ON-TRACK REPORT

JUNE 2023

DIGITAL
DOWNLOAD

100015
004202
3
This report was produced exclusively
for Outright Games and is for their
internal use only.
 FOLLOW THE LINKS IN
THIS REPORT TO GET
IN-DEPTH INFO FROM
ON-TRACK REPORT
OUR REAL-TIME DATA DIGITAL DOWNLOAD
PORTAL US

CONTENTS
JUNE 2023
THE STATS FROM OUR DATA
YOU DON’T WANT TO MISS
SIX THINGS WE HAVE SEEN 4 AMERICAS AGE GROUP ECOSYSTEMS
MEET THE 3-5s
22
THE TRENDS, RETAILERS & BRANDS
MOVING UP IN OUR DATA
WHAT’S HOT 8 AMERICAS AGE GROUP ECOSYSTEMS
MEET THE 6-9s
28
T
his month’s Digital Download investigate leading trends with a focus on the online
sphere, including video games, esports, TV/film, AI, and more. Our Global Key Find

10
report examines the upcoming trends in technology, with a particular focus on the US KEY FIND
advancements in the AR landscape that are pushing the boundaries of what is possible. BEAUTY BRANDS LEVELING UP IN THE

34
GAMING WORLD
Looking back on the past couple of months, we have engaged in various AMERICAS AGE GROUP ECOSYSTEMS
industry events, creating valuable connections. June’s Vegas Licensing Expo MEET THE 10-12s
has been a fantastic platform for us to showcase our class-of-one approach,

12
receiving exceptional feedback whilst meeting new and existing partners. US KEY FIND
HOW HAVE THE DIGITAL HABITS OF KIDS
Moving into Q3, our next destination is MAD//Fest in July, taking place in London CHANGED OVER THE PAST 4 YEARS?

40
where The Insights Family will be represented by ten team members. Having recently AMERICAS AGE GROUP ECOSYSTEMS
been named MarTech company of the year, we have a lot to share about how we got MEET THE 13-15s
here, but we are also looking forward to learning from key industry experts. Our event

14
presentation will involve a report contribution breaking down the enormous influence kids AMERICAS KEY FIND
have over family spending and their growing importance as a key consumer segment. THE MOBILE COMMERCE REVOLUTION
Additionally, the month of July will see The Insights Family sponsoring the 2023 Children

46
Media Conference taking place in Sheffield. Our contribution will include a comprehensive
paper on kids’ content consumption in the UK, elaborating on the idea that linear TV AMERICAS AGE GROUP ECOSYSTEMS

16
is being replaced by VOD. The paper, which will be distributed to event attendees, MEET THE 16-18s
GLOBAL KEY FIND
presents our views on how linear TV should innovate to withstand the test of time. IS THIS THE START OF
A NEW TECH ERA?
Best wishes,

Rachel Bardill
SVP, Marketing and Partnerships The Insights Family
June 2023
THE INDUSTRY NEWS WORTH
WATCHING OUT FOR..
LOOKING FORWARD 20 WHAT’S COMING UP
THE INSIGHTS FAMILY
52
In this report, any data referring to the Americas region
covers the following territories: US, Canada, Argegntina,
Brazil and Mexico
2 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE INSIGHTS FROM OUR DATA YOU DON’T WANT TO MISS

SIX THINGS WE HAVE SEEN

1 2 3

FIND MORE
TRENDS IN OUR
TREND TRACKERTM

READING VIDEOS ON VIDEO GAMES AND AMAZON FAVORITISM AND

TIKTOK
The percentage of 13-18s in the US who
watch book-related videos on TikTok
has increased by +37% quarter-on-
quarter. Despite remaining the 17th most
viewed video type on the platform, this
surge in popularity could indicate an
upcoming trend, particularly as reading is
experiencing a revival as a pastime, with a
26% year-on-year increase in teens listing
it as their favorite hobby (11%). This trend
could offer lucrative opportunities for
publishers, especially in the eBook sector.
Teens who cited reading/books amongst
the video types they watch on TikTok are
+153% more likely than average to use
their cell phones for reading, pointing
to the platform as a potentially efficient
advertising space for digital
book versions.
INDIVIDUALISM
Quarter-on-quarter, +40% more of 6-12s
have listed the ability to express their
personality as one of the main reasons
they play video games, showcasing the
growing role of video games as outlets
for kids’ individuality. These kids are
also +23% more likely than average
to have purchased clothes related to
their favorite video game (38%). This
highlights the relationship between
gaming and fashion and the ability of
gaming culture to shape trends and
consumer preferences in the kids’ fashion
market. Brands in both industries should
recognize the growing potential for
collaboration and innovation and explore
creative partnerships that merge these
two worlds, providing young gamers a
way to express their unique style.
COMEDY PODCAST FANS
Comedy podcasts are increasingly
becoming a favorite for tweens in
the US, as +31% more of 10-12s have
reported listening to this genre
quarter-on-quarter (31%). At the
same time, kids in this group display
CLICK HERE
favoritism for specific brands as
per Kids Insights ‘Question Time’
tool. Amazon is the most prominent
example: 10-12s who listen to comedy
podcasts are +67% more likely than
average to cite the brand as their
favorite. This may indicate a potential
opportunity for podcast authors and
publishers to create and promote
comedy content tailored to tweens
in partnership with the e-commerce
giant to enhance their reach and
engagement further.

4 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE INSIGHTS FROM OUR DATA YOU DON’T WANT TO MISS

SIX THINGS WE HAVE SEEN

4 5 6

FIND MORE
TRENDS IN OUR
TREND TRACKERTM

EMBRACING TECHNOLOGY ESPORTS CONTINUE TO PRESCHOOLERS AND

AND INNOVATION EXPAND COMMERCIALS
Technology-savvy kids in the US are Teens’ interest in esports is surging in the TV remains the most popular place
curious and open to innovations: US. According to our survey, 45% of 13- for preschoolers to see their favorite
year-on-year, +15% more of 6-18s 18s watch esports on screen, 25% take commercial (32%); however, year-on-year
have agreed that having the latest part in esports, and 30% watch esports more kids aged 3-5 saw their favorite
technology is important to them
(70%). These kids also over-index
at events. The percentage of kids in this
age group who report not participating
commercial on a website (+58%, 4.9%), in
a video game (+50%, 3.9%), as well as in
CLICK HERE
by +23% on reporting that they in these esports-related activities has an app in their phone/tablet (+10%, 3.3%).
like to be the first to know about dropped quarter-on-quarter (-29%, This shift may reflect the efforts of brands
something. These preferences make 34%). This can be seen as a positive focusing on increased virtual presence to
this group receptive to products development, as esports games are cater to the youngest generation of digital
and services marketed as cutting believed to have the potential to boost natives. Compared to the previous quarter,
technology or innovative. Brands kids’ strategic thinking, teamwork, and preschoolers in the US are also more
in the tech sector, from devices communication skills. Major brands are likely to be more interested in the brand/
to video games, should focus on already embracing the spike of interest product as a result of seeing their favorite
future-driven positioning to spark in esports: Coca-Cola has recently commercial (+13%, 45%), indicating that
the interest of this demographic and announced a new release of a limited- marketers have succeeded in tailoring their
strike a meaningful relationship with edition drink that “tastes like ‘League of advertisements better to suit the needs
the youngest consumers. Legends’ Experience Points.” and preferences of this age group.

6 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE TRENDS, RETAILERS & BRANDS MOVING UP IN OUR DATA

WHAT’S HOT?
3-5s 3-5s 6-9s
DEC 2022 - FEB 2023 VS. MAR 2022 - MAY 2023

MCDONALD’S
AMAZON SCOOBY DOO
Following a quarter- Since the last quarter, Compared to the
on-quarter increase of +105% more of 3-5s have previous quarter,
+145%, Amazon has reported McDonald’s Scooby Doo is now the
risen from 5th to 3rd ads as their favorite 5th favorite TV Show
as a favorite brand commercial , rising from among 6-9s, rising
with preschoolers. 6th to 2nd place. from 16th with a +57%
increase in popularity.

6-9s 10-12s 10-12s

PLAYSTATION 5 FIFA RIHANNA

The percentage of 6-9s FIFA, the 2nd most Now ranking as 3rd
who own PlayStation 5 watched esports favorite artist, Rihanna’s
has increased by +29% game among 10- popularity among
since the previous quarter, 12s, has increased in tweens has increased
making it the most viewership by +39% by +283% since the
popular game console. quarter-on-quarter. previous quarter.

13-15s 16-18s 16-18s

INSTAGRAM FACEBOOK SNAPCHAT

Following a quarterly Following a +6.8% Following a +113%
increase in popularity quarter-on-quarter increase quarter-on-
of +74%, Instagram is increase, Facebook has quarter, Snapchat
now the 3rd favorite risen from 3rd to 1st as a is the 2nd most
app among 13-15s. favorite social network downloaded new
with older teens. app in the 16-18s
demographic.

8 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 KEY FIND

BEAUTY BRANDS LEVELING UP IN THE GAMING WORLD

T
WRITTEN BY: he make-up and skincare scene is
getting a major makeover with video
NINA NOWAK games emerging as the new trending
theme. According to Kids Insights
data, year-on-year, +43% more of 10-18s
in the US have made a cosmetic purchase
related to their favorite video game (11%),
demonstrating the potential influence of
gaming on the purchasing choices of young
beauty enthusiasts. Fusing virtual worlds
and cosmetics brands could be a new force
shaping the beauty industry’s landscape.
Revolution Beauty, a brand with a large global
following, known for its on-trend collections and
up-to-date collaborations with celebrities and
IPs has recently joined the trend and launched
a limited-edition range of Fortnite-licensed
make-up and skincare. The line comprises of
products inspired by the game and its popular
characters, and it could deliver an opportunity
VIDEO GAME-RELATED PURCHASES (6-18s)
30%
for the accessible brand to engage with a large
audience, considering Fortnite boasts more than
240M active players worldwide. The launch
taps especially into girls’ growing affinity for
video games, as year-on-year, the percentage
of teen girls in the US who cite Fortnite as their
favorite PC/console game has increased by
+39%, moving it from 10th to 7th position.
Licensing aside, video games deliver a unique
touchpoint for brands due to their immersive
nature that sees gamers focusing their attention
solely on the activity while playing. This allows
brands to strike a connection and interaction
that is otherwise difficult to achieve via different
media and platforms that allow distraction, such
as TV. Indeed, quarter-on-quarter, +22% more of
13-18s cited video games as the location of their
favorite commercial. However, beauty brands
that wish to build a community in the gaming
world should be mindful of the attitudes of their
target audience. According to our survey, the
interest in beauty may translate into specific
preferences in video games, as teens in the US
who watch fashion & beauty videos on TikTok
are more likely than average to report that, when
it comes to video games, the primary reasons
for them to play are for fun (+25%, 59%), the
relaxing element (+49%, 23%), and the ability to
express themselves (+34%, 16%). These attitudes
point towards sandbox games, many of which
are by nature calm and cater to individualism as
the preferred genre for beauty brands seeking
to connect with their fans via video games.
Some of the biggest labels in the beauty industry
have already recognized these preferences and
are actively exploring the gaming space. This
year’s Pride celebration on Roblox is an example,
with multiple brands launching themed games.
Users can embrace individuality at Essence’s
“Color Dare”) , receive an LGBTQIA+ allyship
badge for their virtual avatar at Nyx Professional
Make-up’s “Game Out Loud”, or experiment KEY CONSIDERATIONS
with new make-up looks at Urban Decay’s
“Eye Con” party. As both Nyx (+19%, 6.3%) and
Urban Decay (+40%, 6.7%) have experienced 1 For brands, recognize
growth in favoritism among 13-18s year-on- the growing influence
year, seeing those major players utilize video of video games in the
games to accelerate their growth is a significant beauty industry and
development in the beauty industry. explore opportunities
to incorporate gaming
To establish themselves in the aligning worlds themes into new product
of beauty and gaming, brands must adopt long- ranges. Collaborating with
term strategies that recognize video games gaming IPs is likely to help
as a central theme and touchpoint. Rather strengthen the connection
than utilizing them as a platform for a one-off with both gamers and
campaign or limited-edition license, make-up beauty enthusiasts
and skincare brands should perceive video
games as a long-term marketing opportunity.
2
For advertisers,
By doing so, they can build an engaged participate in gaming
community within the gaming world and solidify events and celebrations,
their presence in both industries. such as Pride Month
to showcase the
commitment to inclusivity
and individuality. Utilize
social media platforms
like TikTok, where beauty
and gaming intersect,
to promote brands and
drive awareness

20%

QUARTER-ON-QUARTER,
+22% MORE OF 13-18S 10%

CITED VIDEO GAMES AS

THE LOCATION OF THEIR 0%
Cosmetics
FAVORITE COMMERCIAL Books Magazines Food Music

2022 2023

DREST
OF 13-18S IN THE US AGREE
Also in this space: DREST “merges the creative worlds of luxury fashion, beauty
and lifestyle with the infinite possibilities of the metaverse.”
The gaming company lists collaborations with fashion and
82% THAT THEIR APPEARANCE
READ OUR LATEST beauty giants such as Valentino, Gucci, and Prada. Players
can utilize their styling talents and use the latest luxury
MATTERS TO THEM
INDUSTRY NEWS fashion and beauty collections in the real-world- inspired in-
game events.

10 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 KEY FIND

HOW HAVE THE DIGITAL HABITS OF KIDS

CHANGED OVER THE PAST 4 YEARS? KEY CONSIDERATIONS

O
WRITTEN BY: ur data reveals fascinating
insights into how the digital
SARAH RIDING world is evolving for children
over time. By analyzing data
spanning four years in various regions, we
gain valuable perspectives on the changing
digital landscape. In this article, we will
explore the digital habits of 3-5-year-olds
in the US and how they have evolved over
the last few years.
When it comes to digital ownership and
accessibility, significant shifts have occurred.
While this generation remains highly
proficient in the digital realm, their preferred
devices have changed. Tablets continue to
dominate as the most commonly owned
device among young children, although
ownership levels have fallen considerably
over the last 4 years. 52% of 3-5-year-olds
in the US own a tablet, and 67% have access
US DEVICE OWNERSHIP (3-5S)
70%
60%
50%
GAMING, WELL-SUITED 40%
to one – down from 63% ownership and 76%
access back in 2019.
Conversely if we explore the use of cell phones,
ownership levels have actually increased, from
16% to 21%, increasingly becoming the device of
choice for this age group. Young children today
are more likely to have sole use of a mobile,
personal device than previously seen, and as
such have much more control over what they
are consuming.
Interestingly, TV access and ownership are
also declining, with current access levels at
62% compared to 71% in 2019. When we asked
about screen time, 20% of 3–5-year-olds are
spending 2 hours+ a day at the weekend, this
is up from 18% in 2019, whilst TV set viewing of
2 hours+ at the weekends has fallen from 32%
to 21%. Among the activities preschoolers are
using their tablets and cell phones for, watching
1
The digital world is
episodes comes high on the list, with 25% using 22% of this age group spending one hour a dynamic and ever-
a tablet to view episodes and 15% using a cell or more playing video games on a console changing realm, and
phone; highlighting further the multipurpose use device during weekends—an increase of brands need to keep up
of a personal device for content consumption. 20%. Gaming, well-suited to mobile and with the pace to stay
tablet devices, is the primary activity on cell relevant and competitive
It is worth noting that mutual TV viewing with phones (22%) and tablets (40%), with 78% of in engaging preschoolers.
parents has decreased from 45% to 27% in this age group engaging in gaming, up from By understanding how
recent years. This shift suggests that children in 65% in 2019. Could this suggest that gaming kids interact with digital
this age group are increasingly making their own will overtake TV even for preschoolers as a platforms, brands can adapt
content choices rather than watching together preferred form of entertainment? their offerings to meet
with others. Such changes in viewing habits their evolving needs and
will undoubtedly shape their future behaviors These insights provide a window into the preferences. This means
and expectations regarding content selection. changing digital behaviors of 3-5-year-olds delivering content and
These trends highlight the evolving landscape in the US and the evolving landscape of their experiences that are not
of media consumption among 3-5-year-olds, digital access. Monitoring these trends is crucial only engaging but also
where tablets take precedence over TV and for understanding how technology impacts age-appropriate.
personalized viewing becomes the norm. early childhood experiences and enables
brands and developers to adjust their strategies
Gaming habits among 3-5-year-olds have also accordingly. By staying informed, we effectively When brands show that
2
undergone notable changes. Console access cater to this demographic and provide the best they truly understand the
has risen from 40% to 46% since 2019, with possible experiences. digital landscape and cater
to the specific needs of
kids, they build trust and
credibility with both the
children themselves and
their parents. This creates
a positive brand image
and strengthens the bond
between the brand and its
young audience.

TO MOBILE AND 30%

TABLET DEVICES, IS THE 20%

PRIMARY ACTIVITY ON
10%

0%

CELL PHONES (22%) Tablet Console TV Headphones Cell phone Desktop Smart
Speaker
Laptop

AND TABLETS (40%) 2019 2023

OF KIDS AGED 3-5 IN THE US US OF KIDS AGED 3-5 IN THE US

Also in this space:
72% WATCH STANDARD TV CHANNELS,
COMPARED TO 96% WHO WATCH
20% PREFER TO CONTROL THEIR
DEVICES BY VOICE – UP FROM
READ OUR LATEST STREAMING TV CHANNELS JUST 9% IN 2019
INDUSTRY NEWS

12 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 AMERICAS KEY FIND

THE MOBILE COMMERCE REVOLUTION

T
WRITTEN BY: he global retail industry has experienced
an extraordinary revolution in recent
SARAH RIDING years, propelled by the rapid growth
of e-commerce. With an estimated
value exceeding $5.7 trillion U.S. dollars, online
shopping has become a dominant force in the
market. Furthermore, our data indicates that this
trend is only gaining momentum, particularly
among teenagers. In fact, 27% of 13–18-year-
olds in The Americas now shop online at least
once a week, a notable increase compared to
13% during the same period last year. However,
the real surge is happening within the realm of
mobile commerce (m-commerce).
According to Shopify, a leading e-commerce
website builder, mobile commerce is
projected to reach an astounding $621 billion
by 2024. Furthermore, during the recent
holiday season, over 50% of all e-commerce
purchases were made on smartphones,
indicating the growing significance of mobile
shopping. With 79% of teenagers owning a
mobile phone and 27% of them using their
devices to shop online, m-commerce has
become a vital channel for connecting with
this tech-savvy and mobile-first generation.
Brands have a unique opportunity to
capitalize on this widespread usage and
create personalized shopping experiences
tailored to teens’ preferences and behaviors.
64% OF TEENAGERS M-commerce has captured the attention of
teens for its unmatched convenience and
PRIORITIZE accessibility. It’s no wonder that 64% of
teenagers prioritize convenience when making
CONVENIENCE WHEN purchase decisions, and with smartphones,
they can browse, compare, and buy products
So, what drives teens to shop on mobile
devices? Peer influence and the desire to
influence others play a significant role. Our
data reveals that nearly half of all teens in the
region aspire to own what their friends have
or desire and 49% actively recommend new
brands to their peers. M-commerce platforms
can leverage this by integrating social sharing
features, allowing teens to showcase their
purchases, wish lists, and recommendations
to friends. This seamless social integration
boosts brand visibility, fuels word-of-mouth
marketing, and amplifies the influence of teen
brand advocates.
Gamification is also a powerful strategy to
engage teens and m-commerce platforms
that can incorporate gamified elements,
such as loyalty programs, rewards,
badges, or interactive features can create
memorable experiences that keep teens
coming back for more.
Teens are embracing mobile payment
methods and digital wallets, leading to a
-12% decline in their use of cash over the past
year. In contrast, the use of cash and debit
cards has risen from 43% to 51% among this
demographic. Paying through mobile apps
like Apple Pay has experienced a notable
20% increase, with 10% of 13–18-year-olds in
the region opting for this payment method.
Making a mobile shopping platform that
integrates secure and convenient payment
options will appeal to this generation. This
not only aligns with teens’ preferences but
also ensures a secure and smooth transaction
process, fostering trust and encouraging
What does the future hold for mobile
commerce? Exciting advancements are
transforming the way teenagers shop.
One-click ordering is an example- a feature
mastered by Amazon significantly improves
the convenience of the m-commerce
process. As 67% of teens in the Americas
agree convenience is important when
making purchase decisions, this
functionality will undoubtedly enhance
their shopping experience.
Another game-changer is voice search,
which offers a faster and easier way for
teens to find what they’re looking for.
In fact, voice control has become the
preferred method for 16% of teenagers,
surpassing typing in just the past
two years. This trend aligns perfectly
with the world of m-commerce and
13-18S WHO USE THEIR CELL/MOBILE TO SHOP
41%
29%
23%
streamlines the search process when
KEY CONSIDERATIONS
making purchasing decisions.
Moreover, the future of m-commerce is set to
1
Brand specific shopping apps
be revolutionized by augmented reality (AR). are a great way to create an
While widespread adoption may take some engaging, trusted space for
time, pioneering brands like Nike, Kohls, and your teenaudience segment
Zappos are already leading in this space. to shop. These apps can
make the best use of the
M-commerce offers brands an immense capabilities of m-commerce
opportunity to engage with the teenage whilst also offering a space to
demographic. By recognizing the ubiquity engage a community of fans.
of mobile devices, businesses can harness With 53% of teens across the
the power of m-commerce to connect region saying that they feel
with teens, build relationships, and drive it is important to be part of a
revenue. As the mobile commerce market community or group, they are
continues to grow, brands that understand likely to gain traction with this
the importance of m-commerce for teens consumer.
will be better equipped to succeed in the
ever-evolving digital landscape. Having a mobile-first
2 approach will work best if
there are sites optimized
for laptops and computer
shopping also. According to
our data, 51% of teens across
The Americas say that they
like to have all the facts
to hand before making a
purchase decision, and often
22% this fact based research is
17% done on a larger device.
With a fluid transition
between mobile and other
devices, you should provide
convenience and continuity,
eliminating any friction in
their shopping journey.

MAKING PURCHASE anytime, anywhere. repeat purchases.

DECISIONS

SEPHORA LTK (LIKETOKNOW.IT)

The French beauty brand has not only embraced the mobile
FIND OUT MORE app revolution but has also embraced the augmented reality
trend, revolutionizing the way customers shop for makeup
ABOUT TV IN and skincare. By allowing customers to try products before
making a purchase, Sephora has built trust, outshined
OUR PORTAL competitors, and expanded its loyal following, leading to
increased customer retention and repeat visits.
LTK (LIKEtoKNOW.it) is a shopping app that has put social
first as part of its strategy, engaging millions of users across
the world. LIKEtoKNOW.it allows you to follow your favourite
influencers and shop their finds; connecting a community of
fashion creators directly with shoppers through shoppable
posts curated by creators and influencers. In Jan 23, the app
announced that it had $3.6 billion worth of goods in 2022.

14 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 GLOBAL KEY FIND
IS THIS THE START OF
A NEW TECH ERA?
KEEP UP TO DATE WITH ALL
INDUSTRY NEWS IN OUR PORTAL
CLICK HERE
“ A
pple Vision Pro is a mixed-
Today marks the reality headset developed by
beginning of a new era
for computing
“ the company, available to buy
from the start of 2024. It is
said to herald a new era in technology,
offering immersive experiences that
have the power to revolutionize various
aspects of our lives. From education and
entertainment to social interaction, the
- Tim Cook potential impact of AR on the future of
technology is immense. Coming from a
(Apple’s CEO) company that has consistently pushed
the boundaries of innovation, this
launch offers us a compelling glimpse
into the future of technology, one of
which is likely to change the way the
next generation interacts with tech.
Our data shows that Apple is globally
the most favored tech brand for teens,
overall coming in third place behind Nike
and Adidas, but ahead of Samsung as
the favorite brand for this demographic.
Teens globally are more likely to own an
Apple phone than any other brand with
30% of 13–18-year-olds saying they own
an Apple phone, compared to 25% for the
second highest Samsung. An iPad is also
likely to be owned more than a Samsung
tablet, while an Apple watch is the
most popular wearable device globally
for teens. The new release with a user-
friendly interface and a loyal customer
base is likely to attract their attention.
Its features may also inspire and set a
66% of teens new pathway for further developments
in the category.
globally prefer to
Acknowledging the unique needs and
control their devices preferences of the youngest generation
is vital for new VR launches to succeed
by touch in the expanding market. As 47% of
teens globally report being concerned
about their privacy online, the emphasis
on privacy features would likely be in
16 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023
SARAH RIDING
demand among teens and parents alike.
The new device specifically crafted for
individuals aged 13 and above answers
these concerns by incorporating robust
features to protect user data and ensure
a safe digital environment, which is
particularly important when engaging
teens. This emphasis on privacy and
security is set to become a standard
with new legislation released globally
and following a growing awareness of
the importance of privacy online.
The release displays the changing AR
landscape, with new advancements
pushing the boundaries of the technology.
Devices that draw on this progress
and integrate the physical and digital
worlds for immersive experiences could
resonate with a large audience, as 49%
of 13-18s worldwide agree that having the
latest technology is important to them.
Entertainment and education aside, mixed-
reality technology provides opportunities
to address various issues and concerns of
this demographic via personalized apps.
A combination of voice prompts and a
visually-pleasing animation, provided
by apps such as Apple’s Vision Pro’s
Mindfulness, could deliver a powerful tool to
support mental health in youth, especially
as the issue presents a concern for 21% of
teens globally. This sort of innovation will
not only capture the attention of younger
users but help bring to life possibilities that
cannot happen in the real world, making
education and learning exciting and
effective. As our data shows that 40% of
teens globally would rather spend money
on an experience than a product, brands
bringing unique experiences to teens and
families would appeal to this demographic
and be well-positioned to capture their
attention and loyalty.
This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 GLOBAL KEY FIND

IS THIS THE START OF

A NEW TECH ERA?
KEY CONSIDERATIONS

1 Along with new innovative

The ease of use may also heavily impact prolonged device usage and a reduced technologies comes
the device’s success in the market. Our focus on other off-screen activities. In an increased need to
data shows that 64% of teens across fact, the UK’s NSPCC children’s protection understand your audience
the 22 countries we survey are seeking charity recommends to parents a or target market. While
products/services that are convenient or maximum of only 15 minutes per session it may be a while before
can make their lives easier. This highlights strapped into a virtual or mixed reality this technology hits the
how brands should consider device headset and says to avoid it before mainstream, particularly
integration and convenience to increase bedtime as time spent in the alternate within education where
product appeal. digital universe can disrupt actual sleep. costs could limit uptake, it
is necessary to understand
An ecosystem approach could provide There is also some concern that immersive how to prepare for it. By
the answer, as seen in the new launch that digital experiences could limit face- evaluating the capabilities
integrates cohesively with other Apple to-face social interaction and impact of Vision Pro, or similar
devices, making it easy for those already their ability to engage in real-world technologies, organizations
bought into the brand. An ability to allow interactions. Although this concern has will get a sense of how to
developers to connect their applications to already been expressed within gaming align with the preferences
the device’s operating system effortlessly and online, the personalized nature of AR and needs of their
further facilitates accessibility and rapid devices, with an almost enclosed, fully 54% of teens audience and determine
bug-solving, providing a strong resonating immersive world may affect this further. if the device can enhance
point for convenience-seeking users. globally seek to their experiences, solve
Regardless of these concerns, the launch their pain points, or offer
Yet with all these positives come concerns of Apple’s latest products demonstrates purchase from a unique value.
about AR headsets and the effect virtual that technology is innovating quicker
interaction may have on a developing than ever, and brands and services must brand that uses the 2 It will become ever more
teen. Physically some mention concerns adapt to meet these changes and prepare important for brands
over neck and eye strain for younger for a change in how younger generations latest technology to develop marketing
users. Some parents may worry that the are likely to interact with your products strategies highlighting a
immersive experiences could lead to or be receptive to messaging. brand’s compatibility and
integration with Vision Pro,
(or similar AR technology)
and emphasize the unique
OWNS AN APPLE PHONE (IPHONE) experiences and benefits
70% that the user can expect
(13-18S) from engaging via these
60% devices. Considering how
AR can enhance things like
50%
product demonstrations
or facilitate virtual try-
ons, for example, can add
40% value to a brand’s offerings
and engage customers in
30% innovative ways.

20%

10%

5%

18 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE INDUSTRY NEWS WORTH WATCHING OUT FOR
LOOKING FORWARD
XBOX FREE PLAY ZONE
As the 2nd most popular gaming console
among teens in the Americas, Xbox has
teamed up with Femme Gaming to sponsor
an ‘Xbox Free Play Zone’ specially designed
for females and marginalized genders in
Canada. This partnership seeks to tackle
the issue of gender underrepresentation
within the gaming community by providing
AMERICAS a platform where female and gender-diverse
gamers can come together, learn, and thrive.
Considering that 67% of teenage girls across
the Americas believe in the importance of
equality for all, can this initiative serve as a
catalyst for brands to embrace diversity and
inclusivity, prompting them to create more
equitable opportunities?
INTERACTING WITH
CHARACTERS THROUGH AI
A new popular chatbot app,
Character.ai, innovatively enables
users to engage with pre-
set characters/figures or even
customize AI characters/figures
with various personalities. Our
data shows that 14% of teens
worldwide report preferring
to interact with their favorite
characters by downloading an app
and 49% of them value having
the latest technology. As AI
technology continues to evolve,
how will these advancements
transform fans’ interaction with
their favorite characters?
20 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023
TO READ THE LATEST
INDUSTRY NEWS
CLICK HERE
AI DIFFUSION FOR NETFLIX BITES
ONLINE FITTING Besides streaming and mobile gaming,
Netflix, the top favorite TV platform
With AI taking the world by storm, image among kids of all ages in the Americas,
completion is becoming one of the features is venturing into the restaurant industry
that brands seize to develop. Google has with a pop-up themed dining experience.
launched an AI diffusion technique to allow Inspired by popular shows like Chef’s
shoppers in the US to try on clothes on Table and Nailed It!, this venture will
models in different body shapes virtually. create an immersive experience for
This innovation recreates the fitting process fans, bridging the gap between on-
in-store, accurately simulating fabrics, folds, screen and real life. By blurring the lines
stretches, and wrinkles. As +67% more 3-18s between online and offline worlds, this
in the Americas anticipate clothing to be unconventional business extension taps
the next big thing quarter-on-quarter, such into the popularity of their shows and
a ground-breaking feature could transform offers a unique way for viewers to dive
the way kids browse and purchase clothes. into the culinary worlds of their favorite
Will this innovation reshape the e-commerce series. Will Netflix set an example for
landscape and open up opportunities brands looking to transform consumer
for fashion brands in catering to a wider engagement and interactions?
consumer base?
SPOTIFY SAUDI ARABIA’S
ISLAND ESPORTS CITY
Spotify is introducing more creative Our data shows that 65% of teens
experiences for its fans on Spotify Island globally engage in esports in some
on Roblox. Players could explore the capacity. Brands and governs have
island and interact with it in many ways, spotted a potential opportunity within
including adopting virtual music-themed esports, with Saudi Arabia set to build
pets, creating unique sounds in the an esports city by 2024 worth around
Soundsphere space, customizing their US$500 M in Riyadh. In recent years,
own tracks, and personalizing boards the Saudi Arabian Government has
with a variety of soundwaves. Our data been supporting major companies to
indicates that more than half (54%) of invest in the growth of esports. This
6-18s value personalized/customizable initiative aims to develop an esports
features when looking for a product ecosystem that can foster talents
across the 22 markets we survey. Will in the region and attract renowned
we see more brands use customizable esports teams and players worldwide.
games to further increase engagement Will we see Saudi Arabia become the
and brand affinity? next hub for esports soon?
This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE LIFE OF 3-5s IN THE AMERICAS
AGE GROUP ECOSYSTEMS

MEET THE 3-5s

As we continuously track and monitor kids in real time across different
countries we can build a cohesive picture of how kids’ attitudes and

THE LIVES OF PRESCHOOLERS behaviours vary depending on where they live. This could be down to the

BROADER VIEW
culture they grow up in, the language they speak to education systems.

IN THE AMERICAS Understanding the kids’ ecosystems on a local and regional level can allow
for identifying not only differences but also similarities. The table below
highlights some of these differences and similarities across the region.

UNDERSTAND
MAR - MAY 2023

RANK

11.1 M Favorite character Barbie (6%) Spider-man (10%) Spider-man (8.4%) Elsa (Frozen) (7.5%) Peppa Pig (9.9%)
POPULATION
AGED 3-5 Favorite brand Nike (17%) Nike (17%) Nike (14%) Nike (14%) Nike (17%)

Location of favorite commercial TV (32%) YouTube (44%) YouTube (30%) YouTube (29%) TV (40%)
INFLUENCE
Influence over parents
purchases Owning a tablet 52% 46% 43% 62% 42%

(selected categories based on

Netflix as the favorite streaming
‘a lot of influence’ and ‘a little platform 16% 32% 38% 30% 18%
influence’)

82% Watching esports at events 20% 15% 21% 8.8% 8.0%

BOOKS
Reading ebooks 19% 15% 15% 10% 8.00%
77%
VACATIONS Science as the favorite subject 9.1% 4.8% 4.6% 9.2% 1.7%

72% Listening to music on YouTube 51% 75% 64% 46% 75%

APPS

OUR PORTAL TOOL: OUR PORTAL TOOL: OUR PORTAL TOOL:

COUNTRY MEDIA MIX GLOBAL
TOOLTM COMPASSTM VIEW

22 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 AGE GROUP ECOSYSTEMS

MEET THE 3-5s

EXPLORE FURTHER: THE AMERICAS
PARENTAL
MONITORING APPS DEVICES TV

More than a third (37%) of The top three favorite apps
preschoolers in the Americas among preschoolers in the
usually watch TV with their Americas are YouTube (21%),
parents. YouTube Kids (9.8%), and
Netflix (7.7%).
Across the Americas region,
nearly half (49%) of preschoolers
own a tablet, with 3-5s in Canada
being the most likely to report
this (62%).
Preschoolers’ favorite TV
shows in the Americas are PAW
Patrol (19%), Peppa Pig (18%),
and SpongeBob SquarePants
(9.3%).

40% of boys bought toys that

THE FUTURE YOUTUBE
relate to their favorite video game
Doctor (11%), firefighter (5.3%), Across the Americas region, 21%
and dancer (5.1%) are the most of preschoolers watch gamer
popular career aspirations of videos on YouTube, with 3-5s in
preschoolers in the Americas. the US being the most likely to
report this (26%).

NEXT BIG THING MUSIC & AUDIO

Preschoolers in the Americas Preschoolers’ three most
are most likely to believe that purchased music artist-related 33% of girls bought toys that relate
games (1.8%), TikTok (1.6%), and
LEGO (1.2%) are the next big
merchandise categories are
clothes (16%), toys (14%), and
to their favorite video game
thing. magazines & comics (12%).

OUR PORTAL TOOL:

CHARACTERS VIDEO GAMES
Peppa Pig (23%), Minions (19%), The most popular reasons
and Mickey Mouse (18%) are preschoolers in the Americas
the most liked characters in play video games are having fun
the 3-5s demographic in the (47%), hanging out with family
Americas. (21%), and hanging out with
friends (19%).
ESPORTS
FIFA is preschoolers’ most-
watched esports game (14%),
with 3-5s in Mexico the most
likely to watch it (23%).
LICENSING &
MERCHANDISE SIDE BY SIDETM
Nearly half (49%) of 3-5s in the
Americas have bought toys CLICK HERE
related to their favorite movie,
with preschoolers in Brazil being
the most likely to have made
such a purchase (57%).
This page includes data from all regions we survey across THE
AMERICAS: US, CA, AR, BR, MX

24 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 w

AGE GROUP ECOSYSTEMS

MEET THE 3-5s

TOP TENS
% change since % change since
RANK FAVORITE TV SHOW % RANK DEVICE ACCESS %
Dec 22 - Feb 23 Dec 22 - Feb 23
FAVORITE 1 PAW Patrol 13 -24%
DEVICE 1 Tablet 67 +0%
TV SHOW 2 Peppa Pig 11 -1%
ACCESS 2 TV 62 -5%

3 Bluey 8.9 -23% 3 Console 46 +10%

4 Cocomelon 8.1 -8% 4 Cell phone 42 -8%

5 SpongeBob SquarePants 7.9 -4% 5 Smart Speaker 35 +10%

6 Tom and Jerry 6.9 +64% 6 Desktop 33 +17%

7 Disney (all other shows) 6.6 -7% 7 Headphones 33 +11%

8 PJ Masks 6.0 -41% 8 Laptop 31 +13%

9 Blue's Clues 4.6 -28% 9 Handheld 23 +2%

10 Gabby's Dollhouse 4.6 -8% 10 Wearable Tech 16 +25%

% change since % change since

RANK APPS OWNED % RANK FAVORITE CHARACTER %
Dec 22 - Feb 23 Dec 22 - Feb 23
APPS 1 Disney+ 25 -2%
FAVORITE 1 Barbie 6.0 +49%
OWNED 2 YouTube 24 -9%
CHARACTER 2 Spider-Man 4.8 -14%

3 YouTube Kids 24 +5% 3 Elsa (Frozen) 4.1 -19%

4 Netflix 20 -16% 4 Batman 4.1 +187%

5 Google 14 +3% 5 Anna (Frozen) 3.9 +173%

6 TikTok 13 +43% 6 Chase (Paw Patrol) 3.5 -34%

7 Amazon 12 +21% 7 Elmo 3.3 -35%

8 Roblox 11 -1% 8 Bluey 2.9 -24%

9 Facebook 11 +71% 9 Iron Man 2.9 +44%

10 Amazon Kids+ 10 -18% 10 emoji 2.9 +80%

26 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE LIFE OF 6-9s IN THE AMERICAS
AGE GROUP ECOSYSTEMS

MEET THE 6-9

As we continuously track and monitor kids in real time across different
countries we can build a cohesive picture of how kids’ attitudes and

THE LIVES OF KIDS behaviours vary depending on where they live. This could be down to the

BROADER VIEW
culture they grow up in, the language they speak to education systems.

IN THE AMERICAS Understanding the kids’ ecosystems on a local and regional level can allow
for identifying not only differences but also similarities. The table below
highlights some of these differences and similarities across the region.

UNDERSTAND
MAR - MAY 2023

RANK

14.7 M Favorite brand Nike (20%) Nike (22%) Nike (16%) Nike (16%) Nike (15%)
POPULATION
AGED 6-9 Favorite app YouTube (11%) YouTube (25%) YouTube (22%) YouTube (14%) YouTube (45%)

Owning a cell phone 32% 65% 50% 22% 47%

INFLUENCE
Influence over parents
purchases Favorite mobile game Roblox (10%) Roblox (25%) Roblox (11%) Roblox (9.9%) Roblox (16%)

(selected categories based on

‘a lot of influence’ and ‘a little Video games as a favorite hobby 36% 14% 14% 11% 12%
influence’)

85% Learned coding in an app 19% 8.0% 18% 14% 4.8%

BOARD GAMES Video game purchase related to a

23% 25% 28% 19% 16%
81% movie

ARTS & CRAFTS Concerned about online safety 17% 14% 7.80% 13% 6.5%

55% Watching TV with parents 27% 40% 29% 36% 40%

CELL PHONES

OUR PORTAL TOOL: OUR PORTAL TOOL: OUR PORTAL TOOL:

COUNTRY MEDIA MIX GLOBAL
TOOLTM COMPASSTM VIEW

28 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 AGE GROUP ECOSYSTEMS

MEET THE 6-9s

EXPLORE FURTHER: THE AMERICAS
PARENTAL
MONITORING APPS DEVICES TV

Across the Americas region, YouTube (45%) is the most- According to our data, 31% of kids In the Americas, 47% of 6-9s
54% of 6-9s say that their owned app on 6-9s cell phones aged 6-9 in the Americas own a eat/drink whilst watching TV,
parents always monitor the and tablet devices, followed console, with kids in the US the with kids in Argentina being the
video games they play. Kids by Netflix (36%), and Google most likely to report this (43%). most likely to report this (57%).
aged 6-9 in Brazil are the most (18%).
likely to say this (65%).

14% of boys read

THE FUTURE YOUTUBE
ebooks
Doctor (8.3%), teacher (5.8%), In the Americas, 26% of kids
and veterinary surgeon (5.5%) aged 6-9 have bought toys
are the most popular career related to their favorite YouTuber
aspirations of the 6-9s in the and 17% have bought video
Americas. games related to their favorite
YouTuber.

NEXT BIG THING MUSIC & AUDIO

In the Americas, 1.5% of 6-9s YouTube (62%) is the most
believe that Roblox will be the popular way to listen to music 15% of girls read
next big thing (4th), with kids in
Canada being the most likely to
in the 6-9 age group in the
Americas, followed by Spotify
ebooks
report this (2.4%, 1st). (32%).

OUR PORTAL TOOL:

LICENSING &
CHARACTERS VIDEO GAMES ESPORTS MERCHANDISE SIDE BY SIDETM
The most popular ways 6-9s According to our data, 85% of A quarter (26%) of kids aged One in five (21%) 6-9s in the
across the Americas region 6-9s in the Americas play video 6-9 in the Americas watch Americas have bought books CLICK HERE
interact with their favorite games, with kids in Argentina esports on screen, with 6-9s in related to their favorite TV show.
characters are by watching on being the most likely to report the US being the most likely to
YouTube (46%) and watching this (92%). report this (40%).
on streaming (40%).
This page includes data from all regions we survey across THE
AMERICAS: US, CA, AR, BR, MX

30 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 w

AGE GROUP ECOSYSTEMS

MEET THE 6-9s

TOP TENS
% change since % change since
RANK FAVORITE TV SHOW % RANK DEVICE ACCESS %
Dec 22 - Feb 23 Dec 22 - Feb 23
FAVORITE 1 SpongeBob SquarePants 9.8 +15%
DEVICE 1 TV 72 +3%
TV SHOW 2 Tom and Jerry 8.8 +23%
ACCESS 2 Tablet 66 +2%

3 Pokémon 7.3 +7% 3 Console 62 +10%

4 PAW Patrol 6.5 -7% 4 Cell phone 47 -3%

5 Scooby Doo 5.8 +55% 5 Laptop 47 0%

6 Peppa Pig 5.6 +2% 6 Desktop 46 +11%

7 Naruto 5.3 +199% 7 Smart Speaker 45 +4%

8 Sonic the Hedgehog 5.2 -21% 8 Headphones 43 -8%

9 Disney (all other shows) 5.2 +6% 9 Handheld 36 +4%

10 Barbie Dreamhouse 4.8 +60% 10 Wearable Tech 21 -2%

Adventures

% change since % change since

RANK APPS OWNED % RANK FAVORITE CHARACTER %
Dec 22 - Feb 23 Dec 22 - Feb 23
APPS 1 YouTube 30 +16%
FAVORITE 1 Barbie 5.3 +71%
OWNED 2 Netflix 22 -7%
CHARACTER 2 Aladdin 4.2 +56%

3 YouTube Kids 19 +7% 3 SpongeBob SquarePants 3.6 +10%

4 Disney+ 19 -5% 4 Batman 3.3 -17%

5 Roblox 17 +4% 5 Spider-Man 3.0 -34%

6 Google 16 -3% 6 Elsa (Frozen) 2.9 -31%

7 TikTok 15 +16% 7 Mario (Super Mario) 2.9 +177%

8 Facebook 14 +33% 8 emoji 2.6 -8%

9 Minecraft 13 +6% 9 Chase (Paw Patrol) 2.3 +54%

10 Amazon Kids+ 12 +37% 10 Tom and Jerry 2.3 +54%

32 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE LIFE OF 10-12s IN THE AMERICAS
AGE GROUP ECOSYSTEMS

MEET THE 10-12s

As we continuously track and monitor kids in real time across different
countries we can build a cohesive picture of how kids’ attitudes and

THE LIVES OF TWEENS behaviours vary depending on where they live. This could be down to the

BROADER VIEW
culture they grow up in, the language they speak to education systems.

IN THE AMERICAS Understanding the kids’ ecosystems on a local and regional level can allow
for identifying not only differences but also similarities. The table below
highlights some of these differences and similarities across the region.

UNDERSTAND
MAR - MAY 2023

RANK

11.2 M Favorite PC/console game Minecraft (6.4%) Roblox (14%) Minecraft (9.8%) Minecraft (13%) Minecraft (13%)
POPULATION
AGED 10-12 Watching esport on-screen 46% 33% 29% 20% 23%

Roblox as favorite mobile game 6.2% 18% 11% 12% 16%

INFLUENCE
Influence over parents
purchases Owning a cell phone 46% 85% 66% 45% 78%

(selected categories based on

‘a lot of influence’ and ‘a little Using tablet for gaming 32% 38% 24% 29% 29%
influence’)

92% Favorite TV platform Netflix (21%) Netflix (40%) Netflix (38%) Netflix (34%) YouTube (39%)

TOYS
Learned coding at school 19% 8.4% 16% 22% 6.8%
90%
VIDEO GAMES Video game purchase related to a TV
show 20% 39% 24% 18% 17%

88% Listens to comedy podcasts 26% 21% 24% 11% 7.8%

RESTAURANTS

OUR PORTAL TOOL: OUR PORTAL TOOL: OUR PORTAL TOOL:

COUNTRY MEDIA MIX GLOBAL
TOOLTM COMPASSTM VIEW

34 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 AGE GROUP ECOSYSTEMS

MEET THE 10-12s

EXPLORE FURTHER: THE AMERICAS
PARENTAL
MONITORING APPS DEVICES TV

Over half (54%) of 10-12s across
the Americas region report that
their parents always monitor
their YouTube use. Tweens in
the US are the most likely to
report this (63%).
Among tweens in the Americas,
YouTube is the most favored
app (24%), with 10-12s in
Argentina being the most likely
to agree with this (52%).
Across the Americas, tweens are Netflix is the favorite TV
most likely to use their tablet platform of tweens across the
devices for gaming (30%) and to Americas region (27%).
watch episodes (26%).

16% of boys use their

THE FUTURE YOUTUBE
tablet devices to chat
Tweens in the Americas are the Funny clips (51%), music videos
most likely to aspire to become (51%), and YouTuber videos
a doctor (7.4%), a veterinary (38%) are the top YouTube video
surgeon (5.8%), or to work in types of tweens in the Americas
IT/computing (5.5%) when they
are older.

NEXT BIG THING MUSIC & AUDIO

Across the Americas region, Across the Americas, 19% of
tweens are the most likely to tweens have bought clothes 20% of girls use their
believe that the next big things
will be TikTok (2.1%), games
related to their favorite music
artist, with kids in Brazil being
tablet devices to chat
(2.1%), or football (1.4%). the most likely to report this
(28%).
OUR PORTAL TOOL:
LICENSING &
CHARACTERS VIDEO GAMES ESPORTS MERCHANDISE SIDE BY SIDETM
Kids aged 10-12 in the Americas Roblox (13%) is the favorite Across the Americas, 30% In the Americas, more than a
are the most likely to interact mobile game of 10-12s in the of tweens watch esports on quarter of tweens have bought CLICK HERE
with their favorite characters Americas, followed by Minecraft screen, 19% watch esports at toys related to their favorite
by watching them on YouTube (8.2%), and Candy Crush (5.4%). events, and 13% take part in movie (28%), TV show (27%),
(45%), with tweens in Brazil the esports. and video game (26%).
most likely to report this (58%).
This page includes data from all regions we survey across THE
AMERICAS: US, CA, AR, BR, MX

36 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 w

AGE GROUP ECOSYSTEMS

MEET THE 10-12s

TOP TENS
% change since % change since
RANK FAVORITE TV SHOW % RANK DEVICE ACCESS %
Dec 22 - Feb 23 Dec 22 - Feb 23
FAVORITE 1 Stranger Things 6.0 -43%
DEVICE 1 TV 67 -3%
TV SHOW 2 SpongeBob SquarePants 6.0 -37%
ACCESS 2 Console 64 -5%

3 Tom and Jerry 6.0 +8% 3 Tablet 59 -4%

4 Pokémon 6.0 +12% 4 Laptop 56 -4%

5 The Simpsons 5.9 +13% 5 Cell phone 55 -9%

6 Naruto 5.5 +10% 6 Smart Speaker 53 +17%

7 Dragon Ball 4.7 +25% 7 Desktop 51 +5%

8 The Loud House 4.7 +83% 8 Headphones 49 -9%

9 Disney (all other shows) 4.0 -20% 9 Handheld 35 -8%

10 Ben 10 4.0 +149% 10 Wearable Tech 30 +27%

% change since % change since

RANK APPS OWNED % RANK FAVORITE CHARACTER %
Dec 22 - Feb 23 Dec 22 - Feb 23
APPS 1 YouTube 26 -21%
FAVORITE 1 Aladdin 5.1 +132%
OWNED 2 TikTok 21 -13%
CHARACTER 2 Batman 4.9 +54%

3 Google 20 -15% 3 Spider-Man 4.7 +32%

4 Netflix 19 -28% 4 Barbie 3.4 +7%

5 Disney+ 18 -5% 5 Ronald McDonald 3.4 +14%

6 Amazon 16 +18% 6 Anna (Frozen) 3.2 +34%

7 Facebook 16 -7% 7 SpongeBob SquarePants 2.8 +10%

8 Roblox 14 -28% 8 Strawberry Shortcake 2.8 +10%

9 Spotify 13 +10% 9 Elsa (Frozen) 2.8 +138%

10 WhatsApp 12 -7% 10 Iron Man 2.6 +33%

38 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE LIFE OF 13-15s IN THE AMERICAS
AGE GROUP ECOSYSTEMS

MEET THE 13-15s

As we continuously track and monitor kids in real time across different
countries we can build a cohesive picture of how kids’ attitudes and

THE LIVES OF YOUNGER TEENS behaviours vary depending on where they live. This could be down to the

BROADER VIEW
culture they grow up in, the language they speak to education systems.

IN THE AMERICAS Understanding the kids’ ecosystems on a local and regional level can allow
for identifying not only differences but also similarities. The table below
highlights some of these differences and similarities across the region.

UNDERSTAND
MAR - MAY 2023

RANK

11.5 M Owning a laptop 44% 24% 40% 42% 24%

POPULATION
AGED 13-15 Amazon as a favorite online store 55% 11% 40% 55% 5.3%

Favorite app YouTube (13%) YouTube (19%) TikTok (19%) TikTok (14%) YouTube (48%)
INFLUENCE
Influence over parents League of Legends
purchases Most watched esport Call of Duty (32%) FIFA (31%) FIFA (26%) FIFA (21%)
(11%)

(selected categories based on

Keeping up to date with films on
‘a lot of influence’ and ‘a little TikTok 20% 32% 29% 15% 28%
influence’)

92% Goes to the cinema with friends 25% 29% 24% 30% 35%

TAKEAWAY FOOD
Listening to music on Spotify 40% 54% 65% 40% 61%
88%
FAMILY OUTINGS Watching streaming TV once a day 31% 29% 37% 29% 27%

62% Saving money in a bank 40% 23% 7.6% 51% 8.2%

BANKS

OUR PORTAL TOOL: OUR PORTAL TOOL: OUR PORTAL TOOL:

COUNTRY MEDIA MIX GLOBAL
TOOLTM COMPASSTM VIEW

40 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 AGE GROUP ECOSYSTEMS

MEET THE 13-15s

EXPLORE FURTHER: THE AMERICAS
PARENTAL
MONITORING APPS DEVICES TV

Across the Americas region, Among younger teens in the Across the Americas, younger The top reasons for younger
30% of younger teens report Americas, YouTube is the teens are most likely to use their teens in the Americas to start
that their parents always most owned app on their cell laptops for homework (32%) and watching a TV show are that
monitor the video games they phones or tablet devices (54%), gaming (23%). the show is talked about (28%),
play, while 42% report that their followed by Netflix (42%), and their friends like it (23%), and
parents sometimes monitor TikTok (32%). app recommendation (12%).
them.
FIFA is the most watched
THE FUTURE YOUTUBE
esports with boys (27%)
IT/Computing is the most Across the Americas, 23% of 13-
popular career aspiration of 15s have bought clothes related
younger teens in the Americas to their favorite YouTuber, with
(8.5%), with 13-15s in the US the younger teens in Brazil being the
most likely to choose it (16%). most likely to report this (31%).

INFLUENCERS MUSIC & AUDIO

According to our data, 65% of TikTok ranks 3rd as the most
younger teens in the Americas popular way to listen to music League of Legends is the most
often hear new things from
influencers on social media.
in the 13-15 age group, with
younger teens in Brazil (31%)
watched esports with girls (19%)
being the most likely to point to
the platform as their source for
music. OUR PORTAL TOOL:
LICENSING &
SOCIAL MEDIA VIDEO GAMES ESPORTS MERCHANDISE SIDE BY SIDETM
Selfie pictures (54%), videos Having fun (56%), hanging out FIFA (23%), League of Legends In the Americas, 17% of younger
(27%), and statuses (24%) with friends (42%), and hanging (20%), and Fortnite (16%) teens have bought magazines CLICK HERE
are the most popular types out with family (20%) are the are the most watched esport related to their favorite video
of posts younger teens in most popular reasons younger games in the 13-15 demographic game, with 13-15s in the US
the Americas share on social teens in the Americas play video in the Americas. being most likely to have made
media. games. such purchase (24%).
This page includes data from all regions we survey across THE
AMERICAS: US, CA, AR, BR, MX

42 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 w

AGE GROUP ECOSYSTEMS

MEET THE 13-15s

TOP TENS
% change since % change since
RANK FAVORITE TV SHOW % RANK DEVICE ACCESS %
Dec 22 - Feb 23 Dec 22 - Feb 23
FAVORITE 1 Stranger Things 10 -26%
DEVICE 1 Cell phone 68 0%
TV SHOW 2 Family Guy 7.4 +8%
ACCESS 2 TV 68 -8%

3 America's Got Talent 6.8 +28% 3 Console 67 -6%

4 Game of Thrones 5.9 -1% 4 Laptop 63 0%

5 Dragon Ball 5.7 +20% 5 Smart Speaker 60 +11%

6 Wednesday 5.7 +160% 6 Desktop 57 -3%

7 Spongebob Squarepants 5.5 +16% 7 Headphones 55 -7%

8 NBA 5.3 -5% 8 Tablet 53 -8%

9 Naruto 5.3 +21% 9 Handheld 32 -14%

10 Money Heist 4.9 +8% 10 Wearable Tech 31 +5%

% change since MOST USED SOCIAL % change since

RANK APPS OWNED % RANK %
Dec 22 - Feb 23 MEDIA Dec 22 - Feb 23
APPS 1 YouTube 34 -5%
MOST USED 1 Facebook 64 +4%
OWNED 2 Netflix 27 -13%
SOCIAL MEDIA 2 Instagram 58 -4%
3 TikTok 27 -6% 3 YouTube 54 -3%
4 Facebook 26 +13% 4 TikTok 42 -4%
5 Google 24 +9% 5 Twitter 35 +1%
6 Instagram 22 -19% 6 Snapchat 33 -8%
7 Snapchat 22 -8% 7 WhatsApp 31 +2%
8 Spotify 18 +7% 8 Facebook Messenger 27 -4%
9 Amazon 17 -4% 9 Nickelodeon 25 -14%
10 Facebook Messenger 17 +6% 10 Pinterest 24 +27%

* Recently added to the survey

44 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 THE LIFE OF 16-18s IN THE AMERICAS
AGE GROUP ECOSYSTEMS

MEET THE 16-18s

As we continuously track and monitor kids in real time across different
countries we can build a cohesive picture of how kids’ attitudes and

THE LIVES OF OLDER TEENS behaviours vary depending on where they live. This could be down to the

BROADER VIEW
culture they grow up in, the language they speak to education systems.

IN THE AMERICAS Understanding the kids’ ecosystems on a local and regional level can allow
for identifying not only differences but also similarities. The table below
highlights some of these differences and similarities across the region.

UNDERSTAND
MAR - MAY 2023

RANK

11.5 M Favorite app TikTok (11%) Instagram (18%) TikTok (14%) TikTok (14%) YouTube (45%)
POPULATION
AGED 16-18 Playing video games once a day 24% 22% 23% 18% 19%

Taking part in esports 25% 11% 19% 8.8% 6.8%

INFLUENCE
Influence over parents
purchases Owning console 45% 36% 27% 32% 28%

(selected categories based on

‘a lot of influence’ and ‘a little Purchasing books online 39% 44% 35% 28% 24%
influence’)

91% Reading blogs 23% 19% 17% 9.7% 12%

FAST FOOD
Listening to education podcasts 22% 14% 18% 8.2% 8.2%
86%
SMARTPHONES Saving money on cash card 28% 16% 9.8% 13% 17%

75% Location of favorite commercial TV (25%) YouTube (26%) YouTube (22%) TV (24%) TV (28%)
HOUSEHOLD ESSENTIALS

OUR PORTAL TOOL: OUR PORTAL TOOL: OUR PORTAL TOOL:

COUNTRY MEDIA MIX GLOBAL
TOOLTM COMPASSTM VIEW

46 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 AGE GROUP ECOSYSTEMS

MEET THE 16-18s

EXPLORE FURTHER: THE AMERICAS
PARENTAL
MONITORING APPS DEVICES TV

According to our data, a TikTok is the most downloaded In the Americas, 11% of 16-18s Across the Americas, Stranger
quarter (25%) of older teens in app this month among older have a smart speaker, with older Things, The Mandalorian, and
the Americas report that their teens in the Americas (2.5%), teens in the US being the most Outer Banks are the older teens’
parents always monitor what followed by Amazon (1.4%), and likely to report this (27%). most anticipated TV shows.
they watch on YouTube. Netflix (1.3%).

Minecraft is the favorite

THE FUTURE YOUTUBE
mobile game of boys (4.0%)
Older teens in the Americas Music videos (61%) are the older
are the most likely to list IT/ teens’ most watched type of
Computing (7.1%), doctor YouTube videos, followed by
(6.6%), and engineer (6.1%) as funny clips (40%).
their career aspirations.

INFLUENCERS MUSIC & AUDIO

On average, 64% of 16-18s in the Across the Americas region,
Americas would be influenced BTS (3.3%) is the most popular Candy Crush is the favorite
to buy a product that an
influencer they like endorses.
artist amongst 16-18s, followed
by Taylor Swift (2.1%) and Justin
mobile game of girls (6.2%)
Bieber (1.7%).

OUR PORTAL TOOL:

LICENSING &
SOCIAL MEDIA VIDEO GAMES ESPORTS MERCHANDISE SIDE BY SIDETM
Instagram is the most used According to our data, 10% of The most watched esport game In the Americas, 23% of older
social media site in the 16-18s older teens in the Americas in the 16-18s demographic in teens have purchased a video CLICK HERE
demographic in the Americas play video games to learn new the Americas is FIFA (17%), with game related to their favorite
(67%), with older teens in Brazil things, with 16-18s in the US older teens in Mexico being the movie, with 16-18s in the US
being the most likely to use it being the most likely to say so most likely to watch it (25). being the most likely to report
(82%). (15%). this (26%).
This page includes data from all regions we survey across THE
AMERICAS: US, CA, AR, BR, MX

48 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 w

AGE GROUP ECOSYSTEMS

MEET THE 16-18s

TOP TENS
% change since % change since
RANK FAVORITE TV SHOW % RANK DEVICE ACCESS %
Dec 22 - Feb 23 Dec 22 - Feb 23
FAVORITE 1 Stranger Things 10 -15%
DEVICE 1 Cell phone 71 -6%
TV SHOW 2 Family Guy 7.5 +21%
ACCESS 2 Laptop 66 +2%

3 Spongebob Squarepants 6.3 +27% 3 TV 65 -2%

4 Wednesday 6.1 +157% 4 Console 59 -2%

5 Grey's Anatomy 5.5 -15% 5 Desktop 56 +4%

6 America's Got Talent 5.0 -22% 6 Tablet 55 +9%

7 The Office 5.0 +32% 7 Headphones 54 -11%

8 Squid Game 4.8 -43% 8 Smart Speaker 52 +5%

9 Avatar: The Last Airbender 4.6 -20% 9 Handheld 28 -12%

10 NFL 4.4 -37% 10 Wearable Tech 26 +4%

% change since MOST USED SOCIAL % change since

RANK APPS OWNED % RANK %
Dec 22 - Feb 23 MEDIA Dec 22 - Feb 23
APPS 1 YouTube 37 -8%
MOST USED 1 Facebook 63 +7%
OWNED 2 TikTok 32 -8%
SOCIAL MEDIA 2 Instagram 60 -10%
3 Netflix 30 -13% 3 YouTube 53 -11%
4 Instagram 29 -14% 4 TikTok 48 -8%
5 Facebook 28 +2% 5 Snapchat 39 -15%
6 Google 25 -2% 6 Twitter 37 +2%
7 Snapchat 24 -11% 7 WhatsApp 28 +11%
8 Amazon 24 -10% 8 Facebook Messenger 26 +12%
9 Spotify 23 +3% 9 Pinterest 21 -20%
10 Disney+ 17 +13% 10 Roblox 19 -4%

50 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 HOW OUR CUSTOMER SUCCESS TEAM CAN HELP YOU
SPEAK TO US ABOUT WE ALSO DO
INDUSTRY
KNOW LEDGE
INTRODUCTION CALL PERSONALIZED TRACKERS
1

Discussing your business and team STRATEGY

7 2
AUDIENCE A data-driven executive report to help you
INSIGHTS &
objectives so that we can help you get TRENDS keep track of your topics of interest from our
the most out of our tools. real-time data portal. The team will help you
DATA
design your 10 page report you’ll receive on a
CUSTOM
PROJ ECTS 6 3 PORTAL monthly or quarterly basis.

ADDITIONAL PORTAL TRAINING 4

DATA
SOLUTIONS
CUSTOM ER 5
SUCCESS
Providing a tailored portal training
to your team which is applicable and DEDICATED RESEARCH RESOURCE
relevant to your goals.
A turn-key solution, designed to provide an
extension to your research resources. Sign
up to monthly or yearly customer success
STRATEGIC PLANNING SESSION hours to help you summarize and disseminate
information as your topic of focus evolves.
Creating a customized one-year
research plan to help you reach your
business objectives.

TOYS & GAMES REPORT

YOUR FIRST RESEARCH REQUEST Along with detailed data on kids’ toy
preferences, expenditure, influence, leisure
Our customer success team is designed and lifestyles, you can learn about the top
to produce research outputs tailored to licensing categories and toy-related purchases
your briefs; send us a request and we’ll from TV, video games, movie, and YouTubers.
pull together the best insights to help
you get where you need. Contact your account manager or email
account.support@theinsightsfamily.com
52 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023
 A NEW APPROACH FOR
A NEW GENERATION
Our approach is to examine everything you need to know about
what is going on in kids’ & parents’ ecosystems today.
By collecting data globally and continuously, we are able to uncover
current, emerging and flash trends – as well as better understand the

228,800
PARENTS SURVEYED
attitudes, behaviours and consumption patterns of children.
All with 99% statistical significance
EACH YEAR GLOBALLY
In each of the 22 countries we operate in, we annually survey:
10,400 Parents of 1-16 year olds
469,040
KIDS SURVEYED
21,300 Kids aged 3-18
And in 22 of these countries, every year we produce:
EACH YEAR GLOBALLY 18 On-Track Reports for Parents
18 On-Track Reports for Kids

METHODOLOGY ABOUT US
Most market intelligence is out of date before it’s even published! THE COMPANY You must not use any part of the Report for commercial purposes without
Our approach is to examine everything you need to know about AGE POPULATION SURVEYED obtaining a licence to do so from us or our licensors. Where you have entered
what is going on in kids’ ecosystems today. The Insights Family® into a contract to access to our award-winning Portal, such licence is included as
3 4.1M 328 76 King Street, Manchester, M2 4NH part of your subscription and the terms of such licence are set out in our terms
We work with the most respected research panels in the world, both and conditions of supply.
4 4.1M 354 T: +44 (0)161 528 7982
of which have multiple offices in Europe, North America and Asia E: hello@theinsightsfamily.com
5 4.0M 352 If you print off, copy or download any part of this Report in breach of this notice,
and comply with GDPR, COPPA, the EU Safer Internet programme W: www.theinsightsfamily.com your right to use this Report will cease immediately and you must, at our option,
and all ESOMAR guidelines. 6 4.0M 347 return or destroy any copies of the Report you have made.
The Insights Family® is a trading name of Apex Engage Limited, a company
Kids Insights collects data in a linear manner, via an online survey, 7 4.0M 354 registered in England and Wales with company registration number 11141453 and
which means that we collect at least 410 responses every single 8 4.0M 340 with its registered office address at 76 King Street, Manchester, M2 4NH. DISCLAIMER
week, and 21,300 annually. The sample is nationally representative 9 4.0M 348 The content in this Report is provided for general information only. It is not
regarding both age and gender. According to the latest census intended to amount to advice on which you should rely. You must obtain
10 4.1M 345 HOW YOU MAY USE THE REPORT
estimates, there are 65,967,386 children in the US, with the following professional or specialist advice before taking, or refraining from, any action on
break-down for this report. 11 4.1M 357 We are the owner or the licensee of all intellectual property rights in this Report. the basis of the content in this Report.
This Report is protected by copyright laws and treaties around the world. All
12 4.1M 349 such rights are reserved. Although we make reasonable efforts to ensure the content of this Report
is accurate, we make no representations, warranties or guarantees, whether
13 4.2M 344 You may print off one copy, and may download extracts, of any page(s) of this
BOY GIRL Report for your personal use and you may draw the attention of others within
express or implied, that the content of this Report is accurate, complete or up
14 4.2M 342 your organisation to the content of this Report.
to date and we exclude all implied conditions, warranties, representations or
other terms that may apply to the Report.
POPULATION 50% 50% 15 4.2M 346
You must not modify the paper or digital copies of the Report you have printed off
16 4.2M 350 or downloaded in any way, and you must not use any illustrations, photographs, We are not liable for any loss or damage (including, without limitation, loss of
video or audio sequences or any graphics separately from any accompanying text. business or loss of profits) arising in contract, tort (including negligence), breach of
SURVEYED 50% 50% 17 4.2M 349 statutory duty or otherwise (even if foreseeable) arising under or in connection with:
Our status (and that of any identified contributors) as the authors of the • use of, or inability to use, this Report;
18 4.2M 335 Report must always be acknowledged and you agree not to remove, alter, edit • use of or reliance on this Report; or
or obscure any copyright notices or other notices from this Report. • any action or decision taken as a result of using this Report.

54 KIDS INSIGHTS ON-TRACK REPORT JUNE 2023 Using data from period March to May 2023 This report was produced exclusively for Outright Games and is for their internal use only. ©The Insights Family 2023