The Insights Family surveys more than 469,040 kids aged 3–18 and 228,800 different parents a year across 22 countries in 6 continents. Its latest report, Making It Matter, highlights changing family dynamics and the importance of organisations taking a “family first” approach.
The report, available to download at get.theinsightsfamily.com/familyreport2022/, highlights trends such as:
- KIDS AWARE OF GLOBAL ISSUES FROM AN INCREASINGLY YOUNG AGE
As kids become more exposed to technology and social media, they are more likely to harbour concerns about geopolitical and socioeconomic issues too. Globally, since the start of 2021, concerns over animal cruelty (+79%), gender equality (+38%), racism (+18%) and human rights issues (+42%) have all increased. Children as young as 6-9 in the UK rank the environment (#4) and racism (#5) amongst their top concerns.
- TRUST IN TV ADVERTISING FALLS WITH YOUNGER PARENTS
Parents aged 18-25 are -41% less likely to trust adverts they see on TV than the average parent and +72% more likely to trust the recommendations of influencers than parents aged 56+.
- CHILDREN INFLUENCE MOST HOUSEHOLD PURCHASES, INCLUDING NEW CARS
It might be expected that kids would have influence over household purchases which affect them, such as TV subscriptions (63%) to platforms which contain their favourite shows. However, what has emerged is kid influence growing over categories that might not directly concern them, such as the purchase of new cars (+10% growth year-on-year).
- THE SWITCHED ON & CONNECTED NEXT GENERATION
Across the 22 countries surveyed, 52% of 3-5 year olds have access to a tablet. 50% of tweens (ages 10-12) watch videos on YouTube while 31% use TikTok. Digitally enabled kids are learning to expect that they can access what they want, when they want.
- DO WE NEED TO REBOOT EDUCATION?
The way kids are processing information and learning new things represents a significant shift in comparison to generations prior. This has led 49% of parents with kids aged 6-9 to worry that the school curriculum is now unsuitable for their children.
Matt Smith, Head of Industry Knowledge team at The Insights Family, says: “We know that nearly 30% of the world’s population are between the age of 3-18. Kids represent our future. The next generation of employees, employers, citizens, voters and consumers. As kidfluence becomes even greater in the household, it is only a matter of time before every organisation becomes family first.”
“Since we launched in 2017, we have been building an unrivalled understanding of kids, parents and family life,” says Nick Richardson, Founder & CEO of The Insights Family. “At times, we have been astonished with our findings; specifically, the access and impact of digital technology on their lives, their awareness and reaction to social issues and of course their changing attitudes, behaviours and consumption patterns.”