The Insights People

252 OPPORTUNITIES TO ENGAGE WITH KIDS

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Our latest research published in Toys n Playthings, explores how kids were spending their free time in Q3 2019. 

We live in a period of bright, creative, harmoniously developed self-sufficient young individuals who are positively influencing the world around us!


Asking the favourite hobby of kids produced 252 unique responses this quarter – indicating the vast range of interests kids have…


Our latest Kids Insights data shows football remains the top hobby for boys and the 4th favourite for girls, with a quarter of the domestic football games having already been played this season. However, for teenage boys, the number of boys who say football is their favourite hobby has decreased steadily over the last year, from 27% to 21% now, reflecting a slight decrease in the number of teenage boys playing football.

At the same time, gaming has remained a consistent favourite – meaning football and gaming have now converged to be equally as popular. It is a cornerstone of the kids’ entertainment ecosystem with almost 7 in 10 under 13s playing games. Kids are also playing video games from an increasingly young age. By the age of 4, the majority of kids play video games; this compares to November 2018 where the first age in which the majority of kids were playing video games was 5.


“Over the last two years we have spoken about the ‘Gaming Revolution’ and how mobile devices have increased accessibility to gaming, and technological advancements such as OTT and cross-platform play have changed the attitudes and behaviour of children. Our findings demonstrate that the popularity of gaming is as strong as ever in Q3”, comments Nick Richardson, CEO of Kids Insights.


CLUBS

Across all ages, 60% of kids are currently part of a club. Encouraging kids to participate in clubs could be aided by the involvement of brands they like. For example, 5.2% of kids ages 3-9 whose favourite brand is Disney say Arts & Crafts is their favourite hobby. However, only 4.3% of Disney fans this age attend an art/crafts club. This suggests a gap between those Disney fans who enjoy arts and crafts and those who are part of a club.


Beyond the top 10 hobbies lists, our data indicates a multitude of ways that kids are creating things. Acting, calligraphy, cooking, make-up, model making, scrapbooks, and song-writing are all examples of ways that kids are carving out their own niches and embracing individuality.


This is just one example of how the kid’s ecosystem is becoming increasingly fragmented. And with access to technology rising all the time, it offers brands an almost unlimited number of ways to engage with kids.


To download a complimentary Kids Insights report (UK) click below:

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