3 questions on this subject, answered from our own work, with the numbers.
Yes. Dubit tests children's TV shows, apps, games and toys with children in its own PlayLab. We tested one television pilot there with children aged 5 to 8 and their parents. The tests were there to measure their reaction to the pilot and to support the pitch to TV channels and streaming services.
In interviews reported in April 2025, Dubit asked 47 young people aged 8 to 18, half of them Roblox players, where they buy their clothes. All of them had downloaded retail apps, among them Shein, Nike, adidas, JD and Primark. They browsed them routinely for looks they liked, and each age band shopped its own way. The Roblox players were much more likely than the non-players to buy in the app rather than go into the store. The ones who dress an avatar online may simply be the ones already used to shopping online. This is qualitative research, so it describes how they shop, not how many shop that way.
Dubit does. For more than 25 years Dubit has researched young people and families for global brands and startups, and it surveys 16,000 young people a year. Its research team focuses only on brands for young people and families, and serves media companies, content creators, children's charities, toy manufacturers and ed-tech businesses.