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Why kids and brands will always be in love

Why kids and brands will always be in love. Hank Raessens Directeur Kwalitatief Onderzoek Millward Brown / Centrum . Population in millions. World Population 5 - 14 years. 1300. 1200. 1100. 1000. 900. Urban Population 5 - 14 years. 800. 700. 600. 500. 400. 300. 200. 100. 0.

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Why kids and brands will always be in love

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  1. Why kids and brands will always be in love Hank Raessens Directeur Kwalitatief Onderzoek Millward Brown / Centrum

  2. Population in millions World Population 5 - 14 years 1300 1200 1100 1000 900 Urban Population 5 - 14 years 800 700 600 500 400 300 200 100 0 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030 Who moved my cheese? Source: United Nations Population Division: Word Population Prospects

  3. Importance of young consumers • Departing the playground • 20,000 ads • Affluent • More of them • Lifetime spends huge

  4. Purchases made directlybytweens - US $40 billion per annum Adult purchasesinfluencedby tweens- US $500 billion per annum Value offutureexpenditure - $140 trillion Value of the US Tweens market Source: Dr James McNeal: The Kids‘ Market: Myths & Realities and Millward Brown sources

  5. Let’s Talk – Send me an SMS • KGOY • 24/7 generation • Land-line phone, mobile, chat room, SMS • One device active all the time

  6. Let’s Talk – Send me an SMS • Information overload • television • Clothes en brands • Money

  7. What children buy with their money (maximum of 3 replies) Base: 500 per country

  8. The BRANDchild research • Millward Brown Kidspeak database (100k per annum; 35 markets) • WPP BrandZ Database – 20.000 brands • Desk Research • Custom research: • Qualitative • Quantitative – 2000+ tweens 7 markets • 450 Millward Brown Researchers.

  9. Look mum…they have McDonalds here too Quote from 3 year old on arriving in USA for first time

  10. Why kids and brands are in love • Corporate logos: 6 months • Brand name requests: Age 3 • Brand values: Age 10 • Loyalty increases: Age 11+

  11. Bonding Advantage Performance Relevance Presence How loyal are teens? High brand loyalty Low brand loyalty … 40% less loyal than adults Source: Millward Brown

  12. 10 0 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 Age Brand loyalty increases sharply from age 10 Bonding % Average bonding Source: Kids BRANDZ study conducted by Millward Brown for WPP, UK & USA, 1999 and 2000

  13. Loyalty and telecommunication • Switch behaviour • Hardware supplier vs provider

  14. So what drives TWEENS loyalty?

  15. We want to be different…together Peer pressure drives loyalty Yes 80% ‘It is important to feel part of a group’ Source: BRANDchild survey data, Millward Brown 2002

  16. Fish streaming 12-13 year olds 14-15 year olds 54% 16-18 year olds 30% 17% Yes Do you sometimes feel pressure to buy certain products, such as clothes, shoes, CDs, or anything else, because your friends have them? Source: The Center for a New American Dream, 2002 Youth Survey

  17. Purchases for which they ask their friends’ opinions Base: 500 per country

  18. Brand allegiances can last a lifetime 11 - 14 year olds 7 - 10year olds Adults Fast foods Sports clothing TV media Soft drinks Chocolate bars Cereals Source: BRANDZ conducted for WPP

  19. Brazil Germany Spain Brazil Germany Spain Tweens bond to adult brands % of kids bonded New Mini 13 8 15 Ford Focus/Ikon 0 15 3 VW Golf 12 8 6 New Beetle 12 9 7 Source: BRANDchild survey data, 2002

  20. Should all marketers consider a tween strategy? • Snacks YES • Confectionery YES • Breakfast cereals YES • Computer games YES • Stereos YES • Fast food YES • Soft drinks YES • Mobile Phones ???

  21. YES! Kids influence adult purchases more than we ever knew! I have my opinionbut I don’t discuss it 2% My parents ask mefor my advice 14% 30% I do not havean opinion 26% 28% I tell my parents whatI think they should buy Source: BRANDchild survey data, Millward Brown 2002

  22. The influence on purchase choicesof parents (unlimited number of replies) Base: 500 per country

  23. Find out where your brand is. To what extent do tweens have an influence over it? It’s likely to be bigger than you think... Want it forthemselveseg toys, mobiles,games Influenceparents eg travel, cars, telecommunication ‘Expert’ userseg mobiles, PCs Aspire to iteg premium fashion So what should you do?

  24. Marketing to tweens Presence Evolution Ethics Peer-to-peer Belonging THE 5 SENSES THE 6 DRIVERS

  25. Marketing to tweens Ur gna av2lrn2spk2 em ina lang d@s chgin

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