Table of Contents
Executive Summary
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- 25 million 6-11 year-olds represent nearly 8% of population
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- Figure 1: Total US population distribution, by age, 2014
- Three in 10 households include children, 13.5% include 6-11-year-olds
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- Figure 2: Households, by presence and ages of own children, 2013
- Disney most popular TV network among kids, particularly girls
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- Figure 3: Top cable TV networks viewed by kids in the last seven days, by gender, January 2007-December 2013
- Moms more likely than dads to make buying decisions jointly with kids
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- Figure 4: Kids’ influence on purchase decisions (joint decision with kids in household), by gender, February 2014
- Higher-income parents more influenced by kids at grocery store
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- Figure 5: How often parents buy kids what they request (always/sometimes), by household income, February 2014
- Nearly all parents ask their kids’ opinions on purchases
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- Figure 6: How often parents ask for their kids’ opinions on purchases (often/sometimes), February 2014
- Dads share technology with kids, moms more engaged in the everyday
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- Figure 7: Activities typically done with kids on a weekly basis, by gender, February 2014
- One third of parents pay more attention to ads showing families
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- Figure 8: Attitudes about kids, relationships, advertising, by gender, February 2014
- What we think
Issues and Insights
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- Definition of family shifting as more kids living in single-parent homes
- The issues:
- The implications:
- Marketers forced to get creative as more consumers choose on-demand TV
- The issues:
- The implications:
- Internet becoming primary source of entertainment
- The issues:
- The implications:
Trend Application
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- Trend: The Man in the Mirror
- Trend: Who are the Joneses?
- Trend: Edutainment
Kids by the Numbers
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- Key points
- 6-11-year-olds represent nearly 8% of population
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- Figure 9: Total US population by age, 2009-19
- Share of households with children continues to decline
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- Figure 10: Total US households, by presence of own children, 2003-13
- 13.5% of all households include kids aged 6-11
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- Figure 11: Households, by presence and ages of own children, 2013
- Majority of households with children headed by adults aged 30-44
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- Figure 12: Total US households with own children, by age of householder, 2013
- Share of children living in single-parent households has increased
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- Figure 13: Children, by presence of parent(s) in household, 2007-12
- Hispanic households have younger children
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- Figure 14: Households with children, by race and Hispanic origin of householder, 2013
- Figure 15: Households, by Hispanic origin of householder and presence and ages of children, 2013
Parents’ Attitudes toward Family and Media Use
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- Key points
- Moms often indulging children with extras
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- Figure 16: Attitudes toward family and children, by moms with presence of children in household, November 2012-December 2013
- ABC Family, Disney, Nickelodeon far more popular among parents
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- Figure 17: Cable TV networks viewed in the last seven days, by presence of children in household, November 2012-December 2013
- The internet is becoming a primary source of family entertainment
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- Figure 18: Attitudes toward family and children, January 2007-December 2013
Kids’ Media Behaviors, Shopping and Vacations Influence
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- Key points
- Kids spend average of two hours a week online
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- Figure 19: Time kids spent online in last seven days (excluding email), by kids’ gender and age, January 2007-December 2013
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- Figure 20: Top 10 most popular kids’ websites, by estimated unique monthly visitors, April 2014
- Weekly time online holding steady at two hours over the past five years
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- Figure 21: Time kids spent online in last seven days (excluding email), January 2007-December 2013
- Disney most popular TV network among kids
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- Figure 22: Cable TV networks viewed by kids in the last seven days, by gender, January 2007-December 2013
- Kids’ TV network preferences determined by age
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- Figure 23: Cable TV networks viewed by kids in the last seven days, by age, January 2007-December 2013
- Nickelodeon, Disney XD popularity explodes over the last five years
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- Figure 24: Cable TV networks viewed by kids in the last seven days, January 2007-December 2013
- About one third of kids go to the grocery store most of the time
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- Figure 25: How often kids go to the grocery store, January 2007-December 2013
- Kids who go grocery shopping more likely to have favorite products in the house
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- Figure 26: How often kids' favorite products are in the household, by how often they go to the grocery story, November 2012-December 2013
- One third of kids like same music as parents
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- Figure 27: Kids’ music preference same as parents, by demographics, November 2012-December 2013
- Kids influence vacation destination, dining, and activities
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- Figure 28: How often kids choose where to go, what to eat, and what to do while on vacation, November 2012-December 2013
- Older kids, girls have more influence on where to eat on vacation
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- Figure 29: How often kids choose where to eat on vacation, by gender and age, November 2012-December 2013
Innovations and Innovators
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- Devices and interactive channels let kids interact with the TV
- My Nick Jr.
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- Figure 30: My Nick Jr., 2014
- U-verse KIDS!
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- Figure 31: U-verse KIDS! app, 2014
- Netflix bulks up on kids’ shows to attract next generation
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- Figure 32: Turbo Fast Digital Poster, Netflix/DreamWorks Animation, 2014
- Samsung launches Galaxy Tab 3 Kids tablet geared toward kids
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- Figure 33: Samsung Galaxy Tab 3 Kids
Marketing Strategies
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- Marketers spend $1.7 billion on marketing food to kids
- Subway launches kids campaign to “pile on the veggies”
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- Figure 34: Subway “What a Muppet Wants” TV ad, 2014
- McDonald’s adds nutritional books to Happy Meals
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- Figure 35: McDonalds Ad, Four New Stories, 2014
- Disney-branded fruit sales tripled in two years
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- Figure 36: Jamba Juice Promotional, Planes, 2013
Kids’ Influence on Purchase Decisions
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- Key points
- Kids’ influence varies by product category
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- Figure 37: Kids’ influence on purchase decisions, February 2014
- Moms more likely to make buying decisions jointly with kids
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- Figure 38: Kids’ influence on purchase decisions (joint decision with kids in household), by gender, February 2014
- Older parents more likely to be influenced by kids
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- Figure 39: Kids’ influence on purchase decisions (joint decision with kids in household), by gender and age, February 2014
- Lower-income parents more likely to involve kids in household decisions
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- Figure 40: Kids’ influence on purchase decisions (joint decision with kids in household), by household income, February 2014
- Older kids exert more influence
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- Figure 41: Kids’ influence on purchase decisions (joint decision with kids in household), by kids’ age, February 2014
- Parents engaged in activities include kids in decision making
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- Figure 42: Kids’ influence on purchase decisions (joint decision with kids in household), by number of activities typically done with kids on a weekly basis, February 2014
How Often Parents Buy Kids What They Request
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- Key points
- Kids wield strong influence at grocery store
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- Figure 43: How often parents buy kids what they request (always/sometimes), by gender, February 2014
- Young parents, especially young dads, more influenced at grocery store
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- Figure 44: How often parents buy kids what they request (always/sometimes), by gender and age, February 2014
- Higher-income parents more influenced by kids at grocery store
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- Figure 45: How often parents buy kids what they request (always/sometimes), by household income, February 2014
- Parents who engage in many activities most influenced at grocery store
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- Figure 46: How often parents buy kids what they request (always/sometimes), by number of activities typically done with kids on a weekly basis, February 2014
How Often Parents Ask for Their Kids’ Opinions
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- Key points
- Nearly all parents ask for their kids’ opinions on purchases
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- Figure 47: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender, February 2014
- Kids’ influence on young parents spans wider scope of products
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- Figure 48: How often parents ask for their kids’ opinions on purchases (often/sometimes), by generations, February 2014
- Parents with higher household income ask more for their kids’ opinions
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- Figure 49: How often parents ask for their kids’ opinions on purchases (often/sometimes), by household income, February 2014
- Young kids have say in TV choice, older kids’ opinions preferred otherwise
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- Figure 50: How often parents ask for their kids’ opinions on purchases (often/sometimes), by kids’ age, February 2014
Activities Typically Done With Kids on a Weekly Basis
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- Key points
- How parents/kids spend time together key to unlocking kids as influencers
- Dads are spending time with their kids through technology
- Moms are spending time with their kids during their everyday activities
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- Figure 51: Activities typically done with kids on a weekly basis, by gender, February 2014
- TV/radio activities more common among older parents
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- Figure 52: Activities typically done with kids on a weekly basis, by gender and age, February 2014
- Household income has little effect on most parent/child activities
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- Figure 53: Activities typically done with kids on a weekly basis, by household income, February 2014
Media and Marketing, Interactions and Relationships, and Purchasing Motivations
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- Key points
- One third of parents pay more attention to ads showing families
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- Figure 54: Attitudes about kids, relationships, advertising, by gender, February 2014
- Older parents have stronger attitudes towards kids and marketing
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- Figure 55: Attitudes about kids, relationships, advertising, by gender and age, February 2014
- Low-income parents more likely to play with their kid offline
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- Figure 56: Attitudes about kids, relationships, advertising, by household income, February 2014
- Parents who seek kids’ opinions want to provide better life
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- Figure 57: Attitudes about kids, relationships, advertising, by decision-making style, February 2014
Impact of Race and Hispanic Origin
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- Key points
- Large audience of Hispanic children potential influencers
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- Figure 58: Kids’ influence on purchase decisions (joint decision with kids in household), by race/Hispanic origin, February 2014
- Hispanic kids wield strong influence at the grocery store
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- Figure 59: How often parents buy kids what they request (always/sometimes), by race/Hispanic origin, February 2014
- Hispanic kids influence parents in nontraditional categories
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- Figure 60: How often parents ask for their kids’ opinions on purchases (often/sometimes), by race/Hispanic origin, February 2014
- Hispanic parents playing games with kids
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- Figure 61: Activities typically done with kids on a weekly basis, by race/Hispanic origin, February 2014
- Hispanic kids watching Disney
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- Figure 62: Cable TV networks viewed by kids in the last seven days, by race and Hispanic origin, January 2007-December 2013
Custom Segments – Family Decision-Making Styles
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- Key points
- About three quarters of families include kids’ input in day-to-day decisions
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- Figure 63: Family decision-making style, February 2014
- Fathers more likely to be dictators
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- Figure 64: Family decision-making style, by gender, February 2014
- Household income has little effect on family decision-making style
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- Figure 65: Family decision-making style, by household income, February 2014
- Married parents likely to present options to kids before making decisions
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- Figure 66: Family decision-making style, by marital status, February 2014
- Parents become more collaborative as kids get older
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- Figure 67: Family decision-making style, by kids’ age, February 2014
- Active parents seeking input from kids
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- Figure 68: Family decision-making style, by number of activities typically done with kids on a weekly basis, February 2014
Custom Segments – Married and Single-parent Homes
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- Key points
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- Figure 69: Kids’ influence on purchase decisions (joint decision with kids in household), by marital status, February 2014
- Kids in single-parent homes more likely to grocery shop with parents
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- Figure 70: Activities typically done with kids on a weekly basis, by marital status, February 2014
- Half of unmarried parents buy items they can enjoy with kids
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- Figure 71: Attitudes about kids, relationships, advertising, by marital status, February 2014
Appendix – The Consumer – Kid’s Influence on Purchase Decision
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- Figure 72: Kids’ influence on purchase decisions (joint decision with kids in household), by generations, February 2014
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- Figure 73: Kids’ influence on purchase decisions (joint decision with kids in household), by kids and younger/older, February 2014
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- Figure 74: Kids’ influence on purchase decisions (joint decision with kids in household), by decision-making style, February 2014
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- Figure 75: Kids’ influence on purchase decisions (joint decision with kids in household), by area, February 2014
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- Figure 76: Kids’ influence on purchase decisions (joint decision with kids in household), by number of activities typically done with kids on a weekly basis, February 2014
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Appendix – The Consumer – How Often Parents Buy Kids What They Request
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- Figure 77: How often parents buy kids what they request, February 2014
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- Figure 78: How often parents buy kids what they request (always/sometimes), by generations, February 2014
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- Figure 79: How often parents buy kids what they request (always/sometimes), by kids age, February 2014
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- Figure 80: How often parents buy kids what they request (always/sometimes), by kids and younger/older, February 2014
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- Figure 81: How often parents buy kids what they request (always/sometimes), by decision-making style, February 2014
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- Figure 82: How often parents buy kids what they request (always/sometimes), by area, February 2014
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Appendix – The Consumer – How Often Parents Ask for Their Kids’ Opinions
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- Figure 83: How often parents ask for their kids’ opinions on purchases, February 2014
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- Figure 84: How often parents ask for their kids’ opinions on purchases (often/sometimes), by gender and age, February 2014
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- Figure 85: How often parents ask for their kids’ opinions on purchases (often/sometimes), by kids and younger/older, February 2014
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- Figure 86: How often parents ask for their kids’ opinions on purchases (often/sometimes), by decision-making style, February 2014
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- Figure 87: How often parents ask for their kids’ opinions on purchases (often/sometimes), by number of activities typically done with kids on a weekly basis, February 2014
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- Figure 88: How often parents ask for their kids’ opinions on purchases (often/sometimes), by area, February 2014
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Appendix – The Consumer – Activities Typically Done With Kids on a Weekly Basis
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- Figure 89: Activities typically done with kids on a weekly basis, by generations, February 2014
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- Figure 90: Activities typically done with kids on a weekly basis, by kids’ age, February 2014
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- Figure 91: Activities typically done with kids on a weekly basis, by kids and younger/older, February 2014
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- Figure 92: Activities typically done with kids on a weekly basis, by decision-making style, February 2014
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- Figure 93: Activities typically done with kids on a weekly basis, by area, February 2014
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- Figure 94: Activities typically done with kids on a weekly basis, by number of activities typically done with kids on a weekly basis, February 2014
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Appendix – The Consumer – Media and Marketing, Interactions and Relationships, and Purchasing Motivations
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- Figure 95: Attitudes about kids, relationships, advertising, by generations, February 2014
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- Figure 96: Attitudes about kids, relationships, advertising, by kids age, February 2014
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- Figure 97: Attitudes about kids, relationships, advertising, by kids and younger/older, February 2014
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- Figure 98: Attitudes about kids, relationships, advertising, by number of activities typically done with kids on a weekly basis, February 2014
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- Figure 99: Attitudes about kids, relationships, advertising, by area, February 2014
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- Figure 100: Attitudes about kids, relationships, advertising, by race/Hispanic origin, February 2014
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Appendix – The Consumer – Family Decision- Making Style
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- Figure 101: Family decision-making style, by generations, February 2014
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- Figure 102: Family decision-making style, by gender and age, February 2014
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- Figure 103: Family decision-making style, by race/Hispanic origin, February 2014
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- Figure 104: Family decision-making style, by area, February 2014
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- Figure 105: Family decision-making style, by kids and younger/older, February 2014
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Appendix – Trade Associations
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