Agency Kids Industries has marked International Women’s Day by releasing research looking at fandom among girls aged 10 to 14 years old.
And its new data suggests that girls are not only ahead in terms of social media usage, but they’re also “reshaping the landscape of digital expression”.
Some 45% of girls in the age group are “avidly participating” in social media compared to 37% of boys, with the figures rising to 58% on TikTok, well ahead of boys. They’re also more involved in fan art, fan fiction and fan videos. They’re also more likely to be watching Netflix than playing video games.
Cartoons and animated shows were their favourite form of fandom, ahead of music.
Strategy Director at KI Jelena Stosic, said: “As we commemorate International Women’s Day, these insights underscore the importance of recognising and celebrating the diverse interests and creative expressions of young enthusiasts.
“In a time where social media engagement presents numerous challenges to mental health, some of these more community or creativity driven initiatives are really welcome and quite important too. Girls are emerging as real trailblazers, spearheading the charge with unparalleled creativity, a love for puzzles, and a passion for creating fan art. They really are shaping the future of online engagement and creative expression – showing once again that they are the true pioneers of fan creativity!”
She continued: “It’s great to see girls’ creativity soaring! However, it is also important that we go beyond the superficial interpretation of: ‘girls are better at communication’ (therefore, more engaged in social media) and ‘girls prefer arts & crafts’ (therefore, more creative activities). Whilst the data indicates both are true on a surface level, creating for girls’ fandom and empowerment means really understanding these dynamics and ways in which they deliver to fundamental needs. Brands creating for girls need to not take the above two data points at face value, but rather look at what they mean, and what need-states they fulfil (e.g. effective socialisation, feeling a member of a community, self expression) and create with those front of mind. By better understanding what young girls are interested in, we can help to amplify their voices, share their creations, and inspire the next generation of young female trailblazers.”
