UK based market intelligence company Kids Insights has entered Asia-Pacific with Kids Insights India in partnership with TotallyAwesome, a kids digital media company headquartered in Singapore, which operates a kid-safe and compliant content and advertising platform. Kids Insights is part of UK based market intelligence company Insights People, which specializes in gathering data on kids, parents, and family sectors.
Kids Insights India aims to survey 410 kids a week in India, resulting in a total of 21,000 children being surveyed each year. This in turn will provide organisations with access to real-time market intelligence on the attitudes, behaviours, and consumption of Indian children for the first time.
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The launch into the Indian market means that Kids Insights now survey more than 2,000 children every week, across 3 continents and 7 countries, or more than 105,000 children a year. The company currently provides market intelligence to companies such as the BBC, Crayola, Oxford University Press, Sky, Turner, and Warner Bros.
“We are delighted to be continuing our expansion. The launch into India is particularly exciting as it is a market that is going through a phenomenal transformation and digitalisation. Working closely with our local partner, Kids Insights India will be able to help clients understand the dynamics of the Indian children’s ecosystem, help them define their audience, measure and evaluate the success of campaigns and ultimately improve their return on investment”, says CEO of Kids Insights, Nick Richardson.
Kids Insights started collecting data in India on the June 1 and will issue its first set of reports and launch its real-time portal later this month. The survey research of 5,000 Indian children, shows how children in India are becoming more digi-centric and how this trend can originate anywhere within the kid’s ecosystem. For example, TikTok is the third favourite website among 8-12 year olds (11.5%). This generation of children has far greater control and choice of what content they consume and how they consume it. The Amazon Echo, first launched in Q4 2017, is owned by 37% of kids that own a smart speaker in India and is the most popular brand overall. 56% of kids are using their smart speakers to listen to music, while 27% are using them to access the news.
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Kunal Mukherjee, country director of TotallyAwesome adds, “There is no doubt that the kid’s ecosystem in India is changing at a phenomenal pace and therefore having access to reliable and real-time market intelligence has never been more important. I am delighted to see that Kids Insights is now available to companies who are active in the Indian market”.