A new epoch?
A new epoch?
By Nick Richardson 21-04-2020
The founder and CEO of children’s market intelligence firm Kids Insights discusses how kids’ attitudes, behaviour and consumption habits are evolving as a result of the coronavirus and lockdown.
From the start of this outbreak, we have been saying to clients and partners that we believe this period will be known as BC (Before Coronavirus), DC (During Coronavirus) and ultimately AC (After Coronavirus). And the attitudes, behaviour and consumption of children, parents and families throughout the coronavirus pandemic is going to evolve significantly across these three periods. We survey different children on a continual basis, some 1,200 a week across the EU and a further 1,600 in the US, India, Brazil and Mexico – meaning that, ultimately, we will have widespread data across those three periods in time: BC, DC and AC.
By surveying children continually, we have an unrivalled view of how kids’ attitudes, behaviour and consumption are and continue to evolve. 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. Using our real-time data portal, we have looked at some of the significant trends in media and content consumption. Some of our observations are as follows.
Coronavirus is changing entire industries, not just for the foreseeable future but potentially forever, and as a result consumers’ attitudes, behaviour and consumption will also evolve. But the generation which it is likely to have the biggest impact on is children, as this is the age where habits and preferences are formed.
When we look at the impact on children, there are significant examples of the severity of the impact of coronavirus. For example, since the global lockdown, we have seen how teens’ concern over the economy has increased by 20% in France and Italy, 13% in Germany, 10% in the US, 9% in Spain and 4% in India and the UK.
• 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. Chat platform use: the UK 4.3% (+48%), France 2.4% (+300%), Spain 1.6% (+200%), Italy 2.7% (+238%), Germany 2.1% (+162%).
• Facebook has seen an increase over the past month. The percentage of kids saying it is their favourite platform has increased from an average of 7.2% to 8.5% (+18%) in the UK, 9.6% to 10.7% (+11%) in France, 4.4% to 5.2% (+18%) in Italy and 1.2% to 1.6% (+33%) in Spain. 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.
• Subscription-based platforms Netflix and Amazon Prime have seen a boost in engagement DC and some markets appear to be taking viewers from YouTube. During coronavirus, we know that kids’ habits and consumption levels have changed in many areas of their ecosystem, and this is also true of TV and VoD, where we have seen an upwards shift in a number of subscription-based platforms amongst kids across the globe.
• Netflix, the most popular of all on-demand platforms, has seen engagement increase in some Central European markets, with the exception of Italy. The number of kids watching Netflix in France has increased by 17% DC and by 8% in both Germany and Spain. Engagement increases have been modest in India (+3% DC) and flat in the UK, and in the US there has been a 13% decrease in kids watching Netflix.
Our real-time data is providing an insight into the kids ecosystem and its changes in this DC period, helping our clients keep up to date with the latest trends (ultimately through a combination of BC, DC and AC data). It also helps them to reconsider and re-evaluate their strategies to maximise any investment they make in advertising, content, licensing, marketing, product or sales so that they can come out running the other side. So please don’t hesitate to get in contact if there is anything we can do to support you.
Kids Insights will be issuing a complimentary report in the coming weeks that will identify 10 things it thinks might happen as a result of Covid-19. To register your interest in receiving the report, visit www.kidsinsights.com/ac.