Research: How Kids Are Spending Their Time Offline

Kids Insights is a global leader in research on children. They have launched their latest Leisure Measure that focuses on the offline lives of kids, from how they spend their time, to what they enjoy doing and what they are currently consuming. Here is the report compliments of COO, Jenny Kieras.


The report is predominantly based on the results of surveying 5,000 children in the US between 1st July and 30th September 2019, though it also utilizes data we have collected since June 2018.

HeadshotOur latest study shows how kids’ landscape is more fragmented than ever, with technological advances meaning they are now more connected and invested in more ecosystems than any generation before them. This means they have more options than ever before when deciding how to spend their day, with the share of online activities constantly increasing in kids’ daily lives.

At the same time, the offline lives of kids are also seeing changes. According to our study, activities & clubs’ participation has increased across all age groups since last quarter, with sports and dancing clubs taking a leading position.

Global Toy Graphic


The number of boys who participate in sports has risen since last quarter with baseball and swimming are now more popular than soccer for boys in the US, although basketball remains the top favorite. Swimming also remains the most popular for girls.

Participation in dance clubs has increased over the past year, fueled this interest by shows like Dance Moms, So You Think You Can Dance, and America’s Got Talent. We can see how JoJo Siwa, who skyrocketed to fame after her debut on Dance Moms, is now the top favorite celebrity for ages 10 and under in our data.

For girls, soccer is the third most-played sport with basketball right behind, tied with gymnastics as the fourth most popular. What is worth taking note of, despite the ranking, girls watch more basketball than soccer, both on-screen and in-person. 

According to our data, the number of 13-15s girls who are playing basketball has increased by 24% over the last 6 months. Girls also actively buy team kit/merchandise; 55.2% of girls who said they watch basketball on-screen purchased team-related clothes.

Both genders are purchasing more sports collectibles and books, and they are more likely to follow their favorite teams on social media and purchase tickets to attractions and events. One in five girls purchased sports-related stickers, making stickers the second most purchased item for girls this quarter. 

The growth of popularity in activities and clubs opens more collaboration and influencer opportunities, utilizing both male and women sport developing content for their audience.

For more information on how our data and insights can help you not just plan your licensing selection, but help build your story to potential buyers and ensure that your marketing campaigns provide you with your desired ROI, visit or call the team on 0330 159 6631.

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