With relevant and recent data from the Kids & Teens segment, the Argentina-based consultant, Kids Corp, starred in another of the insight panels, during the ninth day of LA Virtual Screenings 2022.
Demian Faletshi, CEO and Co-founder of Kids Corp, who moderated the panel, was accompanied by his team within the consulting firm: Mariano Tesler, managing director, Kite; Gastón Stochyk, managing director at Askids; and Nicolás Cáceres, managing director at Klab.
Stochyk began the session by sharing key data on activities and consumer trends in the segment, where the company collected data from 50,000 Kids & Teens for a year, as well as 8,000 parents in territories of Brazil, Mexico, Argentina, Chile, Colombia and Peru.
The main takes away highlighted that those consulted listed a top 10 activities they do in their free time, such as consuming YouTube/YouTube Kids, playing video games on consoles or cell phones, watching series or movies on TV or streaming, drawing or painting, and play with toys. Likewise, they highlighted that screen time increases along with age, mentioning that in the teen segment, online activities exceed 70% of the share of free time.
Tesler, who leads the area of media and advertising, said: ‘It is important to take this segment into account as key within the advertising guidelines of some brands, because they already consume advertising in different media and make decisions, so they become in relevant consumers in different industries such as retail, toys, video games, TV content. Determining that they are not part of the decision making is losing potential clients’.
Likewise, the entire team listed 5 facts that provide a vision of the consumer market. Digital consumption (97%) already exceeds TV consumption (43%), so 9 out of 10 Kids & Teens watch content via streaming, dedicating almost 11 hours to it every week; They also highlighted gaming as the second activity most carried out by them in their free time and that 65% of those consulted play video games for an average of 1 hour and 30 minutes per day, with the mobile and the console as the two main means of play.
Meanwhile, licensing continues to be more relevant than ever: 7 out of 10 children buy items related to the series or movies they watch and entertainment brands lead the ranking of ‘Favourite brands’ in all the countries of the region: Disney , Adidas, YouTube, Nike and Apple.
Finally, 9 out of 10 Kids&Teens in the region have a key influence on the purchase of products and services by their parents.
At this point, cáceres said: ‘what we have found with these figures is that communication and marketing strategies can no longer take those under 18 as a single and immutable group. We already know that each age range has its own tendencies in every aspect of life’.
