Why kids and brands will always be in love
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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

Hank Raessens

Directeur Kwalitatief Onderzoek

Millward Brown / Centrum


Who moved my cheese l.jpg

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


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Importance of young consumers

  • Departing the playground

  • 20,000 ads

  • Affluent

  • More of them

  • Lifetime spends huge


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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


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Let’s Talk – Send me an SMS

  • KGOY

  • 24/7 generation

  • Land-line phone, mobile, chat room, SMS

  • One device active all the time


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Let’s Talk – Send me an SMS

  • Information overload

  • television

  • Clothes en brands

  • Money


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What children buy with their money (maximum of 3 replies)

Base: 500 per country


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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.


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Look mum…they have McDonalds here too

Quote from 3 year old on arriving in USA for first time


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Why kids and brands are in love

  • Corporate logos: 6 months

  • Brand name requests: Age 3

  • Brand values: Age 10

  • Loyalty increases: Age 11+


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Bonding

Advantage

Performance

Relevance

Presence

How loyal are teens?

High brand loyalty

Low brand loyalty

… 40% less loyal than adults

Source: Millward Brown


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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


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Loyalty and telecommunication

  • Switch behaviour

  • Hardware supplier vs provider



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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


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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



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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


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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


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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 ???


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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


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The influence on purchase choicesof parents (unlimited number of replies)

Base: 500 per country


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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?


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Marketing to tweens

Presence

Evolution

Ethics

Peer-to-peer

Belonging

THE 5

SENSES

THE 6

DRIVERS


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Marketing to tweens

Ur gna av2lrn2spk2 em ina lang [email protected] chgin


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