Making the High Street digital

The Evolving High Street

Social Media and brands are increasingly integrating e-commerce directly into their services, which will create big changes for brands selling to younger audiences.

Nike has experimented with selling trainers on Facebook Messenger via chatbots. Likewise, Topshop is experimenting with Instagram shoppable content.

Snapchat is again using their AR technology to enable users to virtually play or try a product on before purchasing and have partnered with a ticketing company, enabling athletes to sell tickets directly to their fans.

ASOS have commented that Instagram commerce could either “turbo charge” their own sales or be a big threat.

Social e-commerce could mean in theory that the entire customer journey, from discovery to purchase can now happen without the user ever leaving a single platform, and certainly without stepping outside their front door.

Our data consistently shows Amazon as the favourite online retailer for children aged 7 through to 18, and by a significant majority.

High street shopping is on a downward trend, with 63% of teenagers spending some of their weekend out shopping, compared to 67% 12 months ago – making it vital for retailers and shopping centres to start developing more kids and family-focused content to start winning back their hearts and wallets.

Retailers that combine online and offline fully can engage with their audience at all levels. By making their online offering link seamlessly with social media, and incorporating AR technologies, brands can facilitate this generation’s preference for a more unique identity.

This generation of savvy consumers, that have only ever known a world of constantly-connected and everything-online, also expect continual interaction with, and a level of accountability from, the brands they associate themselves with. By investing in online strategies that regularly and authentically demonstrate similar core values to their audience, brands can integrate themselves into a wider frame of reference. If they ensure the in-store experience is a true extension of this, companies can build strong brand advocacy and ensure the individuality that attracts their customer is also scalable.

As urbanisation continues to increase at a steady rate, high street retailers have a clear opportunity ahead of them, but they must have a clear strategy if they are to offer an offline experience that works for the next generation of digital natives.

For more information or to access a FREE REPORT, email [email protected] or fill out the form to the right >>>

Does your environmental strategy appeal to the next generation?

Climate change and the environment now feature in the news on a daily basis and our data shows how important these issues are to families and how they also influence their purchasing decisions.

Walkers Crisps – the 5th favourite snack of children –  have announced the launch of a national recycling scheme, claiming it was the first of its kind for Britain. The brand had been accused of adding to the growing amount of single-use plastic waste by producing more than 7,000 non-recyclable crisp packets every minute.

As might be expected in today’s constantly-connected world, a social media campaign urging consumers to mail their empty packets back to Walkers had viral success and in a further sign of the times, this social pressure then lead to the brand taking action.

As we see in Parents Insights, Millennial parents (who make up over 70% of new parents) have been a major disruptor of the retail industry, and they are raising a generation with an even stronger set of values who will demand more from brands.

Over half of expecting parents are purchasing free-range products, with almost half buying either organic or local goods.

With ethical, local and organic purchasing being an important factor, brands must demonstrate strong values to this generation of parents – especially when it comes to feeding their new family.


Environmental awareness amongst the next generation also continues to increase, with our data showing that over a quarter of all 16 to 18-year-olds (or ‘Gen Z’ as this age group is often referred to) also consider the environment to be an issue which concerns them.

Integrity is vital in appealing to Gen Z, as they have never lived in a world without instant access to the internet via a smartphone, and therefore the ability to connect with others and share content and opinions.

Companies are now realising, therefore, that a clear and transparent environmental strategy can put them at a competitive advantage.  Brands that can build an authentic narrative of the local, healthy and organic properties of their offering will be well placed. Brands must become storytellers creating an engaging and, crucially, shareable (or ‘Instagram-able’) narrative.


This goes far beyond storytelling – brands must also “walk the walk”.

Smaller businesses can take advantage of their ability to respond quickly to this changing landscape. By contrast, bigger businesses must be prepared to open themselves to the scrutiny of this generation of super-informed, values-driven, influential future consumers.

Changing landscape: Threat or Opportunity?

Earlier this week, the Environmental Minister placed pressure on McDonald’s to ban plastic toys in children’s Happy Meals, as she called for brands to make symbolic changes to show they are cutting down on single use plastics. She said; “I desperately want McDonald to give up their happy meal toys … a piece of plastic that lasts for about five minutes and then takes five centuries to degrade.”

Children’s magazines were also under similar pressure earlier this year regarding their free toy giveaways – again accused of creating excess plastic waste.

There are now gaps in the market for plastic-free, eco-friendly toys.

According to Technavio, eco-friendly toys will play a key role in the predicted 11% growth of the global ‘educational sector’ over the next few years, as manufacturers (and many start-ups) are developing products that cause less harm to the environment.

Moving forward into 2019 and beyond, we expect to see environmental awareness become a main feature of many customer facing strategies as brands seek to maintain relevance with this cohort.

As family values continue to lean towards guilt-free consumption, these shifts by big brands show that the next generation are not simply passive consumers but expect to directly influence the brands they engage with. It is more important than ever before that businesses ensure their decision making is informed by timely and relevant data.

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 or call +44 (0) 330 159 6631.

The Insights People to join forces with the Association of Town and City Management

Market intelligence resource The Insights People is to join forces in a strategic partnership with the Association of Town and City Management to confront the challenges facing today’s high street retailers.

The Insights People manage both Parents Insights and Kids Insights, identifying how consumer behaviour is evolving. In an increasingly fragmented world, the importance of a large, representative sample is more important than ever.

Surveying 400 different children ranging from ages four to 18 every single week, Kids Insights has been designed to provide clients with a 99% confidence level at an annual level. The sample is nationally representative regarding both age and gender.

Parents Insights looks at the ways in which brands can maintain their advantage with parents. By delving into their world, Parents Insights gain information on what they are consuming, alongside their babies and young children, in terms of their digital environment, media, products and services.

Nick Richardson, Chief Executive of The Insights People, said: “We recognise the challenges facing the high street today and have seen some of the casualties of these challenges. That’s why we will be working with ATCM to understand and address this. The dramatic changes in the way children and parents are spending their time and money represents exciting opportunities for town centres, something this strategic partnership will explore.

As part of this partnership ATCM will be subscribing to our reports and online portal. We’ll be providing members with regular content and data and speaking at a number of events.”

Ojay McDonald, Chief Executive of ATCM comments: “We all know that consumer behaviour is changing rapidly and that people desire something different from their high streets. However, do we know what ‘different’ looks like? This partnership with The Insights People could provide us with many of the answers the retail industry is looking for. It gives us access to the trends, opinions and behaviour of the next generation of consumer in real-time.

With their ability to deliver industry leading market intelligence on the consumers of the future, merged with our understanding of the high street retail market, we believe we can help reshape town centres across the UK for the better.“


As teenage girls get older, they become 78% more likely to stop participating in any sport.

Research by UK market intelligence specialist, Kids Insights, shows vast disparity between boys and girls when it comes to watching and playing sport.

Girls become increasingly disengaged as they progress through their teens at a far higher rate than boys.

As Manchester United women’s team prepare to play their inaugural match against Liverpool this Sunday, is it time we paid more attention to female sport?

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

When asked about their favourite football team, the most common answer amongst girls aged between four and 18 is Manchester United. However, until recently, they’ve not had the opportunity to watch a women’s team play in the iconic red kit. This is set to change, as the club announced the news that they’d be forming a women’s squad back in March. The team will play their inaugural match against Liverpool on the 19th August.

The 5,000 children surveyed by Kids Insights in April, May and June 2018 has identified a huge disparity between girls and boys when it comes to sport. The data shows football to be the sport most participated-in for boys, with 53% of all boys taking part, compared to just 15% of girls.

In addition to this, 21% of girls say they don’t currently play any sport at all, compared to 14% of boys. The level of complete non-participation in any sport only increases amongst girls as they leave secondary school, rising from 19% amongst 13 to 15-year-olds to 34% of 16 to 18-year-olds. That’s an increase of 78%.

In comparison, non-participation in sport amongst boys only increases from 13% to 19% – and increase of 46%. When it comes to attending extra-curricular sports clubs, boys are again more likely to attend clubs than girls at all age groups.

It’s not just participation in sport where we see a vast gender divide – more than twice as many boys say they watch football than girls, at 57% and 27% respectively. In addition, 52% of girls say they watch no sport at all, compared to 29% of boys.

Nick Richardson, CEO of Kids Insights, says Manchester United women’s team’s first match could be representative of a shift in the way women’s sport is represented. He says: “Our data shows that when asked about their favourite football team, the top answer amongst girls is Manchester United. However, until now, they have not had the opportunity to see a women’s team play in the iconic Manchester kit. With an increase in prominent female sporting role models emerging into mainstream media, we could be seeing a shift in the way women’s sport is represented. If work can be done to attract the 21% of girls who don’t watch any sport at all, it could prove to be a previously untapped market. There are many opportunities on the horizon for brands to get involved with women’s sport, inspiring the next generation of girls in the process.”

You can download a free, sample version of Kids Insights’ Q1 report here:

New Strategic Collaboration with PACT

Leading market intelligence specialists, The Insights People, has launched a strategic new collaboration with TV membership body PACT, to help TV producers grow and strengthen their commissioning prospects.


As well as writing regular features for PACT industry members using on the real-time data from its proprietary Kids Insights and Parents Insight tools, The Insights People will offer a range of tiered options for PACT members aiming to access data on key markets.


The aim is to help independent producers gain access vital information on young people and parents, unpinning the commercial arguments for why programmes should be commissioned.


Using the wide-ranging, real-time data from thousands of young people and parents, The Insights People will offer producers access to essential insights into the eco-systems of communities, as well as highlighting potential audience engagement ideas and social (i.e. YouTube) collaborators.


PACT members will also be able to inject their own questions into the company’s award-winning “Kids Insights” and “Parents Insights” portals – through its AQuA (All Questions Answered) technology – which analyses data from 200 different expecting and new parents and 400 kids, tweens and teens every week.


The Insights People CEO, Nick Richardson, who brokered the deal with PACT, said: “In today’s fast changing world, access to statistically robust, real-time data has never been more important. And that is certainly the case for producers looking to engage today’s consumers of all ages.


“Through this unique collaboration with PACT we can give companies access to this data, enable them to shape their own questions or create bespoke reports on industries, sectors, topics and themes.”


Dawn McCarthy-Simpson MBE, from PACT, said:  “Pact members will be able to benefit from this offer by accessing data on children and their parents to enable them to spot trends and opportunities to develop new ideas for children’s programmes.”


PACT members will receive a special discounted rate and the offer is available to them by contacting Product Manager Jonathan Watson at [email protected] or calling 0330 159 6631.

The Current Trend Waves

The current trend waves

Kids Insights, the children’s ecosystem specialists who survey more than 400 different children each week (20,000 children a year), have teamed up with the Children’s Media Conference to explore the current trend waves in the children’s onscreen world.

What’s on the up?

Kids Insights data continues to show Netflix and YouTube’s reach expanding, as linear TV recedes.

The following table shows the favourite TV shows across the age ranges 4 – 18.












Whilst they are yet to reach the top spot for a particular age group, the new Netflix TV shows Rick and Morty and Riverdale are increasing in popularity week on week.


What’s plateaued?

Kids Insights data shows that amid rising pressure from parents and the media, the number of children using YouTube has dipped over the last quarter. Our research shows the fall has potentially been most significant with 7-12s. Over the same period, child-friendly platform YouTube Kids has increased in use with its core demographic of 4-6s. Due to recent controversies involving content providers, it’s likely that more parents are driving their children to use YouTube Kids as a substitute to the full YouTube platform.  However, is this creating a gap in the market for a tween-friendly YouTube platform?


What’s on the decline?

Our data shows that binge watching appears to be on decline, as the number of children aged 4-18 who only watch one episode of a TV show at a time has again increased from 18% to 20% (up from 2% in 2016). The number of children watching at least 3 episodes at a time has also fallen from 38% to 36% this quarter. This is surprising given the growth of Netflix over the same period (which is synonymous with binge watching).

A potential factor in the decline of binge viewing could be this generations love for more bite-sized content, a trend driven by social media.

Kids Insights are offering a free trial to enable you to access, interrogate and analyse the real time data for yourselves. For more information visit

John Lewis Top Toys

John Lewis have revealed the top toys for Christmas 2017

With just less than 3 months to go until the big day, John Lewis have revealed the 10 presents they think will be the trending this winter.

This year, the focus is very much on STEM toys and robotics, which aim blur the lines between learning and playing.

STEM Toys on the list include:

  • Anki Cozmo Robot
  • LEGO Boost
  • Meccano Robot M.A.X

LEGO Boost enables the user to build their own robotic toys without the need to learn code, making robotic technology open to a much younger and wider audience. The educational kit, which was released in summer 2017, comes with a mobile app which can be used to send command the robots.

Also on the list is a LEGO train set, as well as the FurReal interactive Tiger and Interactive Pup.

There are some more traditional items on the list, including a wooden Doll House and a Micro Scooter.


Kids Insights Shortlisted for Outstanding Innovation Award

Kids Insights owner, Bee Industrious (the market research and insights specialist based in Manchester, with offices in Lagos and New York) have been shortlisted for the highly coveted Skills for Business Awards: Outstanding Innovation of the Year.

The Skills for Business Awards are now in their fourth year and continue to go from strength to strength. The Awards recognise and celebrate the direct impact learning has on businesses, individuals and communities in Greater Manchester.

The Skills for Business Awards, in association with Pearson,  are being hosted in partnership with the Greater Manchester Chamber of Commerce and the Greater Manchester Learning Provider Network.

Nick Richardson Managing Director of Bee Industrious comments,

“We are extremely honoured to have been shortlisted for this coveted award. Innovation is at the core of everything we do at Bee Industrious, and to be recognised for the innovations which we are bringing to the market is a great recognition all of the work which the team have been doing in the last few months”

Bee Industrious were shortlisted for the development of their own database and online portal which provides clients with access to real-time data. This was launched under their Kids Insights brand last month.


Richardson adds,

“As Tony Wilson once famously said – we do things differently in Manchester, and that is very much in our DNA. We believe that the old format of market research reports is out of date for the needs of modern day marketers. Our reports are designed to be dynamic, by identifying both global and flash trends quickly, enabling marketers to capitalise on opportunities”


Bee Industrious is enjoying a stellar start since launching earlier this year, with it providing research and insights services to brands such as Quintessential Brands, SuperAwesome, National Food & Skills Academy and the International Trade Council. Last month Bee Industrious was announced as finalists in the 2017 Venturefest Showcase Awards (which will take place at the Bridgwater Hall later this month) and was also chosen to take part in the acclaimed NatWest backed Entrepreneurial Spark Programme.

Jonathan Watson Appointed as Kids Insights Product Manager

Kids Insights the largest, most dynamic market research and insights resource on kids, tweens and teens in the UK  has announced the appointment of Jonathan Watson as Product Manager. The new role will see Jonathan oversee the development of Kids Insights (


Kids Insights which is the largest research resource focussing on the kids, tweens and teens market in the UK – with more than 400 “4-18 year olds” surveyed every week (20,000 per annum), producing 16 On-Track reports for some of the biggest brands in the sector, and has exciting plans to launch a number of new products and services over the next few months.

Nick Richardson, Founder of Kids Insights comments,

“Our vision for Kids Insights is to provide our clients with access to dynamic, data and insight led reports, and we came to the conclusion that we needed to structure our business differently and have a Product Manager overseeing the delivery of our current products and services, but to also work closely with our researchers, partners and clients to develop future products and services. Jonathan joined us earlier this year and since joining us he has excelled, not only producing amazing work but demonstrating a commitment and determination to play such an important role in delivering a number of client projects and all of the hardwork which has been going on behind the scenes to launch Kids Insights. Considering his skills, future aspirations and the key role he has already played we are delighted to appoint him as Kids Insights Product Manager”


Jonathan adds,

“I am delighted to be given the opportunity to help take Kids Insights to the next level. We already produce the most comprehensive and up to date reports on this sector, but this is just the beginning of our plans.”


To download a sample Kids Insights On-Track report – please click here