Gaining Insight – Kids Insights explains why

Stuck on you: the platforms our kids are glued to!

The number of tweens who spend more than four hours a day on their mobile phones has increased by 88%. They are becoming digital natives - increased time spent on devices is the norm, says The Insights People founder and CEO Nick Richardson

Our latest research shows Kids are also using their devices for of kids are on TikTok. that kids today are the much more than just entertainment. Despite this, much of the kids’ most connected and As an example, Hertfordshire industry remains tightly focused on conscious consumers County Council has introduced free how much linear TV advertising is to date. With constant access to e-learning modules for primary required, and the number of TVRs [TV the world around them via devices, and secondary school children, ratings points] that will be purchased their core values are exceedingly encouraging students to complete to support a new product. Quite impacting their purchasing habits. ‘Five Ways to Wellbeing’. The often this strategy is one of the key

According to our data, tweens and modules aim to give kids the tools considerations for a brand manager, teens are currently sleeping seven to cope with mental health concerns product manager and - more

minutes less per “ and to foster a importantly - a retail buyer. night. With less time spent sleeping, 10 Kids are using positive outlook. This suggests CSR But each year, the number of online education and entertainment to 18-year-olds are their devices for [Corporate Social platforms increases, and children are spending this extra time on digital leisure much more than Responsibility] opportunities for likely to continue to choose digital platforms even more, instead of the activity such as social media and playing video games. Video games rank “ just entertainment brands to partner with similar initiatives to ensure as many kids as possible can familiar TV of the past. The latest development from The Insights People - our fi rst real-time media tool Media Mix Compass - shows the as the top favourite hobby with teens access similar information. In fact, particular numbers of how long and (15%). They spend an average of one moving to online learning had a where exactly kids spend time online. hour 25 minutes per day on gaming, signifi cant impact on the amount We should also keep in mind that compared with one hour 18 minutes of time that kids spent on devices the growing infl uence and decisionpreviously. In fact, they are spending in 2020. The number of schoolkids making power of kids within the home more time playing video games than aged six to 12 who spent more is greater than of any other previous watching TV. than an hour on a laptop each day generation. Children have their own

Despite gaming, kids are also increased by 32%. opinions about many other new craving communication. A demand categories, such as the purchase of a for a sense of community while What this means to you… new family car (which 54% more kids online is evidenced through a For those of you who have kids say they infl uenced in 2020 compared 20% increase in teen usage of or spend any time with kids, it is with 2019). chat platforms to keep in touch apparent very quickly how kids’ For more information on the Kids with others. This illustrates the media ecosystems are made up of Insights Media Mix Compass, and to opportunity for social platforms digital media. From as young as the receive a complimentary demo of the to encourage the maintaining of age of fi ve, we see evidence that they tool and a copy of the Kids Insights community spirit through continued are spending time on social media Future Forecast report, visit restrictions due to the pandemic. sites and by the age of 12, nearly 12% www.kidsinsights.com/mediamix.

Experts in kids, parents and family marketing intelligence, The Insights People surveys more than 7,000 children every week aged three to 18 in 17 countries across fi ve continents, and in total surveys more than 362,000 kids a year.