Post on 15-Jan-2016
transcript
Marketing to Moms and Kids
Presented by:
Brendan O’Marra, Ryan Partnership
July 25th, 2006
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Agenda
Marketing – The Simple Definition
Family Trends
The Moms Market
Reaching Moms
Understanding Today’s Kids
Top Trends
Mom/Kid Balance
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What is Marketing?
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Advertising
Consumer Promotion
Public Relations Brand
Management
Web Presence Word of
Mouth
Direct to Home
In-Store Activity
Events
Selling
Sampling
Licensing
Endorsements
Price Tactics
Coupons
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Behavior
Attitude
Communication
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The Golden Rule of Marketing:Know Your Audience
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Source: Simmons Data as reported in the Mintel Marketing to Moms Study 2005
Definition
Moms are defined in most of this presentation as female parents with children under 18 living in the home.
Another definition of “mom,” used to a lesser extent, is females aged 15-44, or women of childbearing years, as defined by the U.S. Census Bureau.
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Age Segment Name Target
0-2 Years Infant/Toddler Mom
3-5 Years Little Kids/Preschooler Mom/Kid
6-8 Years Kids/Grade-Schooler Kid
9-12 Years Tweens/Middle-Schooler Kid
13-17 Years Teens/High-Schooler Kid
Kid Age Segments and Life Stages
Kids are most often defined by their age and life stage – and always aspire up (I’m 5 1/2!). The older they get, the more influence they have.
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Moms and Kids:Family Demographics/Dynamics
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Source: Mintel Kids and Teen Eating Habits, 4/06
Family Marketing Trends:Family Environment
21st Century Families Differ from Predecessors 1970: 90% were two-parent families 2002: 70% were two-parent families 12 million one-parent families 2 million gay/lesbian HH with children
Unmarried Couples with Children 1960: 439,000 2002: 4,898,000
Stay-at-Home Moms 1 in 4 kids under 15 has a stay-at-home mom (10.6MM) 29 million kids have mom in workforce Married-couple families with kids have higher incomes
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Source: Mintel Kids and Teen Eating Habits, 4/0US Census Data6
Family Marketing Trends:Multicultural Families
Population Shows Exceptional Growth
Between 1990 and 2002, Latino kid population grew three times faster than kids population (73.3% vs. 25.5%)
Black and Asian population also increased faster than white kids
“Minority” Kids Will Become Majority by 2020
Will account for 48% of total kid population
Versus only 38.7 of overall population
Multicultural Kids Live in Larger Families
Nearly 10 million kids have a foreign-born parent
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Source: Mintel Kids and Teen Eating Habits, 4/06
Family Marketing Trends:Multicultural Families
Economic Status
Asian American kids enjoy highest family income
Multicultural family income remains lower than average
Consumer Behavior
Multicultural parents are more brand conscious
Multicultural families more likely to shop in malls
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6 – 11-Year-Olds 12 – 19-Year-Olds
General Market
Mexican Americans
General Market
Mexican Americans
Boys 12% 27.3% 12.8% 27.5%
Girls 12% 19.6% 12.4% 19.4%
Source: American Demographics 12/03 – 1/04
¿Sabe?
20% of U.S. population under 10 years of age is Latino
Did you know how our target ethnicity breaks out?
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Source: Mintel Kids and Teen Eating Habits, 4/06
Family Marketing Trends:Kids, Parents, and the Media
Parents Impose More Rules over Kids’ TV Watching Between 1994 and 2000, parents with rules for watching TV rose to 64.4% vs. 54%
Families Skew Certain Networks/Shows BET, Cinamax, Court TV, Lifetime, Soapnet, TBS
FOX and UPN more popular in kids’ HH
Reality shows also very popular
Family time on the Web Moms with Internet access now use the Internet twice as much as they watch TV
(C&R Research)
43% of moms say it’s an activity they do with their kids
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Source: Mintel Kids and Teen Eating Habits, 4/06
Family Marketing Trends:Kids Crunched for Time
Today’s Kids Go To School Earlier 1970: One in four kids went to nursery school 2002: 70% of kids spent part of their day in nursery school
Many Kids Are On Their Own after School 24.5% of kids in 4th-8th grades are on their own for some or all their time after
school
Sports Highest on List of After-School Activities 39% of 4th-8th grade-kids participated in sports after school; 27.1% in lower grades
Family Meals Rare One in three kids age 6-11 have breakfast with parents Dinners are more common, although 50%+ do not have dinner with
parents every day.
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Source: Zenithmedia Kids and Tweens Strategic Media Resources, 2/05
Family Marketing Trends:Size & Growth of the Market
Family Expenditures Key Component of Kids Market
In 2008, expenditures on 3-12-year-olds will total $175.6 billion, an increase of 16.4% over 2003
Kids Buying Power Will Top $25 Billion in 2008
The fastest growth from kids segment
Tweens account for 83% of buying power
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Moms in the U.S.
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Demographics of Moms in the U.S.
There are around 82.5 million moms of all ages in the U.S., accounting for 55% of the total female population in 2005 (Census Bureau definition, which includes women in childbearing years 15-44 and women aged 45+ who have had children).
Women aged 20-35 are considered to be in the prime childbearing age, accounting for 75% of all births.
Women between the ages of 20-39 are responsible for 87% of all births.
Source: Mintel: Marketing to Moms Study 2005
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Demographics of Moms in the U.S.
Women postponing childbirth
In 2000, the average age for an American woman having her first baby was almost 25, up nearly 4 years from 1970, when the average first-time mom was just 21 years old.
Women are also waiting longer to have a second child — the average age of second-time mothers is 28, up 3.6 years since 1970.
Source: Mintel: Marketing to Moms Study 2005
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Source: Mintel: Marketing to Moms Study 2005
Demographics of Moms in the U.S.
Growth in minority mom populations
The most important change that the mom market is going through is the growth of minority populations, especially Hispanics. The birth rate among blacks, Hispanics, and Asians has exceeded their respective percentage in the total population.
The spending power among minority women has also exhibited a steady increase and is expected to be in the vicinity of $973 billion by 2008.
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Source: Mintel: Marketing to Moms Study 2005
Demographics of Moms in the U.S.
Single parents vs. married-couple households with children
Married couples with children accounted for a majority (72%) of total households with children.
Single mom and single dad households with children accounted for 22.6% and 5.4%, respectively.
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Demographics of Moms in the U.S.
Generations
Baby boomer moms have given rise to the “soccer mom” phenomenon, where moms made efforts to fulfill every expected role of mom and in the process were nicknamed “supermoms.”
Gen X moms tend to be more individualistic, rather than following the stereotypical ideal about parenting, and hence marketers should try not to target Gen X moms with the soccer mom image.
In addition to the size and spending power of Echo Boom moms, they are much more ethnically diverse than other generations of moms.
Moreover, this generation of moms is more likely to put off work to take care of the family.
Source: Mintel: Marketing to Moms Study 2005
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Sources: 1U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May 2005. (http://www.bls.gov/cps/wlf-databook2005.htm). 2Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 4. 3U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May 2005. (http://www.bls.gov/cps/wlf-databook2005.htm). 4U.S. Census Bureau Public Information Office. "Family Composition Begins to Stabilize in the 1990s, Census Bureau Reports." May 28, 1998.
(http://www.census.gov/Press-Release/cb98-88.html). 5Bureau of Labor Statistics. Employment Characteristics of Families. 2002. (http://www.bls.gov/news.release/famee.toc.htm). 6Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 4.7Center for Economic and Policy Research. Working Moms and Child Care. May 2004, 2. 8U.S. Census Bureau (2005), Who's Minding the Kids? Child Care Arrangements: Winter 2002 (Current Population Reports, P70-101).
The Moms Market: The Working Mom
Currently, 70.7 percent of women with children work.1
In 1975, only two out of every five mothers with a child younger than 6 held a paid job.2 As of 2004, 62.2 percent of women with children under 6 years of age were employed, and 57.3 percent of mothers with children under 3 held jobs.3
Between 1970 and 1990, the number of single-parent families in the United States doubled, contributing to the greater demand for child care.4
More women are going back to work sooner after having a child. In 2004, the labor force participation rate for mothers of children younger than a year old was 52.9 percent.5
Three out of four working mothers work more than 30 hours per week.6
Over 90 percent of their families use some kind of child care, with children under 5 spending (avg) 36 hours each week in some type of child care arrangement.7,8
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Sources: Mom Power 2004; BSM Media; Association of Coupon Professionals, CMS Trends 2000 Planning Guide
The Moms Market: Spending Power of Moms
Mothers control 80% of all household spending
Mothers represent $1.6 trillion in spending
Single mothers alone account for $174 billion in spending
Consumers clipped and redeemed 4.6 billion coupons, for a savings of over $3 billion at the register
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Sources: Mom Power 2004; BSM Media
The Moms Market: Balance of Family Life Important to Mom
Balance is an important touch point for mothers
Search for balance includes simplifying one’s life, growing spiritually, or just feeling good
61% of Americans would be willing to trade money for family time by giving up some pay for more time with children or other family members
43% of moms have one hour or less of personal leisure time on a typical weekday
Weekends don’t necessarily bring much- needed relief
64% do what they have to do
98% do chores around the house and yard
67% of working moms have not taken a weeklong vacation away from the home within the past year
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Sources: Mom Power 2004; BSM Media
The Moms Market: Mom’s Core Values
Focus on One of the Core Messages That Speak to All of Them
Family health and safety
Saving time/convenience
Value
Child enrichment
Balance and simplicity
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Source: Mintel: Marketing to Moms Study 2005
The Moms Market:Core Needs of Moms
The prime concern for a mom is the safety and health of her child. As such, moms are typically quite discriminating about information they allow to influence their decisions relating to these.
Influences on Moms’ Purchases of Products for Their Children, 2004
Doctor’s Recommendation 98%
Opinions of Other Moms 96%
Free Sample 92%
Established Brand Name 84%
Coupon 82%
Opinions of Own Mother or Mother-in-law 81%
Advertisement 69%
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Sources: Mom Power 2004; BSM Media: Parent Symposium 2004
The Moms Market: Connecting With Moms
Moms Seek Relationships As Consumers
Moms value a company that can change with their life stages and roles
Moms are moved by emotion and an inherent sense of nurturing
Communicate to moms in a way that is real
Remove the “fluff” when speaking to women
Give them facts
Provide buying details that make it easy for them to make a decision
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Sources: Mom Power 2004; BSM Media
The Moms Market: Connecting With Moms
To Connect to Moms, You’ve Got to Walk in Their Shoes –
“You have to remember when you are dealing with mothers that you can’t cut them off at the neck. You have to appeal to their brain as well as their hearts. Their logic is as important as their emotions.”
— Dr. Gail Gross in “Marketing to Moms”
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Sources: Mom Power 2004; BSM Media
The Moms Market: Marketing To Moms
Some Advertisers Are Missing the “Mom Mark”
> 75% of mothers report that their needs as mothers aren’t acknowledged, recognized in advertising
> 55% of mothers say they see ads often that send the wrong message to mothers
30% of mothers say they see ads that offend them
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Sources: Mom Power 2004; BSM Media
The Moms Market: Talking to Moms
Radio Moms drive at least 66 minutes a day
Eight out of 10 moms are radio listeners
Uncluttered airwaves
Content
Entertainment
Opportunities Custom programming
Information
Solutions
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Sources: Mom Power 2004; BSM Media
The Moms Market: Talking to Moms
Online Seekers, not browsers
Moms go to the Internet seeking solutions (health, parenting, travel, and finance rank high)
88% rely on the Web for parental guidance and ideas
Moms embrace technology to keep family together (cell phones, e-mail, etc.)
Opportunities Content distribution
E-newsletters
Content destinations
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Sources: Mom Power 2004; BSM Media
The Moms Market: Talking to Moms
“Word of Mom” Mothers overwhelmingly report they are very likely to purchase a product that a
friend recommends For purchases for home and self, > 55% of moms rely on recommendations …
64% if purchase is for children
Opportunities Lifestyle behaviors / “virtual communities” Create sub clubs Remember your best customers Walk the talk of your moms Customer service
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Sources: Mom Power 2004; BSM Media
The Moms Market: Talking to Moms
Public Relations
Capture the attention of moms with newsworthy events
Tie-in to causes (especially child related causes)
Magazines
Moms read on average 3.1 magazines a month
Long shelf life
Content vs. ads
Two titles home-delivered monthly
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The Kids Market
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Source: U.S. Census
The Kids Market: Population
73 million kids <18 in the U.S. (25% of U.S. and growing)
About 20 million kids in each age group: 0-4, 5-9, 10-14
One-third of kids 2-11 are African-American, Hispanic, or Asian
1/5th of U.S. population <10 is Hispanic Population of Kids 3-12 Will Remain Flat through 2008
Baby boomlet will turn tables after 2010
Biggest growth among 0-4-year-olds
2.2 million more toddlers
841,000 fewer 10-14-year-olds
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Core User GroupKids 6 – 9
Core User GroupKids 6 – 9
5 yrs 6 yrs 7 yrs 8 yrs 9 yrs 10 yrs
+25% -25%
You Need to Stay On Your Toes!
The typical kid brand with a 6-9-year-old core user group loses 25% each year: 9-year-olds –> 10-year-olds (-25%) 5-year-olds –> 6-year-olds (+25%)
Implication:
Constantly reintroduce the brand in ads/promotions—keep it fresh and relevant as target group changes over.
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Industry Segmentation Little Kids 3-5 Kids 6-8 Tweens 9-12
Life Stage Preschoolers Grade school Middle school
Physical Learning about their bodies and the world around them
Developing skills,testing limits
Onset of puberty
Cognitive Sensorimotor Preparation thinking(fantasy, egocentrism)
Concrete operational, becomes logical thinker
Social & Emotional Who can I trust? Learning rules What am I good at?
Kids as Consumers Starts to demonstrate brand recognition and preferenceMedian age first store visit: 2 moFirst in-store request: 2Median age first requested retrieval: 3 1/2 yrs Shopping with mom
“Gimme Stage”Consciously seeking/retrieving productsAble to recall product messages (packaging, advertising)Shopping with mom
Median age first solo purchase: 8,The average 10-year-old has memorized 300-400 brands92% of requests are brand-specificNo longer shopping with mom
Parent’s Role Parent is gatekeeper, protector, purchase decider
Parent is primary source of info,intro to school widens world
Emergence of social locomotion
Trends Play focused on: Pretend, fantasy, and imitationInternet usage starts at 2Marketplace filled with preschool products and TV shows—licenses aboundMusic important
Heavy TV viewersTV most popular mediumTalk to boys/girls same message20 min/day on InternetEnjoy spending time with friendsBasketball and swimming top sports lists
Establish personal identity through purchases and customizationInteractive lifestyle—way of the futureMost popular leisure activities: music, TV, computer, sports56 minutes/day Internet81% own video game system1/3 visit fast food every other day
TargetImplications
Kid requested/mom approvedPopular licenses have big appeal
Kid-drivenMake it entertainingAll about me
Tween-dDrivenBe relevant; age appropriateStreet cred key
Industry Age Segmentation Profiles for Kids
Sources: Mintel June 2002, Nickelodeon Magazine, Research Presentation April 2003 2003 Yankelovich, Inc. Kids Rock February 2001; Youth Market Alert Aril 2002
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Source: Mintel Kids and Teen Eating Habits, 4/06
Kids Attitude Toward Moms
Toddlers: 0-2 Rely on mom/parents
Kids: 3-8 Close to mom/parents
Tweens: 9-12 Separating from mom/parents
Young Teens: 13-15 Trapped by mom/parents
Teens: 16-18 Free from mom/parents
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Birth-2 yrsFisher Price Preschool Toys
3-5 yrsBarbieMatchboxHot Wheels
9-12 yrsGamesInteractive
6-8 yrsBarbie LifestyleDiva StarzTyco Radio Control
Mattel Toys Age Segmentation
Mattel segments its portfolio of brands by age and markets them accordingly.
Within each group, Mattel further refines its offerings by leveraging play-pattern insights.
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13-17 yrsNick at Night
3-5 yrsNickJr NickJr.com NickJr.kids.us
9-12 yrsTEENick
6-8 yrsNick Nick.com Nick.kids.us
Nickelodeon Age Segmentation
Nickelodeon’s Kids Portfolio is segmented with specific product designed and marketed by age group
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TEEN 13-17 yrsBig Pouch 11.25oz 3 unique flavorsIsland Refreshers aluminum bottle
SPORT 9-12 yrsSport 2 sizes 2 flavors
KID 3-8 yrsOn-the-Go 6.75oz 14 flavors
Kraft Capri Sun Age Segmentation
Kraft segments its Capri Sun business by age and occasion and markets accordingly
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Source: Mintel June 2002, Nickelodeon Magazine, Yankelovich, Inc. 2003, Kids Rock Feb 2001
Kid Requests Develop Early On
Kids start asking for products as young as 2, but Mom is clearly in charge of purchase decisions at that young age.
First in-store request: age 2
Median age for first requested retrieval: age 3 1/2
Consciously seeking and retrieving products: age 6
Able to recall product messages (packaging/advertising): age 6
Median age of first solo purchase: age 8
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Source: Ryan Research Dept; TV-Free America; CNN.com/2003/Health/parenting
Kid Requests Grow With Exposure
By 5, kids are exposed to new products in many ways:
At age 5, kids enter kindergarten and a whole new world of “gotta have it”
56% of kids 4-6 years old can read
25% of kids 4-6 years old spend more than 1 hour a day on a computer
Kids are heavy TV viewers, watching on average 28 hours per week, 4 hours per day
Kids see over 500 commercials per week
By the age of 5, kids are “very” brand aware and asking for products by name
Kids are consciously seeking/retrieving products
“Nag factor” becomes kids “word-of-mouth” referral to parents
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Kids World Review
(Most trends noted refer to kids 8-11)
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SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003 Youth Risk Factor Surveillance Study
Knowing Kids Means Knowing What They Like
Knowing kids means:
Knowing what they do during and after school
What they like in fashion
What sports interest them
What they do with free time
How they communicate
The world they are growing up in
Keeping on top of trends in these areas provides the best clues on how to reach them in the most relevant way.
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Sports
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SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003 Youth Risk Factor Surveillance Study
Sports
65% of kids 6-17 participate in sports every week; this actually represents a decline in physical activity among kids
Kids in the U.S. today are less fit than they were a generation ago – slower in endurance running and weaker
Extreme/action sports continue to be the fastest growing in terms of youth participation
Snowboarding increased 214%, and skateboarding 111% in the past 10 years
Alpine skiing and in-line skating experienced the biggest declines, 44% and 40%, respectively
ESPN X Games was the second most appealing sporting event to 6-to-17-year olds, behind the Olympic Games
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Source: KidSay Trend Tracker, 5/06
Trends in Sports
Boys’ top five favorite sports stars:1. Michael Jordan
2. Derek Jeter
3. Dwayne Wade
4. Alex Rodriguez
5. Shaquille O’Neal
Girls’ top five favorite sports stars:1. Mia Hamm
2. Michael Jordan
3. Derek Jeter
4. Michelle Kwan
5. Shaquille O’Neal
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SOURCE: The Zandl Group, April 2006 – Boys 8-12
Kids Are Playing Sports
Boy’s 8-12 favorite sports to play
1. Basketball
2. Soccer
3. Baseball
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SOURCE: The Zandl Group, April 2006 – Girls 8-12
Kids Are Playing Sports
Girls’ 8-12 favorite sports to play
1. Soccer
2. Basketball
3. Volleyball
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SOURCE: The Zandl Group, April 2006 – Boys & Girls 8-12
Kids Are Watching Sports
Boys’ and Girls’ 8-12 favorite sports to watch:
1. Football
2. Basketball
3. Soccer
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Fashion
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Sources: DSN Retailing Today, NPD
Fashion
Children ages 7 to 14 spend $14 billion on apparel annually
Clothing no longer the first intended purchase for own money. Electronics and entertainment top personal spending.
Typically a 10-year-old will begin to take control over his/her wardrobe
86% of tweens are influencing clothing brand decisions
Brands critically important to tweens as they seek to fit in with peers
What tweens lack in style sense vs. teens, they make up for in brand sense
Trend towards “mini replicas” of adult clothing
Sean John Kids, Juicy Couture Kids, Betsey Johnson Kids
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Source: KidSay Trend Tracker, 5/06
What’s the Coolest Brand of Clothing?
Boys 8-11 years old:1. Nike2. Abercrombie & Fitch 3. Under Armor4. Gap5. Old Navy
Girls 8-11 years old: 1. Limited Too 2. Old Navy3. Abercrombie & Fitch 4. Gap5. Nike
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Source: KidSay Trend Tracker, 5/06
What’s the Coolest Brand of Clothing?
Boys 12-15 years old:1. Nike 2. Abercrombie & Fitch3. American Eagle 4. Dickies5. Old Navy
Girls 12-15 years old: 1. Hollister2. American Eagle3. Abercrombie & Fitch4. Baby Phat5. Rocawear
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Girls’ Fashion
cargo pants
flared, ripped jeans
skater shoes
preppy cropped tops
graphic tees
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Boys’ Fashion
baggy jeans
sport jerseys
skater shoes
preppy polos
vintage tees
caps
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Who had Who had even heard of
even heard of Heeley’s Heeley’s 3 years ago?
3 years ago?
Who had Who had even heard of
even heard of Heeley’s Heeley’s 3 years ago?
3 years ago?
Source: KidSay Trend Tracker, 5/06
The Coolest Brand of Shoes/Sneakers to Wear
Boys 8-11 years old:1. Nike 2. Heeley’s3. Jordan 4. Sketchers 5. Converse
Girls 8-11 years old: 1. Nike 2. Heeley’s3. Sketchers 4. Converse 5. Puma
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Source: KidSay Trend Tracker, 5/06
The Coolest Brand of Shoes/Sneakers to Wear
Boys 12-15 years old:1. Nike 2. Jordan 3. Adidas 4. Reebok 5. Vans
Girls 12-15 years old: 1. Nike 2. Vans3. Adidas4. Converse5. K-Swiss
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Trends in Entertainment
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Source: KidSay Trend Tracker, 5/06
Music
Boys’ top five favorite bands or singers:1. Green Day2. AC/DC3. Eminem4. Black Eyed Peas5. All-American Rejects
Girls’ top five favorite bands or singers:1. Green Day2. Hilary Duff3. Kelly Clarkson4. Jesse McCartney5. Aly & AJ
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Source: KidSay Trend Tracker, 5/06
Television
Boys’ top five favorite television shows:1. SpongeBob Square Pants2. Drake & Josh3. Suite Life of Zack and Cody4. Family Guy5. Sports Center
Girls’ top five favorite television shows:1. Suite Life of Zack and Cody2. That’s So Raven3. American Idol 4. SpongeBob SquarePants5. Full House
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Source: KidSay Trend Tracker, 6/06
Movies
Boys’ top five favorite movies:1. Star Wars Series2. Harry Potter Series3. Scary Movie 44. King Kong5. Pink Panther
Girls’ top five favorite movies:1. High School Musical2. Chronicles of Narnia 3. Harry Potter Series4. Madagascar5. Scary Movie 4
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DVDs
Boys’ top five favorite DVDs:1. Star Wars series2. King Kong3. Harry Potter series4. SpongeBob5. Chronicles of Narnia
Girls’ top five favorite DVDs:1. High School Musical2. Chronicles of Narnia 3. Harry Potter series4. Bratz movies5. SpongeBob
Source: KidSay Trend Tracker, 6/06
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Toys and Games
Boys’ top five favorite video games:1. Star Wars Battlefront series2. HALO games3. WWE/wrestling4. Grand Theft Auto/SA5. NBA Live 06
Girls’ top five favorite video games:1. Mario games2. Halo3. Pac-Man4. SpongeBob SquarePants5. Bratz games
Source: KidSay Trend Tracker, 6/06
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Source: KidSay Trend Tracker, 5/06
Kids’ Favorite Toy or (non-video game) Thing to Play With
Boys’ 8-11: 1. Monopoly 2. Action figures 3. Board games 4. Chess/checkers5. Football
Girls’ 8-11: 1. Board games 2. Bratz3. Doll4. Stuffed animal 5. Monopoly
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Source: KidSay Trend Tracker, 5/06
Kids’ Favorite Toy or (non-video game) Thing to Play With
Boys’ 12-15: 1. Monopoly 2. Basketball3. Board games 4. Football 5. Skateboard
Girls’ 12-15: 1. Monopoly 2. Board games 3. iPod 4. Stuffed animal 5. Playing cards
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Technology and Communication
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Source: KidSay Trend Tracker, 5/06
Cell Phones
Growth of kids mobile phone market:
Wireless providers are seeking to grow in a non-saturated category – these two categories are senior citizens and kids…hence the advent of Firefly Mobile, LeapFrog’s TicTalk, Disney Mobile, Hasbro’s ChatNow, Mattel’s MyScene Mobile, and Verizon’s Migo, cell phones/plans made just for children.
Currently, about 14% of 10-11-year-olds and 40% of 12-14-year-olds have their own cell phones (Source: NOP World Technology, September 2005)
Kids 12-15
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Source: KidSay Trend Tracker, 5/06
Favorite Cell Phone Activity
Boys 8-11 Years Old:1. Games2. Text messaging3. Talking4. Music 5. Ring tones
Girls 8-11 years old: 1. Games2. Text messaging3. Talking4. Take pictures5. Ring tones
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Source: KidSay Trend Tracker, 5/06
Favorite Cell Phone Activity
Boys 12-15 years old:1. Text messaging2. Games3. Take pictures4. Ring tones5. Music
Girls 12-15 years old: 1. Text messaging2. Games3. Take pictures4. Ring tones5. Talking
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Source: KidSay Trend Tracker, 5/06
“Text Me”
More and more kids today are using cell phones for other activities. These activities are things that are relevant to their daily lifestyle.
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Source: KidSay Trend Tracker, 5/06
Computer and Internet Usage
Online usage among kids
23% of kids ages 8-11 and 49% of teens aged 12-15 spend time online every day
What kids are doing on the Internet
Kids trends shows that there are two major activities that kids are doing while on the net. The first, playing games (35%), is primarily AGE influenced, with gender as a secondary influence. Boys 8-11 are particularly game obsessed, with nearly 60% stating it’s their main activity. Girls 8-11 also had playing games as their No.1 activity (44%).
Teens both had IM’ing as their No. 1
Girls 12-15 listed it at 56% of the time
Boys 12-15 listed it at 30% of the time
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Source: KidSay Trend Tracker, 5/06
Computer and Internet Usage
Finding out from friends
Every age and gender group says that FRIENDS are the best way to find out about new Web sites
Over 54% of kids find out from friends about new Web sites
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Source: KidSay Trend Tracker, 5/06
Computer and Internet Usage
Boys’ top five favorite Internet activities:1. Play games2. Chat/instant message3. Surf sites4. Download music5. Look up info for school
Girls’ top five favorite Internet activities1. Play games2. Chat/instant message3. Surf sites4. Download music5. Look up info for school
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Source: KidSay Trend Tracker, 5/06
Computer and Internet Usage
Boys’ top five favorite Web sites:1. Addictinggames.com2. Cartoonnetwork.com3. Google.com4. Miniclip.com5. Disney.go.com
Girls’ top five favorite Web sites:1. Disney.go.com2. Neopets.com3. Addictinggames.com4. Google.com5. Millsberry.com
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Source: KidSay Trend Tracker, 5/06
Computer and Internet Usage
Top five ways boys find out about new Web sites:1. Friends2. Ads3. Random searches4. Google.com5. Family
Top five ways girls find out about new Web sites:1. Friends2. Ads3. Random searches4. Brother/sister5. Family
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Characters
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Source: KidSay Trend Tracker, 5/06
Characters
Boys’ top five favorite cartoon characters:1. SpongeBob SquarePants2. Bugs Bunny3. Patrick Star4. Tom & Jerry5. Stewie Griffin
Girls’ top five favorite cartoon characters:1. SpongeBob SquarePants2. Bugs Bunny3. Tweety4. Tom & Jerry5. Patrick Star
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What is your Character Q?
Top Character Q-scores:1. Santa Claus 74
2. SpongeBob SquarePants character 67
3. Donkey 66
4. Shrek 66
5. Fairly Odd Parents 63
6. The Incredibles 62
7. Scooby Doo 61
8. Easter Bunny 59
9. M&M Yellow 58
10. Patrick (Sponge Bob) 58
11. Danny Phantom 47
12. Jimmy Neutron 41
13. Batman 26
14. Dora 21
Cartoon Q - The People Panel Spring 2006
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School
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School
Social Landscape:
Top 5 clubs boys participate in throughout the year:1. Baseball2. Basketball3. Boy Scouts 4. Chess5. Cub Scouts
Top 5 clubs girls participate in throughout the year:1. Girl Scouts2. Dance3. Drama4. Soccer5. Softball
Source: KidSay Trend Tracker, 5/06
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Source: KidSay Trend Tracker, 5/06
“I want…”
Top five gifts boys will ask an adult to buy for them:1. Computer/video game2. Cell phone3. iPod/MP3 player4. PlayStation Portable5. Playstation 3
Top five gifts girls will ask an adult to buy for them:1. Cell phone2. iPod/MP3 player3. Clothes4. Pet5. Computer/video game
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Boys 8-11 Girls 8-11
#1 Wal-Mart Target
#2 Target Wal-Mart
#3 JC Penney Limited Too
Source: KidSay Trend Tracker, 9/05
Favorite Discount Department Storesfor Kids
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Source: KidSay Trend Tracker, 5/06
What are kids buying for themselves?
Kids at retail:
Top five things boys last spent their own money on:1. Computer/video games2. Food/candy/drinks/gum3. Other4. Game system5. Shoes
Top five things girls last spent their own money on:1. Food/candy/drinks/gum2. Clothes3. Other4. CD5. Shoes
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Striking the Balance
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And now: Shifting toward more traditional family values.
Will this affect how much influence kids have? How will we address new technologies with kids? Will mom let us?
The Kids Market: Paradigm Shifts
Back then… Mom as gatekeeper Mom plans family meals Parental power What’s tried and true “A” among moms needed for kid
marketing success
Seems like yesterday… Mom as EZ Pass Kid decides what’s for lunch/dinner Kid empowerment What’s new and innovative “A+” among kids needed for kid
marketing success
Source: Mintel Kids and Teen Eating Habits, 4/06
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Source: Kid Power Conference Winter 2003
Kids < 5 years Mom is more firm Doesn’t give in often (unless product is good for them)
Kids 6-9 years Mom negotiates Will give in on some things Needs to be persuaded
Kids 10+ years Mom automatically accepts kid requests
Moms Give In As Kids Grow Up
Parents interact with their kids differently depending on their age:
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1 2 3 4 5 6 7 8 9 10
Source: Just Kid, Inc.
No Influence
Total Influence
Mom
Kid
CrackersCheeriosJell-OFruitGoldfishApple Juice
OreosCheetosCup CakesCandyJuice DrinksFast FoodCereals
Age of Consumer
cross-over in these ages
Core User Age Group Helps Determine Who To Target
As kids get older, they influence more purchase decisions.
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High Kid Appeal
Low Kid Appeal
High Mom Approval Low Mom Approval
Source: The Wonder Group, Kid Power Winter 2003
Kid Push
Mom Push Off Radar
Candy
Vegetables
Off Leash
Trix yogurt
SodaCookies
Salty snacks
Caviar
LiverLow-sugarcereals
Fruit
Fruit snacksCereal bars
Food Example: Appeal To Kids, Be Approved By Mom
Ideal placement for a kid targeted product is to achieve High Kid Appeal and High Mom Approval.
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Recap
Know Your Audience
Stay on Top of Trends
Keep It Fresh, Fun, and Relevant
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Questions?
Marketing to Moms and Kids
Thank you!