1、1 September 2019 Connected Kids Connected Kids 22 Real World Insight (RWI) is MediaComs research division. Our purpose is to understand people, specifically what they do, why they do it and most importantly how their behaviour can impact our clients business. With this in mind, kids and teenagers ar

2、e a crucial audience to understand. They are the first generation growing up as digital natives, and the way they experience and interpret the world around them is different compared to adults. Connected Kids is MediaComs youth insight offering. We publish an annual report, currently in its fifth ye

3、ar, monitoring the media habits and attitudes of kids and teenagers in the UK. Within our report, we focus on where brands and advertising fit in, as well as recommendations on how to effectively and responsibly engage this audience. An introduction 33 02 We survey 1,200 kids and teens up and down t

4、he UK Online survey We use a 15 minute quantitative online survey. We gamify our survey questions where possible, in order to ensure that kids and teens enjoy taking part! Sample Mintel Make It Mine Trend Report - 2018 2121 Q31. How often do you tend to use each of these social media sites/apps (You

5、Tube)? Base: All 13-19years olds (701) Discovery through YouTube content is second nature for kids and teens, providing endless exploration 72%of teens use YouTube daily I use YouTube everyday for about 6 hours average. When it comes to finding the types of channels I subscribe to I usually find the

6、m on my recommended on YT Boy, 14, North West “” I love watching YouTube clips, usually on my own. I start by looking at the recommended section and take it from there Girl, 13, East of England YouTube is definitely me time as Im alone and watching funny videos and my mum doesnt have my teen sense o

7、f humour Girl, 13, East of England “” “” Again, teens are looking for recommendations, trusting that YouTube will select the right content for them based on previous behaviours. 2222 Discovery can be both practical and aimless Do The need to find useful information that can be practically applied to

8、 any area of life. Content focuses on instructional and how-to videos covering a variety of tasks Distract The need for instant gratification to fill time, counter boredom, lighten their mood, or provide a short break from other tasks “” The makeup started when I was about 11 as I saw videos on YouT

9、ube. I watch tutorials like James Charles, a male makeup artist, who has taught me a lot Girl, 13, East of England “” I like to watch Shane Dawsons conspiracy theories, Jeffree Star and James Charles makeup reviews and try not to laugh challenges. Girl, 18, South East “” YouTube fulfils two clear ro

10、les for kids and teens, with both allowing the discovery of their individual (or more niche) interests, tastes or hobbies. “” I also enjoy watching cooking videos, especially Gordon Ramsay because hes entertaining but you can learn a lot about how to cook from him. Boy, 19, Wales “” I like to watch

11、music videos and interviews of my favourite artists and 8D audio versions of my favourite songs. I also like watching funny videos if I need to have a laugh Girl, 18, South East “”“” 2323 And YouTube personalities who are authentic and relatable stand out. “” I love following Jeffree, he is very bol

12、d and isnt afraid to say what other people are thinking. He addresses his feelings no matter if you like it or not, he is very original and my social media would be boring without him. Girl, 17, West Midlands “” I follow a guy called Billy Wingrove, hes actually half of the f2fresstylers. Hes strugg

13、led with mental health issues and now does lots of inspirational things to make sure people speak out about their mental health. Boy, 13, South East YouTubers who are not afraid to be themselves, or who have a point of view on the issues that kids and teens care about, can be influential. 2424 .pres

14、enting an opportunity for brands to get involved Foresight Factorys The Celebrity Next Door trend highlights how social media and YouTube influencers are generally seen as more relatable and trusted than big brands by younger audiences. Their advice and recommendations can have a significant impact

15、on purchasing decisions. However, any partnerships with YouTube personalities must feel authentic, as this audience are savvy to lazy or forced attempts to engage with them. 54% Claim to have talked about a brand that a YouTuber has posted about 46% Follow an online influencer for inspiration 42% Cl

16、aim to have purchased a brand that a Youtuber has posted about Source: Connected Kids 2018 Actions taken in response to YouTubers All 13+ year olds (659) Source: Connected Kids 2018 Actions taken in response to YouTubers All 13+ year olds (659) Source: Foresight Factory The Celebrity Next Door Trend

17、 Report 2018; 2525 Q12. How do you watch TV most often? Base: All 8-19years olds (1201), 8-12 year olds (500), 13-16 year olds (401), 17-19 year olds (300) Live TV plays a clear role, but moments to engage decrease with age of 8-19year olds watch live TV the most often 29% 18% 31% 33%8-12 year olds

18、13-16 year olds 17-19 year olds How video and TV content is viewed most often: Total (8-19 year olds) LIVE TV 2626 At times, kids and teens are just looking for easy entertainment that will help them to unwind. This can just involve sitting on the sofa and switching to channels known for their easy-

19、viewing content. Live TV can provide kids and teens with a shortcut to easy entertainment “” My ideal moment after a long day of work and training is just being able to sit down chill, watching some TV with some snacks and just being able to relax and have a laugh watching something funny. Boy, 19,

20、Wales “” When Love Island isnt on, I just watch anything that comes on ITVBe because they have really good shows. Girl, 14, East of England “” I watch live TV at random times of the day whenever I have time and dont have anything to do Girl, 18, South East 2727 While on the other hand, it creates op

21、portunities to connect The live (right here, right now) nature of linear viewing creates a shared experience where families and friends can come together to share in the live moment. Live TV can stimulate a wider conversation (both in-person and online) that kids and teens want to be a part of, mean

22、ing that they make an appointment to view certain programmes. This was particularly apparent for Love Island, as the format demanded that viewers tune in for fear of missing out and spoilers, which are often fuelled by social media “” I have been non stop watching Love Island everyday for the past 5

23、 weeks on tv at 9pm with my mum and little sister in our living room while eating a Chinese. I like to watch love island because it brings me, my mum and little sister closer since were all busy throughout the day. Girl, 17, West Midlands “” I watch tv in the front room with my family and in the eve

24、nings we will watch soaps such as EastEnders, Coronation street and Hollyoaks. Girl, 18, South East “” With live TV I usually watch Hollyoaks, Love Island and the Lateish show with Mo Gilligan. Id chose to watch something while its airing (e.g. love island) as Im able to actively participate with th

25、e show whether its on Twitter or voting for the couple to save. Boy, 16, London “” I have to watch live TV as and when its on, so many spoilers appear on social media and I dont like it being ruined. Girl, 13, East of England 2828 In 2018, Missguided increased brand awareness, purchase intent and in

26、creased sales by embedding themselves within ITVs summer hit, Love Island. Not only did their clothes feature within the programme, they launched their own section within the Love Island app where the viewer could buy the clothes in real time embodying the cultural moment and becoming a key part of

27、the conversation. Missguided x Love Island 40% Sales rose by hhh When a relevant brand moment is identified, live TV can be a winner each night the show aired 2929 Content created with multi-platform play in mind can effectively engage younger audiences Finding TV moments with social at the heart of

28、 the platform can offer opportunities for brands to become a part of the conversation, among a highly engaged audience. Engagement strategy should include personalisation of interactions and offers Growing up in a digital world means that personalisation is an expectation, not a differentiator. Bran

29、ds should look to deliver bespoke user experiences, with recommendations based on past behaviours offering particular appeal. Brands should consider viewing need states by platform This is to ensure that TV moments being bought against are relevant and that creative executions (both messaging and fo

30、rmat) are congruent with teens consumption mind-sets. Authentic YouTubers are trusted and can offer brands a unique platform to engage YouTubers are perceived to be more like mates compared to celebrities. As such, endorsements can be met with positivity, as long as brands are blended into wider con

31、tent that reflects the YouTuber and their life. Partnering with Netflix content can create buzz for brands Netflix fulfils more of an emotional need state (indulge) and new content releases can offer exciting partnership opportunities for brands to create buzz (e.g. Stranger Things X Topshop) So wha

32、t does this mean? 3030 Social Media 03 3131 Each social media platform plays a distinct role FamilyInformationExpressionFriendships Self-expression through photos and stories In the moment messaging with friends Keeping informed and connected with family Being up-to-date and on top of the latest tre

33、nds 3232 46% 46% 38% 20% Sample headline With Instagram and Snapchat the most popular platforms among teens Usage of social media channels multiple times a day: All 13+ year olds Q31 How often do you tend to use each of thee social media sites/apps? Base: All 13+ year olds (701) Instagram and Snapch

34、at are far more likely to be used multiple times a day compared to Facebook and Twitter. 3333 Social media can help teens to feel validated and included 59% 47% 45% 40% Social media helps me to avoid missing out I am on social media to feel included Social media makes me feel less lonely Social medi

35、a makes me feel good about myself Total agreement per statement (strongly/somewhat agree): 13+ year olds Vs. 36% among all UK adults Compared to adults, teens are much more likely to agree that social media can make them feel less lonely. Q40 To what extent do you agree or disagree with the followin

36、g statements about social media? Base: All 13+ year olds (701) 3434 And social lives are shifting online 52% Agree that “It is easier to chat to my friends on the phone than it is in real life” 22% Claim to be on social media to make new friends 24% Follow/create blogs and vlogs that reflect particu

37、lar interests Source: Connected Kids 2019 All 13+ year olds (701) Source: Youth TGI 2019 All 13+ year olds “” I like how you can meet lots of new people on social media and that is a good thing about it especially for people that are awkward in social situations and these make it easier to talk to p

38、eople Boy, 19, Wales “” You can also make new friends on social media and keep in touch. Social media is the first place to look when you need to find someone Girl, 18, South East Source: Youth TGI 2019 All 17- 19 year olds 3535 With social media allowing teens to present select moments, but to a bi

39、gger audience “” I posted that Id just been accepted into Andrew Collinge College in Liverpool. I had made it and I felt so amazing. People were saying such nice things back to me on the comments and I was so so happy at the time Girl, 17, North West “” I commented on Drakes video, and on Thursday a

40、fter I got home and went on Instagram and saw Drake had liked my comment. I was so shocked because I didnt think he would see it, let alone like it, and I just couldnt stop smiling Girl, 14, East of England Its a good way to show people what you are doing, so our lives are interesting like going on

41、holiday and posting pictures on your Instagram to show off how nice the beach is or how nice your food is Girl, 15, London “” 3636 Source: Connected Kids 2018 All 13+ year olds (700) However, personal downfalls and dramas are available for all to see “” I had an argument with a friend at school, she

42、 posted some nasty things about me. It made me feel very sad and really upset. Its hard to avoid a situation like that. Girl, 15, London “” There was a situation where one of my friends was being bullied online and it was shared publicly. It made me feel frustrated as I couldnt do anything about it,

43、 it is on there forever Boy, 15, North West 36% Of teens claim to be worried about negative online comments from others 3737 And teens are more likely to be feeling pressured Total agreement per statement (strongly/somewhat agree): Compared to adults, teens are significantly more likely to be feelin

44、g pressured to portray their best life on social media and be validated in return. 40% 36% 32% 33% 30% 24% I often compare myself to others I see on social media I try to make my life look better on social media I worry about the number of likes my posts receive 13+ year oldsAll UK adults 18+ Signif

45、icantly higher vs. All UK adults at 95% CI Q40 To what extent do you agree or disagree with the following statements about social media? Base: All 13+ year olds (701) “ ” There are so many girls and boys who feel they have to look a certain way due to high expectations of Instagram models and by nas

46、ty people calling other people fat Girl, 17, West Midlands “” 3838 20% 11% 18% 7% 53% 44% 32% 27% 26% 28% 26% 21% 47% 43% 29% 22% 20% 17% 18%18% 17-1913-16 Exposure to fashion and fitness could be amplifying a comparison culture Types of people or accounts followed on social media (Top 10 types of p

47、eople/account) Split by age group Q34 - Which, if any, of the following types of people/accounts do you follow on social media? Base: All 14+ year olds (701) Musicians /bands InfluencerTV starsFilm stars Sports people ComedyBrands Reality TV stars Models/ fashion icons Fitness/ training Fashion and

48、fitness are the most followed categories on social media. Interest in these categories becomes more apparent as teenagers become young adults. Significantly higher vs. 13-16 yr olds at 95% CI 3939 And pressure is reinforced by a constant distraction loop Boredom “I use social media as a way of passi

49、ng time” FOMO “I feel the need to constantly check for updates” Vs. 43% among all UK adults * Fatigue “I think I spend too much time on social media” Vs. 30% among all UK adults * Switching off “Social media makes it harder for me to switch off” Vs. 36% among all UK adults * Total agreement per statement (strongly/somewhat agree): 13+ year olds Compared to adults, there is an amplified feeling among teens that social media can be a drain on their time. This can reinforce the pressure that they are experiencing. Q40 To what