US Kids as Influencers Industry Key Trends, Size, Growth, Shares And Forecast Research Report 2016
35 million US households include children younger than 18. The majority are headed by a married couple. Parenting trends allow for kids to have significant influence on household decisions – including purchases for the child individually as well as those for the whole family.
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Table of Content
Overview
What you need to know
Definition
Executive Summary
Figure 1: Households, by type, 2015
The issues
Simultaneously targeting kids and parents
With kids and teens increasingly reachable, relationship with brands under scrutiny
Parents worry about spoiling kids
Figure 2: Drawbacks to giving kids a say, November 2015
The opportunities
An influenced man: Millennial dads are an under-targeted, possibly lucrative group
Figure 3: Attitudes toward kids’ influence – Any agree, Millennial dads versus all parents, November 2015
A more democratic family structure means kids have more power than ever before
Figure 4: Relationship between kids and parents, November 2015
Increased diversity provides opportunity to expand marketing, develop new products
Kids’ reviews under-leveraged
What it means
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The Market – What You Need to Know
Less than one third of US households include children
Kid and teen population stagnant overall, but increasingly diverse
American Families
Children younger than 18 present in 28% of US households
Figure 5: Households, by type, 2015
Share of households with children in decline
Figure 6: Households, by presence of own children, 2003-14
But there’s hope – 2014 signals the possibility of a baby bounce
Figure 7: Annual births and fertility rate, 2003-14*
Asian and Hispanic households most likely to include families, children
Asian families
Hispanic families
Figure 8: Households by type, by race/Hispanic origin of householder, 2013
Figure 9: Households with own children, by race and Hispanic origin of householder, 2013
American Kids and Teens
Population of kids and teens to remain relatively stagnant
Figure 10: Population