Topical Reports focus on the key issues and trends affecting kids' choices in the moment.

Purchase Power & Pocket Money | Kids on Advertising & Influences |
Reading Habits | Playtime & Collections

Purchase Power & Pocket Money: Used by business in retail, toys, confectionary, publishing, apps, games, music, clothing and banks - this report looks at all forms of income and spending for kids, from digital currency to reward systems and real cash.  It tracks how kids are able to spend autonomously and how much relies on parents being present with their wallet. It examines where purchases are made by kids - online and home delivered, downloaded or a trip to store and uncovers who is saving, where their savings are kept and what they're saving for.

Playtime & Collections:  Used by retailers and manufacturers in the toy industry, and public policy bodies, this report tracks the play-modes of kids over time, looking at all forms of play, indoors and outdoors, toy dependent or not, and play as a share of total time.  It uncovers the factors which motivate some kids to collect, why they start collecting, the latest in categories being collected, their quantity and size.

Kids on Advertising & Influences: Advertisers will discover how and whether kids are noticing advertising, and track their changes in behaviour as advertising appears on screen.  Who and when do they switch channel, when ads come on?  Who leaves the room?  Who goes for break?  Who skips the ads?  Who stays and watches or clicks on the link?  Some ads do better than others, so what makes an ad compelling enough to experience and which ones trigger an actual response?  We advise advertisers on how to evolve their media buy to reflect the latest trends in kids digital and media consumption.

Reading Habits: Used by publishers, retailers, licensors and public policy bodies, this report monitors the changes in reading habits across digital electronic and physical formats, as a share of free time, as an activity motivated by pleasure or a school requirement.  The report reveals how many parents read to their children, up to what age, how often, which genre of literature, their attitude to reading, where, when and in which format.