The gender perspective: children as consumers in Denmark
Abstract
Maps differences among Danish children of 5‐18 years from the perspective of children as consumers; Denmark is a society characterised by high Internet use and a high degree of gender equality. Examines purchasing power, brand awareness, and media use; the media studied were internet, TV, cinema, and mobile phones. Explains the methodology used, which was both qualitative and quantitative, used self‐report questionnaires, and divided the study group into four age groups. Concludes that there are distinct differences between boys and girls: boys are better informed about brands, have more pocket money, use the Internet more, have better access to cable and satellite television, prefer computer games to internet chat, and have more positive attitudes to advertisements; the gender differences grow, reach a maximum in the 8‐12 year old group, and then diminish.
Keywords
Citation
Halling, J. and Tufte, B. (2002), "The gender perspective: children as consumers in Denmark", Young Consumers, Vol. 3 No. 4, pp. 61-75. https://doi.org/10.1108/17473610210813646
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited