Kids Corp has presented the highlight report of the Top Brands Report 2024, a valuable revelation about the relationship between kids and teens with brands in Mexico. This report, compiled with data from Askids, the data & insights platform that conducts annual surveys with kids, teens and parents in America, offers an enlightening panorama.
In an environment where 95% of kids and teens have a significant impact on household purchasing decisions, understanding their relationship with brands becomes crucial. According to Kids Corp, targeting the U18 segment in Mexico requires understanding their notable inclination towards the ads of their preferred brands.
Therefore, knowing which brands these are and what distinguishes them becomes an imperative need for any company aspiring to success in this sector. Gastón Stochyk, Vice President of Data & Integrated Services at Kids Corp, stated: "We are pleased to present the Top Brands Report for under 18s for the fifth consecutive year. This report provides exclusive and declarative data from kids and teens in the market, being invaluable for developing brand strategies for both advertisers and agencies. From identifying favorite brands by industry to revealing significant data, such as the fact that 55% of under-18s in Mexico approach a brand in response to an ad."
The Top Brands Report 2024 raises fundamental questions: What are the preferred brands of kids and teens in Mexico? What criteria influence their choices? Which brands do they trust? How can brands connect with this segment? What are the most preferred ads and how do they affect young people's behavior?
The findings reveal that the most appreciated brands by kids and teens in Mexico were Disney (8%), YouTube (7%), and Nike (7%). In terms of brand trust, Disney (22%) and Adidas (22%) lead the ranking in the U18 segment, followed by YouTube (19%) and Netflix (19%). Entertainment brands maintain their predominant position (30%) as favorites among the U18 segment, especially among kids (48%) and pre-teens (31%), where favoritism is notable. On the other hand, among teenagers, tech brands (29%) and sports footwear brands (28%) share the podium.
A key aspect influencing young people's brand choices is related to fun (39%), a primary factor for becoming favorites in the U18 segment. Additionally, the importance of happiness (29%), quality (23%), and content (22%) are highlighted as other determining factors for driving brand preference.
Moreover, 90% of Mexican kids and teens trust at least one brand, mentioning an average of 3.5 brands they trust, led by Disney (25%), Netflix (21%), and Adidas (20%), followed by YouTube (19%), LEGO (16%), and Nike (15%). Trust in tech and sports footwear brands increases with age.
The study also reveals that Mexican kids and teens value brands for their ability to provide fun (39%) and happiness (33%), as well as their quality (25%).
Finally, 76% of Mexican kids have seen their favorite ad online, and 29% seek more information about a brand after seeing an ad.
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