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Trends
INSIGHTS PEOPLE
BRANDS SHOULD CAPITALISE ON BOOM IN ONLINE CONSUMPTION & SHOPPING By Insights People Brands and retailers should focus their marketing spend on new and emerging platforms to target the right audience. The Insights People Media Mix Compass has been created to help brands improve ROI across their advertising and marketing spend. enable creators to add product listings to their Reels clips, which enables viewers to make purchases without having to switch between different platforms. Brands should also keep track of which platforms kids are using to reach their target audience more effectively. At the same time, Google is testing a new integration with Shopify to enable an ecommerce feature on YouTube videos. 10-15 year-old German teens are most inclined to use YouTube to keep track of
The Insights People, a leading global in kids, parents and family marketing intelligence, surveys more than 5000 children every week aged 3-18 in 13 countries across five continents and in total surveys more than 340,000 kids a year. According to the Kids Insights data, the popularity of online shopping has increased significantly during the pandemic. For example, 40% of German teens are spending much of their money online. In France older teens are driving the trend of online shopping becoming the norm, with a +22% year-on-year increase in the number of 16-18s spending the majority of their money online. In Italy
compared with Q4 2019, teens’ and tweens’ spending online increased +28%. Interestingly, across all age groups, teens are most inclined to use Instagram to keep up to date with their favourite shops (36% in Germany, indicative of 1.6M). In France, teens who keep up to date with their favourite shops on Instagram (29%) over-index on being more likely to buy products because of seeing them advertised (+40%). In Spain 73% of teen girls spending an average of 1 hour 33 minutes per day in Instagram. To further capitalise on the growth of online shopping, Instagram integrates shopping tags to its Reels function to
