TOTAL LICENSING 12%
TWITCH USERS Q3 2017
10%
Q4 2017 Q1 2018
8%
Q2 2018 Q3 2018
6%
4%
2%
0% average) and they are more than twice as likely to own either wearable tech or a smart speaker device.What might be surprising, is that Twitch users are less likely than the typical kid to own a tablet device. This data shows that in a fragmented media world, it is more important than ever to understand your audience and where they spend their time, to maximise your advertising spend.
Kids Insight’s independent data, combined with the analysis work which their team of experts researchers and analysts undertake helps uncover new trends and provide powerful insights. For example, one trend they have seen is the digital financial empowerment of younger children. In the last 12 months they have seen some significant trends develop one
TECH OWNERSHIP (Twitch Users vs Average) 100% 80%
of which is how younger children are spending an increased amount of their money online, through payment mechanisms such as Go Henry. The number of 4-12s spending with cash cards has more than doubled, from 4% to 9% since the beginning of the year, with goHenry’s popularity also doubling since the start of 2018. This latest trend can only help strengthen Amazon’s dominant position within the market. Throughout 2018, Amazon has been the dominant retailer of choice, with 39% of 7-12s, almost 4 times more popular than second place online shop, eBay. And in the last quarter has increasingly being cited by kids as one of their most popular ‘brands’. So, do you have your post-Christmas advertising and marketing strategy planned? And how confident are you that your media mix and messaging will be the most effective in targeting and engaging your target market?
60% 40% 20%
Console
Desktop
eReader
Handheld
Laptop
Mobile
Smart Speaker
Tablet
TV
Wearable Tech
0%
As you can see the power of having access to this data and insights in real-time is extremely powerful and is helping our clients capitalise on these opportunities and improve their ROI.
For further information on how Kids Insights can help and to receive a complimentary copy of their Future Forecast report visit www.kidsinsights.co.uk/ totallicensing
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