Consumer insight - July 2014

School-Aged Youth

july consumer insight school aged children



Forty-one million kids and tweens aged 5-14 grace the planet.


About two-thirds of their money is spent weekly, with the rest saved. Kids and tweens have the freedom to buy what they want: Parents pay for necessities.


Kids are tomorrow’s customer and influence what parents buy; many have their own spending money. Because of their TV and online interests, kids are mindful of ads and choose what they buy accordingly.


What Brands Can Do!

School-aged children are impressionable. Do not take advantage of them. Mintel gives suggestions on developing marketing for this group:

  • Appeal to kids or tweens and their parents or guardians.       
  • Appropriately segment the market based on age, gender and life stage.
  • Be ethical: Advertise, market and provide products that are relevant and compliant with  guidelines and regulations.   
  • Instill long-term brand loyalty.    
  • Use creativity; be multidimensional, multichannel and highly interactive. 

Research provided by Mintel.
Mintel is a leading global supplier of consumer, product and media intelligence. For 40 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analyses that directly impacts client success. Contact Mintel at or 312-932-0400.

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Anyone who works (with the exception of volunteers, unpaid interns and the like) can bring home the bacon — even kids, thanks to lemonade stands and lawn mowers.



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