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,Connected Kids,Trend Watch 2017,0102030405,DEVICE USAGECONTENT ANDENGAGEMENTSOCIAL MEDIABRANDS, ADVERTISINGAND ROLE MODELSEMPOWERED TEENS,Real World Insight (RWI) is XXsresearch division. Our purpose is tounderstand people, speciFically whatthey do, why they do it and mostimportantly how their behaviour canimpact on our clients business.Connected Kids is XXs youthinsight oFFering. We publish an annualTrend Watch report, which tracks themedia habits and attitudes oF kids andteenagers across the UK aged 8-19.,Currently in its third year, Trend Watchmonitors long term and emerging youthtrends. We look at the media that kidsand teens are consuming and how thishas changed over time, with a Focus onwhere brands and advertising Fit in, aswell as recommendations on how tosuccessFully engage this audience.,Expanding upon our quantitativeFindings, we have incorporatedqualitative insight From our own panel oFteen vloggers. This enables us to placeFurther context and understandingaround some oF the trickier why?questions.,AN INTRODUCTION TO RWI & CONNECTED KIDS,SURVEYINFORMATIONConnected Kids: TrendWatch consists oF a 15minute quantitativeonline survey; Fieldworkwas carried out between1st December 14thDecember 2016,GAMIFICATIONWe included lots oFgamiFication oF ourquestions within thesurvey, so that kids andteens actually enjoyedtaking part!,WHO WESPOKE TOWe spoke to a nationallyrepresentative sample(based on demographicsand region) oF 1,2318-19 year oldsin the UK,SUB-GROUPANALYSISWe ensured that weobtained 100respondents From eachage point, so that wewere able to identiFy anyinteresting and robustdistinctions between,sub-groups oF 8-12, 13-16 and 17-19 year olds,as well as betweenmales and Females,SPOTTINGTRENDSWe have looked atprevious youth researchincluding; ConnectedKids 2016, SCAM(School ChildrensAttitude Monitor) andReal World Teens to,understand how trendshave developed overtime,CONNECTED KIDS TREND WATCH:RESEARCH METHODOLOGY,01,DEVICE USAGE,BACK TO CONTENTS,Q25. Do you have access to a tablet device (e.g. aniPad, Samsung Galaxy Tab, Android tablet etc.) athome? Yes I have my own,Base:2013 Real World Teens (808); 2014 Real WorldTeens (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 vs. Total Sample at 95% CI,40%,49%,54%44%,60%,56%,2013,2014,2015,2016,2017,8-12,13+,This question was not asked to kids(aged 8-12) between these years,TABLET OWNERSHIP AMONGST 8-12 YEAROLDS HAS DIPPED IN THE LAST YEARSigniFicantly diFFerent vs. Total Sample at 95% CITABLET OWNERSHIP:68%60%,92%,SMARTPHONE OWNERSHIP:,THIS COULD BE BECAUSESMARTPHONES HAVEBECOME MORE ACCESSIBLE,66%58%49%,94%88%,94%,95%90%,2016,2017,8-12,13-16,17-19,AT AN EARLIER AGESmartphone ownership hassigniFicantly grown amongst 8-12,year olds within the last year.,Q20 - Do you own a Smartphone (i.e. an internet enabled phonesuch as an iPhone or Samsung Galaxy)?Base: 2015 Connected 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),2015SigniFicantly diFFerent vs. Total Sample at 95% CI,KIDS ARE INCREASINGLY ACCESSING CONTENTTHAT IS NOT AGE APPROPRIATEThis is despite rising concern From parents.,OF 8-12 YEAROLDS HAVE A,SMARTPHONEincreased by 8%From 58% in 2016,8-12 YEAR OLDS ARE USING SOCIALNETWORKING SITES AND APPS THAT THEYARE LEGALLY TOO YOUNG TO ACCESS,47%OF 8-12 YEAR OLDS SAY THAT,FACEBOOK IS THEIR FAVOURITESOCIAL NETWORKING SITE,KIDS (AGED 8-12) FAVOURITE APPS:,Age 8-12,Age 13-16,Age 17-19,84%,67%,43%,MY PARENTS WORRY ABOUT MY SAFETY ON THEINTERNET 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 or 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),x,AND THEY HAVE BECOME MORE CONCERNEDABOUT WHAT ADVERTISERS CAN ACCESS“I AM VERY/SOMEWHAT WORRIED ABOUT THE AMOUNT OFINFORMATION THAT ADVERTISERS HAVE ABOUT ME”:,812 YEAR OLDS,1316 YEAR OLDS,1719 YEAR OLDS,49%,36%,45%,2015,49%39%,47%41%,54%59%,20172016,* SOURCE: Millward Browns Ad ReactionQ18. Thinking about where and how you spend your time on the internet, to what extent do you Feel worried about the below?Base: 2017 Connected 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 NEED TO DEMONSTRATE THAT THEIR TARGETING IS RELEVANT,These kids are the First generation growing up with smartphones intheir hands, which means that they are savvy and know the tricks Foravoiding adverts. To engage with this audience, brands need,demonstrate transparency and trust. Kids are concerned about dataand privacy, so brands need to be clear about how their data is beingused and what the beneFit is to this audience,KIDS ARE ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE ONSOCIAL CHANNELS AT AN INCREASINGLY YOUNGER AGE,With smartphone ownership on the rise at an earlier age, it is harder Forparents to assert control over what content their kids can see. Brandsneed to think responsibly about how and where they share and placetheir content.,SO, WHAT DOES THIS MEAN,02,CONTENT ANDENGAGEMENT,BACK TO CONTENTS,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?,201720162015,84%80%85%,36%40%31%,33%25%21%,47%46%48%,SigniFicantly diFFerent vs. Total Sample at 95% CI,REFLECTING RISING OWNERSHIP, TV VIEWINGVIA A SMARTPHONE HAS INCREASEDDEVICES USED TO REGULARLY WATCH TV OR FILMS:ALL 8-19 YEAR OLDS:,43%2015,ON-DEMAND TV VIEWING CONTINUES TO RISEKids and teens are increasingly not diFFerentiating between live and on-demand TV.HOW KIDS / TEENS ARE WATCHING TV MOST OFTEN :LIVE TV,29%2015,36%2016,35%2016,35%2017,38%2017,Q6. How do you watch TV most oFten?Base: 2015 Connected Kids (1206), 2016 Connected Kids (1,222), 2017 Connected Kids (1,231),SigniFicantly diFFerent vs. Total Sample at 95% CION-DEMAND TV,201720162015,44%38%28%1316 YEAR OLDS,59%56%51%1719 YEAR OLDS,20%22%18%812 YEAR OLDS,Q6. How do you watch TV most oFten?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),SigniFicantly diFFerent vs. Total Sample at 95% CI,YOUNGER TEENS ARE THE DRIVING FORCE BEHIND THIS TRENDHOW TV IS WATCHED MOST OFTEN:ON-DEMAND TV,11%,TEENS 13-19 WHO USE NETFLIX:,24%,10%,*,TEENS 13-19 ARE ALSO ACCESSING:* Added during 2016,8%,2015,2016,USAGE OF SERVICES SUCH AS NOW TV ANDAMAZON PRIME HAS INCREASEDNetFlix remains the most used streaming service, but usage has plateaued.,15%,32%,11%,2017,Q8. Do you have access to any oF the Following at home?Base: 2014 Real World Teens 13+ (824); 2015 Connected Kids 13+ (697); 2016 Connected Kids 13+ (697); 2017 Connected Kids 13+ (716),33%,44%,58%,58%,2014,2015,2016,2017,SigniFicantly diFFerent vs. Total Sample at 95% CI,*,THIS IS DEMONSTRATEDBY THE POPULARITY OFTV SHOWS SUCH AS THEWALKING DEAD ANDGAME OF THRONES,Q9. Thinking again about TV, what are your top 3Favourite TV programmes at the moment?Base: 2017 Connected Kids (1231),BOYS AGED 13+(% AGREEING),GIRLS AGED 13+(% AGREEING),7065565056,4952304141,SECOND SCREENING IS MOSTPREVALENT AMONGST TEEN GIRLSThey are particularly likely to use instant messenger apps whilst watching TV.THINGS TEENS ARE DOING WHEN WATCHING TV - 2017(ALMOST ALWAYS/VERY OFTEN),Q11. When youre watching TV, how oFten do you think you are doing theFollowing things at the same time?Base: 2017 Connected Kids boys aged 13+ (353), girls aged 13+ (369),Using instant messenger appsUse a Smartphone to browse theinternetUsing InstagramUsing FacebookUsing my phone to text/call myFriends,11%11%,13%14%,15%14%16%,16%16%,19%17%,19%20%,22%22%20%,Re-tweet other peoples/accounts tweets about a TV programmeLook at the oFFicial Facebook account or hashtag For a TV programme,Like or comment on Instagram posts about a TV programme,Look at the oFFicial Instagram account or hashtag For a TV programmeLike and/or share other peoples Facebook posts about a TV programmeFollow the oFFicial Twitter account or hash tag For a TV programme,Live viewingOn Demand,Post my own Facebook status about a TV programmePost my own tweets about a TV programmeQ12b - Do you ever do any oF the Following things whilst youre watching TV programmes on-demand or via catch-up services?Base: 2017 - Connected Kids 13+ (722),LIVE TV CONTINUES TO GENERATE SOCIAL ENGAGEMENTSocial media is more likely to be used when teens are watching live TV. Instagram is thechannel teens are most likely to be engaging with when they are viewing on-demand.ACTIVITIES WHILST WATCHING LIVE TV vs. ON DEMAND - TEENS 13-16:,SigniFicantly diFFerent vs. Total Sample at 95% CI,MASS MARKETENTERTAINMENTREMAINS THE MAIN,Most tweeted about TV programmes,TOPIC OF TWITTERCONVERSATIONSEmily, 17, West MidlandsQ13. What are the television programmes you have most recently tweeted about?Base: 2017 Connected Kids 13+ who post their own tweets about TV programmes (198),#1#3,#2#4,TV CONVERSATION ONTWITTER CONTINUES TO,BOYS,21%16%,RE-TWEET OTHER PEOPLES/ACCOUNTS TWEETS ABOUT THEPROGRAMME I AM WATCHINGPOST MY OWN TWEETS ABOUT THEPROGRAMMES I AM WATCHING,GIRLS,29%24%,WHAT TEENS (AGED 13+) AREDOING WHILST WATCHING LIVE TV:,Kiera, 14, North West,201646%201642%,201630%201629%,BE DRIVEN BY TEEN GIRLSAlthough 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 platforms like YouTube being preferred. Youth TGI has seen a -3% dip in,claimed usage since 2016, alongside rises in usage for other social channels.Q12. And do you ever do any oF the Following things whilst yourewatching live/on-demand TV programmes when they are Firstbroadcast?Base: 2017 Connected Kids 13+ who use Twitter (469),2016 Connected Kids 13+ who use Twitter (484),This is demonstrated by a rise in viewing TV on smartphones.This could be due to smartphone screens getting bigger andcontent being optimised to Fit them, meaning that teens caneasily tap into their Favourite shows and entertainmentchannels when it suits them.LIVE TV IS STILL CREATING THE BIGGEST OPPORTUNITY FORBRAND CONVERSATIONSBeing masters oF double screening, girls are seeking Furthercontent and monitoring social conversations across platForms,with Instagram being particularly key. Brands need to Findopportunities to get involved with relevant live moments, byproducing engaging online content that can enhance theviewing experience.,SO, WHAT DOES THIS MEANKIDS AND TEENS HAVE GREATER AUTONOMY OVER HOW ANDWHEN THEY WATCH TV,MARKETING: ADDRELEVEANTPICTURE?,03,SOCIAL MEDIA,BACK TO CONTENTS,43%,57%,60%,2015,2016,2017,37%,38%,34%,2015,2016,2017,30%,30%,35%,2015,2016,2017,68%,70%,67%,2015,2016,2017,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 time on?Base: 2015 Connected Kids 13+ (697), 2016 (675), 2017 (687) /,INSTAGRAM AND SNAPCHAT ARE RISING IN POPULARITYRegular usage oF Facebook and Twitter has plateaued.USING SOCIAL NETWORK ONCE A DAY OR MORE:,USING SOCIAL NETWORK ONCE A DAY OR MORE:,USING SOCIAL NETWORK ONCE A DAY OR MORE:,SigniFicantly diFFerent vs. Total Sample at 95% CISOCIAL APPS SPENT MOST TIME ON DURING LAST WEEK:,SNAPCHAT IS THE SOCIAL MEDIA APPTHAT TEENS SPEND THE MOST TIME ON,SOCIAL APPS TEENS SPEND MOST TIME ON:,TYPES OF APP USED THIS WEEK BY KIDS/TEENS:,44%37%33%27%25%21%21%19%16%,53%,62%57%54%,74%,GamingMusic/RadioTV and EntertainmentBankingRetail/shoppingNews and inFormationPhoto editing/artTravel/Transport/MapEducational/learningSports,Instant messagingPicture messaging appsVideo sharing,Social networking,Q22. What kinds oF apps do you use on your Smartphone? / Q23. Which mobile apps would you say you spend the most time on?Base: 2017 Connected Kids with a smartphone (854),#1,#2#3#4#5,TEENS RELY HEAVILY ON,SOCIAL TO MEET THEIRNEEDS,IMMEDIACY,Kids and teens are using diFFerentsocial platForms For diFFerent purposes.INSPIRATIONSELF EXPRESSION,FACEBOOK IS MORE,LIKELY TO BE ASSOCIATEDWITH MUM AND DAD,Facebook plays a very Functional roleFor teens, and is seen as a place tointeract with Family members.,Q18b - Please tell us which social media sites thesestatements most apply to. Base: Connected Kids2017- Teens 13+ (722),% AGREEING:,Jamie, 16, London,ON INSTAGRAM AND SNAPCHAT, TEENSARE MORE LIKELY TO EXPRESS THEIRREAL SELVESSnapchat is seen to be a place where they can share,photos oF key moments, whilst not being exposed tothe opinions oF others. Instagram is used For inspirationand 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:,Jamie, 16, London,GIRLS CAN FEEL THEPRESSURE TO MAINTAIN ACERTAIN IMAGE% AGREEING:,I feel pressure to keep up a certainimage of myself on here,20%,7%,29%,12%,38% For girls 13+vs. 19% For boysKiera, 14, North WestQ18b - Please tell us which social media sites these statements most apply to. Base: ConnectedKids 2017- Teens 13+ (722),“I WORRY ABOUT WHATPEOPLE THINK ABOUT ME IF,
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