Children are growing up faster and faster. We have heard this for several years in the children market; however, there has been little evidence till now of how this phenomenon works. This article intends to demonstrate and provide evidence that this dynamics is actually taking place within present American families’ social structure.

Market Segmentation: 5 Children Groups

Today, the old age divisions to media buy are no longer an important factor in media planning. Instead, a thinner segmentation is needed to be able to reach this target in a more effective way.

At present, there are five different targets in the children segment, the most recent one reflecting the fact that children are now growing up at an earlier age. This new segment, children aged 3 or less, is a group which is beginning to exert its influence over brands and buying decisions at a level never seen before. They are becoming a target with which it is now possible to communicate in an effective way.

The Dynamic Duo

Family changes are nowadays more dramatic than ever before. These changes arise from the child’s power and his or her influence over their mothers —and fathers. Infants and their moms are now becoming a dynamic duo as children acquire a greater brand awareness and their moms accept, allow and satisfy their children’s demands for them on a more usual basis.

To get to know better the validity, potential and implications of little children’s accelerated growth, Griffin Bacal marketing company carried out a research using a sample of 62 mothers with at least one boy or girl between 2 and 5 years of age. The following is a summary of the results shown by the study.

Children Are Growing at a Faster Pace

Most of the sample individuals agree that their children are growing faster than ever before. They acknowledge that their 2 to 5 year-olds are showing brand awareness and influence in a growing manner.

We asked our sample for their reaction to the following statement:

“Market experts are saying that today’s children are growing at a faster pace than ever before. Some even state that children between the ages of 3 and 5 are more similar to the 8-9 group from previous decades regarding their brand awareness and influence, as well as in game patterns and their relation to toys, etc.”

There was among moms a general agreement with this phrase. Most moms indicated that this phenomenon is the result of the combined effect of technological opportunities, an abundance of brand messages which children learn through TV shows and commercials, and the new trends in children education.

What Children Watch

The mom’s panel said that their children spend between 10 and 20 hours a week watching TV. Preschoolers programs are clearly no news. Sesame Street, Mr. Rogers and Captain Kangaroo are classic shows aimed at preschoolers which have attracted the interest of more than a generation. The present differences are:

• A more significant program segmentation.
• More programs.
• More channels.
• More daily slots for programs aimed at little children.

Children Know about Brands

Brand awareness starts early in life. Two thirds of the sample say their children are aware of brands. Most of them agree that brand awareness starts by age 2 or 3. Nearly a quarter of those who reported that their children knew about brands mentioned that their sons or daughters had started to recognize them since they were 12-18 months of age.

“...brands are everywhere. If a child watches TV, he is exposed to brands through commercials during programs. Also, if the child is at school, he listens to other children talk about brands, as well as to his elder brothers and sisters at home talking about the need to get certain brands of clothes or shoes.”

Another interesting aspect derived from this research is that brand awareness usually arises from the recognition of a certain character.

“Indeed, they know images on packages better than brands. They wanted the Oral B tooth-paste because it had Barney on it. They wanted Frosted Cheerios because they had the Rugrats on their package. They are very familiar with comic strip-like characters. For example, when Burger King was giving away Rugrats’ watches and toys with their kids’ menu, children wanted to go there almost daily.”

The Child’s Role in the Purchase Decision

The key point regarding children’s influence over their parents’ shopping decisions was that they have great influence over their moms. Three quarters of moms indicated that their children between the ages of 2 and 5 have either “some” or “a lot” of influence over their shopping decisions. Books, TV, video and movies are some of the categories over which children have a lot of influence.

Half of the respondents said that their children have a real decision power over the choice in restaurants, clothes and health and beauty products. However, they expressed that until now their children have had little influence on more important purchases such as holidays, new houses or the family car.

There was among moms general agreement with the fact that children strongly influence them and finally obtain the products they ask for, independently of their mom’s desires.

“It is important to ask for their opinion when buying some articles such as food, videos, computer software or clothing. Their wishes have a considerable weight, but only to a certain point. I always have the last say, but letting her make decisions helps me to learn about her and allows her to express her own personality.”

Children First

There is also a huge evidence that parents see their children’s power in a more basic way. “Children first” is a very different ideology from the one of previous generations declaring that “children are to be seen but not to be listened to.”  

“I always take into account his wishes when I buy something specifically for him. I also try to consider his wishes when I buy computer software or food for the family. Even though he may not always get what he wants, we strive to make sure he is happy.”

“I make every possible effort to please her. If whatever she wants seems reasonable to me, she usually gets it.”

“Sometimes I buy things I really don’t want because he asks for them.”

Conclusions

Children aged 0-3 are a better informed and more influential audience than never before. Interaction with computers and TV exposure turn this young segment into a highly experienced one, which has resulted in dramatic changes in present American families.

Even one-year-olds make brand associations and purchase requests to their parents, and are highly influenced by commercials and marketing. Parents are more than willing to satisfy their children’s brand requests. Market experts can cash in on the increasing cognitive, emotional and persuasive strengths of the youngest segment addressing directly to these very young consumers.

Success breeds success, so we can expect more of the following in the near future:

• Programs for children between 1 and 3 years old.
• Segmentation focused on children aged 1 to 3.
• New and different products for children aged 1 to 3.
• Direct targeting toward little consumers.

Now, with programs aimed to one-year-olds, the opportunity to address directly to preschoolers and create new markets is now at hand for the ones who want to take advantage of it. Our challenge is to produce relevant products, be responsible in our marketing initiatives and approach this new segment on their own terms.