The Insights People Expands into Europe Boosted by New Client Wins On Both Sides Of The Atlantic

Liverpool FC and Warner Bros. in UK & Kraft and Crayola in US join growing army of brands signing up for real-time data

The Insights People, the award-winning research company behind Kids Insights and Parents Insights, have expanded into Europe boosted by a raft of new client wins in the US and the UK.

In the UK, new client brands signing up for its real-time surveys include Liverpool FC, Warner Bros and Immediate Media – the publisher of LEGO’s UK magazines, Radio Times, and Top Gear and Match of the Day magazines under licence from the BBC.

The firm’s US arm Kids Insights USA have signed handicraft company Crayola and Kraft Foods, owner of famous brands such as Kool-Aid and Philadelphia cream cheese.

All these companies, along with The Insights People’s existing clients like games business SEGA, toy manufacturer Hasbro and broadcaster Turner, will now be able access, in real time, insights into emerging trends to support advertising, content, licensing, product and marketing investments.

The Insights People have also launched Kids Insights across Europe, with the service launching in mainland Europe at the start of the month. Kids Insights will be surveying more than 200 children every week in Germany, France, Italy and Spain, resulting in a total of 40,000 children being surveyed in continental Europe each year, as the business continues to work towards its vision of being the global leader in child-focused market intelligence.

To support this growth, the company has also made three new hires; Tim Burge will join as Research & Trends Director heading up the team’s growing research team, Penny Wolfe will join to coordinate operations at the firm’s global headquarters in Manchester, and Martin Felando joins Kids Insights US as an Account Director and will be based in New York.

Nick Richardson, CEO of The Insights People, said: “It is testament to the strength of our proposition that we continue to enjoy significant growth as more and more leading brands look to us to provide them with their market insights, not just in the UK but now on a global basis.

“Based on demand from our customers, we are delighted to announce that we are now launching Kids Insights in Germany, France, Spain and Italy, where we will be providing organisations with access to the most comprehensive and dynamic market intelligence on kids, tweens and teens in real-time.

“I am also very happy to welcome Tim, Penny and Martin to The Insights People team as we continue to look for more talented people to join our research and tech teams to aid our global expansion.”

The Insights People is the most comprehensive and dynamic market intelligence resource on all things kids, parents and families. By surveying 1,200 different kids in the UK, US, Germany, France, Spain and Italy a week (60,000 a year), and adding just under 700,000 data points into their award-winning online portal every week, providing clients with access to real insights in real time.

For more information on The Insights People and the market-leading insights into the latest kid’s trends they can offer your business, please visit www.theinsightspeople.com.

Audience In Focus Reports are Go!

The Insights People Launch New Product for TV Producers

Son of Thunderbirds creator praises bespoke report for helping engage investors and broadcasters as new Anderson Entertainment show to launch in 2019

A new service has been launched by children and parents research specialist The Insights People to help TV producers secure investment and broadcasting deals by using research among key audiences.

The Audience in Focus service is designed to assist independent TV producers, providing them with access to the most comprehensive data and insights into the attitudes, behaviour and media consumption of children, parents and families. Producers can then use this data to inform development of both the show and tie-in merchandise, entice broadcasters, engage investors and develop marketing strategies.

The first to benefit from this new service is Jamie Anderson, the son of Gerry, the creator of seminal TV shows like Thunderbirds, Stingrayand Captain Scarletamong others. Jamie is continuing his late father’s legacy by bringing a new TV series Gerry was working on at the time of his passing, Gerry Anderson’s Firestorm, to fruition.

This research comes from The Insights People, the award-winning tech company behind Kids Insights and Parents Insights which surveys more than 40,000 children and 10,000 expecting and new parents every year, collecting more than 20,000,000 data points every year on children and parent’s attitudes, behaviour and consumption. This means The Insights People can produce bespoke reports for independent TV production companies based on their data and experience to help identify audience demand for their concepts and inform their content, licensing and promotional strategies.

Jamie Anderson, CEO of Anderson Entertainment said: “In an ever-changing market, we found that increasingly a creative pitch alone was not sufficient to get our desired level of engagement from commissioners and acquisitions executives.

“The Insights People data has proved invaluable to us at the pitching and financing stage. In fact, it is in part thanks to the data from The Insights People that Gerry Anderson’s Firestormis going into production in 2019.”

Nick Richardson, CEO of The Insights People, commented: “We work closely with organisations such as The Children’s Media Conference, The Children’s Media Foundation and PACT and it became apparent that we could really help independent TV production companies both prove the demand of a show, inspire their creative and content strategy for their new show, and provide them with insights to help shape their promotional and licensing strategies.

“We met with Jamie at Kidscreen earlier this year, and it was apparent that we could really help him. Having seen how useful the data and report we provided to Jamie was in helping him to secure both investment and a broadcasting deal for Firestorm, we are delighted to officially launch this service to other producers who are creating shows, based on our UK and US data.”

AWAITING QUOTE FROM GREG CHILDS

For more information about The Insights People, their award-winning market research and how the Audience In Focus service could help you, please visit www.theinsightspeople.com/audienceinfocus

Notes To Editors

Media information: Contact SKV Communications 0161 838 7770 – Andy Spinoza, Brett Walker, Richard Bond – [email protected] 

About The Insights People

The Insights People is a market research and insight specialist, launched in 2016 and is based in Manchester in the UK.

The Insights People is the most comprehensive and dynamic market intelligence resource on all things kids, parents and families, and consists of three different branches; Kids Insights UK, Kids Insights USA and Parents Insights.

Kids Insights UK and Kids Insights USA each survey 400 different UK or US kids a week (20,000 a year), more than 150,000 data points are being added to its award-winning online portal every week.

Parents Insights surveys 200 different parents of children aged 0-4 in the UK every week (10,000 a year), meaning more than 75,000 data points are being added to its portal every week.

These numbers give its surveys greater statistical significance than competitors and enable clients to access data in real-time to identify and respond to the latest trends quickly and efficiently.

The organisations clients include: DC Thomson, Egmont, Finsbury Foods, Hasbro, Penguin Random House, SEGA and Turner.

For more information, please visit www.theinsightspeople.com

Could Children’s Heavy Use of Tech Begin to Change?

Children and tech companies are becoming more conscious of ‘digital wellbeing’, creating big changes for brands interacting with children on digital platforms.

Over the last 12 months, the number of teenage boys who spend over 2 hours per weekday on their mobile has jumped by 42%.

But attitudes are beginning to shift towards more controlled and considered use of technology.

As reported earlier in the year by Kids Insights, tech giants Apple and Google (who produce the operating systems for the vast majority of smartphones) have faced claims their products are designed to hold users’ attention for as long as possible, in turn creating addictive products for children.

But now, both Apple and Google have released features designed to nudge users to spend less time on their products. Parents can now view activity reports for children’s device usage and easily limit certain uses and apps.

With Apple and Google making it simple for parents to be in control – children’s heavy use of technology could begin to change.

YouTube have also recently introduced a similar feature, called ‘take a break’. Following that, the average time spent on YouTube has dipped slightly, although the number of users is stable – suggesting the same amount of people are using it for a shorter amount of time.

Brands interacting with children online should ensure that their technology or apps provide meaningful content or helpful interactions – and do no encourage unhealthy habits.

Click here to download a free report on the changing kids landscape

Is your 2019 advertising strategy going to work?

Is your 2019 advertising strategy going to work?

A report by PwC recently estimated that by next year the kids’ digital ad market will reach $1.2bn, with digital media representing approximately 28% of total advertising spend within the kids’ space in 2019.

Every day we see evidence that the children’s media landscape is becoming more fragmented, with almost limitless content and media options available across TV, VOD, social and gaming.

Whilst traditional (linear) TV is still an important aspect of children’s ecosystems, our data over the last 12 months has shown how the media landscape continues to evolve at a significant rate, with younger children now more and more likely each quarter to be watching the likes of Netflix and YouTube over traditional, linear TV.

It has never been so important to understand the behaviours and consumption of your audience to ensure that your advertising, media and marketing strategy captures your target audience.

 

64% of children access YouTube every day, with 44% accessing multiple times throughout the day. Even in the youngest children aged 4 to 6, we see one-third still watch multiple times per day.

The fragmentation of media not only makes it difficult to know where your audience is, but also to ensure that any advertising is compliant with legislation or is not associated with unwanted content.

New YouTubers, vloggers and children’s influencers are appearing every week and can be more popular with children than conventional celebrities such as Cristiano Ronaldo or Beyoncé. With the speed of change it can be challenging for brands to identify the best partners and collaborate effectively to get their messages in front of their target audience.

YouTube stars also continue to make their presence known in the offline world, with immersive events such as Zoella’s HelloWorld or KSI’s boxing events. KSI, the favourite YouTuber of 13-15 boys, recently faced fellow YouTuber Logan Paul in a much-anticipated boxing fight.

The pair have a combined following of over 35 million, with brands such as JD Sports sponsoring the event and even providing special one-off merchandise. Over 15,000 tickets were sold for the Manchester Arena on the night, with some estimating a further 1 million people paid £7.50 each to watch the fight online.

To put it further in perspective, DanTDM, whose popularity according to our data peaks in 8-year olds, was recently reported to have earned over £12m in 2017 from advertising and related sales.

 

The next generation of content superstars are taking their seats

Whilst YouTube stars may enjoy phenomenal success, it also appears that each success can be relatively fleeting.  When we asked Boys aged 7-9 about their favourite YouTuber, we saw the popularity of Minecraft guru Dan TDM, for example, fall from a high of 19% 12 months ago to only 12% in the last period. With YouTube continuing to grow in popularity, the next generation of content superstars are starting to take their seats!

A new wave of Fortnite YouTubers, including Ali-A and Ninja have made giant leaps in popularity over the last 6 months. Ali-A and Ninja have jumped from being outside the top 10 favourite Youtubers to be the second and third favourites with tweens.

Ninja, who was the fastest YouTuber to hit 10m subscribers, originally built his following on Twitch, helped by his video playing with rapper Drake – the 5th favourite musician of tween boys.

 

 

 

With all this change, how confident are you that your 2019 advertising is going to work?

These are just a few examples of how we are seeing the children’s media landscape change, and with new influencers appearing on almost a weekly basis, it has never been so important to have up to date and reliable data on what content kids are consuming.

For a complimentary report and a demonstration of our award-winning portal visit www.kidsinsights.co.uk/btha or call +44 (0) 330 159 6631.

Halloween continues to be the fastest growing retail event in the UK

Research by the UK’s most comprehensive and dynamic market intelligence specialist, Kids Insights, shows Halloween to be a fast-growing market, with the majority of four to six-year-olds due to celebrate it this year.

Growing popularity of the seasonal holiday “provides many exciting opportunities for the retail sector”

Kids Insights surveys 20,000 young people each year, with data available in a report released every 12 weeks.

 On average, 70% of children are set to celebrate Halloween this year, a figure which jumps to 89% amongst 4 to 6-year-olds. This demonstrates the strength of the event – which is resonating stronger with every generation of UK children – and how it has established itself as one of the key events for UK retailers.

The study of more than 5,000 youngsters found that Trick or Treating is the most common way to celebrate Halloween, with 58% of 4 to 9-year-olds expecting to partake this year. Girls are more likely than boys to join in with all Halloween celebrations.

Beyond the age of 11, the number of children who celebrate Halloween begins to decline, from 83% of 11-year-olds to 48% of 14-year-olds. The number of teenagers who celebrate them stays stable, at around 50% of teenagers.

Teenagers are the most likely demographic to hold a party with their friends, and an average 40% of children will be purchasing a fancy-dress outfit. Just less than a half of children aged between four and nine will buy a pumpkin.

Kids Insights data shows almost a third (31%) of young children purchase decorations and around one in five buy make-up.

According to Google Trend UK data, searches for Halloween were 40% higher in 2017 than the equivalent period in 2012.

Kids Insights’ lead future analyst Nick Richardson said children’s increasing enthusiasm for celebrating Halloween represents and exciting opportunity for retailers:

He said: “There is no doubt that Halloween represents a significant opportunity for retailers and manufacturers. We’ve seen various brands getting behind this trend already, such as M·A·C cosmetics teaming up with London Dungeons to create Halloween-inspired make-up looks. The level of enthusiasm expressed by children to dress up, host parties and go out on Halloween represents a really exciting opportunity for retailers as this years’ Halloween celebrations are shaping up to be bigger than ever.”

The Association of Town and City Management, who have recently partnered with Kids Insights, said this research shows the great potential of the event. Ojay McDonald, the ATCM Chief Executive, said: “Halloween is hugely popular and carries big potential for town centres. This includes retailers selling related products in the run up to the 31st October who can boost sales, but also the opportunity to host some great events that draw people into town on the big night. It’s a great chance to showcase a town in all its spooky glory just as the busy Christmas period begins to kick in.”

By collecting data continuously (more than 150,000 data points are added every single week), Kids Insights are able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children. The results are presented every 12 weeks in a series of reports.

You can download a free, sample version of Kids Insights’ Q1 report and get access to their award-winning portal here: www.kidsinsights.co.uk/Q12018.

ENDS

Notes to editors:

About Kids Insights:

Kids Insights is part of The Insights People (based in Manchester) which was founded in December 2016. Kids Insights provide market intelligence to clients who include: DC Thomson, Egmont, Finsbury Foods, Guinness World Records, Penguin Random House, SuperAwesome, Turner Broadcasting, Vivid Imaginations and Walker Books

All data which Kids Insights’ capture is through globally respected research panels who comply with COPPA, GDPR, the EU Safer Internet programme and all ESOMAR guidelines.

Kids Insights to go global after announcing US launch

Market intelligence specialists The Insights People launches new “Kids Insights America” platform after soaring demand from the US market for access to real-time insight on trends 

Incredible first year sees major brands – including BBC, Egmont, Finsbury Foods, Hasbro, Sambro, TOPPS Europe and Turner – sign up to the award-winning service 

Manchester-based The Insights People is going global after announcing plans to expand into the US, by launching an American version of its pioneering “Kids Insights”.

Hailed as the UK’s most comprehensive and dynamic market intelligence tools focused on young people, soaring demand from global major brands has led to the expansion of Kids Insights into the US market.

Launched by experienced marketer Nick Richardson in 2017, Kids Insights surveys 20,000 kids each year, offering brands insights into emerging trends to support advertising, content, licensing, product and marketing investments.

By collecting data continuously, Kids Insights is able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children.

Through its ground-breaking platform, the organisation has identified a series of trends, including the rise of the Fortnite phenomenon as early as last December, and the lack of consumer excitement and interest around the recently released Solo: A Star Wars Story movie.

Although just over a year old, Kids Insights now boasts a range of global clients and brands, including DC Thomson, Finsbury Foods, Guinness World Records, Penguin Random House and SuperAwesome.

And, already this year, the team has added BBC, Egmont, Hasbro, Sambro, TOPPS Europe and Vivid to its client roster, as well as doubling its team and moving to new offices in the Northern Quarter in Manchester.

CEO Nick Richardson said: “The growth of the business has been incredible over the last year. Our Kids Insights and Parents Insights platforms have grown significantly since we started, and more clients, be it agencies or brands, are continuing to use our technology and innovation to capture the market intelligence of the future, today.

“Many of the brands we work with are global brands, so demand for the real-time insights we provide isn’t just limited to the UK market. Our move into the US is a logical first step in terms of globalising the platform, as we have had significant interest from that market.

“We’ve got an amazing team, and an amazing group of partners and supporters who can see the opportunities and possibilities we have with both Kids Insights and Parents Insights. And we look forward to continuing to support them with the most comprehensive and dynamic market intelligence in those respective markets.”

Over the last few months, Kids Insights was named the Best B2B Project at the Big Chip Awards, the longest running and biggest digital industry awards in the UK outside London, among a number of other regional and industry accolades.

Using its ground-breaking “AQuA” (All Questions Answered) technology and real-time online platform, Kids Insights UK surveys 400 different kids, tweens and teens every single week (more than 20,000 every year). Kids Insights US will also survey 400 different kids, tweens and teens every single week.

Its sister platform, Parents Insights, surveys 200 different expecting and new parents every single week.

For more information about Kids Insights US, visit www.kidsinsights.net or www.theinsightspeople.com

 

About The Insights People: 

The Insights People is a market research and insight specialist, launched in 2016. The business is made up of three strands – Bee Industrious a market research agency providing clients with bespoke solutions. Kids Insights the most comprehensive and dynamic market intelligence solution for all things kids, tweens and teens. Parents Insights the newest and most comprehensive intelligence on expecting and new parents.

The business is headed by former MMU graduate and current University of Bolton EMBA student Nick Richardson who moved back to his native Manchester to launch the organisation. The business which is based in Manchester city centre has a core team of six, with an extended team of 40+ research specialists and has a stellar client list which includes Brookson Finance, DC Thomson, Finsbury Foods, Guinness World Records, Quintessential Brands, National Food & Skills Academy, Penguin Random House, SuperAwesome, Turner, Walker Books and Warner Bros.

Methodology

The Insights People’s globally respected research panels comply with COPPA, GDPR, the EU Safer Internet programme and all ESOMAR guidelines.

Kids Insights pick up Best B2B Project title at Big Chip Awards

The UK’s most comprehensive and dynamic market intelligence specialist hailed for providing brands with real time data through its Kids Insights portal.

Awards held at Manchester’s Hilton Hotel on July 4.

The UK’s most comprehensive and dynamic market intelligence specialist, the Insights People, has picked up a prestigious award for digital innovation for its groundbreaking Kids Insights data portal.

The innovative service, which uses the in-house developed “AQuA” (All Questions Answered) technology to survey 400 kids, tweens and teens every week (more than 20,000 every year) and provide brands with real-time insight, won the Best B2B Project title at the Big Chip Awards, the longest running and biggest digital industry awards in the UK outside London.

The same technology is also used to survey 200 expecting and new parents every single week for Parents Insights, which was launched earlier this year.

The award caps a successful first 12 months in business for the Manchester-based Insights People, which recently moved into a new office in the city’s Northern Quarter and brought in two key hires, including former BBC journalist Rebecca Turner.

Insights People CEO and founder Nick Richardson said: “We were over the moon to pick up this award. It’s testament to the hard work put in by our highly talented team who continue to build on what has been an incredible first year for the business.

“We know how competitive the Big Chip Awards are and how tough it is to win one so we are incredibly proud and honoured to be selected by the judges.

“Our portal is going from strength to strength and major household names are lining up to take advantage of our insight. It’s the only service that provides brands with real-time data and we believe it can be a genuine game changer for businesses.

“We’ve got some big announcements coming up and we’re really excited about what the future holds. We’re also looking to recruit more talented and committed developers to join our expanding team.”

The Insights People was shortlisted along with Huddle Digital Ltd with Foleo at the awards, which were held at Manchester’s Hilton Hotel on July 4.

Since its launch in May 2017, the Insights People has attracted leading international clients including DC Thomson, Finsbury Foods, Guinness World Records, Penguin Random House and SuperAwesome.

In October 2017, The Insights People launched Kids Insights. Using its groundbreaking “AQuA” (All Questions Answered) technology and real-time online platform, Kids Insights surveys 400 different kids, tweens and teens every single week (more than 20,000 every year).

By collecting data continuously (more than 150,000 data points are added every single week), Kids Insights are able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children.

The results are presented every 12 weeks in a series of reports with brands using the data to inform key decisions around product development, advertising, marketing and sales strategy, and licensing.

That was followed in February 2018 by the launch of Parents Insights, which will survey more than 10,000 UK mums and dads each year. The results will be compiled into quarterly reports centred on expecting parents, and parents with new-born babies, babies and toddlers.

Earlier this year, Insights People were recognised as one of ‘ten of the best’ of Manchester’s most innovative businesses by Innovation100 Greater Manchester.

The Insights People celebrates first birthday with office move and two key new hires

UK’s most comprehensive and dynamic market intelligence specialist now employs seven staff at its new 500 sq ft base in Manchester’s Northern Quarter 

New hires include former BBC broadcast journalist and producer Rebecca Turner and developer Dan Lucas

A Manchester insights agency named as one of the city’s most innovative businesses has celebrated its first birthday with two new hires and a move to a new 500 sq ft office.

The Insights People, the UK’s most comprehensive and dynamic market intelligence specialist, was launched in May 2017 by CEO and experienced marketer Nick Richardson.

Fast forward 12 months and the business, which surveys 20,000 kids and 10,000 parents each year to offer brands insight into emerging trends, now boasts clients including

DC Thomson, Finsbury Foods, Guinness World Records, Penguin Random House and SuperAwesome.

Full-time staff numbers have increased to six too, with former BBC broadcast journalist and producer Rebecca Turner joining the team as Marketing Manager and Dan Lucas as a junior developer. The business is also on the hunt for another junior developer.

Increasing staff numbers have also meant a new office, and this week the business moved into its new premises in Manchester’s Northern Quarter.

Nick Richardson said: “We knew when we launched the company a year ago that we had something special but the last 12 months have truly exceeded all our expectations.

“We’re working with some fantastic clients and that has allowed us to grow, both in terms of our staff numbers, but also into this new office.

“But the work doesn’t stop here. We continue to invest in improving our products, and we are excited about the opportunities which new technologies present, and of course as we scale we look forward to welcoming new clients into our family. We are also working hard on the next phase of developments for the business which we will be announcing in the next month or two.”

Rebecca, who previously worked for BBC News Online, BBC Norfolk and BBC Newcastle and has worked on TV pieces for the Victoria Derbyshire programme, said: “I’m really excited to be joining Nick and the team at such a huge moment for the business.

“They’ve achieved so much over the last year and playing a part in an even brighter future is a challenge that I’m really looking forward to.”

Nick added: “Rebecca and Dan really complement the skills we already have in the team and we’re all excited to see what they can do.”

After setting up in May 2017, the Insights People launched Kids Insights in October. Using its groundbreaking “AQuA” (All Questions Answered) technology and real-time online platform, Kids Insights surveys 400 different kids, tweens and teens every single week (more than 20,000 every year).

By collecting data continuously (more than 150,000 data points are added every single week), Kids Insights are able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children. The results are presented every 12 weeks in a series of reports.

That was followed in February 2018, by the launch of Parents Insights, which will survey more than 10,000 UK mums and dads each year. The results will be compiled into quarterly reports centred on expecting parents, and parents with new-born babies, babies and toddlers.

Earlier this year, Insights People were named as one of Manchester’s most innovative businesses by Innovation100 Greater Manchester.

eSports second most watched sport among boys

eSports is now the second most popular sport for boys to watch on screen – behind only football, and ahead of boxing, rugby and tennis.

A study of 5,000 under-18s found that one in five male respondents said they regularly tune in to watch eSports, which the IOC has confirmed could feature as a ‘demonstration event’ in the 2024 Paris Olympics.

The emergence of UFC athletes into mainstream media has seen UFC/Mixed Martial Arts become the fourth most watched sport on screen among teenagers.

The research, which is part of Kids Insights’ quarterly Q1 report, also found that one in five boys – and one in ten girls – expect eSports to be bigger than more traditional sports in the future.

Kids Insights’ lead future analyst Nick Richardson said the rise of eSports presents opportunities for those brands willing to take risks and embrace innovation.

He said: “The latest research in our Q1 report shows the rise of eSports gathering some real momentum. And as the popularity for eSports continues to grow, we are seeing brands adopt these new digital spaces by investing large sums into sponsorship and endorsements. In fact, many physical sports teams are beginning to get involved in the eSports arena.

“The IOC officially recognised eSports as a sport in November and this could pave the way for both physical and virtual competitions to exist alongside each other.

“The growing popularity of eSports provides many exciting opportunities for brands who are willing to be brave and bold enough to not only understand young people’s behaviours but act on them.”

Kids Insights’ experts expect to see the rise of eSports continue in 2018 and beyond – and this could lead to an increase in the popularity of Twitch (the live streaming platform owned by Amazon), which, according to the latest data, is now watched by 17 per cent of 16-18-year olds, making the platform more popular than several more traditional platforms such as All 4, Sky Go, My5 and Now TV.

Nick said: “As well as Twitch, more mainstream broadcasters such as BBC Three and Sky Sports are dedicating more screen time to cover eSports and properties, such as Formula 1, are investing heavily in their official eSports offering.

“It’s predicted that eSports could be a £1bn global industry by 2020 and, with an audience of 600 million – many of these teens, that’s a prediction that we would agree with. As eSports become more main stream and integrated into traditional sports, the opportunities for properties, broadcasters and the licensing industry will become even more exciting.”

When it comes to live sports, over the last nine months, the numbers of young people watching has remained fairly constant, with half of all children in the UK not attending any events. Attendance is lowest in the youngest group of children, aged 4-6.

Attendance peaks in boys at age 13-15 and with girls aged 10-12, following a very similar pattern to the market for sports watched on screen.

Overall however, watching live sport is a very small part of the overall ecosystem, as children are more likely to have visited the park, cinema, leisure centre, zoo, bowling, museums and theme parks above live sporting events.

Football is the most popular sport amongst boys, with 42% saying they attend live games.

Using its groundbreaking “AQuA” (All Questions Answered) technology and real-time online platform, Manchester-based Kids Insights surveys 400 different kids, tweens and teens every single week (more than 20,000 every year).

By collecting data continuously (more than 150,000 data points are added every single week), Kids Insights are able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children. The results are presented every 12 weeks in a series of reports.

You can download a free, sample version of Kids Insights’ Q1 report here: www.kidsinsights.co.uk/Q12018.

Nine out of ten kids are on social media by 12 – despite the age limit for Facebook, Instagram and Twitter being 13

Almost nine out of ten 12 year olds are regularly using social media – despite the legal age to sign up to Twitter, Facebook and Instagram being 13, according to research by the UK’s most comprehensive and dynamic market intelligence specialist, Kids Insights.

 

The data, from Kids Insights’ Q1 report, also shows that almost half of 12-year-old girls use Instagram – a figure that’s risen from just 31% in late 2017 – 42% use Snapchat and 29% regularly sign into Facebook.

 

When it comes to boys, Facebook is the most popular, with 43% of 12 year olds admitting to using the platform. Four out of ten said they use Instagram and just 30% use Snapchat.

 

The research also showed that on average, a child gets a mobile phone at the age of 11 – and of those who own a phone, more than half (54%) have an iPhone.

 

Tablets are increasingly popular, it seems, with the younger generation too, with the study discovering that three out of every four 4-6 year olds owns one, compared to two thirds last year. And while tablet ownership for 4-6 year olds has increased in 2018, hours spent watching TV have dropped by 7%.

 

Kids Insights’ lead future analyst Nick Richardson said: “As the data clearly demonstrates, kids’ ecosystems continue to become more complex, fragmented and dynamic – especially as connected technology continues to become more prevalent in the off line world.

 

“And with children owning more devices than ever before from a young age, as well as using social media, chat sites and apps from an earlier age, brands are facing a huge challenge to keep up.”

 

The Q1 report also found that one in ten children are now using voice controlled technology, such as Amazon Alexa devices, to listen to music or consume news.

 

“We are seeing a change in how kids engage with technology – generation type, became generation swipe, which is now becoming generation chat, with 1 in 10 of all kids using Alexa in their home,” Nick added.

 

“There is a serious point here for brands, because those brands that failure to understand what kids want and need when it comes to designing products for them could find that they really struggle.

 

“On the other hand, those brands which are enjoying success are those which are extremely responsive to the constantly developing picture. That’s why data like this is so important for brands to help them understand the picture and which trends are coming and going.

 

“As we highlighted in our future forecast report, which provided a big picture view taking into account the views and answers from 20,000 children, there is a need and an opportunity for tech brands – in particular social media – to develop child friendly platforms which are suitable and appealing to tweens and early teens.”

 

Using its groundbreaking “AQuA” (All Questions Answered) technology and real-time online platform, Manchester-based Kids Insights surveys 400 different kids, tweens and teens every single week (more than 20,000 every year).

 

By collecting data continuously (more than 150,000 data points are added every single week), Kids Insights are able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children. The results are presented every 12 weeks in a series of reports.

 

You can download a free, sample version of Kids Insights’ Q1 report here: www.kidsinsights.co.uk/Q12018.