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

Chapter 1 Executive Summary: Introduction; Background; Overview of Report; Scope and Methodology
Scope of Report: Methodology
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