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Pint-Size Customers with Buying Power

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Pint-Size Customers with Buying Power

Washington DC — The Washington Post reported recently that “nearly half of 10- to 12-year-olds have their own smartphones, according to Nielsen. By the time they’re teenagers, 95 percent of Americans will have access to a smartphone. And nearly 1.5 million children age 11 and under have active Snapchat accounts, according to data from eMarketer, which expects continued double-digit growth in coming years. (Snapchat requires that users be at least 13.)

Amazon.com allows children as young as 13 to create their own logins for online purchases. (Parents can either set spending limits or ask to approve all purchases.) Companies are flocking to Snapchat, YouTube Kids and other mobile apps to reach children with personalized messages. “Kids are shopping on their phones and influencing much more of their families’ spending ,” said Katherine Cullen, director of retail and consumer insights for the National Retail Federation. “As a result, retailers are paying a lot more attention to pint-size customers, according to the National Retail Federation.”