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Mary McIlrath, Senior Vice President

Did you know that at YouthBeat®, we also publish YouthBeat® Jr., focusing on the rhythms of the lives of 2- to 5-year-olds, as reported by their parents? We gather a great deal of data each year about preschool parents’ lives and perspectives, too.

Youth Research Preschool Parenting

The Modern Preschool Parenting Landscape

Did you know that at YouthBeat®, we also publish YouthBeat® Jr., focusing on the rhythms of the lives of 2- to 5-year-olds, as reported by their parents? We gather a great deal of data each year about preschool parents’ lives and perspectives, too. In this eBook, we explore the changing landscape of family activities, the role of technology in the home (and parents’ concerns about it), shifts in economic and environmental concerns, the still-gendered nature of play, and more. 

As families across the U.S. are wrapping up the weekday barbeques and planning ahead for packed lunches and school open houses, we’re turning our attention to what’s important to know about youth media right now.  Here are three things to keep on your radars:

Mary McIlrath, Senior Vice President

Sorry, kids, we’re afraid it’s true.  Amazon Prime Day(s) start July 15, and that means parents are looking for bargains to get you out of the swimming pool and back into the schoolhouse.  RetailMeNot released data showing that parents are expecting to spend $507 on all kinds of supplies in 2019—from clothes to electronics and other basic necessities.  That’s up from $465 last year.  And, they’re shopping earlier— 63% of parents in 2019 are planning to shop in July or earlier, vs. 60% who said the same in 2018. 

Mary McIlrath, Senior Vice President

You probably heard about the 2018 “Tide Pods Challenge” phenomenon. Headlines screamed about the travesty sweeping the nation, in which teens declared that the brightly-colored detergent packets looked “tasty,” then ate them and posted videos of the consumption to social media. Then got rushed to the emergency room by their panicked parents. Some, reports said, even died. Adults nationwide shook their heads in disdain of this widespread idiocy on the parts of American teens.

Mary McIlrath, Senior Vice President

Toy Fair 2016 and the Digital Kids conference F are where toy makers reveal their latest innovations for kids (and adults) and do business with retailers, marketers, and media buyers. Here are a few high-level takeaways from the trade show floor and the c

Mary McIlrath, Senior Vice President

Our 2015 Holiday Wish List survey is in, showing that kids' desires may be simpler than we think. From this data, we put together an infographic to give you insights into what today's youth are putting on their wish lists this year.

Sharon Seidler, Senior Vice President

There is another cohort that doesn't have the contemporary pizzazz of Millennials, but is, nevertheless, powerful and ripe for many products and services. I'm talking about what I have termed the Generation-Skipping Spenders (GSS).