A Softer, Gentler Toy Fair

Posted by Mary McIlrath on Tue, Mar 06, 2018 @ 01:59 PM

Toy Fair 2018 was last week in New York, and was a pleasant surprise to YouthBeat (who is led by a somewhat tech-wary adult).  We’re excited to share some of the themes we noticed:

  • Everything Isn’t Electronic
    • Sure, there were amazing drones and robotics and remote-controlled cars and coding-based games, but they didn’t dominate the trade floor as they did in 2017.
    • Plenty of blocks, plushes, board games, and other traditional books and toys are still available for toy stores to purchase and stock. Check out Surprizimals, the mystery plush that is collectible.
    • Bubble Paws are our favorite new product from the convention—children (or adults) don plastic “animal paws” with holes embedded, dip them in bubble solution, and swipe the air to make a bubble frenzy!
  • Bracelet Comebacks
    • In an era where “A” for “Arts” has been left out of STEM, YouthBeat was delighted to see a range of materials for child self-expression—in the form of bracelets, just when we thought we were long overdue for a wrist trend.
    • Some new products that sparked our interested is the Kudo Banz product: Child-driven wearable rewards. Here’s how it works:
      • Children wear the band and earns rewards of their choosing throughout the day.
      • Once they earn three rewards, parents get notifications on their phone through the connected app and they can bestow extra gifts like extended story time at night.
    • Other companies like Frogsac are offering jewelry, charms, pins, and patches to help kids create a pastiche of self-expression.
    • Another of our favorite new products is Flow Rings. They offer glitzy, kinetic fun in the form of bracelets.
  • Fantastical Fun
    • In a world where active shooter drills and politics on the TV can seem scary, safe and fun playful fantasy still abide for young children.
    • This year turned up many unicorn items as well as sparkly, glittery toys and play items. You can even buy a unicorn Pillow Pet!
    • Leading this trend, Glitter Girls dolls include “glitter on every bow and shoe.”
  • Gross Goings-On
    • Along the fantastical theme, children still enjoy the humor in bodily functions and external snotty, slimy vibes. These are developmentally necessary, helping kids see and test social limits, as well as express irreverence that isn’t yet the rebelliousness of teenhood.  Plus, a gross surprise is unexpected and fun!
    • From the makers of Slimeball (“Slime or Be Slimed!) comes Skunkball (extend your paddle rally or be “Skunked!”)
    • Hog Wild: “Throwing Stuff that Sticks since 1996” poppers have been popular around the YouthBeat office. Watch out or you’ll get popped!
  • Parent Pertinent
    • Many toys, especially those converging digital and tactical elements, espouse “purposeful play.” It’s good to see digital designers creating products and apps not just because they can, but because they will have real developmental benefits for children.  Similar to what YouthBeat saw at the Consumer Electronics Show last month, tangible and physical elements are complementing digital ones in new toy offerings.
    • For Millennial parents who value sustainability (isn’t that all of them?), companies like Para Kito offer essential oils that are natural mosquito repellants for fun summer nights.
    • There’s a lack of pretense that toys are just for kids these days—adults were seen around the showroom enjoying everything from the new Razor Trike to Fat Brain Toy Co.’s Door Pong (invented by Alexander X., age 10).

Our POV is that we appreciate the thoughtfulness we saw on the showroom floor this year.  Homegrown toy companies are creating meaningful ways to play, not just jumping on bandwagons or innovating for the sake of novelty.  The joy of childhood is squarely in the spotlight this year, and we encourage our client brands to strike a similar tone.

Tags: kids tweens teens market research, kids tweens teens, trends, toy trends, YouthBeat, youth marketing, 2018 trends, technology

Kids and Technology: A Perfect Pairing?

Posted by Mary McIlrath on Thu, Jan 25, 2018 @ 04:13 PM

It was a long, strange week in Las Vegas.  Normally that sentence wouldn’t have anything to do with YouthBeat®, but last week’s Consumer Electronics Show (CES) changed all that.

Two relevant media stories set the stage.  First, Apple was challenged by two of its investors to consider their responsibility in preventing or ameliorating the risk of technology addiction in young people.  Increasingly, studies are showing that too much technology time is detrimental to youth—their sleep, their classroom performance, their emotions, and their overall well-being.  Second, VTECH was fined $650,000 for a Children’s Online Privacy Protection Act (COPPA) violation.  Their Kid Connect app originally did not obtain adequate parental permission before allowing the collection of personally identifiable information from child users (but that has since been updated).  Because of these stories, the national discourse, then, centered on the risks of technology use by youth.

Juxtaposed against this, the exhibitors at CES unveiled some of the most cutting-edge new technologies for kids—and even infants.  Some of them begged the question about where the line might be drawn between the benefits and risks of digital devices.  A key benefit of many of the products for the youngest kids is giving parents a greater sense of control.  And these aren’t all Millennial parents, some of the oldest of Generation Z (like Kylie Jenner, if the rumors are true) are now becoming young parents. Gen Z, having been raised during the recession, is already known to be savvy as consumers, gritty in their attitudes, and appreciative of control when the world seems tumultuous. 

In our YouthBeat®, Jr. survey, the youngest parents (ages 18-34) say that “to be safe and healthy” is the most important thing for their child right now (64%*).  These brands and their devices are ready to help young parents achieve that sense of control over their children’s health and safety:

  • Burabi’s formula making machine precisely mixes formula and water, at a precise temperature, to ensure the bottle is filled with exactly what the parents intend. Foolproof!
  • Monkey’s smart “threadable” devices (for placing on shoes or hair ties) transmit a signal to an app on the parent’s device, alerting parents if children wander outside of a designated radius from the parent. No more wandering off at the park—or theme park!  And a great licensing opportunity for the right brand.
  • Orig3n’s DNA testing kits aren’t just for ancestry anymore. Their Child Development kit allows a parent to swab thechild’s mouth, send in the swab, and learn about genetic factors that can help predict areas where the child may excel or struggle in school, their probable aptitude for a variety of sports, and possible health and dietary concerns for which to watch out.

And then there was a lot of Artificial Intelligence (AI) for parents that could change the very nature of the way parents interact with their infants and toddlers.  In a way, today’s young children may never know what it’s like to be “alone.”  Of note:

  • The ZIB-1S intelligent robot is a smart baby monitor/speaker that recognizes the sound of an infant’s cry, and can alert the parent over WeChat, or tell a story to the child. As the child ages, the device becomes more of a teacher, helping with dates, math, and other topics.
  • Project Nursery has a Smart Baby Monitor system leveraging the existing Amazon Alexa, allowing a parent to remotely gauge the temperature of the nursery, have Alexa time a baby’s nap, or tell the child a story.
  • The Cocoon Cam (billed as the “Tesla of baby monitors”) allows two-way communication between the nursery and parent—and, unlike other smart baby monitors, requires no wearables on the infant. Instead, the monitor uses a camera to monitor the child’s breathing, and sends alerts to parents as needed.

Probably the most exciting devices for kids would be the augmented reality (AR) products (and YouthBeat® is curious about how many of these will pop up at Toy Fair next month too):

  • Square Panda’s series of toys uses apps and manipulatives to bridge the digital and physical divide. YouthBeat® has seen academic research showing that similar multisensory technology helps children learn better and interact with others more, versus simply playing with an app.
  • Similarly, Pai Technology’s apps leverage physical components as well. YouthBeat®’s favorite of their offerings is Ocean Pets, in which children mold colorful clay into fish designs, then scan them into an AR story under the sea.
  • Neobear’s MAGNEO is a handheld device housing their range of AR apps which interact with a variety of products: Flashcards bring zoo animals to life, a globe provides cultural information on a range of countries, and most interesting to YouthBeat®, the ability to scan in children’s drawings and manipulate the designs just by passing colorful objects in front of the sensor.
  • Octagon’s free app that brings flashcards to life on the topics of the human body, outer space, animals, dinosaurs, and more. YouthBeat®’s favorite is the Humanoid 4D+ deck—it’s medical school in a packet!

It was clear to YouthBeat® that the creators of these products genuinely like children—and parents—and want to use technology to improve their lives.  The Apple and VTECH events possibly couldn’t have occurred at a better time, to remind inventors that “real” life is still valuable, even fragile at times.  As an industry, we can’t produce technology just because it’s possible. Its positive impact on youths’ lives needs to outweigh any risks to which it may expose them.  We challenge our partners to take up that mantle and create safe and enriching devices and content for children.

*Source: YouthBeat®, Jr., September 2017

Tags: kids tweens teens market research, kids tweens teens, trends, YouthBeat, youth marketing, 2018 trends, technology

Looking Ahead into 2018

Posted by Mary McIlrath on Wed, Jan 10, 2018 @ 03:23 PM

This week American students headed back to school after their holiday break.  2017 was a dynamic year in current events, many of which will impact the lives of these kids, tweens, and teens for decades. We, at YouthBeat®, have identified four issues and trends in 2017 that we see as relevant enough to keep an eye on in 2018:

Women’s Rights Are Children’s Rights. 

From taking kids of both genders to women’s marches, to publicly taking a stand against sexual harassment with the #metoo campaign, to women—particularly African-American women—impacting an Alabama election,—2017 saw women claiming their rights and setting examples for boys and girls of all ages and races on how people should treat each other.

Come on Over.

Bans on people entering the US are sort of counter to what the US represents.  But children can’t control politics.  What they care about is the connection between family members—95% of kids say that mom is the most important person in the world to them, 85% say it’s dad, and 76% say it’s a sibling.* Children need their families.  Threats on DACA stand to impact over a million Dreamers.

Peace in the Eye of the Storm.

For children in Texas, Louisiana, or anyone with a relative in Puerto Rico, last year’s hurricanes were devastating.  In Houston, the community rallied to provide free school lunch for the entire 2017-2018 year.  But for children with a relative in Puerto Rico, the tragedy will likely impact them for a lifetime.

Re-Earthing.

While climate change is threatening the lives of people and animals, some organisms are gaining vitality for youths’ future.  Scientists have found a way to foster growth again in the Great Barrier Reef.  Snow leopards have been removed from the endangered species list.  Honeybees are making a comeback, and new pesticides are being developed that will keep them around.

At YouthBeat®, our POV is that youth—and their parents—can feel reassured that Earth will be habitable for their progeny.  Parents—and citizens—are making strides to make the US a better, more equitable, safer environment for the next generation.

*YouthBeat® Jan-June 2017

Tags: kids tweens teens market research, kids tweens teens, trends, YouthBeat, youth marketing, 2018 trends

Teens Taking the Scenic Route to “Adulting”

Posted by Jane Ott on Thu, Oct 26, 2017 @ 01:45 PM

The Journal of Child Development recently released a study showing that modern teens are exhibiting a slower developmental path in adopting adult behaviors like dating, alcohol use, working for pay, and driving.  These phenomena have been evolving gradually, even before today’s ubiquitous access to information through technology, and across parenting styles.

So what’s going on?  Are parents doing a better job at raising responsible teens?  Is technology delaying behaviors teens historically chomp at the bit to reach (e.g., using Uber instead of driving)?  Are teens just too busy to have time for anything other than their activities and homework?  Or, are today’s teens’ choices and behaviors a result of being raised with comfortable lifestyles and immediate access to information?  The study’s authors argue the latter.

They suggest that there has been a fundamental change in the social and cultural atmosphere of U.S. teens’ childhoods. Overall (across ethnicities, socioeconomic statuses, and geographies), their childhoods reflect a “slow life strategy.”  From an evolutionary perspective, this represents a less urgent need to undertake adult-like behaviors to sustain the succession of their gene pool.

In contrast, a “fast life strategy” is one in which life expectancy is lower, higher education is less prevalent, and fewer resources are available.  In those times, the focus becomes survival; so teens and young adults are more likely to have a need to act on adult behavior sooner (like driving oneself, getting married, and working outside the home).

Don’t get us wrong, teens are still engaging in these “proto-adult” activities, but the number of teens doing so has dropped off considerably over time (first identified in 2000).  And, their childhood milieu generally reflects a population with higher levels of education, smaller families, and fewer stresses on resources than those of previous generations.  As a result, there is less of a drive to act on these adult behaviors because there is less of a need to grow up “now,” now. 

Here at YouthBeat®, we see that despite these broad cultural trends, teens’ lives aren’t completely carefree.  Their top three most common fears aren’t about friendships, appearances, or social lives; they are weightier ones about their loved ones and their ability to thrive:

  • Being a failure
  • Family member dying
  • Not getting into a good school

Our POV: Give teens a break! They are worried about moving forward in life and need to know that adults are looking out for them and paving the way.  How can your brand be reassuring for teens building their life plans?

Source: YouthBeat® Total Year 2016

Tags: Teen Culture, youth research, kids tweens teens market research, Youth, Teens, kids tweens teens

Generation Z 2017 Summer Spotlight!

Posted by Mary McIlrath on Thu, Aug 03, 2017 @ 01:07 PM

It’s August already, and Back-to-School is just around the corner.  Plenty of families have already started the rush of shopping for school supplies and the all-important First Day of School new outfit.  Youth still do have a few precious weeks of summer left, though.  Check out our infographicfor the YouthBeat Summer Spotlight 2017!

gen z summer spotlight image.png

Click here to download YouthBeat's Generation Z 2017 Summer Spotlight!

 

Tags: youth research, kids, kids tweens teens market research, Youth, Back to School, kids tweens teens, Gen Z

Toy Fair Recon 2017 – Major Trends in the Toy Industry

Posted by Mary McIlrath on Thu, Mar 02, 2017 @ 09:18 AM

The YouthBeat team once again attended Toy Fair in New York, and it was another exciting year!  There’s a lot going on in the toy space, and here are a few of our favorite themes:

  • Danger is fun! Our subscribers have heard us talk about Millennial parents’ greater acceptance of a little bit of risk in their children’s play.  There was no shortage of toys that will feed into this.
    • Our favorite was Fiesty Pets--they look cuddly until their heads are squeezed, then “Rawr!”
    • Marshmallow guns and bows and arrows aren’t exactly new, but they are as prevalent as ever and super fun to play with, even if the child just wants to have a snack.
  • Clean sandbox play. Think of it as an evolution of kinetic sand.
    • Floof (a snow version), Mad Matter (colorful dough to play in), and Sands Alive (snow or sand) all offer the ability to mold and create without getting too sticky or dirty.
  • Bubbles, in any form, never go out of style.
    • Zuru makes large plastic ones that envelop each player, for fun Sumo-style wrestling.
    • Candylicious Bubbles was there with their blow-able and edible bubbles and toys. Yum! 
    • Their parent company, Little Kids, was there with their 25-year-old brand Fubbles and a costumed Fubble giving out free hugs!
  • Mystery and surprise are still thrilling.
    • Half Toys open up to reveal a skeleton inside, which can range from a dinosaur to a human. Perfect for a budding scientist. 
    • Surprizamals are miniature, adorable plushes that are a mystery until opened—and highly collectible.
    • Sourcebooks is offering a range of “How to Catch…” mystical creatures books, including elves, the Easter Bunny, the Tooth Fairy, and new this year, a Leprechaun.
  • Do-gooding is rising to the forefront.  We saw several companies with overt “giving back” components—not necessarily new programs, but more prominently proclaimed than in prior years. 
    • One of our favorites was Bears for Humanity. For every purchase of one of their animals, they donate one to a child in need.
    • United Healthcare Children’s Foundation is another great example. They run a book program in which proceeds from book sales go to grants for families with disabled children (things like a specially equipped ski so the child can ski with his or her family). 
    • Many other companies are using sustainable materials, to “give back” a healthy planet to all children, regardless of whether they use their products.

The exhibition floor contained plenty of drones, robotics, and other electronic toys.  And there is plenty of time for kids to engage with digital entertainment too.  But the toys that really stood out and touched our hearts this year are the ones that offered good old-fashioned fun, excitement, and kindness.

Tags: youth research, toys, kids, kids tweens teens market research, Youth, kids tweens teens, toy trends

2016: The Year in Review of Youth

Posted by Mary McIlrath on Thu, Jan 26, 2017 @ 03:41 PM

Many adults on social media have declared themselves glad to be done with 2016.  For youth and their parents, there were certainly moments of angst and uncertainty, but also moments of inspiration and just plain fun.  A few of the highlights we noted across the year:

American Academy of Pediatrics Changes Recommendations for Screen Time

In our YouthBeat® and YouthBeat® Jr. surveys, parents routinely report 
that preschoolers, kids, and tweens have about 2 hours of screen time a day—which we believe is woefully underreported.  But we know why.  For many years, pediatricians have been telling parents that children under the age of 2 shouldn’t have any TV time, and that older kids should have no more than 2 hours—so that’s what parents tell themselves is happening. Over the last five years, the presence of tablets and smartphones in year in review image 1-1.jpghomes and schools has accelerated, as has the beneficial content available to youth—including not just educational material, but also high-quality entertainment in television programming and online content.  The American Academy of Pediatrics last fall defined “screen time” as only the digital exposure that is entertainment-related.  Schoolwork doesn’t count.  For 2-5 year-olds, the new recommendation is an hour a day, and for 6 year-olds and above, there is no time limit recommendation.  Rather, parents are encouraged to have their children take breaks, spend quality face-to-face time, and help their children understand what high-quality entertainment looks like.  We expect in coming years that parents’ estimates of screen time will increase.

Sea World Announces End of Orca Whale Breeding and Shows

Though spurred by pressure from adults over the breeding and treatment of the marine mammals, the gesture is consistent with what Generation Z expects and demands from the adults who are the custodians of nature.  seaworld.jpgAlong those lines, an 11-year old Michigan boy started a non-profit called Polar Army with the aim of raising awareness of the impact of global warming on the polar bear population.  Some teens even became activists for climate change, suing the federal government for knowing about the threat of climate change for decades, but continuing to endanger the lives of future generations.  They say this limits their rights to life, liberty, and the pursuit of happiness.  Stay tuned for news from the courts to see what happens—and know that this generation expects adults to be responsible in their use and care of the environment and the human and animal creatures that inhabit it.

Flint, MI Water Crisis Extends Across U.S.

Since the tainted water crisis in Flint became national news in 2015, other municipalities began testing their own water supplies—particularly those in schools.  An alarming number were found to have unsafe amounts of
lead.  So much so that in our YouthBeat Global study, U.S. parents wereelite-daily-flint-michigan-water-crisis-twitter.jpg more likely to encourage their children to drink bottled water (66%) than tap water (57%).  Parents only in Mexico, China, and India were more likely than parents in the U.S. to prefer bottled to tap water.  In late 2016, criminal charges were filed against several local government officials in Flint who allegedly knew of the dangerous water content and did not act to protect the children in their constituencies.  Youth were unable to stand up for themselves as these dangerous waters flowed to them—but the effects of the tainted water could be felt for decades.

Pokémon Go

It’s rated E for Everyone and took the country by storm in the summer of 2016. C+R Research even blogged about the #GottaCatchEmAll craze and why it was a game changer…in the adult world.  For kids, just like adults, it represented a fun way to get out and move around without consciously exercising.  And, when played with parents, it was a great way Pokemon-GO-APK-DOWNLOAD-for-Android-Latest-Version-and-PC.jpgto bond and spend time together. But the parents in our Parentspeak community had mixed feelings about the game. As one mom summed it up, “The 10 year-old wanted to play but I didn’t want her wandering off and getting into places she shouldn’t be, so she entertains herself with other games.” Their concerns were largely around children playing by themselves—parents were happy to allow children to play from the car while driving past Pokémon, or with parental supervision.  Our take at YouthBeat® is that the Pokémon Go craze is perfectly fine for kids to play, with a responsible adult playing alongside.

Colin Kaepernick Takes a Knee

Colin Kaepernik of the San Francisco 49ers made headlines last fall for kneeling during the national anthem before football games.  His actions, in support of the Black Lives Matter (BLM) movement, caught a lot of backlash on social media as being Anti-American and anti-veteran.  Moreover, in a Yahoo/YouGov poll, a third of NFL fans said they were watching less football than usual, and 40% of them blamed Colin Kaepernick’s protests.  At the same time, he inspired some high school football players to kneel during the national anthem at their own games.  From Seattle to North Carolina, teens followed suit in support of BLM.Colin-Kaepernick.jpg  We’ve written before about the importance of the movement to multicultural youth, as it was inspired by the deaths of African-American children as young as age 12. Kneeling is their way of saying they’re aware, they care, and they are taking sides.

These are just a few of the events that shaped the lives of youth in 2016.  For creators of content and products for youth, 2017 represents a new opportunity to inspire, to entertain, and to delight the youngest consumers.  We look forward to seeing what our youth + family clients provide to support their well-being, and we are here to help.

Tags: youth research, kids, kids tweens teens market research, Youth, kids tweens teens, trends

In the Era of Millennials and Stay-at-Home Dads, Has Parenting Fundamentally Changed?

Posted by Mary McIlrath on Tue, Aug 30, 2016 @ 10:14 AM

In an homage to modern dads, on Father’s Day this past June, Chicago columnist Heidi Stevens called out the softer, more caring adults that are portrayed in the media today. In this, she compared them to the fondly remembered, but not as nice portrayal of adult relationships of 80s and 90s movies. That got us thinking: how is “real” parenting different now?

Certainly, demographics have shifted across a generation. Pew Research data shows that dads are increasingly stay-at-home caregivers, and less likely to be the sole source of household income.  Of preschool dads in our sample, 5% are stay-at-home dads. Even when dads work outside the home, they’re responsible for more traditional child caregiving tasks than ever before. Our YouthBeat data shows that more than half of our preschool dads report being involved either “somewhat” or “very much” in the daily activities of their children’s lives; in everything from shopping for children’s clothes to communicating with a school/daycare to planning children’s birthday parties.*

Most of these preschool parents are Millennials. In our YouthBeat data, half of Millennial moms and dads with children in 1st-4th grades said they feel that their parenting style is different from their own parents’ approach to raising children.** Though, interestingly, while 75% of Millennial parents feel that it’s much harder to be a parent today than it was in the past, this is less than those who felt that way four years ago (83%)***. So is parenting, then, getting a little easier?

Not so fast.  We’re seeing a few other things come into play that could explain this shift:

  1. Millennial parents’ kids are more connected to them than ever. Parents of all ages routinely say that they give their child their first cell phone so that the child can be reachable. This gives parents peace of mind in a child’s well-being, for the low, low price of a family cell phone plan.
  2. Millennials approach their parenting with a sense of humor. Just follow #parentingfail, or watch Jimmy Fallon to see how parents today poke fun at the ridiculousness of daily family life. And they’ve given advertisers permission to laugh along with them. For a cute take on how this occurs, check out the Halos spot where the girl whose parents ran out found her little brother duct taped to the wall.
  3. Technology offers parenting aids that simply weren’t available even four years ago. There is Amazon Prime Now, Uber Eats, and Netflix Kids, just to name a few. While some Millennial parents are worried about the dangers of technology and connection for their kids, the tradeoff is that they offer convenience that can offset those drawbacks.

So who’s raising our country’s kids today? It’s a very different mix than it was a generation ago. It’s more male; it’s more connected, and it sees challenges, but it has a sense of humor about the most important job in the world.

In this environment, smart brands are the ones who offer not just another product or app—but a way to bring families together for quality time, save some of the scarce resource of time that parents have to hang out with their kids, or give everyone a good belly laugh together.

*Source: YouthBeat, Jr., Spring 2016
**Source: YouthBeat, Total Year 2015
***Source: YouthBeat, Total Year 2011

Tags: kids, parents, kids tweens teens market research, dad, kids tweens teens, parenting, millennials

Rio: Inspiring Golden Opportunities

Posted by Manda Pawelczyk on Tue, Aug 23, 2016 @ 08:10 AM

The 2016 Summer Olympics have come to an end and will be remembered as the event with awe-inspiring stories of hard work, dedication, amazing feats and chasing your dreams. During the past 16 days of the Olympics, the lessons learned span all ages, but perhaps the group with the most to gain is our youth. But did they tune in? In the first half of 2016, only 44% of youth (37% of kids, 48% of tweens, and 49% of teens) said they were interested in watching the Summer Olympics.Those numbers increased significantly as the Rio Olympics actually got under way. According to participants in our August 2016 YouthBeat survey, 65% of youth (58% of kids, 74% of tweens, and 62% of teens) said they want to watch the Summer Olympics. 

Not only were youth tuning into the excitement of the event, but the stars of Rio are already having an impact on them. While athletes like Lebron James and Michael Jordan usually dominate youth’s list of favorite athletes, in our August survey medalists such Michael Phelps, Gabby Douglas, and Simone Biles have made their way to the top of the list.  Olympic swimmers Katie Ledecky, Lily King, and Missy Franklin also got mentions as did soccer star, Alex Morgan, and volleyball player, Kerri Walsh Jennings. And already 11% of the mentions name a member of the gold medal winning gymnastics team, the Final Five (Simone Biles, Aly Raisman, Gabby Douglas, Laurie Hernandez, or Madison Kocian). 

The Olympics leave many youth feeling hopeful that they too could someday capture a medal of their own.  When asked what they want to be when they grow up, being an athlete is the second most popular career boys aspire to. For girls it is tenth. But the concentration of strong and successful women athletes being showcased on TV screens and in the news during the Olympics may leave more girls with athletic dreams of their own. That is what the United States Olympic Committee and the U.S. summer sport national governing bodies are hoping for. While 54% of youth participate in a sport, only 13% do it at an elite or highly competitive level.* The NBC Gold Map hopes to use the platform of the Olympics and the inspiring stories of its athletes to encourage youth to start their own journey in an Olympic sport, whether for fun or competitively. The website stands as a great resource for youth to learn more about each Olympic sport and how they can get involved. Here at YouthBeat, we believe anything that encourages kids, tweens, and teens to try new opportunities and chase their dreams is a worthy endeavor. 

 *According to YouthBeat data from January to June 2016.

Tags: youth research, kids, kids tweens teens market research, kids tweens teens, olympics, athletes

Is Pokemon Go for Kids?

Posted by Mary McIlrath on Mon, Aug 08, 2016 @ 09:20 AM

It’s rated “E” for Everyone and has taken the world by storm in the few weeks since its launch. Unquestionably, Pokemon GO represents a breakthrough in augmented reality for adults. But, what is this new craze’s value to kids? Beyond the many existing augmented reality apps available, we see that the value it brings is twofold:

  • It is a fun way to bond with parents when the family plays together, and
  • It encourages walking around and getting exercise.

But, along with the fun and exercise comes some concerns for parents.  Many of them do not want their children playing Pokemon GO without adult supervision for several reasons:

  • The app collects a lot of personal information from the device on which it is installed (it asks for geolocation, photos, media, and other files, access to contacts, and the ability to take pictures and record videos).
  • In the United States, the Children’s Online Privacy Protection Act (COPPA) requires verifiable parental permission to collect this kind of personally identifiable information from children under the age of 13 — that’s why to register as a trainer within the game requires a birthdate. Many parents want to keep such information about their children private.
  • The app may suggest to children that they go places that they otherwise would not be allowed by themselves (or at all) in order to ‘catch’ Pokemon.
  • The economic model of the game is based on in-app purchases which parents may not want their children to be able to make.

Our online parent community, ParentSpeak, reports mixed feelings about Pokemon GO.  Here is what some parents say:

  • “It is the hot new game for teens to play at camp. She is 12 and it keeps them after camp and running around.”
  • “My child is not playing. She is 10 years old. Her and her dad did just get into geocaching though.”
  • “My 7-year-old son is excited, though he doesn’t know much about Pokemon.”
  • “My 11-year-old plays it only while in the car driving by Pokemons. Nothing by herself on foot.”
  • “The 10-year-old wanted to play but I didn’t want her wandering off and getting into places she shouldn’t be so she entertains herself with other games.”

So is Pokemon GO for kids?  From our YouthBeat® data, we know that Generation Z is tighter with their parents than Millennials were.  Our POV is that Pokemon GO is a great app for family interaction—so yes, then, in a family context with parental supervision, Pokemon GO is great for kids.

To read more about Pokemon GO, check out the blog on our parent company’s website, crresearch.com, where we blogged about the #GottaCatchEmAll craze and why it was a game changer…in the adult world.

Tags: youth research, Gaming, kids, kids tweens teens market research, Youth, kids tweens teens