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THE IMPACT OF CORONAVIRUS ON UK KIDS AND FIVE TREND PREDICTIONS TO WATCH OUT FOR… British children have become more influential and are getting richer to the tune of £5.8m a month since the lockdown. The latest data shows that children’s number one career choice is to become a doctor, taking over from Engineer, IT, Science and Teacher. An increase in anxiety with teens and concerns over mental health have more than doubled during coronavirus lockdown. Kids Insights, the global leader in kids’ market intelligence, has issued a special report revealing some of the differences in kids attitudes, behaviour and consumption that have changed since the outbreak of coronavirus and based on these changes they have also made five trends to look out for in the future. Kids Insights unique methodology surveys more than 400 UK children every week, which is equivalent to 21,000 across a year. Nick Richardson, CEO Kids Insights comments, “Speaking candidly there is now a new normal and it has never been more important for clients to
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have access to reliable, independent, real-time data; quite frankly any existing research which clients are using is simply not fit for purpose. We are helping our clients more than ever before understand and navigate their way through these unprecedented times.” Since the outbreak of coronavirus Kids Insights has seen significant changes in the attitudes, behaviour, and consumption patterns of the 12.3 million children that live in the UK, for example: • The increase in the influence that children are having on parents and their
purchase considerations. For example, a 39% increase in children influencing the choice of TV subscription. • Participating and watching esports on-screen (+22%) has grown substantially in the UK across the last month. • Kids between the ages of 3 and 18 are receiving more pocket money, with the average increased to £8.26 from £7.79 a month, which is equivalent to an extra £5.8m a month. • An increase in anxiety with teens (+13% increase), and concerns over mental health have more than doubled over the last month. • Becoming a doctor is now the number one career aspiration for all 5-18-year olds in the UK and there has been a +9% increase in children who now want to be scientists. • A growth in the reading of comedy and fantasy books for all children, (+10% and +5% respectively).
