How more accessible tech is changing children’s ecosystems and how marketers can build a strategy that works.
The preschool children’s marketplace is rapidly evolving, and we’re seeing huge changes in the way children spend their time and use technology.
Kids Insights started collecting data in mid-2017 and since then, we have witnessed the ecosystems of four year olds change in many ways.
One trend we’ve noticed is the growth in the number of children who have tablets, with 70% of four year olds now owning one compared with 64% 18 months ago. That’s a notable increase of 9%.
Our data reveals that ownership of mobile phones at age four has more than doubled, with 19% of children saying they own a mobile phone, compared with 9% 18 months ago.
With so many more children owning their own tablet or mobile phone, they naturally have more exposure to online content, such as streaming, apps, social platforms and games. In turn, the wide choice of digital content available also makes kids more likely to keep using and buying technology.
Parents Insights is a market intelligence resource on all things expecting and new parents in the UK. Each week, 200 different parents (expecting to age four) are surveyed, adding up to more than 10,000 every year – which enables brands and agencies to provide significant insight on what is influencing the attitudes, behaviour and consumption of this generation of parents.
For a complementary Parents Insights report and to gain access to the Parents Insights portal visit www.parentsinsights.co.uk/progressivepreschool or call +44 (0) 330 159 6631.