Children 6-11 primarily learn about new things from their classmates (84%) and TV ads (81%), according to Mintel. Half (48%) find out about new things from their parents and 40% turn to an older sibling.
There are notable age differences: those age 6-8 are more likely than those age 9-11 to have a smaller circle to learn about new products from, whereas kids 9-11 gain exposure from online ads and social networking sites.
Four in 10 kids 6-11 earn an allowance — an average $7.35 a week. Two in 10 children (20%) don’t receive a weekly stipend, but say their parents buy them whatever they want. Those who do receive money are assigned chores that typically include cleaning their room, taking care of the pet, setting the table, and taking out the garbage. Boys are more likely than girls to take out the trash and mow the lawn. Girls, conversely, take care of the laundry and wash dishes. [Consumer Spending & Attitudes]
Source: Mintel, Fiona O’Donnell, Senior Analyst, 351 W. Hubbard St., 8th Fl., Chicago, IL 60610; 312-932-0400; fodonnell@mintel.com; www.mintel.com.
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