1、1September 2019Connected Kids Connected Kids 22Real 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 are a crucia
2、l 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 year,monitoring t
3、he 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 introduction3302We survey 1,200 kids and teens up and down the UKOnline surveyWe us
4、e 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&fieldworkWe have captured a nationally representative sample of 1,200 8-19 year olds in the UK,with fieldwork taking between 5th-12thApril 2019Robust
5、 sub-groupsOur sample size allows us to capture robust demographic sub-groups,which means that we can identify distinctions by gender and age TrendedWe look back over previous waves of Connected Kids to understand how trends develop over time44And engage our qualitative panel of teens to dig deeper
6、into their livesExpanding upon our quantitative findings,we incorporate qualitative insight from our panel of teens.This enables us to place further context and understanding around some of the trickier why?questions.5 5To add depth to our findings,we also include wider industry contextWider context
7、 can be found in the form of industry research and trends,as well as brand case studies that exemplify our findings.TrendsMintelForesight FactoryWider FrameworksThinkboxIndustry StatisticsTGIOfcomStatista6 6Our 2019 report covers01Setting the scene02TV&Video03Social Media04Music 05Attitudes towards
8、the future 06Key themes7 7Setting the scene018 8Q4-Do you own a smartphone?Q5 Do you own a tablet?Base:All 8-19 year olds(1,201)Kids and teens are growing up with the digital world at their fingertipsSmartphone and tablet ownership:Total(8-19 year olds)89%68%49%in 201573%in 2015Significantly higher
9、vs.2015 at 95%CIThere has been a significant increase in both smartphone and tablet ownership in the last four years.In 2019,the vast majority of kids and teens now own a smartphone.TGI 2019 reports slightly lower smartphone and tablet ownership among all UK adults,at 86%and 58%respectively9 9With p
10、re-teen ownership of smartphones rising rapidly49%76%88%98%94%99%201520162017201820198-12yrs13-16yrs17-19yrsSmartphone ownership:Split by age groupsSignificantly higher vs.2015 at 95%CIWhile ownership of smartphones among 13+year olds has been universal across the past four years,ownership among 8-1
11、2 year olds has quickly increased(by over 50%).Q4-Do you own a smartphone?Q5 Do you own a tablet?Base:8-12 year olds(500),13-16 year olds(401),17-19 year olds(300)1010The number of households owning smart speakers has significantly risen since 2019.As such,there are now even more ways for kids and t
12、eens to engage and be engaged with.And smart home devices are allowing even more ways to connect13%23%20182019Significantly higher vs.previous year at 95%CISmart speakers in UK households:Total(2,000 internet users aged 16+)Source:Mintel-The Connected Home-UK-June 2019Among kids and teens who have a
13、ccess to smart speakers,the proportion of those using these multiple times a day has increased from 26%to 30%since 2018.Q9 On average,how often do you personally use the voice activated device in your home?Base:All 8-19 year olds with a smart home device(665)1111All of this is changing how kids and
14、teens experience the worldPersonalisation In tuneAuthenticityChanging identityWe have identified 4 key themes within our 2019 findings.1212TV&Video021313Q13.How do you regularly watch TV or films?Base:All 8 19year olds(600)The smartphone is increasingly used for interacting with TV and video content
15、20152016201720182019Devices used to regularly watch TV/films:Total(8-19 year olds)TV set|Laptop|Smartphone|Tablet88%27%33%33%85%48%21%31%Significant difference with 2015 at 95%1414Q12.How do you watch TV most often?Base:All 8-19years olds(1201)And this has allowed more on-demand viewing2015201620172
16、018201929%45%29%Means of viewing TV and video content most oftenTotal(8-19 year olds)43%ON-DEMANDTVLIVE TVSignificant difference with 2015 at 95%151572%66%46%37%30%21%16%11%Q14-Do you have access to any of the following to watch TV and/or films at home?Base:All 8-19years olds(1201)Kids and teens hav
17、e a wealth of TV and video content at their fingertipsAccess to TV and video services at homeTotal(8-19 year olds)1616With content platforms playing different roles.Netflix IndulgeAllows moments of me time to indulge with their favourite shows,with teens trusting these services to guide their conten
18、t sectionYouTube Do&DistractIs an authentic teen space allowing endless distraction as well as practical content for learning and experimenting,with content catering to their mood and specific interestsLive TV In Touch&UnwindProvides a connection with the mainstream,with content choices fueled by FO
19、MO,as well as a desire for easy viewing1717Thinkboxs The Age of Television study observed eight need states,which define TV and video viewing habits.In 2019,two new need states do and distract were uncovered,which have been driven by the increasing importance of online video.When audiences desire pr
20、actical information,or a source of distraction,they are most likely to turn to online platforms such as YouTube.With teens being more frequent users of YouTube,these are important need states for brands to understand when considering how to engage.These roles are reflective of Thinkboxs TV need stat
21、es framework 13%23%20182019Smart speakers in UK households:Total(2,000 internet users aged 16+)Among kids and teens who have access to smart speakers,the proportion of those using these multiple times a day has increased from 26%to 30%since 2018.Thinkbox TV need states 2019:Based on all adults-UKSou
22、rce:Thinkbox The Age of Television research-20191818Q15.And which,if any,of the below services do you use to watch TV and/or films the most?Base:All 8 19 year olds(1195)Netflix is the most used platform for watching TV and films,with usage increasing in line with age.Netflix represents their me time
23、,a source of relaxation and indulgence at the end of the day.Its about watching what they want,where they want,and how they want.As kids and teens are more likely to be viewing Netflix alone,they have more control over how they spend this time.Kids and teens turn to Netflix for their me-time at the
24、end of the day“”I tend to watch this Netflix to chill out before bed.Im in my room,lights off and the TV on.I love Stranger Things,Riverdale and Society.Girl,13,East of England“”Ill usually watch Netflix later at night when Ive gotten into bed and will watch some programmes before I go to sleep.Im m
25、ost likely to watch either Brooklyn Nine-nineBoy,19 Wales“”I usually watch Netflix before I go to bed around 9/10pm to relax me.I mainly watch Stranger Things,comedy films or documentaries.Girl,17,West Midlands40%of kids&teens use Netflix the most to watch TV/films1919Hosting such breadth of content
26、,Netflix provides opportunities for kids and teens to discover(or rediscover)shows that are personalised to their particular tastes.Kids and teens appear willing to trust the algorithm and watch what Netflix recommends to them.They feel that the algorithm has made navigating the wealth of content ea
27、sy,meaning that they can quickly find a show that has been uniquely picked for them and will fulfil their needs.Recommendations driven by the algorithm offer clear appeal“”I choose what to watch on Netflix by recommendations on Netflix as they give you recommendations based on what you have been wat
28、ching.Boy,14,North West“”My friends watch the same things and we like chatting about them either over social media or in school.I use the recommended tool on Netflix for suggestions.Girl,13,East of England2020And data driven personalisation is something that teens not only welcome,but expectIndustry
29、 sources demonstrate how personalisation,beyond Netflix,is particularly important to younger audiences.Foresight Factorys The Me Me World trend highlights how developments in data driven personalisation are transforming consumer expectations.More bespoke services are being demanded from brands,and a
30、ppetite is particularly high among teenagers and young adults.Mintels Make It Mine trend report builds on this point,arguing that this generation,as digital natives,are the most used to,and therefore the least unnerved by services and advertising being personalised to them.As such,trust is higher an
31、d they are more likely to enthusiastically adopt and expect online tools that allow them to customise,looking past services that address the masses.16-18 year olds are twice as likely to trust algorithms to select stories compared to human editors Edelman Trust Barometer -2017Source:Foresight Factor
32、y The Me Me World Trend Report 2018;Mintel Make It Mine Trend Report-20182121Q31.How often do you tend to use each of these social media sites/apps(YouTube)?Base:All 13-19years olds(701)Discovery through YouTube content is second nature for kids and teens,providing endless exploration72%of teens use
33、 YouTube dailyI use YouTube everyday for about 6 hours average.When it comes to finding the types of channels I subscribe to I usually find them on my recommended on YTBoy,14,North West“”I love watching YouTube clips,usually on my own.I start by looking at the recommended section and take it from th
34、ereGirl,13,East of EnglandYouTube is definitely me time as Im alone and watching funny videos and my mum doesnt have my teen sense of humourGirl,13,East of England“”“”Again,teens are looking for recommendations,trusting that YouTube will select the right content for them based on previous behaviours
35、.2222Discovery can be both practical and aimlessDoThe need to find useful information that can be practically applied to any area of life.Content focuses on instructional and how-to videos covering a variety of tasks DistractThe need for instant gratification to fill time,counter boredom,lighten the
36、ir mood,or provide a short break from other tasks“”The makeup started when I was about 11 as I saw videos on YouTube.I watch tutorials like James Charles,a male makeup artist,who has taught me a lotGirl,13,East of England“”I like to watch Shane Dawsons conspiracy theories,Jeffree Star and James Char
37、les makeup reviews and try not to laugh challenges.Girl,18,South East“”YouTube fulfils two clear roles 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 enterta
38、ining but you can learn a lot about how to cook from him.Boy,19,Wales“”I like to watch 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 laughGirl,18,South East“”“”2323And YouTube personalities who ar
39、e authentic and relatable stand out.“”I love following Jeffree,he is very bold 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 cal
40、led Billy Wingrove,hes actually half of the f2fresstylers.Hes struggled with mental health issues and now does lots of inspirational things to make sure people speak out about their mental health.Boy,13,South EastYouTubers who are not afraid to be themselves,or who have a point of view on the issues
41、 that kids and teens care about,can be influential.2424.presenting an opportunity for brands to get involvedForesight 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
42、 advice and recommendations can have a significant impact 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 about46
43、%Follow an online influencer for inspiration42%Claim to have purchased a brand that a Youtuber has posted aboutSource: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:Foresigh
44、t Factory The Celebrity Next Door Trend Report 2018;2525Q12.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 ageof 8-19year olds watch live TV the most often29%18%3
45、1%33%8-12 year olds13-16 year olds17-19 year oldsHow video and TV content is viewed most often:Total(8-19 year olds)LIVE TV2626At 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 t
46、heir easy-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,
47、19,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 East2727While on the other hand,it creates opportunitie
48、s to connectThe 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,meaning that they make
49、 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 weeks on tv at 9pm wit
50、h 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 evenings we will watch soaps such
