2017儿童使用网络趋势观察（英文版）

Connected KidsTrend Watch 201701DEVICE USAGE02CONTENT AND ENGAGEMENT03SOCIAL MEDIA04BRANDS, ADVERTISING AND ROLE MODELS05EMPOWERED TEENSReal 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 third 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 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 & CONNECTED KIDS Connected Kids: Trend Watch consists of a 15 minute quantitative online survey; fieldwork was carried out between 1st December – 14thDecember 2016SURVEY INFORMATIONGAMIFICATIONSUB-GROUP ANALYSISSPOTTING TRENDSWHO WE SPOKE TOWe 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 UKWe 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, 13-16 and 17-19 year olds, as well as between males and femalesWe have looked at previous youth research including; Connected Kids 2016, SCAM (School Children’s Attitude Monitor) and Real World Teens to understand how trends have developed over timeCONNECTED KIDS TREND WATCH: RESEARCH METHODOLOGY01 DEVICE USAGEBACK TO CONTENTSTABLET OWNERSHIP AMONGST 8-12 YEAR OLDS HAS DIPPED IN THE LAST YEARQ25. Do you have access to a tablet device (e.g. an 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 vs. Total Sample at 95% CITABLET OWNERSHIP:44%68%60%40%49%54%60%56%201320142015201620178-1213+This question was not asked to kids (aged 8-12) between these yearsSignificantly different vs. Total Sample at 95% CISMARTPHONE OWNERSHIP:THIS COULD BE BECAUSE SMARTPHONES HAVE BECOME MORE ACCESSIBLE AT AN EARLIER AGE49%58%66%88%92%90%94%94%95%2015201620178-1213-1617-19Smartphone ownership has significantly grown amongst 8-12 year olds within the last year. Q20 - Do you own a Smartphone (i.e. an internet enabled phon