There are currently just under 13 million children aged 0-16
living in the UK who represent a significant marketing opportunity.
Yet childhood has undergone fundamental changes, with the
well-known trend 'Kids Growing Older, Younger'.
Therefore this report sets out to establish what children today
regard as their priorities and what they do in their leisure time.
It also looks at children as consumers and whether advertising
really affects them. The report also considers the views of parents
in terms of how they see their children and their relationship with
To download a table of contents for this report, click here.