS

Introduction and Abbreviations

Executive Summary

• All change at home
• Family matters
• Testing times
• A marketing minefield
• Media-literate kids
• The power of advertising
• Financial power
• The reluctant male clothes shopper starts young
• Children's clothes: who decides?
• Looking good matters from an early age
• Male bias in video games
• But girls like reading more
• Sporting kids
• Changes in the air

Demographic Background

7-10-year-olds in the population

• Figure 1: UK population aged 7-10, by age, 2001-10
• Figure 2: UK population aged 7-10, by age and gender, 2004
• Figure 3: Family profiles of children aged 7-10, 2003

Family life

• Parental age
  • Figure 4: Mean age of mother for births inside and outside marriage,1986-2002
• Family size and type
  • Figure 5: Percentage of dependent children living in different familytypes, 1972-2003
  • Figure 6: Proportion of children living with two or one parent(s),1972-2003
  • Figure 7: Changes in the number of children per household, 1972-2003
  • Figure 8: Children of couples divorced, 1971-2002
• Step-families
  • Figure 9: Step-families with dependent children by family type,2001/02
• Working parents
  • Figure 10: Working women, by age of youngest dependent child, summer2003

Education

• Figure 11: Percentage of pupils achieving level 4 and above in 1999-2003,Key Stage 2 tests
• Figure 12: Percentage of girls and boys achieving level 4 and above in2003, Key Stage 2 tests

Lifestyles and Attitudes: Inside the Mind of 7-10s

Family and friends

• Figure 13: 'I like spending time with my family' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 14: 'I want my mum to stay at home rather than go to work' -7-10-year-olds, by demographic sub-group, 2003
• Figure 15: ' The more friends you have the better' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 16: 'My friends sometimes get me into trouble' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 17: 'It's important to have a boy/girlfriend' - 7-10-year-olds, bydemographic sub-group, 2003

School and education

• Figure 18: 'I enjoy going to school' - 7-10-year-olds, by demographicsub-group, 2003
• Figure 19: Enjoyment of school, boys and girls, by age, 2003
• Figure 20: 'I don't like my teacher' - 7-10-year-olds, by demographicsub-group, 2003
• Figure 21: Degree of concern about bullying - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 22: 'It is important to work hard at school' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 23: 'It is important to work hard at school', boys and girls, byage, 2003
• Figure 24: Level of anxiety about schoolwork - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 25: 'I would like to go to university' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 26: Statements regarding schools, 2003

Self-image

• Figure 27: 'I am always the first to try out new things'- 7-10-year-olds,by demographic sub-group, 2003
• Figure 28: 'I think I am boring' - 7-10-year-olds, by demographicsub-group, 2003
• Figure 29: 'I don't like showing my feelings' - 7-10-year-olds, bydemographic sub-group, 2003

The marketing perspective

Media, Marketing and Advertising

Food advertising to children

• The FSA debate
• The consumer view
• The government position
• The industry response

Cinema

• Figure 30: 'I love going to the cinema' - 7-10-year-olds, by demographicsub-group, 2003

Magazines

• Figure 31: ' My favourite magazine understands me' - 7-10-year-olds, bydemographic sub-group, 2003

Pop music

• Figure 32: 'I always know what's in the top ten' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 33: 'I like to listen to new bands' - 7-10-year-olds, bydemographic sub-group, 2003

Television

• Figure 34: Those with a television in their own bedroom - 7-10-year-olds,by demographic sub-group, 2003
• Figure 35: 'TV is more exciting than real life' - 7-10-year-olds, bydemographic sub-group, 2003

Mobile phones

• Figure 36: Penetration of mobile phones among children aged 7-10, 2001-03
• Figure 37: Those with their own mobile phone - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 38: Who pays for mobile phone calls - 7-10-year-olds, by gender andage group, 2003
• Figure 39: Recipients of calls and text messages from mobile phone -7-10-year-olds, by gender and age group, 2003

Computers

• Figure 40: Those who use a computer at home - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 41: Those who use a computer at home - 7-10-year-olds, by age,gender, socio-economic group and region, 2001-03
• Figure 42: Main user of computer at home - 7-10-year-olds, by demographicsub-group, 2003
• Figure 43: Computer usage (at home and/or at school) - 7-10-year-olds,2001-03
• Figure 44: Computer usage (at home and/or at school) - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 45: Type of computer usage, children aged 7-10 - ABs v allrespondents, 2003

Attitudes towards advertising

• Figure 46: 'I like the adverts on the TV' - 7-10-year-olds, by demographicsub-group, 2003
• Figure 47: 'Adverts make you buy things' - 7-10-year-olds, by demographicsub-group, 2003
• Figure 48: 'I like to buy things seen in adverts on TV' - 7-10-year-olds,by demographic sub-group, 2003
• Figure 49: ' I like to buy things seen in adverts on TV', boys and girls,by age, 2003

The marketing perspective

7-10s and Their Money

Sources of income

• Figure 50: Main sources of income - 7-10-year-olds, by demographicsub-group, 2003
• Figure 51: Parents and grandparents as sources of income, 2003
• Figure 52: Average pocket money - 7-10-year-olds, by demographicsub-group, 2003
• Figure 53: Additional sources of income -7-10-year-olds, by demographicsub-group, 2003

Spending

• Figure 54: How 7-10-year-olds spend their money, by age group, 2003
• Figure 55: How 7-10-year-olds spend their money, by gender, 2003
• Figure 56: How 7-10-year-old boys and girls spend their money, by agegroup, 2003

Saving

• Figure 57: Ownership of savings accounts - 7-10-year-olds, by demographicsub-group, 2003
• Figure 58: Decision-maker for main deposit/savings account -7-10-year-olds, by demographic sub-group, 2003
• Figure 59: Profile of the family lifestage group versus those who saveregulary and occasionally for their children, by age and number of children,August 2003
• Figure 60: Amount of money in savings - 7-10-year-olds, by demographicsub-group, 2003
• Figure 61: Average savings - 7-10-year-olds, by demographic sub-group,2003
• Figure 62: Those with ?300 or more in savings - 7-10-year-olds, bydemographic sub-group, 2003

The marketing perspective

Clothes and Appearance

• Figure 63: 'I am happy about the way I look' - 7-10-year-olds, bydemographic sub-group, 2003

Attitudes towards fashion

• Figure 64: ' I like keeping up with the latest fashions' - 7-10-year-olds,by demographic sub-group, 2003
• Figure 65: 'I like keeping up with the latest fashion' boys and girls, bysocio-economic group, 2003
• Figure 66: Attitude towards the importance of being trendy -7-10-year-olds, by demographic sub-group, 2003
• Figure 67: 'I try to wear different clothes to my friends' -7-10-year-olds, by demographic sub-group, 2003
• Figure 68: 'I don't care what clothes I wear' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 69: Attitudes towards appearance, 2001 and 2003

Shopping for clothes

• Figure 70: Stores used for childrenswear purchases - parents of5-9-year-olds, March 2003
• Figure 71: Important factors when purchasing children's clothing - parentsof 5-9-year-olds, March 2003
• Figure 72: Attitude towards shopping for clothes - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 73: Companions when shopping for clothes - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 74: Who chooses their clothes - 7-10-year-olds, by demographicsub-group, 2003
• Figure 75: Those whose clothes are chosen solely by themselves/solely byparents - 7-10-year-olds, by demographic sub-group, 2003

Jeans and Trainers

• Figure 76: Those who ever wear jeans - 7-10-year-olds, by demographicsub-group, 2003
• Figure 77: Who chose newest jeans/trainers - 7-10-year-olds, bydemographic sub-group, 2003

Toiletries

• Figure 78: Hair and body products ever used - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 79: Make-up and perfume ever used, 7-10-year-old girls, bydemographic sub-group, 2001 and 2003
• Figure 80: Make-up and perfume ever used, 7-10-year-old girls, bydemographic sub-group, 2003
• Figure 81: Make-up usage, by attitudes towards clothes, 2003
• Figure 82: Make-up usage, by attitudes towards boyfriends and school, 2003

The marketing perspective

Leisure

Computer/video games

• Figure 83: Video games consoles and hand-held games - playing andownership at home - 7-10-year-olds, by demographic sub-group, 2003
• Figure 84: Video games consoles and hand-held games - playing andownership at home - 7-10-year-olds, by demographic sub-group, 2003
• Figure 85: Those playing video games for 2 hours or more per day -7-10-year-olds, by demographic sub-group, 2003
• Figure 86: Those playing video games for 2 hours or more per day - boysand girls, by socio-economic group, 2003
• Figure 87: Where video games are played - 7-10-year-olds, by demographicsub-group, 2003
• Figure 88: Who video games are played with - 7-10-year-olds, by gender andage-group, 2003

Videos/DVDs

• Figure 89: DVD recorders at home - 7-10-year-olds, by demographicsub-group, 2003

Books and reading

• Figure 90: ' I really enjoy reading books' - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 91: ' I really enjoy reading books' - boys and girls, bysocio-economic group, 2003
• Figure 92: Number of books read - 7-10-year-olds, by demographicsub-group, 2003
• Figure 93: Types of books like best - 7-10-year-olds, by gender and agegroup, 2003
• Figure 94: Source of books - 7-10-year-olds, by demographic sub-group,2003
• Figure 95: Source of books - boys and girls, by socio-economic group, 2003

Toys

• Figure 96: Type of toy liked best - 7-10-year-olds, by demographicsub-group, 2003
• Figure 97: Types of toy or game purchased in the last six months, March2003

Out of home leisure

Sport and outdoor activities

• Figure 98: ' I love playing sport' - 7-10-year-olds, by demographicsub-group, 2003
• Figure 99: Sports played and liked best - 7-10 boys, 2003
• Figure 100: Sports played and liked best - 7-10-year-old girls, 2003
• Figure 101: Those who support a football team - 7-10-year-olds, bydemographic sub-group, 2003

Day trips

• Figure 102: Outings/day trips participated in - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 103: Outings/day trips participated in, 2003

Eating out and takeaways

• Figure 104: Burger bars: Eating in versus take-away - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 105: Who the 7-10s go to burger bars with, by demographicsub-group, 2003
• Figure 106: Who the 7-10s go to burger bars with, boys and girls, bysocio-economic group, 2003
• Figure 107: Pizza places: Eating in versus take-away - 7-10-year-olds, bydemographic sub-group, 2003
• Figure 108: Pizza places: eating in versus take-away - 7-10-year-olds, bysocio-economic group, 2003
• Figure 109: Pizza places: Going with friends and siblings -7-10-year-olds, by demographic sub-group, 2003

The marketing perspective

The Future

Parent or child: Who is in control?

Older younger?

Does family size matter?

One parent or two?

A regional perspective