Fandom grows more important among children

The market research company Kids Industries (KI) has published a new study on the topic of fandom. According to the study, the trend is also on the rise among children. The data is based on a survey of 1,644 families with children aged between six and 14 in the USA, the UK, India and South Korea.

One of the key findings of the study is that 76% of six to 14-year-olds worldwide consider themselves a fan of something. This figure has risen by 13% compared to last year's data.

Brands can therefore address this by creating products, stories, content or competitions and content that children can interact with. Around 81% of children stated that they want to engage with as many brand-related things as possible.

At 19%, almost a fifth of children want to actively influence the direction of the brand. This desire can be satisfied through interactive voting on various topics, such as choosing the winners of competitions.

“Our latest study paints a clear picture – the number of children considering themselves a fan of something, is increasing. 76% of children worldwide (rising to 90% in India) now consider themselves fans of something, highlighting the immense potential for brands to harness this passion (…).

(…)The issue, however, is the overflowing landscape of content. Young people are bombarded with choices, making it harder than ever for brands to capture their attention and hearts (…).“, said Jelena Stosic, Strategy Director at KI.

Source: www.toysnplaythings.media