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Kids Insights reveals digital lives of children in Europe

The rise of mobile gaming in France, girl gamers in Italy, early adopters in Germany and esports fans in Spain.

Kids Insights has issued its latest report, Digital Downloads, which focuses on the digital lives of this generation of children.

The reports are the results of the largest study into the digital attitudes, behaviour and consumption ever taken, which is based on surveying more than 800 age and gender representative children per week across France, Germany, Italy and Spain, or more than 40,000 children over the past 12 months (March 2019 – February 2020).

The reports highlight the significant changes in children’s use of technology, devices and content consumption, the significant amount of time that children now spend consuming digital content and the increasing growth of the INXP (in-experience purchasing) market, where children purchase in-app and in-game purchases.

The reports also provide an early look at the effect of Coronavirus on the attitudes, behaviour and consumption of European children.

Key findings include the rise of girl gamers with data showing that girls in Italy are gaming the most (73%), compared to France (35%), Spain (64%) and the UK (70%).

Although 55% of children in France still have access to a console – a figure which peaks at 73% among boys aged 10-15 – more and more gaming is done on mobile. France differs from the UK and US when it comes to console market share, as both PlayStation and Nintendo hold a significant lead over Xbox.

The ways in which children in Germany are accessing their gaming content differs from similar other European markets. The research shows they are more likely to own desktop PCs (16%) than in either the UK (14%) or France (11%) and they are also the most likely group of kids to use their mobile phone (34%) to game. The fact that German kids do not heavily prefer one gaming platform over others could see them become early adopters in cloud gaming technology.

While children in Spain are not only satisfied playing games, but also spend a significant amount of time watching streamers and esports events. One in five of all children in Spain watch esports on screen (equivalent to 1.5 million children), rising to a huge peak of 35% among teenage boys – much higher than the 22% of teenage boys in the US who watch, for comparison.

KIEurotrends

In addition, Kids Insights also released some findings on the impact of coronavirus on kids.

These include a significant increase in how children in Italy have been adapting their digital habits and spending more time online while on lockdown due to COVID-19 (Netflix usage has increased by 10% and console usage by 16%), a pattern that is expected to be repeated across Europe.

Comparing January to February 25 – March 25, the data also shows that the number of tweens and teens in Italy who use Facebook has increased by 30%.

Also comparing January 16-February 23 to the same dates in March, the number of 6-12 year olds in Spain using chat platforms has increased 20% as children increasingly seeking out opportunities to connect via a shared experience or interest.

“Our four Digital Download reports we have produced provide a significant insight and a must have for anyone in the kid’s industry,” said Jonathan Watson, cpo at Kids Insights. “With children across Europe having more ownership to tech and devices, we’re also seeing how this generation are increasingly spending their money online.

“Across the last 12 months, the number of kids who spend more of their money online (rather than on the high street) has increased in every single territory – on average by 8%. This generation are truly like no other. These reports and portal provide an unrivalled insight into their lives to help inform clients strategies across their business.”

For more information, you can visit www.kidsinsights.com/reports.

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