Ages 3–5
Pre-schoolers
The earliest influences: play patterns, first characters and the screen habits that form before school.
Kids Insights
Kids and teen market research, in real time.
Independent, first-party research with children and teenagers aged 3–18 across 22 markets. The world's most complete view of Generation Alpha, alongside the youngest members of Gen Z.
Always-on research
The largest live data source on young audiences.
Kids Insights gives you an up-to-date understanding of what young audiences watch, play, buy, influence and aspire to. Every day, thousands of children and teenagers answer the same questions using the same methodology, giving you trusted evidence that's current, comparable and ready when you need it.
0
Kids voices heard this year, and counting
from 22 markets across ages 3–18
Who we reach
Five life stages from
pre-schoolers to school leavers.
A six-year-old and a sixteen-year-old are not one audience. We report by single year of age and group into five distinct stages, so you can read the cohort that matters to you rather than an average of all of them.
Ages 6–9
Kids
Independence grows as school, friendships and pocket money begin shaping choices.
Ages 10–12
Pre-teens
Curiosity and influence build as they navigate their own devices and the first social platforms.
Ages 13–15
Teens
Tastemakers form, as self-expression, content and peer influence take over from family recommendation.
Ages 16–18
Older teens
On the brink of adulthood: independent spending, brand loyalty and decisions made without a parent in the room.
Generational insights
Generation Alpha, tracked from the start.
Long before Generation Alpha entered the marketing conversation, we've been listening to them since their oldest members were just three years old. Today, they're entering their teenage years, alongside the youngest members of Gen Z in the same study.
Gen Beta
Gen Alpha
Gen Z
Millennials
Kids Insightsages 3–18
Data coverage
A 360° view of a kid's life.
Twenty-eight categories, grouped into ten insight modules, covering everything from what they watched this morning to what they asked a parent to buy.
Market Sizing
Opportunity assessment and competitive landscape.
Purchase Power
Pocket money, spending and influence over the household.
Fandoms & IP
Characters, franchises and the properties kids love.
Entertainment Hub
TV, film, streaming and the content that holds attention.
Digital Behaviours
Devices, platforms, gaming and time spent online.
Social Circles
Friends, creators and who young audiences listen to.
Play Time
Toys, hobbies, sport and how kids spend their free time.
Food & Shopper
Brands, snacking, eating out and where families shop.
Education & Development
Learning preferences and growth aspirations.
Future Trends
Emerging behaviours and future signals.
A global view
Twenty-two markets, one comparable method.
Kids Insights runs in every market we cover, on a consistent, comparable methodology, so a global picture and a local one come from the same source.
9,020weekly
Kids voices heard
468,600annually
Kids voices heard
22markets
Global coverage
3–18ages
Childhood covered, in full
Latest thinking
Signals from young audiences.
Research our team has published from the same live data.
Article
Why winning Gen Alpha sports fans is a revenue strategy
Fandom forms young, and it compounds for decades.
Play Time Article
Kids, toys and money: the spending power reshaping the toy market
What kids' own money buys, and what the toy aisle now competes with.
Article
Kids and video games: how gaming became a core hobby
Hours played, girl gamers, top titles and why esports viewers are a commercial audience.
Common questions
Kids Insights, answered.
What ages does Kids Insights cover?
Children and teenagers aged 3 to 18, reported by single year of age and grouped into five life stages: pre-schoolers 3 to 5, kids 6 to 9, pre-teens 10 to 12, teens 13 to 15 and older teens 16 to 18.
Does it cover teenagers?
Yes. Teenagers aged 13 to 18 are reached within Kids Insights across two distinct life stages, on the same daily fieldwork and the same questions as younger age groups. There is no separate teen study to buy.
Which generations does it cover?
Generation Alpha and the younger half of Gen Z. Because the study runs continuously and reports by age, the generational boundary moves with the cohort rather than being fixed to a label.
Is this Gen Alpha research?
Yes. Generation Alpha, currently aged roughly 3 to 16, sits entirely within Kids Insights and has been heard from continuously since 2017, when the oldest of them were three. Because we report by single year of age, you can define the cohort where it suits your business rather than adopting a fixed label.
How often is the data updated?
Every day. Kids Insights is a continuous study, not a periodic wave, so new responses land in the portal without waiting for a report to be published.
How many children take part?
410 a week in each market, 21,300 a year per market, as part of more than one million interviews a year across kids, teens, young adults and parents.
Is Kids Insights a magazine?
Not quite, though there is plenty to read. We publish research regularly on our insights page, free to anyone, and subscribers to Kids Insights, Next Gen Insights and Parents Insights also receive monthly reports covering a different continent each month. Alongside that reading, the subscription itself is live data: you log into the portal and interrogate it yourself, with new responses landing every day.
What does a subscription include?
The markets and audiences you choose, live in the portal and refreshed daily, plus TrendLens quarterly reports, the TrendLens Live monthly webinar, ad hoc category deep dives and a customer success manager who knows your category. Talk to us about pricing.
Is the data ethically collected?
Yes. Fieldwork is run with parental consent and age-appropriate research design, in line with GDPR, GDPR-K and COPPA, and to ESOMAR and MRS standards. See the full methodology.
Start a conversation
What do you need to know about kids and teens?
Tell us the decision you are facing and we will show you where Kids Insights fits.