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Consumer insight - July 2014
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.