Parents Insights


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This generation of kids and parents is more connected than ever before, having grown up in an era where computers and smartphones put entertainment, communication and information at their fingertips.

Even the youngest of tablet users, aged 3, are savvy on their devices. The majority can navigate apps and take photos, 1 in 5 can search the internet and download apps.

In a modern world, kid-influencers play an important role in household spending. That’s why we’ve added a new question to our survey “How much influence do your children have when you are buying things for the family?” and the latest data shows that children’s influence hits the hardest in toys, books, arts and crafts. Kids also show a big impact on parents purchases in such areas as holidays, grocery and music.

According to our data, 88% of parents have purchased a product related to their child’s favourite character, increasing to 95% amongst parents of 2-4 year olds, showing a huge appetite for licensed products.

Graph. 1 Aug – Sept 2019, UK

We already know how some of the biggest brands in the world are investing in TV content to attract the next generation, with the likes of Netflix, Amazon, Disney, Apple, HBO, WarnerMedia, NBCUniversal each investing billions of pounds on top of content from local broadcasters, such as the BBC and Sky. And we can see now how the music streaming industry is also becoming more competitive. Such platforms as Spotify and Sony investing into kid-friendly services to maximise the opportunity created by the increasing democratisation of the family decision making process.

Spotify have also recently announced plans to launch a standalone Spotify Kids app, which is aimed at the younger market (3+). The new app will be available to users on the Family Plan and will be free of all ads. The content, in partnership with Nickelodeon, Disney, Discovery Kids, and Universal Pictures, is curated by editors. The growth of influence in preschooler’s audio content opens up more collaboration opportunities.

Brands can utilise the alignment between parents and children by appealing to the family democracy that children clearly play a major part in, empowering kids to encourage parents spending could boost brand interaction and lay the foundations for lifetime customers, beyond the traditional Understanding what is going on in the kids’ and parent’s ecosystem has never been more important, and we specialise in helping clients identify new products before the masses do, understand the true performance of IPs and how to maximise their investment from a sales and marketing perspective.

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