Kid-spending economy in the UK is worth £24.1bn per year. 58% of kids are still spending more money offline compared to online; however, this has decreased by 6% in the past year. Understanding their offline behaviour has insights for all employers keen to reach future talent. Teenagers specifically are spending the most on food, drinks and snacks, followed by clothes and shoes.
Women's World Cup helps accelerate participation in football. Girls are 8% more likely to watch football on screen this year than they were last year. It is now the number 1 hobby for girls aged 10-12, as dancing has fallen by 50% since the last quarter.
Audiobooks more than double in a year. Their key demographic lies between the ages of 7 and 13. Given the current trend of audiobooks, 2020 could see interactive audiobooks, supported by systems such as Alexa, become a major trend.
Girls read for longer, and boys spend more time playing with toys.
Interestingly, and tad worryingly, the number of hours kids and teens spend sleeping reduces by 22% between the ages of 3 and 18 falling short of the 8-9 hours recommended by the NHS for this age. On average every month, 3-year-olds sleep for 216 hours, and 18-year-olds manage 169 hours. Broken down further, this means 18-year-olds are typically getting just over 5.5 hours of sleep each night.
It's is actually impossible to write this article without talking about online. Sorry.
Digital ecosystem expands with age. As kids get older, their attention shifts towards the online world. In one week, 3-12s spend around 24 hours 52 minutes in front of a screen, while screentime for 13-18s is 5 hours longer at 31 hours 46 per week.
YouTube remains the most popular music streaming platform in Q2. The age group most likely to listen to music on YouTube is 10-12, however overall, the number of kids listening to music on YouTube has decreased by 10% in Q2.
This is worth downloading and reading if you want to see which music artists, games, snacks, drinks, hobbies, radio stations are favoured.
My takeaways from this information?
Activities are influenced by brand and investment (see World Cup on girls football). Aside from holidays, the highest increase in kid spending is on new technology - consoles, smart phones, gadgets, drones. Followed by clothing and shoes. Your brand, collateral, messaging needs to reflect the interests of this audience and what these choices mean to them.
Back in 2017, the CEO of Netflix declared that their biggest competitor was sleep. In recent months, we've seen innovations from tech companies to encourage healthy sleep, rather than compete against it.