Report: COVID-19’s Impact on Kids

Kids Insights unveils how U.S. kids are becoming more influential and getting richer since lockdown.
License Global

May 1, 2020


Kids Insights has issued a special report revealing some of the changes in kids’ attitudes, behavior and consumption since the outbreak of COVID-19. Based on these changes, the report lists five trends to look out for in the future. Kids Insights’ methodology includes surveying more than 400 U.S. children every week.

With COVID-19, there is an increase in the influence that children are having on parents and their purchase considerations. For example, there is a 51 percent increase in children influencing the choice of TV subscription. Kids between the ages of 3 and 18 are receiving more pocket money, with the average increased to $12.62 per month from $9.28. Store closures have also led to more children shopping online, which now sees 48 percent of children spend more online than offline.

Participating and watching esports on-screen has grown by 28 percent in the U.S. across the last month. Board games have doubled in popularity among all kids, becoming the fourth favorite choice of toy

in the last month behind LEGO, “Minecraft” and Nerf blasters.

There has been a change in favorite apps, as children spend more time in a digital world. Further growth in “TikTok” as well as growth of Monster Messenger and Facebook Messenger Kids have been seen over the lockdown period. 

The report also includes five future trend predictions which The Insights People expect to see as a result of coronavirus:


  • Redefining ‘Real’ -

     Who will kids look up to once we come out of this period? There are new heroes in society, ones who children are increasingly aspiring to be; 

    • Rebirth of Family Time - 

      Home confinement, homeschooling and home working will, without doubt, cause many stresses within family life, but what there is a growing desire to spend quality time together as a family; 

      • The Battle Between Non-Virtual and Virtual Worlds 

        - Children during lockdown have no choice but to facilitate “social: time via a virtual world; 


          Redefining Retail

           - It’s fair to say that this pandemic is not going to make life as a retailer easy, and there is no doubt that when this is all ove,r there will be long-term behavioral and mindset changes that will affect consumer buying patterns; and 

          • A Sense of Belonging

            - As children readapt to the outside world, reintegration into a community will become increasingly important and brands that can help facilitate this will create lasting relationships with children and families alike. 


            To download the complimentary report, visit: 


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