Kantar, the marketing data and analytics business, has come up with its Kidscan India Report, 2024 bringing forth some very important metrics raising eyebrows in the industry. 

Maor Metrices 

Among the various data points collected by Kantar, the important ones are: 

1. Kids now spend 60% more time watching online videos than they spent in the previous year. 
2. A 1.46 times increase in the number of parents considering children’s choice in Buying a Smart TV. 
3. 69% of kids find video games more enjoyable than outdoor games, more inclined toward digital recreational experiences.   

The report has been made after collecting responses from around 2450 children aged 5-14 years along with their parents from NCCS A, B, and C households from 14 cities. 

More Watching Time 

The metrics regarding mre watch time indicate the 3 metrics namely 

1. Engagement: More time spent means more engagement with the content being produced digitally, contributing towards growing attraction and acceptance of the digital medium of broadcast, especially mobile phones. When coupled with the idea of just increase, it means more attraction and value into the sector. 
2. Relatability:  In context to the content being produced, increasing watch time indicates greater relatability of the Gen-Z audiences with the narrative and concepts being facilitated. 
3. Accessibility: More Watch time translates into the content and the medium, both, being easily accessible to the Gen-Zs at large. Coupled with the idea of increase indicates the issue of content matching up to their expectations. 

Growth in Preference 

While the growth in children’s choice to buy Smart TVs can have various implications it has namely the following significance from the business point of view: 

1. The growing influence of GenZs:  The figure brings forth the increasing influence of Gen-Zs in decision-making and thus gradually turning into potential decision-makers in the coming times, dropping a hint towards further brand communication and other brand initiatives. 
2. An Urge for Innovation: The Growing Influence of Gen-Zs will bring with itself a perpetual urge for Innovation into the Product Segment presenting a more challenging and interesting paradigm for brands. 
3. Increasing Technological Penetration: As Gen-Z gains an edge in the decision-making paradigm, it is an indication of the growing technological awareness among the youth, taking away the decision from the hands of only the retailers or conventional influencers. 

As brands navigate their communication strategies in this regard, it would be interesting to track the influence and impact of both. 

Online Games and Less Outdoor Games 

Although the figures of children preferring video games rather than outdoor games are seriously alarming as Increase in Digita watch time or Increase in preference didn’t count in the other beneficial means in the paradigm. A contrast between indoor and outdoor games while Video games are preferred more can have detrimental impacts on children's health. 

However, it has some good news for the gaming industry and its sister sectors like hardware and electronics.

Conclusion  

In conclusion, the report highlights the growing influence of Gen-Z in family purchasing decisions, particularly in electronics. With children spending more time on digital platforms and shaping choices like Smart TV purchases, brands must adapt to this shift by focusing on innovation and targeting Gen-Z’s preferences. However, the increasing screen time raises concerns about children’s health, calling for a balance between digital engagement and physical activity. This evolving trend offers both challenges and opportunities for brands and policymakers in the coming years.