Increase in subscriptions in gaming, metaverse as the future of e-commerce, and data privacy among the key highlights of the year

Kids Corp, the martech company specialized in the U18 segment, presents an ebook with data and insights for brands.

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Kids Corp, the martech company specialized in the U18 segment, presents the ten trends for the U18 & families segment for 2024.

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The document is presented in a downloadable ebook format and contains data and insights that reveal the growing importance of gamification and the integration of mixed realities as essential elements for brands.

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The report highlights that 7 out of every 10 dollars spent on advertising to reach the U18 segment are wasted by using platforms designed for audiences aged 18 and over.

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Nicolás Cáceres, Head of Strategy & Innovation at Kids Corp., explained: “This document aims to be a source of inspiration for decision-making and empowerment of all professionals working with kids & teens audiences, as we not only identify trends but also offer practical solutions to leverage technology and data in campaigns targeted at the U18 segment.”

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Additionally, the report explores opportunities in the metaverse, which is seen as the future of e-commerce, in a context where the gaming industry continues to experience an increase in subscribers, but also has cinema and SVOD as key pillars of family entertainment. In this context, it is noteworthy that 42% of Latin American kids and teens between 6 and 18 years old spend money on Fortnite and 33% on Roblox. Meanwhile, in the United States, 68% of the U18 segment have at least one video game subscription. Furthermore, the use of virtual reality devices grew by 23% in the United States in the last year.

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The document addresses the consolidation of GenAI and the new era of digital personalization, a revolution experiencing increasing adoption in the technology and advertising industries.

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Finally, in a year where data privacy takes center stage and a significant update to the COPPA Act is expected, it is important to adapt and thrive in this dynamic scenario. The report found that 57% of U18s in Latin America are concerned about their privacy when connecting to the internet.

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Streaming is the only medium with sustained growth in line with age, as 4 out of 10 parents confirm that their kids influence the decision to subscribe to streaming platforms (especially teenagers).

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Regarding content, 55% of teenagers in Mexico watch funny videos on YouTube. This shift is reflected in YouTube, where the Shorts tool for short, amateur-style formats was added. Additionally, 49.5% of U18s in Latam prefer blooper-style content, highlighting an interest in less polished videos. This phenomenon is also observed in games, where the selected avatars tend to be peculiar and out of the ordinary.

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