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Who Buys Source

Based on research by EPM Communications, 40% of children ages 5-9 aer non-White or Hispanic.

Research Alert, 2007

According to a study by Reach Advisors, parents of Tweens are split fairly evenly between Baby Boomers and Generation Xers.

Gifts & Decorative Accessories, 2007

Research by Packaged Facts has found that 40% of kids ages 3-11 in families with household incomes below $30,000 buy things they have seen on TV, compared to 32% of children in families with household incomes between $75,000-$100,000, and 34% of kids whose parents earn $100,000 or more.

Packaged Facts, 2007

According to a 2007 survey by Experian Research, 82% of African American kids ages 6-11 select which fast food restaurant their family visits, compared with 69% of White youngsters and 58% of Hispanic children. 

Youth Markets Alert, 2007

A 2007 survey by Experian Research found that 72% of kids ages 9-11 choose their own athletic shoes, compared with 59% of kids ages 6-8.

Youth Markets Alert, 2007

When They Buy Source

Based on a 2008 study by The NPD Group, tween girls (ages 8-12) begin using beauty products at the age of 10.

The NPD Group, 2008

Research by The NPD Group determined that the average age at which children begin to use consumer electronic devices dropped to 6.7 years in 2007, down from 8.1 years in 2005. Children use electronic devices an average of three days per week -- most frequently being a TV (5.8 days), cellphone (4.3 days) and digital video recorder (4.1 days).

The NPD Group, 2007

A 2007 study by The NPD Group found that 2-11-year-olds average 68 hours of leisure time a week, with 5-12-year-olds averaging 58 hours.

The NPD Group, 2007

According to a 2007 survey by The NPD Group, 66% of kids received a gift card in the past few months, with mass merchandiser and toy stores being the most frequently mentioned type of gift cards received, followed by food service cards. Christmas and birthdays were the most popular occasions for receiving gift cards, with Christmas accounting for 73% of the total.

The NPD Group, 2007

A survey by Directions Research asked parents what age they believe their children can begin shopping for clothing on their own: 6-10 years, 17.6%; 11-12 years, 13.9%; 13-15 years, 37.0%; 16 or older, 31.5%.

USA Today, 2006

Why They Buy Source

Based on a study by Mediamark Research, what kids ages 6-11 like to see or hear in advertising (multiple answers): Funny things (like a funny animal or character), 74.7%; music, 52.0%; silly humor, 44.2%; action and excitement, 44.1%; kids their own age, 41.6%; famous people they like, 39.5%; tricks played on people, 36.4%; something that surprises them, 35.9%; colorful images, 27.1%.

eMarketer, 2007

A 2007 report by The NPD Group revealed that children are more likely to use adult versions of consumer electronic products, rather than the kid versions of the same product. The study indicated that parents' interest in purchasing kid-friendly electronic devices decreased to 74% in 2007, down from 83% in 2006. 

The NPD Group, 2007

According to a 2007 study by C&R Research, the ability to play games was the cellphone feature utilized most often by kids ages 6-12.

Youth Markets Alert, 2007

How They Buy Source

According to estimates by the U.S. Department of Agriculture, how much a husband-wife family earning a before-tax income of less than $44,500 spent on a child in 2006, by age (expenditures included food, housing, transportation, clothing, health care, child care/education and other miscellaneous expenses): 0-2 years, $7,580; 3-5 years, $7,750; 6-8 years, $7,780; 9-11 years, $7,710; 12-14 years, $8,570.

U.S. Department of Agriculture, 2007

According to estimates by the U.S. Department of Agriculture, how much a husband-wife family earning a before-tax income of between $44,500 and $74,900 spent on a child in 2006, by age (expenditures included food, housing, transportation, clothing, health care, child care/education and other miscellaneous expenses): 0-2 years, $10,600; 3-5 years, $10,910; 6-8 years, $10,780; 9-11 years, $10,610; 12-14 years, $11,340.

U.S. Department of Agriculture, 2007

According to estimates by the U.S. Department of Agriculture, how much a husband-wife family earning a before-tax income of more than $74,900 spent on a child in 2006, by age (expenditures included food, housing, transportation, clothing, health care, child care/education and other miscellaneous expenses): 0-2 years, $15,760; 3-5 years, $16,140; 6-8 years, $15,790; 9-11 years, $15,490; 12-14 years, $16,310.

U.S. Department of Agriculture, 2007

The National Retail Federation predicted that the average amount of their own money spent on back-to-school items by pre-teens in 2007 was $15.38.


National Retail Federation, 2007

According to a 2007 report by The NPD Group, the average value of a gift card given to children was $44. The study also found that toys and/or board games were the most common purchases made across all gift card categories by the young recipients.

The NPD Group, 2007

What They Buy Source

Percentage of tween girls (ages 8-12) who use the following categories of beauty products: Fragrances/body sprays, 60%; skincare products, 50%; makeup, 40%. Sixty percent of tween girls say they use lip gloss at least once a month.

The NPD Group, 2008

A 2008 study found that, on average, kids between the ages of 2 and 14 are consuming various types of digital content between 3-7 times a month (on a single device). Kids are downloading video clips onto a device most often (7.1 times a month), followed by music videos (5.7 times per month), music (4.2 times a month), games (3.1 times a month), and ring tones/ring tunes (2.8 times a month).

The NPD Group, 2008

According to a 2008 Performics survey of tweens ages 10-14 who had made or recommended any type of retail purchase in the previous six months, 57% were female and 43% were male. The study found that tweens were most involved in the recommendation or purchasing of electronics, apparel, consumer packaged goods (CPGs) and telecom items like mobile phones.

Online Media Daily, 2008

According to a 2008 study by The NPD Group, the favorite fragrance brands of tween (ages 8-12) girls: 1. Bath and Body Works; 2. Britney Spears; 3. Britney Spears: Curious; 4. Victoria's Secret; 5. ck; One.

The NPD Group, 2008

According to a mid-2007 survey by JupiterResearch, cellphone adoption for Tweens will grow dramatically over the next 12 months. The study found that almost one-half of children ages 12-13 will have a cellphone by the end of 2007, while one-third of children ages 10-11 will have a cellphone in the same period.

JupiterResearch, 2007

A 2007 survey by The NPD Group showed that cellphones, digital cameras and MP3 players were the consumer electronic devices bought most often by parents for their children in the previous year.

The NPD Group, 2007

According to a 2007 survey by Decision Analyst, the most popular brands of shoes among kids ages 6-8 were: 1) Nike; 2) Skechers; 3) New Balance; 4) Heelys; 5) Air Jordan. Among youngsters ages 9-12, the top brands were: 1) Nike; 2) Skechers; 3) Heelys; 4) Vans; 5) Air Jordan.

Decision Analyst, Inc., 2007

A 2007 survey by Technomic showed that chicken strips and nuggets were the most popular kids' restaurant entrees, followed by Pizza.

Technomic, Inc., 2007

According to a 2007 study by the National Retail Federation, 32.6% of pre-teens expected to spend at least some of their own money on back-to-school shopping.

National Retail Federation, 2007

According to a 2007 survey by KidzEyes/Funosophy, products related to "Pirates of the Caribbean," Nickelodeon and the Disney Channel were the top three licensed merchandise categories that appealed to both young boys and girls. Among girls only, Hannah Montana topped the list, while Spider-Man items were favored by boys.

Funosophy, 2007

Based on a 2007 Harris Interactive survey, the consumer electronic device used by Tweens (ages 8-12) on a regular basis that they considered most important: Home computer, 27%; video game system, 27%; TV, 22%; cellphone, 8%.  

eMarketer, 2007

According to their parents, the hottest brands of toys for girls ages 2-12 are Barbie and Disney Princess, while for boys, the hottest brands of toys are Hot Wheels and Lego.

The NPD Group, 2007

According to their parents, the hottest brands of clothing for children ages 2-12 are Old Navy and Levi's.

The NPD Group, 2007

According to Experian Research, percentage of 6-11-year-olds who have the following consumer electronics devices in their rooms: TV, 54%; stereo, 26%; computer, 19%.

Retail Merchandiser, 2007

Based on the Experian Simmons National Kids Study, the leading brand preferences of kids ages 6-11 who eat cookies (multiple answers): Oreo, 57%; Chips Ahoy, 52%; Teddy Grahams, 38%; Vanilla Wafers (Keebler), 31%; Chips Deluxe, 30%; Little Debbie, 27%; Nilla Wafers (Nabisco), 24%; Nutter Butter, 24%; Animal Crackers, 24%; other brands 36%.

Marketing Daily, 2007

According to the Experian Simmons National Kids Study, the top 10 brand preferences of kids ages 6-11 who drink soda (multiple answers): Coca-Cola Classic, 65%; Pepsi-Cola, 46%; Cherry Coke, 40%; Wild Cherry Pepsi, 29%; Coca-Cola with Lime, 21%; Pepsi Vanilla, 19%; Caffeine Free Coca-Cola, 18%; Pepsi Lime, 15%; Caffeine Free Pepsi, 15%; other brands, 47%.

Marketing Daily, 2007

According to a Mediamark Research study, the favorite activities for boys ages 6-11 when they come home from school are watching TV (64%), playing video games (62%), playing sports (54%), hanging out with friends (47%) and playing with toys (41%). Girls' favorite activities are watching TV (66%), hanging out with friends (48%), playing with toys (43%), doing homework/studying (41%) and using the computer (39%).

Youth Markets Alert, 2007

Based on a study by Common Sense Media, products that 8-10-year-olds have asked their parents to buy for them after seeing the items advertised on TV: Toys or dolls, 75%; food or meals from a fast food company, 58%; snacks, 57%; cereals, 55%; electronics (e.g., iPod or computer), 55%.

Research Alert, 2007

Based on a survey by Common Sense Media, products that children ages 11-13 have asked their parents to buy for them after seeing the items advertised on TV: Electronics (e.g., iPod or computer), 69%; food or meals from a fast food company, 51%; snacks, 46%; toys or dolls, 40%; cereals, 38%.

Research Alert, 2007

Tweens are more likely than teens to own more than one gaming system -- typically one console and one handheld, according to C&R Research. Among the 10-13-year-olds in an online survey, 62% owned a Nintendo Gameboy Advance and 47% owned a Nintendo DS.

Youth Markets Alert, 2007

Based on a survey by the National Sporting Goods Association, the percentage of 7-to-11-year-olds who took part in these sports in 2006 (with percentage change in the number of participants from 1997): Bicycle riding, 40.4% (-29,6%); baseball, 19.0% (-22.1%); basketball, 27.9% (-20.6%); football (tackle), 11.3% (+19.5%); skateboarding, 14.9% (+9.6%); snowboarding, 4.4% (+80.5%); soccer, 24.6% (-14.7%); softball, 12.0% (-1.9%); volleyball, 5.6% (-39.2%); tennis, 4.0% (-23.0%); golf, 4.5% (-16.1%); fishing (fresh water), 23.0% (-7.5%); bowling, 26.0% (-11.7%).

NSGA, 2007

According to the Experian Simmons National Kids Study, the leading brand preferences of kids ages 6-11 who eat candy (multiple answers): M&Ms, 60%; Skittles, 57%; Hershey's Kisses, 56%; Kit Kat, 54%; Reese's Peanut Butter Cups, 53%; Starburst, 51%; Ring Pop, 50%; Laffy Taffy, 48%; Hershey's Milk Chocolate, 47%; Push Pop, 47%.

Marketing Daily, 2007

Based on research by Packaged Facts, just over half of kids ages 3-11 have a say in what brand of jeans they wear, while two-thirds of youngsters in this age group choose their own sneakers.

Packaged Facts, 2007

Sales of children's hardcover books declined 2.0% in 2006, while children's paperback books experienced a 0.6% decrease.

Association of American Publishers, 2007

Most popular types video games for boys and girls, according to Mediamark Research (multiple answers): Action/adventure, 52.3%; racing, 37.3%; sports, 26.8%; fighting, 26.4%; educational, 23.9%; board/card games, 20.6%; puzzle/strategy, 20.4%; simulation (driving, flying, etc.), 17.4%; war, 15.4%; extreme sports, 15.2%.

Mediamark Research, 2007

According to a 2006 survey of mothers with children ages 3-5, the percentage of the responding moms who had bought licensed versions of the following products for their kids: Hygiene products, 96%; toys costing less than $30, 94%; food, 94%; books, 92%; bedding, 77%; toys costing more than $30, 68%; outdoor play, 50%; furniture, 46%. 

Funosophy, 2006

Where They Buy Source

According to a 2007 survey by Decision Analyst, the favorite restaurant chains for kids ages 6-8 were: 1) McDonald's; 2) Chuck E. Cheese; 3) Burger King; 4) Pizza Hut; 5) Wendy's; 6) Sonic. For children ages 9-12, their favorite restaurants were: 1) McDonald's; 2) Taco Bell; 3) Chuck E. Cheese; 4) Burger King; 5) Pizza Hut; 6) Subway.

Decision Analyst, Inc., 2007

Wal-Mart, Target and Babies "R" Us ranked as the top three companies in kids' home furnishings sales for 2006. Ashley Furniture HomeStores registered the largest year-over-year revenue gain among the leading kids' furnishings retailers, with a 30.8% increase in sales.

Kids Today Online, 2007

Based on research by Technomic, among the top 250 restaurant chains, 89% of full-service chains and 75% of fast-food locations carry items specifically meant for children.

Technomic, Inc., 2007

A 2007 study by Experian Research found that 78% of kids ages 6-11 go grocery shopping with a parent "most or some of the time." Girls (82%) are more likely than boys (68%) to do so.

Youth Markets Alert, 2007

According to a survey of boys and girls ages 9-11, the percentage who said they would either "definitely" or "probably" visit the following departments at a mass retailer when shopping with their parents or by themselves: Toys, 84%; electronics, 81%; clothes/fashion accessories/shoes, 67%; music, 66%; school supplies, 56%; books/magazines, 48%; room decorations and furniture, 39%; toiletries and cosmetics, 38%; stationery and cards, 28%.

Funosophy, 2006

Business Trends Source

According to research by 360 Youth, Tweens spend roughly $51 billion each year (collected from gifts, allowance and other income), while also influencing another $170 billion spent on them by relatives, friends, etc.

360 Youth, 2007

A study by Packaged Facts estimates the buying power of kids ages 3-11 will grow to $21.4 billion by 2010, up from $18.3 billion in 2006.

Packaged Facts, 2007

Live stage show performances based on popular children's TV, toy or literary characters (Thomas the Tank Engine, SpongeBob SquarePants, Dora the Explorer, etc.) have evolved into a segment of the entertainment business that generates more than $1 billion a year in ticket sales.

USA Today, 2007

Sales of infant/preschool toy products grew 2.0% in 2006, compared to a 0.2% increase in overall toy sales for the year. 

Toy Industry Association, 2007

Based on eMarketer research, approximately 10.8 million Tweens (ages 8-11) were Internet users (someone who went online at least once in the past 30 days) in 2007. That figure is predicted to increase to 11.1 million in 2008 and 11.6 million by 2010.

eMarketer, 2007

Tweens ages 8-12 see 37 minutes of TV advertising a day, the highest among all youth groups, according to the Kaiser Family Foundation. In comparison, teens ages 13-17 view 35 minutes of TV ads daily, while children ages 2-7 see 17 minutes. Twenty-five percent of all ads viewed by 8-12-year-olds are for food, as are 33% of those ads seen by 2-7-year-olds. Candy and snacks are the products most likely to be advertised.

Kaiser Family Foundation, 2007

Based on a 2007 survey by The NPD Group, how children ages 5-12 spend their leisure time: TV/movies, 14.9%; toys, 9.4%; music, 6.8%; homework, 6.5%; video games, 6.5%; computer, 6.4%; hanging out with friends, 5.7%; recreational reading, 4.9%; hobbies, 4.8%; sports/outdoor activities, 4.7%; other, 29.4%.

Research Alert, 2007

Sales for the nation's top 20 kids' home furnishings retailers increased 4.9% in 2006 to $10.16 billion. The top 20 retailers sold kids' merchandise through 11,874 stores in 2006, 246 more than the previous year.

Kids Today Online, 2007

According to a Harris Interactive survey, 76% of Tweens (ages 8-12) say they really enjoy going shopping.

Harris Interactive, 2007

According to a 2007 survey by Stars for Kidz, 47% of children ages 8-14 say they help their parents with online activities. Seventy-seven percent of the youngsters indicated they had completed an online transaction, and 36% said they had helped plan vacations and made travel arrangements online.

Youth Markets Alert, 2007

A 2007 study by The NPD Group determined that kids between the ages of 2 and 12 spend more than a quarter of their leisure time doing two or more activities simultaneously. Favorite pastimes among these young people include reading, using the computer, spending time with friends, listening to music and watching TV.

The NPD Group, 2007

The most popular activities among children ages 5-12 in 2007, according to their parents (multiple answers): Doing homework, 90%; using the computer, 71%; listening to music, 66%; spending time with friends, 55%; going to the park/beach, 46%; talking on the phone, 28%.

Youth Markets Alert, 2007

Misc Source

According to a Harris Interactive survey, 27% of girls ages 10-12 used social networking Web sites in 2007 (up from 11%) in 2006, as did 17% of 10-12-year-old boys (up from 8% in 2006).

eMarketer, 2008

A 2007 survey by EPM Communications concluded that 31% of Tween boys and 38% of Tween girls are wearing apparel in sizes not meant for them and don't fit properly, since kids are increasingly becoming larger.

Youth Markets Alert, 2007

A 2007 study by Alloy Media & Marketing found that 96% of online teens and Tweens connect to a social network at least once a week.

Advertising Age, 2007

A 2007 Harris Interactive survey found that 71% of Tweens have some sort of parental rules regarding the kinds of video games they play, compare to 42% of teens who face the same restrictions.

Youth Markets Alert, 2007

According to a 2007 survey by Korn/Ferry International, 76% of parents say will "somewhat or greatly" try to guide their child to a specific career.

Youth Markets Alert, 2007

A late-2006 study by Youth Trends determined that some 37% of kids ages 8-11 use instant messaging at least monthly.

Online Media Daily, 2006