Children and Teens–Who They Are...

Visit any local shopping mall and you'll see them—from toddlers in strollers to teens on cell phones, children are one of the fastest growing market in the United States today. Right now, there are 73 million children in America ages 17 and under—and that number is expected to edge up to 83 million by the year 2010.

While youths compose tomorrow's consumer market, they strongly influence where their parents' money is being spent today. In fact, with many people having kids later in life, parents now have more income to spend on their children than in previous years. And with 93 percent of Americans in agreement that the arts are vital to providing a well-rounded education, parents are more interested than ever before in making music instruction a part of their children's lives.

In addition, the number of doting grandparents is now growing by leaps and bounds, as baby boomers approach their senior years. Looking for ways to enrich their grandchildren's lives, they may come to you for answers.

Preschoolers

• You already have the support of their parents. A recent survey shows that an overwhelming majority of U.S. consumers (73 percent) believe that children should be exposed to music before the age of 5.
• Two out of three people (54 percent) strongly agree that it's important for children to engage in musical activities in the daycare/preschool environment.

Why You Should Care about This Market...

By reaching children in this important age group, you can create a whole new generation of music makers. "A lifetime customer may be worth $100,000 to a retailer," asserts American Demographics. "That's why it is well worth the effort to understand and anticipate the needs and desires of even the smallest consumers."

One Way to Reach Them...

NAMM has partnered with Sesame Workshop to create Sesame Street Music Works, an ongoing market-building program that uses the powerful attraction of Sesame Street characters to help you reach kids up to age 6 and get them—along with their parents, teachers and caregivers–involved in active music-making. Learn more about how to implement this program in your store.

The Tween and Teen Market

• American kids, ages 8 to 14, spend $39 billion a year in the U.S. and influenced the spending of 1.88 trillion globally in 2002.
• Households with tweens, children 8 to 12 years of age, are more likely to look for new stores to shop in, have more positive attitudes about shopping in new places and take more time to browse while they are shopping.
• Today's 30 million American Teens have enormous spending power, resulting in $175 billion in sales annually.
• Approximately 82 percent of teens predict they will spend the same or more next year.
• One-third of high school seniors have a credit card.
• Low price and the style of music taught are the biggest influences in Teens choosing to take music lessons.
• This technology-savvy group loves to be in the spotlight—including being the target of advertisers. They see themselves as solid, upstanding citizens and want others to see them that way as well.
• Approximately 87 percent of teens use the Internet, 44 percent go online daily and 15 percent of youth spending is online.
• Teens are cost-conscious and tend to do their research before making purchases.
• Each year teens' discretionary income increases, from nearly $1,500 for 13-year-olds to $4,500 for 16- and 17-year-olds.
• Teens' needs and opinions drive many adult purchases, and they represent—literally—the future market of most consumer brands.

Why You Should Care about These Markets...

Teens and tweens are savvy consumers with a passion for music and self-expression. They want what you have and, chances are, their parents are strongly encouraging their musical exploration—maybe even funding it. This is your opportunity to create new customers for life.

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