© Kids Insights 2019 © Kids Insights 2019 Children surveyed in the UK, US, France, Germany, Italy, Spain and India every year
New & expecting parents surveyed in the UK every year
Statistical Significance
© Kids Insights 2019 OUR SOLUTIONS ENABLE BRANDS TO SPOT FLASH TRENDS AND OPPORTUNITIES BEFORE COMPETITORS
© Kids© Insights Kids 2019Insights 2019 •
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© Kids Insights 2019 © Kids Insights 2019 There are certain milestones in a child’s life. Their own process for discovering new products, ideas and entertainment. With children getting personal devices from a younger age, technology is giving kids an opportunity for control.
81% have access to First mobile a tablet device phone
9% of kids spend their First trip to the money using a cash cinema with friends card
© Kids Insights 2019 (-6% CHANGE (CONSISTENT (+12% CHANGE SINCE Q1 2018) SINCE Q1 2018) SINCE Q1 2018)
(-8% CHANGE (+104% CHANGE (+82% CHANGE SINCE Q1 2018) SINCE Q1 2018) SINCE Q1 2018) © Kids Insights 2019 (3-12S, Q2 2019)
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%
© Kids Insights 2019 © Kids Insights 2019 60%
50%
40%
30%
20%
10%
0%
Linear TV Netflix
© Kids Insights 2019 70.00% 45.00% 25.00% 60.00% 40.00% 35.00% 20.00% 50.00% 30.00% 15.00% 40.00% 25.00% 30.00% 20.00% 10.00% 20.00% 15.00% 10.00% 5.00% 10.00% 5.00% 0.00% 0.00% 0.00% Netflix YouTube Amazon YouTube BBC Netflix Youtube France 2 Zouzous France 4 Amazon YouTube Netflix None of YouTube Kids Prime Kids iPlayer Prime these
70.00% 60.00%
60.00% 50.00% 50.00% 40.00% 40.00% 30.00% 30.00% 20.00% 20.00% 10.00% 10.00% 0.00% 0.00% Youtube Netflix YouTube Amazon RaiPlay Netflix Youtube Movistar+ Amazon HBO Kids Prime Video Prime España
© Kids Insights 2019 Q2 2019
25.00%
20.00%
On average, 15.00% kids spend more than half an hour on their mobile, compared to 10.00% kids.
5.00%
0.00%
Under 10 mins 10 mins to 30 mins 30 mins to 1 hr 1 hr to 2 hrs 2 hrs - 4 hrs
© Kids Insights 2019 Q2 2019
35.00%
30.00%
25.00%
On average, 20.00% to spend more than half an hour 15.00% watching TV, compared to 10.00% French kids.
5.00%
0.00%
© Kids Insights 2019 © Kids Insights 2019 22% of children aged 3-12 have access to a smart speaker in the UK - 104% increase since Q1 2018. This compares to 30% access in the US and 13% in Germany.
© Kids Insights 2019 12% of 3-12s prefer to control their device by their voice
Audiobooks increasing 138% since Jan 2018
Innovations appearing - Monopoly AI Banker
© Kids Insights 2019 © Kids Insights 2019 © Kids Insights 2019 Q2 2019
© Kids Insights 2019 Mobile gaming is on the rise, thanks in no small part to the boom in kids tablet adoption – 75% of kids aged 3-12 in the US have a tablet and 60% have a smartphone.
Gaming is the top activity done on a tablet.
Consoles showing little to no growth, and with certain denographics are actually declining
© Kids Insights 2019 Gaming has firmly established itself as one of the top-10 hobbies of UK girls ages four to 12.
6 in 10 girls aged 4-12 say they game regularly.
45% of kids who say Minecraft is their favourite are girls in the US.
© Kids Insights 2019 © Kids Insights 2019 © Kids Insights 2019 We have seen how the kids app market continues to grow at a significant rate, and according to our data, (£581 million/per year).
The average boy spends £3.95 on apps per month, compared to the £4.32 spent by girls.
© Kids Insights 2019 % % %
MOBILES % % % & TABLETS (3-12S, Q2 2019, UK)
% % %
© Kids Insights 2019 (3-12S, Q2 2019)
20% 11% 38% ONLINE ONLINE ONLINE
62% 80% 89% OFFLINE OFFLINE OFFLINE
23% ONLINE 22% ONLINE
77% 78% OFFLINE OFFLINE
© Kids Insights 2019 Movies New tech (e.g. £513m consoles) £788m
Toys & board games £513m
Eating out with friends Clothes £796m £863m
Books Food & snacks £388.5m £651m Video games Apps (including (including in- in-app game purchases) purchases) £335.6m £437.7m Gifts for others Music £442.7m £318.7m
© Kids Insights 2019 (3-12s, P2 2018 vs P2 2019 UK) APPS SPEND
BY
© Kids Insights 2019 (Ages 3-12, Q2 2019)
avr. monthly avr. monthly income income
avr. monthly avr. monthly income income
© Kids Insights 2019 (Ages 3-12, Q2 2019, UK)
© Kids Insights 2019 © Kids Insights 2019 Over the same period, the number of kids spending at least £1 per month has increased by 71%, with 12% of now doing so.
© Kids Insights 2019 (3-12s, Jan 2019 – Sep 2019 UK)
(1.4% to 3.4%)
© Kids Insights 2019 © Kids Insights 2019 www.kidsinsights.com/mipjunior
© Kids Insights 2019