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Trends

Stay ahead with
insights that matteR

Introduction

Generations Z and Alpha occupy a media and entertainment landscape unlike any before. The pace of change is accelerating, meaning any business seeking to connect with young people needs a reactive and up-to-date perspective.

Since 2014, Â鶹´«Ã½ has run Trends, a tracking study of children and youth across a number of markets. With the challenges currently facing the children’s media industries, Trends is expanding to yield deeper, sharper insights into young people’s separate, concurrent and connected engagement with devices. We’re digging into their preferred platforms like Roblox and YouTube, to understand how they discover, use and share favourite content, wherever it appears.

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Adidas Roblox

What is the Trends Revamp?

  • 4 surveys, annually
  • Over 15,000 responses, each year
  • Surveys run in the UK and the USA, with additional markets available for the device/share of time survey.
  • Understanding kids’ digital lives from the moment they  are put on screens - ages 1-15 (1-18 for games survey). 
  • Simple-to-use portal and accessible reports, pulling out top insights.

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Trends revamp 4 surveys

Why use Â鶹´«Ã½â€™s Tracker

  • Depth of insights - going beyond ‘kids are on YouTube’.
  • Giving kids a platform to use their voice and express their opinions on their digital landscape.
    • Speaking to real kids - using their own words. 
  • Track your brand across our portal - we can discuss adding your brand into our brands list.

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Your portal to family insights

PORTAL

Our portal is designed to let you cut data based on child age and gender, parent age and gender, ethnicity, household income, language spoken, and top brand usage.

Â鶹´«Ã½ Trends reports

Â鶹´«Ã½ trend reports

Â鶹´«Ã½ produces summary reports that capture key insights from each survey.

Ages 1-18 surveyed, on a variety of key kids media topics

devices

tv & video

SOCIAL MEDIA

BRANDS

PREFERENCES

METAVERSE

parents

toys

share of time

purchase

learning

games

1) Devices & Share of Time survey

Discover how kids are engaging with devices across their daily lives.

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OUT NOW.

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2) Games and Roblox survey

Understand what makes Roblox the number 1 space for kids. 

Meet kids in their own creations - understand what your brand can do to reach gen Alpha.

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Fielding January 2025.

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3) TV, video and social media survey

Understand how kids are engaging with other kids, content creators, and brands.

Understand how kids navigate busy video and streaming platforms.

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Fielding March 2025.

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4) Toys, Retail and Parents

Go deeper into non-digital entertainment.

Understand the role of parents in kids’ media lives.

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Fielding July 2025.

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