Marketing to Moms and Kids

Marketing to Moms and Kids
Presented by: Brendan O’Marra, Ryan Partnership July 25th, 2006

Agenda Marketing – The Simple Definition Family Trends The Moms Market
Reaching Moms Understanding Today’s Kids Top Trends Mom/Kid Balance

What is Marketing?

Advertising Events Sampling Consumer Promotion In-Store Activity Licensing Coupons Web Presence Word of Mouth Endorsements Public Relations Brand Management Price Tactics Direct to Home Selling

Behavior Attitude Communication

The Golden Rule of Marketing: Know Your Audience

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. Source: Simmons Data as reported in the Mintel Marketing to Moms Study 2005

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. 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 13-17 Years Teens/High-Schooler

Moms and Kids: Family Demographics/Dynamics

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 Source: Mintel Kids and Teen Eating Habits, 4/06

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 Source: Mintel Kids and Teen Eating Habits, 4/0US Census Data6

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 Source: Mintel Kids and Teen Eating Habits, 4/06

¿Sabe? 20% of U.S. population under 10 years of age is Latino
Did you know how our target ethnicity breaks out? 6 – 11-Year-Olds 12 – 19-Year-Olds General Market Mexican Americans Boys 12% 27.3% 12.8% 27.5% Girls 19.6% 12.4% 19.4% Source: American Demographics 12/03 – 1/04

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 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. Source: Mintel Kids and Teen Eating Habits, 4/06

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 Source: Zenithmedia Kids and Tweens Strategic Media Resources, 2/05

Moms in the U.S.

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 and women aged 45+ who have had children). Women aged are considered to be in the prime childbearing age, accounting for 75% of all births. Women between the ages of are responsible for 87% of all births. Source: Mintel: Marketing to Moms Study 2005

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. According to the CDC, this trend is not limited to white upper-class women. Females of all racial and ethnic backgrounds and from every region of the country are delaying childbirth. Education and career concerns, as well as contraceptive usage, are factors that are behind this trend. Source: Mintel: Marketing to Moms Study 2005

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. Source: Mintel: Marketing to Moms Study 2005

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. Source: Mintel: Marketing to Moms Study 2005

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

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 Sources: 1U.S. Department of Labor Bureau of Labor Statistics. Women in the Labor Force: A Databook. May ( 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 ( 4U.S. Census Bureau Public Information Office. "Family Composition Begins to Stabilize in the 1990s, Census Bureau Reports." May 28, ( 5Bureau of Labor Statistics. Employment Characteristics of Families ( 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: 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 Sources: Mom Power 2004; BSM Media; Association of Coupon Professionals, CMS Trends 2000 Planning Guide

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 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 Sources: Mom Power 2004; BSM Media

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% According to a survey by First Moments, a division of The Parenting Group, some 98% of moms are influenced by a doctor’s recommendation in choosing products for their children but, interestingly, they are equally likely to be influenced by other moms. The surveyed group were more likely to admit they are more influenced by other moms than their own mothers or mothers-in-law. These data suggest the importance of strong word-of-mouth programs and testimonials when marketing to moms. Advertisements are least likely to affect moms’ decisions to purchase a product for their children. Therefore, marketers whose efforts involve traditional advertising may need to back up their messages with authoritative advice from doctors or the experience of other moms. The needs of first-time moms are more complex, and require different messaging that ideally begins in the prenatal stage, before baby is born. As such, marketers who want to reach new mothers need to have created a bond of trust with those people a mom-to-be will look to for advice at this stage, typically people like healthcare providers and her friends. Source: Mintel: Marketing to Moms Study 2005

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 Sources: Mom Power 2004; BSM Media: Parent Symposium 2004

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” 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 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 Sources: Mom Power 2004; BSM Media

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, , etc.) Opportunities Content distribution E-newsletters Content destinations Sources: Mom Power 2004; BSM Media

“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 Sources: Mom Power 2004; BSM Media

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 Sources: Mom Power 2004; BSM Media

The Kids Market

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 year-olds Source: U.S. Census

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. Core User Group Kids 6 – 9 +25% -25% 5 yrs 6 yrs 7 yrs 8 yrs 9 yrs 10 yrs

Industry Age Segmentation Profiles for Kids
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 preference Median age first store visit: 2 mo First in-store request: 2 Median age first requested retrieval: 3 1/2 yrs Shopping with mom “Gimme Stage” Consciously seeking/retrieving products Able to recall product messages (packaging, advertising) Median age first solo purchase: 8, The average 10-year-old has memorized brands 92% of requests are brand-specific No 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 imitation Internet usage starts at 2 Marketplace filled with preschool products and TV shows—licenses abound Music important Heavy TV viewers TV most popular medium Talk to boys/girls same message 20 min/day on Internet Enjoy spending time with friends Basketball and swimming top sports lists Establish personal identity through purchases and customization Interactive lifestyle—way of the future Most popular leisure activities: music, TV, computer, sports 56 minutes/day Internet 81% own video game system 1/3 visit fast food every other day Target Implications Kid requested/mom approved Popular licenses have big appeal Kid-driven Make it entertaining All about me Tween-dDriven Be relevant; age appropriate Street cred key Sources: Mintel June 2002, Nickelodeon Magazine, Research Presentation April Yankelovich, Inc. Kids Rock February 2001; Youth Market Alert Aril 2002

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 Source: Mintel Kids and Teen Eating Habits, 4/06

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. 6-8 yrs Barbie Lifestyle Diva Starz Tyco Radio Control 3-5 yrs Barbie Matchbox Hot Wheels 9-12 yrs Games Interactive Birth-2 yrs Fisher Price Preschool Toys

Nickelodeon Age Segmentation
Nickelodeon’s Kids Portfolio is segmented with specific product designed and marketed by age group 6-8 yrs Nick Nick.com Nick.kids.us 3-5 yrs NickJr NickJr.com NickJr.kids.us 9-12 yrs TEENick 13-17 yrs Nick at Night

Kraft Capri Sun Age Segmentation
Kraft segments its Capri Sun business by age and occasion and markets accordingly KID 3-8 yrs On-the-Go 6.75oz 14 flavors TEEN yrs Big Pouch 11.25oz 3 unique flavors Island Refreshers aluminum bottle SPORT 9-12 yrs Sport 2 sizes 2 flavors

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 Source: Mintel June 2002, Nickelodeon Magazine, Yankelovich, Inc. 2003, Kids Rock Feb 2001

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 Source: Ryan Research Dept; TV-Free America; CNN.com/2003/Health/parenting

(Most trends noted refer to kids 8-11)
Kids World Review (Most trends noted refer to kids 8-11)

Knowing Kids Means Knowing What They Like
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. SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003 Youth Risk Factor Surveillance Study

Sports

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 to-17-year olds, behind the Olympic Games SOURCE: National Sporting Goods Association, Harris Interactive, American Heart Association, 2003 Youth Risk Factor Surveillance Study

Trends in Sports Boys’ top five favorite sports stars:
Michael Jordan Derek Jeter Dwayne Wade Alex Rodriguez Shaquille O’Neal Girls’ top five favorite sports stars: Mia Hamm Michelle Kwan Source: KidSay Trend Tracker, 5/06

Kids Are Playing Sports
Boy’s 8-12 favorite sports to play Basketball Soccer Baseball SOURCE: The Zandl Group, April 2006 – Boys 8-12

Kids Are Playing Sports
Girls’ 8-12 favorite sports to play Soccer Basketball Volleyball SOURCE: The Zandl Group, April 2006 – Girls 8-12

Kids Are Watching Sports
Boys’ and Girls’ 8-12 favorite sports to watch: Football Basketball Soccer SOURCE: The Zandl Group, April 2006 – Boys & Girls 8-12

Fashion

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 Sources: DSN Retailing Today, NPD

What’s the Coolest Brand of Clothing?
Boys 8-11 years old: Nike Abercrombie & Fitch Under Armor Gap Old Navy Girls 8-11 years old: Limited Too Source: KidSay Trend Tracker, 5/06

What’s the Coolest Brand of Clothing?
Boys years old: Nike Abercrombie & Fitch American Eagle Dickies Old Navy Girls years old: Hollister Baby Phat Rocawear Source: KidSay Trend Tracker, 5/06

Girls’ Fashion skater shoes cargo pants graphic tees
flared, ripped jeans preppy cropped tops

Boys’ Fashion skater shoes baggy jeans caps preppy polos sport jerseys
vintage tees

The Coolest Brand of Shoes/Sneakers to Wear
Boys 8-11 years old: Nike Heeley’s Jordan Sketchers Converse Girls 8-11 years old: Puma Who had even heard of Heeley’s 3 years ago? Source: KidSay Trend Tracker, 5/06

The Coolest Brand of Shoes/Sneakers to Wear
Boys years old: Nike Jordan Adidas Reebok Vans Girls years old: Converse K-Swiss Source: KidSay Trend Tracker, 5/06

Trends in Entertainment

Music Boys’ top five favorite bands or singers:
Green Day AC/DC Eminem Black Eyed Peas All-American Rejects Girls’ top five favorite bands or singers: Hilary Duff Kelly Clarkson Jesse McCartney Aly & AJ Source: KidSay Trend Tracker, 5/06

Television Boys’ top five favorite television shows:
SpongeBob Square Pants Drake & Josh Suite Life of Zack and Cody Family Guy Sports Center Girls’ top five favorite television shows: That’s So Raven American Idol SpongeBob SquarePants Full House Source: KidSay Trend Tracker, 5/06

Movies Boys’ top five favorite movies:
Star Wars Series Harry Potter Series Scary Movie 4 King Kong Pink Panther Girls’ top five favorite movies: High School Musical Chronicles of Narnia Madagascar Source: KidSay Trend Tracker, 6/06

DVDs Boys’ top five favorite DVDs: Girls’ top five favorite DVDs:
Star Wars series King Kong Harry Potter series SpongeBob Chronicles of Narnia Girls’ top five favorite DVDs: High School Musical Bratz movies Source: KidSay Trend Tracker, 6/06

Toys and Games Boys’ top five favorite video games:
Star Wars Battlefront series HALO games WWE/wrestling Grand Theft Auto/SA NBA Live 06 Girls’ top five favorite video games: Mario games Halo Pac-Man SpongeBob SquarePants Bratz games Source: KidSay Trend Tracker, 6/06

Kids’ Favorite Toy or (non-video game) Thing to Play With
Boys’ 8-11: Monopoly Action figures Board games Chess/checkers Football Girls’ 8-11: Bratz Doll Stuffed animal Source: KidSay Trend Tracker, 5/06

Kids’ Favorite Toy or (non-video game) Thing to Play With
Boys’ 12-15: Monopoly Basketball Board games Football Skateboard Girls’ 12-15: iPod Stuffed animal Playing cards Source: KidSay Trend Tracker, 5/06

Technology and Communication

Cell Phones Growth of kids mobile phone market: Kids 12-15
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 year-olds and 40% of year-olds have their own cell phones (Source: NOP World Technology, September 2005) Kids 12-15 Source: KidSay Trend Tracker, 5/06

Favorite Cell Phone Activity
Boys 8-11 Years Old: Games Text messaging Talking Music Ring tones Girls 8-11 years old: Take pictures Source: KidSay Trend Tracker, 5/06

Favorite Cell Phone Activity
Boys years old: Text messaging Games Take pictures Ring tones Music Girls years old: Talking 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. 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 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 listed it at 56% of the time Boys listed it at 30% of the time Source: KidSay Trend Tracker, 5/06

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 Source: KidSay Trend Tracker, 5/06

Boys’ top five favorite Internet activities: Play games Chat/instant message Surf sites Download music Look up info for school Girls’ top five favorite Internet activities Source: KidSay Trend Tracker, 5/06

Boys’ top five favorite Web sites: Addictinggames.com Cartoonnetwork.com Google.com Miniclip.com Disney.go.com Girls’ top five favorite Web sites: Neopets.com Millsberry.com Source: KidSay Trend Tracker, 5/06

Top five ways boys find out about new Web sites: Friends Ads Random searches Google.com Family Top five ways girls find out about new Web sites: Brother/sister Source: KidSay Trend Tracker, 5/06

Characters

Characters Boys’ top five favorite cartoon characters:
SpongeBob SquarePants Bugs Bunny Patrick Star Tom & Jerry Stewie Griffin Girls’ top five favorite cartoon characters: Tweety Source: KidSay Trend Tracker, 5/06

What is your Character Q?
Top Character Q-scores: Santa Claus 74 SpongeBob SquarePants character 67 Donkey 66 Shrek 66 Fairly Odd Parents 63 The Incredibles 62 Scooby Doo 61 Easter Bunny 59 M&M Yellow 58 Patrick (Sponge Bob) 58 Danny Phantom 47 Jimmy Neutron 41 Batman 26 Dora 21 Cartoon Q - The People Panel Spring 2006

School

School Social Landscape:
Top 5 clubs boys participate in throughout the year: Baseball Basketball Boy Scouts Chess Cub Scouts Top 5 clubs girls participate in throughout the year: Girl Scouts Dance Drama Soccer Softball Source: KidSay Trend Tracker, 5/06

“I want…” Top five gifts boys will ask an adult to buy for them:
Computer/video game Cell phone iPod/MP3 player PlayStation Portable Playstation 3 Top five gifts girls will ask an adult to buy for them: Clothes Pet Source: KidSay Trend Tracker, 5/06

Favorite Discount Department Stores for Kids
Boys 8-11 Girls 8-11 #1 Wal-Mart Target #2 #3 JC Penney Limited Too Source: KidSay Trend Tracker, 9/05

What are kids buying for themselves?
Kids at retail: Top five things boys last spent their own money on: Computer/video games Food/candy/drinks/gum Other Game system Shoes Top five things girls last spent their own money on: Clothes CD Source: KidSay Trend Tracker, 5/06

Striking the Balance

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 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? Source: Mintel Kids and Teen Eating Habits, 4/06

Moms Give In As Kids Grow Up
Parents interact with their kids differently depending on their age: 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 Source: Kid Power Conference Winter 2003

Core User Age Group Helps Determine Who To Target
As kids get older, they influence more purchase decisions. Total Influence Kid Crackers Cheerios Jell-O Fruit Goldfish Apple Juice Oreos Cheetos Cup Cakes Candy Juice Drinks Fast Food Cereals cross-over in these ages No Influence Mom 1 2 3 4 5 6 7 8 9 10 Age of Consumer Source: Just Kid, Inc.

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. High Kid Appeal Cookies Cereal bars Fruit snacks Soda Off Leash Kid Push Trix yogurt Candy Salty snacks High Mom Approval Low Mom Approval Fruit Low-sugar cereals Liver Mom Push Off Radar Vegetables Caviar Low Kid Appeal Source: The Wonder Group, Kid Power Winter 2003

Keep It Fresh, Fun, and Relevant
Recap Know Your Audience Stay on Top of Trends Keep It Fresh, Fun, and Relevant

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