The Insights Family has launched a new service to track the consumption patterns of young adults aged between 19 and 30 years old.
The Manchester company has to date followed the lives of children aged 3-18 and parents of 1-16-year-olds, so NextGen insights is the first time it’s look at the habits of the next generation of consumers.
“After tracking the attitudes, behaviour and consumptions of kids and teens for a number of years, we have now decided to follow the cohort as they transition into young adults, and become the next generation of consumer,” explained Nick Richardson, Founder of The Insights Family.
“For example, a 12-year-old we surveyed in 2017, will this year be 19. By continuing to follow them on their journey into adulthood, it will enable us to provide organisations with the most comprehensive, real-time, first party data of its kind.”
Richardson continued:
“We specifically chose the 19–30-year-old age category, as Kids Insights stops at 18. Whilst parents who complete our Parents Insights can be any age over 16, we know from data that the average age of a first-time parent across the G20 is 29.6 years of age – so it becomes the final piece of the puzzle in becoming the global leader in the next generation of consumers and their families.”
The Insights Family, which is backed by BGF, operates in 22 countries across six continents, collecting data from over 700,000 kids, teens, and parents annually.
NextGen Insights will begin in the US, UK, France, Germany, Italy, and Spain, adding insights from around 100,000 young adults each year.
“This continuity of data is unparalleled and gives brands a significant advantage in staying relevant with this emerging consumer group – whether it’s understanding how early brand loyalty transitions into adult preferences, or exploring new opportunities as media habits, purchasing power, and family dynamics evolve,” said Tom Williams, CEO of The Insights Family.
“From a personal perspective I started feasibility on this project three years ago and it is with great pride to see NextGen Insights come to fruition, and to celebrate the launch of one-of-a-kind market intelligence we are delighted to issue a new cross generational report on fandom. Whether you are a retailer, media company, or FMCG company, understanding your customers’ early influences gives you a distinct edge. Our data shows how brand affinity is built in childhood and matures into adulthood, allowing them to tailor their messaging and strategies in a way that feels authentic and impactful.”
