2018年联网儿童趋势报告（英文）

Connected KidsTrend Watch 2018AN 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.Connected Kids: Trend Watch consists of a 15 minute quantitative online survey; fieldwork was carried out between 18th December – 8thJanuary 2018SURVEY INFORMATIONGAMIFICATIONSUB-GROUP ANALYSISSPOTTING TRENDSWHO WE SPOKE TOWe included gamified survey questions, so that kids and teens actually enjoyed taking part! We spoke to a nationally representative sample (based on demographics and region) of 1,201 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 boys and girlsWe have looked at previous youth research including; Connected Kids 2017/16/15 to understand how trends have developed over timeCONNECTED KIDS TREND WATCH: RESEARCH METHODOLOGY01DEVICE AND USAGE02CONTENT AND ENGAGEMENT03SOCIAL MEDIA04YOUTUBE05ONLINE SAFETY06KIDS AS CONSUMERS07BRAND PURPOSE08CAREERS AND FUTURESWHAT WE ARE GOING TO COVER IN THIS REPORT…01 DEVICE USAGEBACK TO CONTENTS73%78%82%84%49%63%57%60%2015201620172018SmartphoneTabletSMARTPHONE AND TABLET OWNERSHIP HAS SEEN LITTLE CHANGE SINCE LAST YEARSMARTPHONE AND TABLET OWNERSHIP:Q20 - Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone or Samsung Galaxy)? Q25. 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:2015 – Connected Kids 8-19 (1206);2016 – Connected Kids 8-19 (1222); 2017 – Connected Kids 8-19 (1231);2018 – Connected Kids 8 – 19 (1201) / 8-12 (500) / 13+ (701)Source: eMarketer, Jan 2018Significantly different vs. previous year at 95% CIeMarketer established similar rates of smartphone ownership for kids in 2018 (59% among 9-10 years olds and 83% among 11-12 year olds)Childwise reports that 67% of kids aged 5–16 own their own tablet2018:8-12 year olds: 65%13+ year olds: 56%2018:8-12 year olds: 68%13+ year olds: 95%WITH THE RAPID GROWTH IN VOICE SEARCH AMONG ADULTS, IT IS IMPORT