School Kids 41 Million Strong & Growing
By Alicia Orr Suman
Young children, ages 5 to 9, numbered more than 20 million in 2000. Add in their slightly older siblings, and you have a market of more than 41 million children age 14 and younger, according to the U.S. Census Bureau.
It's a lucrative market, too. Moderate income families spend $160,600 on average, raising a child from birth through age 17, the U.S. Department of Agriculture reports. A good portion of that expenditure happens during the elementary school years—a time of rapid physical and emotional growth for young children. Just think of all the toys, books and clothing kids consume each and every year as their sizes and needs develop.
With so many marketers targeting their goods and services to school-age children, there's no shortage of lists, databases and media for reaching this market. The way to succeed in a market of this size and scope is to find the right combination of lists and alternative media for your direct response offer.
Big Spenders: From Toys to Travel
Kids and their parents spend more than $18 billion annually on toys, and another $4 billion on video and computer games, reports American Student List Co., the compiler of a list of more than 15 million names of children ages 2 to 13.
But households with young children buy more than play things and kids' clothes. Various marketers of goods and services are tapping this market—insurance, vacation travel, investments, home furnishings and automobiles, to name just a few.
"This is a very dynamic life stage for these young families," explains Richard Greenberg, vice president of marketing at Madison Direct Marketing. Based on what participants in Madison Direct's co-op programs are marketing, Greenberg offers, "Parents of young kids are information-hungry people and look to parenting and general interest resources and magazines for advice on everything from toys and meals to educational IRAs and life insurance."