New study finds online to be the main driver in kids’ purchasing decisions
More screen time and access to influencers and information online is driving kids’ purchase decisions and spending, reveals annual Kids Digital Insights 2019 study.
[Singapore] — TotallyAwesome, Asia-Pacific’s leading kid-safe digital media company, has released its annual study on the online habits of children in the region. Started in 2014, the Kids’ Digital Insights report is one of the most trusted resources for media, brands and agencies.
Sydney, Australia (AUG 2019)– The Kids’ Digital Insights Study conducted by kid-centric digital media company TotallyAwesome late last year found a whopping 89 percent of parents are worried about their kids’ safety on social media. Among their key concerns are inappropriate content, cyberbullying and lack of privacy protection. Kids, themselves, are also very much worried about their personal information being shared online, found a recent survey by the company. The results were much higher than anticipated, observed TotallyAwesome’s Chief Operating Officer, Marcus Herrmann.
TotallyAwesome has partnered with Nickelodeon Australia to successfully launch a local PopJam channel for the iconic kids entertainment brand, allowing them to safely communicate to their under-13 audience in Australia via the leading kid-safe and COPPA compliant social media content platform.
In 2017, PwC released the ground-breaking Kids Digital Media Report, which estimated that the value of the global kids digital advertising market would hit $1.2bn by 2021. They have just released their latest report with updated data and trends. It’s a compelling read.
Platforms like Snapchat, Instagram, YouTube are all designed for adult audiences and despite being used by vast numbers of kids, have no support for under-13 engagement (in fact, legally they can’t).
As kids overwhelm these adult platforms, some are reacting by simply shutting down engagement. TikTok has created a whole new user experience (with dramatically curtailed functionality) for its younger users, while YouTube has taken the radical move of switching off comments for any videos created by (or intended for) kids or family users.
TotallyAwesome today strengthens and extends its partnership with kids channel Cartoon Network in New Zealand. The collaboration stands to give children’s brands in the country higher engagement with the under-16 demographic through its kids-safe advertising platform.