Kids Insights teams with TotallyAwesome to launch Kids Insights India

Kids Insights, the kids’ market intelligence outfit, has partnered with TotallyAwesome to launch its first Asia-Pacific unit under the title Kids Insights India.

Kids Insights India will be surveying 410 kids a week in India, resulting in a total of 21,000 children being surveyed each year, to provide companies access to real-time market intelligence on the attitudes, behaviours, and consumption of Indian children for the first time.

The launch into the Indian market means that Kids Insights now survey more than 2,000 children every week, across three continents and seven countries, or more than 105,000 children a year. The company has gained a reputation as the most comprehensive and dynamic market intelligence specialist in kids, tweens and teens, and whose market intelligence is used by 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,” said Kids Insights CEO, Nick Richardson.

“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.”

Kids Insights, which started collecting data in India on the 1st June 2019 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, increasingly from the likes of WhatsApp, Facebook, and TikTok.

For example, TikTok is the third favourite website of eight to 12 year olds (11.5 per cent). 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 per cent of kids that own a smart speaker in India and is the most popular brand overall. 56 per cent of kids are using their smart speakers to listen to music, while 27 per cent are using them to access the news.

As part of its launch into India, Kids Insights has teamed up with TotallyAwesome. TotallyAwesome is the leading kids’ digital media company in the Asia-Pacific region, reaching over 170 million kids monthly across a desktop, mobile and online video.

Kunal Mukherjee, country director of TotallyAwesome, added: “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.”

Kids Insights’ Richardson, concluded: “We are delighted to have TotallyAwesome’s support and we look forward to developing a long and successful partnership with them.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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