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In its latest report in which it outlines the consumer trends among children aged three to 18 set to shape the coming year, market intelligence agency, Kids Insights predicts a stark rise in direct to consumer retail. With social media and brand’s own platforms playing such an integral role in marketing – as well as the coronavirus fuelling online spending – what are the long-term implications of this rising trend?
It’s a point of interest to explore that, in the year brought to a standstill by the on-set of the coronavirus pandemic, a large proportion of businesses within the toy space became busier than ever. Only, with its traditional methods turned on their head, many were forced to adopt new methods of doing business within the altered landscape of consumerism.
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Consumer brands must be integrating sustainability efforts into all parts of their operations if they want to be hitting the right notes with parents and families in a new age of consumerism, suggests a new report from the Insights People who has launched a new arm to its global operation in Parents Insights this month.
Among the ten predictions for the coming year that the report has made, particular emphasis has been placed on the sustainability measures taken by brands and the expectations of modern shoppers of all consumer-facing brands to be taking the appropriate steps towards more ethical operations.
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The direct to consumer trend is one that ‘needs to be taken more seriously’ by the UK’s independent retailer network, toy shop owners have warned, as consumers and manufacturers have grown increasingly comfortable with bypassing the middleman.
A movement that has been bubbling away for the past few years through the retail and shopping applications implemented through social media platforms such as Instagram and TikTok, fears have begun to surface that the direct to consumer method is increasing at an alarming rate, to the point where independent retailers will ‘struggle to find a place in the post-pandemic world of consumerism.’
Parents Insights Rolled Out Across Thirteen Countries
January 11 2021
UK-based firm The Insights People has rolled out its Parents Insights service across thirteen countries, surveying 130,000 parents of children between the age of one and sixteen. Also new is a trend prediction service called Parents Insights Future Forecast .
Parents Insights is a parenting, mum and baby market intelligence resource, launched in 2018 through a partnership with consumer marketing and brand engagement specialist FanFinders. The service will now offer an understanding of parents and family attitudes, behaviour and consumption across Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Russia, Spain, the UK, and the US. Alongside the roll out, the business has released its first Parents Insights Future Forecast, which makes parenting and family trend predictions for 2021.