Kids Turn to Their Friends for Advice About New Products, but Parents' Opinions Still Important Too, Reports Mintel

CHICAGO, Dec. 14, 2010 /PRNewswire/ -- Kids today are more tech-savvy than ever before, learning about new products or activities from a wide variety of sources. Friends, the Internet and television ads are all considered go-to sources of information for children aged 6-11. However, latest research from Mintel finds that almost half of kids (48%) still learn about new things they want to do or own from their parents.

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While that 48% still makes mom or dad viable sources of information when it comes to the hottest toy or activity, the most trusted resource is friends at school. Not surprisingly, 84% of 6-11-year-olds say they find out about new things from their classmates, and television ads are a close second with 81% of kids. Keeping it in the family, 40% also say they turn to an older brother or sister for guidance.

"At the upper end of the age range, kids 9-11 are more likely to turn to more diverse resources for information, including online ads and social networking sites, while the younger kids, aged 6-8, have a stronger reliance on parents," says Fiona O'Donnell, senior analyst at Mintel. "Much of this, obviously, has to do with the maturation of the individual and the exposure to a wider variety of media sources, especially the Internet."

Gender roles reign in kids' chores

Of course, once kids learn about new activities or products, they need a way to finance their fun. The top source of kids' spending money is helping with chores (47%). Thirty-nine percent of kids surveyed say they get an allowance, compared to 20% who don't receive spending money at all, but say their parents buy them whatever they need. According to Mintel, kids between the ages of 6-11 who earn money from chores around the house receive an average of $7.35 a week.

"While cleaning up their room, taking care of the pet, setting the table, taking out the garbage and house cleaning are the chores 6-11-year olds are most likely assigned, responsibilities in the household vary by age and gender," adds Fiona O'Donnell. "Boys 9-11 are more likely than girls or younger boys to take out the trash and mow the lawn, while girls 9-11 are more likely than boys and younger girls to take care of the laundry and do the dishes."

About Mintel

Mintel is a leading global supplier of consumer, product and media intelligence. For more than 38 years, Mintel has provided insight into key worldwide trends, offering exclusive data and analysis that directly impacts client success. With offices in Chicago, New York, London, Sydney, Shanghai and Tokyo, Mintel has forged a unique reputation as a world-renowned business brand. For more information on Mintel, please visit www.mintel.com. Follow Mintel on Twitter: http://twitter.com/mintelnews

SOURCE Mintel International