Spielwarenmesse: The impact of Coronavirus on children’s behaviour and five trend predictions to watch out for

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Verhaltensänderungen im Zuge von Corona –fünf Entwicklungen, die man im Auge behalten sollte
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The impact of Coronavirus on children’s behaviour and five trend predictions to watch out for

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Kids Insights, the global leader in kids' market intelligence and based in UK, has issued a special report revealing some of the differences in kids attitudes, behaviour and consumption that have changed since the outbreak of coronavirus. Based on these changes they have also made five trends to look out for in the future. Kids Insights surveys more than 400 UK children every week, which is equivalent to 21,000 across a year.


Since the outbreak of coronavirus Kids Insights has seen significant changes in the attitudes, behaviour and consumption patterns of the 12.3 million children that live in the UK:

  • Kids between the ages of 3 and 18 are receiving more pocket money.
  • Board games have doubled in popularity amongst all kids. For children between the age of 3 and 12 board games have become 3rd favourite choice of the toy in the last month (behind LEGO and LEGO Friends).
  • There is a growth in the reading of comedy and fantasy books for all children (+10% and +5% respectively).
  • An increase in the influence that children are having on parents and their purchase considerations, like the choice of TV subscriptions (39% increases) can be recognized.
  • There has been a change in favourite apps too, as children spend more time in a digital world. Further growth in TikTok (it is now the 4th most favoured app for all kids (4.3%). 

Changes that affect both toy retailers and producers:

  • The closure of the local retail stores has also led to more children shop online, which now sees 44% of children spend more online than offline, meaning that by the age of 14 children are now spending more online than they are offline
  • The increase in adopting new payment methods services and an increase in children believing that digital currencies are the future, with a third of all children believing this to be the case (up 38% since the coronavirus outbreak).

The report also includes five future trend predictions which The Insights People expect to see as a result of coronavirus and the uncertainty of the future:

  • Redefining ‘Real’ - who will kids look up to once we come out of this period? There are new heroes in society.
  • Rebirth of Family Time - Home confinement, home-schooling and home working will, without doubt, cause many stresses within family life, but there is a growing desire to spend quality time together as a family.
  • The Battle between Non-Virtual and Virtual Worlds - Children during lockdown have no choice but to facilitate ‘social’ time via a virtual world.
  • Redefining Retail - It’s fair to say that this pandemic is not going to make life as a retailer easy and there is no doubt that, when this is all over, there will be long-term behavioural and mindset changes that will affect consumer buying patterns.
  • A Sense of Belonging. As children readapt to the outside world, we imagine reintegration into a community will become increasingly important and brands that can help facilitate this will create lasting relationships with children and families alike.

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Author of this article:

, Kids Insights

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