Parents Insights: How much say do preschoolers have in purchases?

What a preschooler’s ecosystem looks like and why this generation of kids, parents and family are like no other.

When we launched in 2017, we designed Kids Insights methodology to provide data and intelligence on four to 18 year olds. As we grew and we spoke to more and more clients, we realised that there was a need to provide more demand for reliable market intelligence on the preschool market, so we launched Parents Insights, which focuses on expecting and new parents.

However, as we studied the data more and more, we continued to be amazed at just how sophisticated this generation of four year olds are and how, through technology, they are controlling so much of their own ecosystems. Therefore, from January 1, 2019 we expanded Kids Insights to include three year olds in our survey – and our expert team of researchers have just analysed our first set of data on this cohort.

What does their ecosystem look like?

Our Kids Insights data this quarter has identified that most three year olds, are already using tablets, with eight in ten having access to a tablet and two thirds owning their own tablet. This, in turn, means that even at the age of three, this generation of children can take greater control of the content they consume – from gaming, shows, music and even chatting to others.

As a result, this generation of children are spending just under ten hours a week either on the internet or playing with apps and video games, and while they spend more time playing with toys and games (13 hours) the gap is closing.

And while children are spending longer in front of the TV (47 minutes a day or 5.5 hours per week), the gap over tablets is also reducing here, as three year old children are spending an average of 35 minutes per day (four hours a week) on their tablet.

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