What is Kidfluence?
"Kidfluence" is the influence kids have over family household purchases. In Canada, there are approximately 2.5 million tweens (aged 9 to 14), who in addition to spending $1.9 billion of their own money, influence another $20 billion in household purchases.

Gone are the days that parents raise their kids to be 'seen and not heard'. Today's parents encourage their kids to participate in decisions that affect the whole family - such as what and where the family eats, the stores they shop, and the entertainment the family enjoys. Kids even influence big-ticket items like cars, home electronics and vacations.

"Kidfluence" is the influence kids have over family household purchases. Canadian tweens influence approximately $20 billion in household family purchases. The 2002 Tween Report is the first 'special edition' issue in the report's history. The YTV Tween Report, Wave 8, 2002: Special Kidfluence Edition explores the influence that tweens have by specific product category and also gleans insights into their favourite brands.

How Tweens Hear About Cool New Products and Brand Names
Over 80% of tweens indicated that they heard of cool new products and brand names on TV, with TV commercials the most commonly mentioned answer.

Kidfluence: Tweens' vs. Parent's Perception
This chart shows a comparison of tweens' vs. their parents' perception regarding whether parents "always" or "sometimes" ask for their tween's opinion about selected purchases in the following categories. Note the similarities. Interestingly, when there is a discrepancy, parents often perceive to ask their tweens more than tweens perceive they are consulted.

	Tweens say they're asked	Parents say they're asked
	%	%
Snack Food	91	95
Fast Food Restaurants	90	96
Clothing	89	94
Sports / Running shoes	88	95
Soft Drinks	88	81
Movies to Buy	81	88
Household Groceries	79	87
Sit-down Restaurants	79	87
Games & Toys	71	89
Stores Where Clothing is Bought	71	78
Family Trips	64	80
Video Games	57	76
Home Entertainment / Electronic Equipment	56	44
Batteries	53	39
Computer Software	52	57
Toothpaste & Mouthwash	49	59
Computer	45	40
Stores Where Household Items are Bought	39	37
Cameras and Film	36	32
Pet Food & Accessories	30	30
Family Car	17	29

What Tweens Ask Their Parents to Buy
Tweens were read a list of 27 items and products and reported on which ones they had asked their parents to buy for them in the past six months or so.

• Almost all tweens (89%) reported having asked to be taken to a fast food restaurant. Most (82%) had asked for clothing for themselves, and 76% had asked for sports/running shoes.
• The most commonly mentioned 'food' items were snacks - 76% Potato or Corn Chips and 75% for Chocolate bars.
• 65% said they had requested a theme park visit. Over half (55%) said that they had requested a vacation destination.
• Just under a third (30%) have asked for a cell phone.

    

	%		%
Fast Food restaurants	89	Condiments (ketchup, mustard etc.)	50
Own Clothing	82	Yogurt	48
Own Sports / Running Shoes	76	Popcorn	43
Potato or Corn Chips	76	Batteries	42
Chocolate Bars	75	Cheese	41
Stores to Buy Clothing For Tweens	71	Lunch Kits (i.e. Lunchables)	41
Theme Parks for Family Trips / Vacations	65	Crackers	36
Chocolate Chip Cookies	64	Cell Phones	30
Pizza Pockets, Pizza Pops or Chef Boyardee	64	Film for Cameras	28
Other Candies	64	Skincare Products	24
Games & Toys	59	TV Sets	22
Hot Dogs or Luncheon Meat	55	Cameras	18
Soups	55	Hotels / Motels for Family Vacations	14
Places To Go On Vacation	55

Money and Spending
Canadian tweens influence roughly $20 billion in household purchases, but they also spend an impressive $1.7 billion of their OWN money.

Where Do Tweens Get Their Spending Money?

• 90% of Tweens get money from their last birthday
• 85% receive money as needed
• 66% receive money as a gift on a major holiday
• 52% get an allowance
• 28% receive Back-to-school money
• 24% have a job or get paid for work done

A Snapshot of Canadian Tweens' $1.7 Billion Discretionary Income
There are approximately 2.5 million tweens (aged 9 to 14) who receive the following averages in discretionary income:

• Last birthday: $88 - higher in the Atlantic & Ontario
• Regular allowance - $9.20/week - higher in Ontario and among 13 to 14 year olds
• Last major holiday - $80 - higher in Ontario
• Back-to-school money - $168
• From job or for work done - $14/week on average per tween

Items Tweens Usually Purchase With Their Money
Tweens buy a lot more than just candy and soft drinks with their own money. These categories are certainly prevalent, but tweens also buy other items like clothes, shoes, make-up, and entertainment like games and toys.