Wednesday, October 26, 2005

The lucrative terrain

The Guardian has an article by Jonathan Freedland on the "multi-million-pound industry intent on turning teenagers and toddlers alike into avaricious consumers."

According to the article, an average British child is familiar with up to 400 brand names by the time he has reached the age of 10! "Researchers report that our children are more likely to recognize Ronald McDonald and the Nike swoosh than Jesus. One study found that 69% of all three-year-olds could identify the McDonald's golden arches - while half of all four-year-olds did not know their own name."
There is, in other words, an enormous children's marketplace, and it is lucrative terrain. The under-16s spend an estimated £30bn a year, including £6bn on clothes and £2bn on toys. Eight in 10 kids have their own TV in their room; half have a DVD player or a video. A million children under nine own a mobile phone. One in five have internet access. With more pocket money than ever before - over £6 a week for the seven to 11 age group and more than £9 for the under-16s - they are a highly-prized target audience. And make no mistake, they are being targeted.

No comments: