2018年联网儿童趋势报告

2020-03-01 127浏览

  • 1.Connected Kids Trend Watch 2018
  • 2.AN INTRODUCTION TO RWI & CONNECTED KIDS Real World Insight (RWI) is MediaCom’s research division. Our purpose is to understand people, specifically what they do, why they do it and most importantly how their behaviour can impact on our clients’ business. Connected Kids is MediaCom’s 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 fourth year, Trend Watch monitors long 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 incorporated qualitative insight from teen vloggers. This enables us to place further context and understanding around some of the trickier ‘why?’ questions.
  • 3.CONNECTED KIDS TRENDWATCH:RESEARCH METHODOLOGY SURVEY INFORMATION ConnectedKids:Trend Watch consists of a 15 minute quantitative online survey; fieldwork was carried out between 18th December – 8th January 2018 GAMIFICATION We included gamified survey questions, so that kids and teens actually enjoyed taking part! WHO WE SPOKE TO SUB-GROUP ANALYSIS SPOTTING TRENDS We spoke to a nationally representative sample (based on demographics and region) of 1,201 8-19 year olds in the UK We ensured that we obtained 100 respondents from each age point, so that we were able to identify any interesting and robust distinctions between sub-groups of 8-12, 1316 and 17-19 year olds, as well as between boys and girls We have looked at previous youth research including; Connected Kids 2017/16/15 to understand how trends have developed over time
  • 4.WHAT WE ARE GOING TO COVER IN THIS REPORT… 01 DEVICE AND USAGE 05 ONLINE SAFETY 02 CONTENT AND ENGAGEMENT 06 KIDS AS CONSUMERS 03 SOCIAL MEDIA 07 BRAND PURPOSE 04 YOUTUBE 08 CAREERS AND FUTURES
  • 5.01 DEVICE USAGE BACK TO CONTENTS
  • 6.SMARTPHONE AND TABLET OWNERSHIP HAS SEEN LITTLE CHANGE SINCE LAST YEAR Significantly different vs. previous year at 95% CI eMarketer established similar rates of smartphone ownership for kids in 2018 (59% among 9-10 years olds and 83% among 11-12 year olds) SMARTPHONE AND TABLETOWNERSHIP:2018: 8-12 yearolds:'>olds: