US kids and British children ‐ identical or incomparable?

Compares the findings from the Youth Target Group Index (TGI) Survey of British children with those from the Simmonds Kids and Teens survey in the USA, with implications for marketers. Concludes that the two countries’ youth undeniably share a sophisticated common culture, with most but not all influences coming from the USA, and that there is as a result considerable scope for marketers of goods such as sportswear and web‐based activities; differences between the youth in the two countries include a greater degree of independence among American than British children aged 7 to 10, with somewhat higher mobile phone ownership.