The growth of influence in preschooler’s audio content opens up more collaboration opportunities for brands, says Parents Insights.
This generation of kids and parents is more connected than ever before, having grown up in an era where computers and smartphones put entertainment, communication and information at their fingertips.
Even the youngest of tablet users, aged three, are savvy on their devices. The majority can navigate apps and take photos, while one in five can search the internet and download apps.
In a modern world, kid-influencers play an important role in household spending. That’s why we’ve added a new question to our survey ‘How much influence do your children have when you are buying things for the family?’ and the latest data shows that children’s influence hits the hardest in toys, books, arts and crafts. Kids also show a big impact on parents’ purchases in such areas as holidays, grocery and music.
According to our data, 88% of parents have purchased a product related to their child’s favourite character, increasing to 95% among parents of 2-4 year olds, showing a huge appetite for licensed products.
We already know how some of the biggest brands in the world are investing in TV content to attract the next generation, with the likes of Netflix, Amazon, Disney, Apple, HBO, WarnerMedia, NBCUniversal each investing billions of pounds on top of content from local broadcasters, such as the BBC and Sky.
And we can see now how the music streaming industry is also becoming more competitive. Platforms such as Spotify and Sony are investing into kid-friendly services to maximise the opportunity created by the increasing democratisation of the family decision making process.
Parents Insights is a market intelligence resource on all things expecting and new parents in the UK. Each week, 200 different parents (expecting to age four) are surveyed, adding up to more than 10,000 every year – which enables brands and agencies to provide significant insight on what is influencing the attitudes, behaviour and consumption of this generation of parents.
For a complementary Parents Insights report and to gain access to the Parents Insights portal visit www.parentsinsights.co.uk/progressivepreschool or call +44 (0) 330 159 6631.
