According to recent research conducted by Kids Insights, a market research agency, brands are going to need to adapt to the needs of young consumers and keep up with all technology advancements to stay relevant amongst children.
The Future Forecasts report is the result of a consultation with 20,000 children across the UK. The results show that the consuming attitudes of children are experiencing rapid changes with the rise of the popularity of YouTube stars and the quickly developing new technologies.
Brands aimed at children need to keep up with this rapidly changing world or risk fading into oblivion. Technology is changing all aspects of life, including that of entertainment.
Children are becoming less and less interested in simple toys they can just play with. With the coming of technology, they want toys and games that they can have a role in creating themselves, that they get to interact with.
“In the battle for children’s attention and ultimately their hearts and minds, innovation is increasingly critical,” said Nick Richardson, Futures Analyst at Kids Insight. “The brands which are enjoying success are those which are extremely responsive to the constantly developing and increasingly complex kids ecosystem.
“Trends are coming and going far quicker than ever before – and brands who are in tune with how children are behaving are able to turn these trends into opportunities rather than see them as risks. Brands that stand still are going to find it harder and harder to regain the attention of young consumers.”
You can get your copy of the full report here.
> Naomi Round
Brands Should Adapt to Needs of Young Consumers
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