The Insights People


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Kids Insights, a global leader in kids’ market intelligence, launch its latest set of 4 in-depth insight-led reports  that gives an unrivalled viewpoint into the online & offline world of kids, tweens and teens. Each of our quarterly reports are predominantly based on the results of surveying 5,000 children between 1st July and 30th September 2019, though it also utilises data they have collected since May 2017.

The research presents not only how much technology is changing the kids’ ecosystem but how kids changing the world’s ecosystem. We all should remember that Generation Z (born between the mid-1990s and 2010) and Generation Alpha (born post 2010) are the future of the workforce and their impact can’t be underestimated. 

The data explores some powerful insights with as many as one in four children have learned to code, to some extent. Growing up digital-natives, they are acquiring specific skills – often passively while enjoying other entertainments and interests. For example, 1 in 5 kids aged 10+ are using TikTok, the fun short-video app. Children who are creating their own videos on these platforms are, perhaps unknowingly, developing their video shooting, editing and effects skills – which will be highly desirable in the future. Frequent Instagram and Snapchat posters are also developing public relations, marketing and communication skills future employees will value.

In the same time, the majority of under 18s year old kids have some understanding of digital currencies – which include things such as cryptocurrencies (including Bitcoin) and in-game currency, such as Fortnite’s V-Bucks.  Kids Insights also underline how everything is connected in the kids ecosystem. For example, kids who use digital currencies are a huge 2.3 times more likely than average to use audiobooks, as these children tend to be early adopters. 

Kids Insights CPO, Jonathan Watson commented: “Our methodology enables us to track the entire, inter-connected kids ecosystem from the toys and games they play with, to their favourite brands, books, video games and devices. In our latest reports, we already identified some really exciting trends, including a power of digital communities for brands, digital activism, INXP (in-experience purchase), boom of podcast. The world is changing faster than ever before, but businesses should not be scared, they should be ready, be innovators & trendsetters…” 

Kids Insights reports are based on their own data but their team of researchers also provide wider analysis and commentary based on their knowledge of the sector and the challenges and opportunities which present themselves to brands and organisations looking to market to and engage with kids and families. 

To get access to the latest On-Track reports, please book a demo and find out how you can boost your business with our real-time data and real insights.


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