Kids Insights, the global leader in kids’ market intelligence, has issued a special report revealing some changes in children’s attitudes, behaviour and consumption since the outbreak of coronavirus. Based on these changes, it also has five trend predictions to look out for in the future.

Kids Insights’ unique methodology surveys more than 400 UK children every week, which is equivalent to 21,000 across a year.

Commenting on the data is Nick Richardson, CEO, Kids Insights. “We think that this time in history will be defined into three periods: “BC” (before coronavirus), “DC” (during coronavirus) and “AC” (after coronavirus). As a result, there is a new normal forming in our data.”

Since the outbreak of coronavirus, Kids Insights has seen significant changes in the attitudes, behaviour and consumption patterns of the 12.3 million children that live in the UK. For example:

• The increase in the influence that children are having on parents and their purchase considerations. For instance, a 39% increase in children influencing the choice of TV subscription.
• Participating and watching esports on the screen (+22%) has grown substantially in the UK across the last month.
• Kids between the ages of 3 and 18 years are receiving more pocket money, with the average increased to £8.26 from £7.79 a month. This is equivalent to an extra £5.8m a month.
• An increase in anxiety amongst teens (+13%). Plus, concerns over mental health have more than doubled over the last month.

Becoming a doctor is now the number one career aspiration for all 5 to 18-year olds in the UK. There has also been a +9% increase in children who now want to be scientists.

 

 

• Growth in the reading of comedy (+10%) and fantasy (+5%) books for all children.
• The closure of the high street has also led to more children shopping online; 44% of children now spend more online than offline.
• An increase in adopting new payment methods, with PayPal and cash cards services such as Go Henry increasing. There is also an increase in children believing that digital currencies are the future – a third of all children believe this to be the case (up 38% since the coronavirus outbreak).
• An increase in new comedy/sitcoms shows being watched, with half of the top 10 new shows children are looking forward to watching being of this genre; nearly double the number across the last 12 months.
• Board games have doubled in popularity amongst all kids. For children aged between 3 and 12 years, board games have become their third favourite toy in the last month behind LEGO and LEGO Friends.
• With children spending more time in the digital world there has been a change in favourite apps too. Namely further growth in TikTok, now the fourth favourite app for all kids.
• The emergence of new apps Houseparty and Zoom, which are becoming some of the favourite chat platforms for kids today.

The report also includes five future trend predictions that The Insights People expects to see as a result of coronavirus.

Commenting is Sarah Riding, research and trends director at Kids Insights. “For many families, the impact and destruction the virus will have on the lives, health and financial situation of the home will be devastating. We cannot pretend to know for certain what the future looks like, nor do we even know how long and therefore how damaging this period of lockdown will be.

“But, what we do have is the first site on how their attitudes, behaviour and consumption patterns are shifting, providing us with valuable insights into a child’s life during this lockdown period. This will then ultimately help us shape what we think this will look like after coronavirus lockdown ends.”

The Insights People’s five future trend predictions

1. Redefining ‘Real’

Who will kids look up to once we come out of this period? There are new heroes in society, ones who children are increasingly inspiring to be.

2. Rebirth of Family Time

Home confinement, home schooling and home working will, without doubt, cause many stresses within family life. However, what we are seeing from our data is a growing desire to spend quality time together as a family.

3. The Battle Between Non-Virtual and Virtual Worlds

During lockdown, children have no choice but to facilitate ‘social’ time via a virtual world.

4. Redefining Retail

It’s fair to say that this pandemic is not going to make life as a retailer easy. There is no doubt that when this is all over there will be long-term behavioural and mindset changes that will affect consumer buying patterns.

5. A Sense of Belonging

As children readapt to the outside world, we imagine reintegration into a community will become increasingly important. Brands that can help facilitate this will create lasting relationships with children and families alike.

To download the complimentary report, please click here.