1、Connected Kids Trend Watch 2017 01 DEVICE USAGE 02 CONTENT AND ENGAGEMENT 03 SOCIAL MEDIA 04 BRANDS, ADVERTISING AND ROLE MODELS 05 EMPOWERED TEENS Real World Insight (RWI) is MediaComs research division. Our purpose is to understand people, specifically what they do, why they do it and most importa
2、ntly how their behaviour can impact on our clients business. Connected Kids is MediaComs youth insight offering. We publish an annual Trend Watch report, which tracks the media habits and attitudes of kids and teenagers across the UK aged 8-19. Currently in its third year, Trend Watch monitors long
3、term and emerging youth trends. We look at the media that kids and teens are consuming and how this has changed over time, with a focus on where brands and advertising fit in, as well as recommendations on how to successfully engage this audience. Expanding upon our quantitative findings, we have in
4、corporated qualitative insight from our own panel of teen vloggers. This enables us to place further context and understanding around some of the trickier why? questions. AN INTRODUCTION TO RWI fieldwork was carried out between 1stDecember 14th December 2016 SURVEY INFORMATION GAMIFICATION SUB-GROUP
5、 ANALYSIS SPOTTING TRENDS WHO WE SPOKE TO We included lots of gamification of our questions within the survey, so that kids and teens actually enjoyed taking part! We spoke to a nationally representative sample (based on demographics and region) of 1,231 8-19 year olds in the UK We ensured that we o
6、btained 100 respondents from each age point, so that we were able to identify any interesting and robust distinctions between sub-groups of 8-12, 13- 16 and 17-19 year olds, as well as between males and females We have looked at previous youth research including; Connected Kids 2016, SCAM (School Ch
7、ildrens Attitude Monitor) and Real World Teens to understand how trends have developed over time CONNECTED KIDS TREND WATCH: RESEARCH METHODOLOGY 0101DEVICE USAGE BACK TO CONTENTS TABLET OWNERSHIP AMONGST 8-12 YEAR OLDS HAS DIPPED IN THE LAST YEAR Q25. Do you have access to a tablet device (e.g. an
8、iPad, Samsung Galaxy Tab, Android tablet etc.) at home? Yes I have my own Base: 2013 Real World Teens (808); 2014 Real World Teens (832); 2015 Connected Kids 8-12 (509) / 13+ (697); 2016 - Connected Kids 8-12 (506) / 13+ (716); 2017 Connected Kids 2017 8-12 (509) / 13+ (722) Significantly different
9、vs. Total Sample at 95% CI TABLET OWNERSHIP: 44% 68% 60% 40% 49% 54% 60% 56% 200162017 8-1213+ This question was not asked to kids (aged 8-12) between these years Significantly different vs. Total Sample at 95% CI SMARTPHONE OWNERSHIP: THIS COULD BE BECAUSE SMARTPHONES HAVE BECOME MORE AC
10、CESSIBLE AT AN EARLIER AGE 49% 58% 66% 88% 92% 90% 94%94% 95% 201520162017 8-1213-1617-19 Smartphone ownership has significantly grown amongst 8-12 year olds within the last year. Q20 - Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone or Samsung Galaxy)? Base: 2015 Connected
11、 Kids 8-12 (509) / 13-16 (402) / 17-19 (295) 2016 Connected Kids 8-12 (506) / 13-16 (413) / 17-19 (303) 2017 Connected Kids 8-12 (509) / 13-16 (415) / 17-19 (307) Significantly different vs. Total Sample at 95% CI KIDS ARE INCREASINGLY ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE This is despite ri
12、sing concern from parents. OF 8-12 YEAR OLDS HAVE A SMARTPHONESMARTPHONE increased by 8% increased by 8% from 58% in 2016from 58% in 2016 8-12 YEAR OLDS ARE USING SOCIAL NETWORKING SITES AND APPS THAT THEY ARE LEGALLY TOO YOUNG TO ACCESS 47% 47% OF 8-12 YEAR OLDS SAY THAT FACEBOOK IS THEIR FAVOURITE
13、 SOCIAL NETWORKING SITE KIDS (AGED 8-12) FAVOURITE APPS: Age 8Age 8- -1212Age 13Age 13- -1616Age 17Age 17- -1919 84%84%67%67%43%43% MY PARENTS WORRY ABOUT MY SAFETY ON THE INTERNET AND THE TYPES OF WEBSITES THAT I GO ON Q20. Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone o
14、r Samsung Galaxy)? Q10A. Do you have a favourite social networking website? / Q21 Which mobile apps would you say are your favourite? Base: 2017 Connected Kids 8-12 (509) AND THEY HAVE BECOME MORE CONCERNED ABOUT WHAT ADVERTISERS CAN ACCESS x “I AM VERY/SOMEWHAT WORRIED ABOUT THE AMOUNT OF INFORMATI
15、ON THAT ADVERTISERS HAVE ABOUT ME”: 39%41%59% 812 YEAR OLDS1316 YEAR OLDS1719 YEAR OLDS 49%36%45% 2016 2015 49%47%54%2017 * SOURCE: Millward Browns Ad Reaction Q18. Thinking about where and how you spend your time on the internet, to what extent do you feel worried about the below? Base: 2017 Connec
16、ted Kids (1,231) We know from research*that this particular age group (Gen Z) are more likely to use tech to help them avoid digital ads BRANDS BRANDS NEED TO DEMONSTRATE THAT THEIR NEED TO DEMONSTRATE THAT THEIR TARGETING TARGETING IS IS RELEVANTRELEVANT These kids are the first generation growing
17、up with smartphones in their hands, which means that they are savvy and know the tricks for avoiding adverts. To engage with this audience, brands need demonstrate transparency and trust. Kids are concerned about data and privacy, so brands need to be clear about how their data is being used and wha
18、t the benefit is to this audience KIDS ARE ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE ON KIDS ARE ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE ON SOCIAL CHANNELS AT AN INCREASINGLY YOUNGER AGESOCIAL CHANNELS AT AN INCREASINGLY YOUNGER AGE With smartphone ownership on the rise at an earlier age,
19、it is harder for parents to assert control over what content their kids can see. Brands need to think responsibly about how and where they share and place their content. SO, WHAT DOES THIS MEAN 0202 CONTENT AND ENGAGEMENT BACK TO CONTENTS REFLECTING RISING OWNERSHIP, TV VIEWING VIA A SMARTPHONE HAS
20、INCREASED 33%36%84% Base: 2015 Connected Kids (1,206), 2016 (1,222), 2017 (1,231) Q7. On which of the following do you regularly watch TV or films? 2015 21%31%85% 2016 2017 80%40%25% 47% 48% 46% Significantly different vs. Total Sample at 95% CI ALL 8-19 YEAR OLDS: DEVICES USED TO REGULARLY WATCH TV
21、 OR FILMS: HOW KIDS / TEENS ARE WATCHING TV MOST OFTEN : Kids and teens are increasingly not differentiating between live and on-demand TV. ON-DEMAND TV VIEWING CONTINUES TO RISE 2015 43% 2016 35% LIVELIVE TV 2015 29% 2016 36% ONON- -DEMANDDEMAND TV 35% 20172017 38% Base: 2015 Connected Kids (1206),
22、 2016 Connected Kids (1,222), 2017 Connected Kids (1,231) Q6. How do you watch TV most often? Significantly different vs. Total Sample at 95% CI HOW TV IS WATCHED MOST OFTEN: YOUNGER TEENS ARE THE DRIVING FORCE BEHIND THIS TREND 812 YEAR OLDS1316 YEAR OLDS1719 YEAR OLDS 2015 2016 44%2017 20% 59% 38%
23、 56% 28% 51% 22% 18% Base: 2015 Connected Kids aged 8-12 (509) / 13-16 (402) / 17-19 (295) 2016 Connected Kids aged 8-12 (506) / 13-16 (413) / 17-19 (303) 2017 Connected Kids aged 8-12 (509) / 13-16 (415) / 17-19 (307) Q6. How do you watch TV most often? Significantly different vs. Total Sample at 9
24、5% CI ONON- -DEMANDDEMAND TV USAGE OF SERVICES SUCH AS NOW TV AND AMAZON PRIME HAS INCREASED TEENS 13-19 ARE ALSO ACCESSING: 11% TEENS 13-19 WHO USE NETFLIX: 24% 10% * * Added during 2016 8% 20152016 Netflix remains the most used streaming service, but usage has plateaued. 15% 32% 11% 2017 Base: 201
25、4 Real World Teens 13+ (824); 2015 Connected Kids 13+ (697); 2016 Connected Kids 13+ (697); 2017 Connected Kids 13+ (716) Q8. Do you have access to any of the following at home? 33% 44% 58%58% 2014 2015 2016 2017 Significantly different vs. Total Sample at 95% CI * THIS IS DEMONSTRATED BY THE POPULA
26、RITY OF TV SHOWS SUCH AS THE WALKING DEAD AND GAME OF THRONES Q9. Thinking again about TV, what are your top 3 favourite TV programmes at the moment? Base: 2017 Connected Kids (1231) SECOND SCREENING IS MOST PREVALENT AMONGST TEEN GIRLS BOYS AGEDBOYS AGED 13+13+ (%(% AGREEING)AGREEING) GIRLS AGED 13
27、+GIRLS AGED 13+ (%(% AGREEING)AGREEING) 41 THINGS TEENS ARE DOING WHEN WATCHING TV - 2017 (ALMOST ALWAYS/VERY OFTEN) 49 4150 3056 65 70 56 52 They are particularly likely to use instant messenger apps whilst watching TV. Base: 2017 Connected Kids boys aged 13+ (353), girls aged 13+ (369) Q11. When y
28、oure watching TV, how often do you think you are doing the following things at the same time? Using instant messenger apps Use a Smartphone to browse the internet Using Instagram Using Facebook Using my phone to text/call my friends LIVE TV CONTINUES TO GENERATE SOCIAL ENGAGEMENT Q12b - Do you ever
29、do any of the following things whilst youre watching TV programmes on-demand or via catch-up services? 11% 11% 14% 13% 20% 16% 14% 15% 16% 16% 17% 19% 19% 20% 22% 22% Post my own tweets about a TV programme Post my own Facebook status about a TV programme Look at the official Facebook account or has
30、htag for a TV programme Re-tweet other peoples/accounts tweets about a TV programme Like or comment on Instagram posts about a TV programme Follow the official Twitter account or hash tag for a TV programme Like and/or share other peoples Facebook posts about a TV programme Look at the official Inst
31、agram account or hashtag for a TV programme Live viewing On Demand ACTIVITIES WHILST WATCHING LIVE TV vs. ON DEMAND - TEENS 13-16: Base: 2017 - Connected Kids 13+ (722) Social media is more likely to be used when teens are watching live TV. Instagram is the channel teens are most likely to be engagi
32、ng with when they are viewing on-demand. Significantly different vs. Total Sample at 95% CI MASS MARKET ENTERTAINMENT REMAINS THE MAIN TOPIC OF TWITTER CONVERSATIONS Base: 2017 Connected Kids 13+ who post their own tweets about TV programmes (198) Q13. What are the television programmes you have mos
33、t recently tweeted about? #3 Most tweeted about TV programmes #4 Emily, 17, West Midlands #1#2 TV CONVERSATION ON TWITTER CONTINUES TO BE DRIVEN BY TEEN GIRLS Base: 2017 Connected Kids 13+ who use Twitter (469), 2016 Connected Kids 13+ who use Twitter (484) Q12. And do you ever do any of the followi
34、ng things whilst youre watching live/on-demand TV programmes when they are first broadcast? BOYS 21% 16% POST MY OWN TWEETS ABOUT THE PROGRAMMES I AM WATCHING RE-TWEET OTHER PEOPLES/ ACCOUNTS TWEETS ABOUT THE PROGRAMME I AM WATCHING GIRLS 29% 24% WHAT TEENS (AGED 13+) ARE WHAT TEENS (AGED 13+) ARE D
35、OING WHILST WATCHING LIVE TV:DOING WHILST WATCHING LIVE TV: Kiera, 14, North West 2016 46%46% 2016 42%42% 2016 30%30% 2016 29%29% Although Twitter conversation has decreased year-on-year. Mintel establishes that Twitter is only considered to be the favourite network among 3% of teens, with video pla
36、tforms like YouTube being preferred. Youth TGI has seen a -3% dip in claimed usage since 2016, alongside rises in usage for other social channels. KIDS AND KIDS AND TEENS TEENS HAVE GREATER AUTONOMY OVER HAVE GREATER AUTONOMY OVER HOW AND HOW AND WHEN WHEN THEY WATCH TVTHEY WATCH TV This is demonstr
37、ated by a rise in viewing TV on smartphones. This could be due to smartphone screens getting bigger and content being optimised to fit them, meaning that teens can easily tap into their favourite shows and entertainment channels when it suits them. LIVE TV IS STILL CREATING THE BIGGEST LIVE TV IS ST
38、ILL CREATING THE BIGGEST OPPORTUNITY OPPORTUNITY FOR FOR BRAND CONVERSATIONSBRAND CONVERSATIONS Being masters of double screening, girls are seeking further content and monitoring social conversations across platforms, with Instagram being particularly key. Brands need to find opportunities to get i
39、nvolved with relevant live moments, by producing engaging online content that can enhance the viewing experience. SO, WHAT DOES THIS MEAN MARKETING: ADD RELEVEANT PICTURE? 0303 SOCIAL MEDIA BACK TO CONTENTS INSTAGRAM AND SNAPCHAT ARE RISING IN POPULARITY 43% 57% 60% 201520162017 37%38% 34% 201520162
40、017 30%30% 35% 201520162017 68% 70% 67% 201520162017 Regular usage of Facebook and Twitter has plateaued. Base: 2015 Connected Kids 13+ (697), 2016 (675), 2017 (687) / Q10. How often do you tend to use each of these networks? / Q23. Which of the following social apps would you say you spend the most
41、 time on? USING SOCIAL NETWORK ONCE A DAY OR MORE: USING SOCIAL NETWORK ONCE A DAY OR MORE:USING SOCIAL NETWORK ONCE A DAY OR MORE: SOCIAL APPS SPENT MOST TIME ON DURING LAST WEEK: Significantly different vs. Total Sample at 95% CI SNAPCHAT IS THE SOCIAL MEDIA APP THAT TEENS SPEND THE MOST TIME ON S
42、OCIAL APPS TEENS SPEND MOST TIME ON:TYPES OF APP USED THIS WEEK BY KIDS/TEENS: 16% 19% 21% 21% 25% 27% 33% 37% 44% 53% 54% 57% 62% 74% Sports Educational/learning Travel/Transport/Map Photo editing/art News and information Retail/shopping Banking TV and Entertainment Music/Radio Gaming Video sharing
43、 Picture messaging apps Instant messaging Social networking Base: 2017 Connected Kids with a smartphone (854) Q22. What kinds of apps do you use on your Smartphone? / Q23. Which mobile apps would you say you spend the most time on? #1 #2 #3 #4 #5 TEENS RELY HEAVILY ON SOCIAL TO MEET THEIR NEEDS SELF
44、 EXPRESSION INSPIRATION IMMEDIACY Kids and teens are using different social platforms for different purposes. FACEBOOK IS MORE LIKELY TO BE ASSOCIATED WITH MUM AND DAD Facebook plays a very functional role for teens, and is seen as a place to interact with family members. Q18b - Please tell us which
45、 social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722) % AGREEING:% AGREEING: It is a place where I can chat to and keep in touch with my family 58%58%3%3%8%8%15%15% I am selective about what I show on here 52%52%16%16%39%39%27%27% On here, I show the side of
46、me I think my family would prefer 41%41%3%3%9%9%4%4% Jamie, 16, London ON INSTAGRAM AND SNAPCHAT, TEENS ARE MORE LIKELY TO EXPRESS THEIR REAL SELVES Snapchat is seen to be a place where they can share photos of key moments, whilst not being exposed to the opinions of others. Instagram is used for in
47、spiration and building their personal image. Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722) Elliot, 13, London % AGREEING:% AGREEING: I can share my photos and images on here to express my true self 21%21%7%7%40%40%35%35% Wha
48、t I share on here says a lot about who Id like to be 19%19%12%12%24%24%13%13% I use it to share the cool things that I have been up to with my friends 30%30%10%10%36%36%44%44% I express my real self on here, because my family cant see my profile 8%8%12%12%16%16%28%28% I go on here to see the latest
49、trends21%21%22%22%35%35%10%10% I use this to follow celebrities / people that inspire me 20%20%30%30%42%42%19%19% Jamie, 16, London GIRLS CAN FEEL THE PRESSURE TO MAINTAIN A CERTAIN IMAGE Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722) % AGREEING:% AGREEING: I feel pressure to keep up a certain image of myself on here 20%20%7%7%29%29%12%12% 38% 38% for girls 13+ vs. 19% 19% for boys Kiera, 14, North West GIRLS IN 2017GIRLS IN 2017 (% AGREEING)(% AGR
sgpjbg002
工作日 8:30 - 17:30
会员动态：
报告分类
新质生产力
ChatGPT
新能源汽车
大模型
Sora
机器人
微短剧
芯片
薪酬
白皮书
低空经济
数据要素
创新药
人工智能
AI产业
信息科技
互联网
消费经济
汽车交通
电商零售
传媒娱乐
医药健康
投资金融
能源环境
地产建筑
传统产业
英文报告
其它
扫码登录
手机快捷登录
账号登录
