Kids Insights, has commissioned a report into how coronavirus has impacted the kids behaviours, attitudes and consumption.

Based in the UK, Kids Insights is the global leader in kids’ market intelligence. Their latest research gained from surveying 400 UK children every week throughout the period, looks at content consumption and kids behaviours during the coronavirus lockdown.

The main findings include:

  • Children are seeking out social connections via shared interests. ‘In-game chat’ has also proved more popular this month as children increasingly seek out opportunities to connect via a shared experience or interest.
  • Facebook has seen an increase over the past month. Not only is it a place to socialise and connect with friends, but it also appeals and is familiar across generations, making it easier to communicate with extended family.
  • Whilst the number of kids watching YouTube in Germany has increased by 15% to reach a total of 54%, kids in other markets have moved away from YouTube. This is particularly true in Italy where there has been a decrease of 28%, and in the US, 16%.
  • Subscription-based platforms Netflix and Amazon Prime have seen a boost in engagement and some markets appear to be taking viewers from YouTube.
  • Netflix, the most popular of all on-demand platforms, has seen engagement increase in some Central European markets, with the exception of Italy.
Kids Insight research on coronavirus impact

There is no doubt there are going to be challenges over the coming days, weeks and months, but businesses have to take this time to adapt and reflect their plans accordingly, starting with understanding how their audience has transformed over this time.

You can access the full report on kids behaviours during lockdown the Kids Insight website.


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