Children: Lifestyles, attitudes, interests

 

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to transla ...

Manufacturers and marketers of toys are not always aware that a key factor in the appeal of children’s products is fun. This article details research into ten dimensions of ‘kid fun’: friend-orientate ...

This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products. Children across the region have certain common char ...

Analyses the current state of children as consumers and the implications for responsible marketing. A survey by the National Consumer Council (NCC) finds that while most children over 10 enjoy shoppin ...

Discusses the issues raised by child obesity and food advertising in the UK. The work of the Food Advertising Unit (FAU) and the Food and Drink Federation (FDF), represented by the two authors, is des ...

This article discusses how 'tweens' (children up to age 14) develop their personalities, attitudes and socialisation as they grow in to becoming teenagers. It is based on various research studies, mai ...

Describes marketing to children in South Africa, where 43% of the population is under 20. Topics covered: demographics of the children’s market, living standards, media for children, the regulatory en ...

Describes a US research project (in a limited geographic area) to study how children are `socialised’ as consumers, and how this varies with demographics, ethnicity etc. Theoretical background, discus ...

Explores the role of children as innovators or adopters of new products. A research study (2003) is reported amongst children and young people aged five to 18, with different questionnaires for the th ...

Describes a survey of children aged 7-8 and 12-13 in the `big four’ European countries (France, Germany, Spain, UK), covering their use of media and technology (internet, mobile phones, computer games ...

Describes research among Chinese children and young people to explore cultural trends, aspirations, what counts as `cool’, etc. The research shows that traditional Chinese values are being mixed with ...

Reports a research study among US children and teenagers on their attitudes to the Asian tsunami disaster. Covers: attitudes to media coverage of the disaster, discussion with parents, teachers and fr ...

Kara Chan, Hong Kong Baptist University, presents the results of research into the concept of materialism among Chinese children. Chan explains her study in the context of Chinese culture and provides ...

Brian Young, University of Exeter, looks at how children’s awareness of self and the world around them grows during childhood. He examines children’s limitations and capabilities from six years of age ...

Janine Spencer, Brunel University, gives an overview of how children change from birth to eight years of age – particularly in terms of perception, conception, memory and language – and highlights the ...

Jean McDougall and David Chantrey present the findings of Millward Brown’s international study of the youth generation’s relationship with brands and give advice for marketers aiming to connect with t ...

What do children in Malaysia think about television advertising, and how does it affect their purchasing? These are some of the questions answered in this fascinating study by Ghani and Zain.

This article presents the conclusions of Harris Interactive’s landmark poll of youth marketers. John Geraci reveals the industry’s views on the ethics of selling to children, the industry’s role regar ...

Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption h ...

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers. He looks at the way they talk and behave, and explains why it i ...

Children are an audience that is becoming increasingly complex, where behaviour and attitudes can change from one month to the next and products move ‘in’ and ‘out’ with bewildering speed. Add to this ...

Since the early 1990s marketers have often assumed kids are growing older younger: that we should market older products with older appeals to kids who are growing older earlier. But, writes Paul Kurni ...

As children generally act as early adopters for new media and communications technologies, how is their level of consumerism affected by an increasingly media-saturated environment? Birgitte Tufte giv ...

Today's teens and tweens are true techies, adopting new products and systems with enviable ease. In this article, Stephanie Azzarone looks at the relationship children have with technology, providing ...

It seems to be the prerogative of the older generation to shake their heads and sigh and tut that the teenagers of today have 'never had it so good' and that they don't know how lucky they are. But wh ...

Martin Lindstrom quotes extensively from his BRANDchild study in this overview of eight to fourteen year old children and claims they are the most influential generation in history. He describes the ...

How materialistic are children? And do their attitudes to possessions change as they grow older? In this article, Kara Chan discusses the factors that influence a child's sense of materialism and demo ...

In an article based on his new book, BRANDchild, Martin Lindstrom introduces the wonderful, impenetrable world of 'TweenSpeak'. He shows how tweens have developed a sub-culture of their own, choosing ...

Most adults look back on their teenage years with the humour of hindsight, but for those young people actually going through it, it is a seriously difficult time of upheaval. Barbie Clarke explains wh ...

Over 25 years, 63% of US advertising to children consistently promoted food, of which 28% was for fast food outlets. This paper examines the role advertising plays in the obesity challenge. Between ...