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Connected Kids Trend Watch 2017 Summary

Core Content Overview

Connected Kids is a youth insight offering by MediaCom, which provides annual reports tracking the media habits and attitudes of UK children and teenagers aged 8-19. The 2017 report, titled "Trend Watch," examines changes in device usage, content consumption, social media engagement, brand and advertising perceptions, and the aspirations of empowered teens.

Main Points

01 Device Usage

• Tablet Ownership Among 8-12 Year Olds Has Dipped: There is a decline in tablet ownership among 8-12 year olds, likely due to the increased accessibility of smartphones at a younger age.
• Smartphone Ownership Has Increased: 8-12 year olds have seen a significant rise in smartphone ownership over the past year, indicating a shift in device preference.
• Kids Accessing Non-Age Appropriate Content: Despite parental concerns, 8-12 year olds are increasingly accessing content on social media platforms and apps that are not age-appropriate.
• Privacy and Data Concerns: Teens are more worried about what advertisers can access about them, with 47% of 8-12 year olds expressing concern about the amount of information advertisers have.

02 Content and Engagement

• Smartphone TV Viewing Has Increased: The percentage of kids and teens watching TV on smartphones has grown, showing a trend towards mobile-first content consumption.
• On-Demand Viewing is Rising: On-demand TV is becoming more popular, with younger teens driving this trend.
• Second Screening is Common Among Teen Girls: Teen girls are more likely to use instant messenger apps and other platforms while watching TV, indicating a trend of multi-tasking and social engagement.
• TV Conversation on Twitter: Teen girls are the main drivers of Twitter conversations related to TV shows, highlighting the platform's role in social media engagement.

03 Social Media

• Instagram and Snapchat Rising in Popularity: These platforms are becoming more central to teen social media habits, especially for self-expression and real-time content sharing.
• Teens Express Themselves on Social Media: Girls use Instagram for self-expression, while boys may use other platforms for different purposes.
• Social Media Pressure and Self-Image: Teens, particularly girls, feel pressure to maintain a certain image on social media and are concerned about online backlash, bullying, and trolls.
• Teens Are Adept at Managing Their Personal Brand: They use social media to curate their online presence, often influenced by peers and celebrities.

04 Brands, Advertising and Role Models

• Teens Favor Brands that Reflect Young People: Brands that portray young people positively are more likely to be favored by teens.
• High Expectations for Brand Transparency: Teens expect brands to be transparent and socially responsible, especially regarding data privacy.
• YouTube Influencers as Role Models: Teens idolize YouTubers, viewing them as more relatable and authentic compared to traditional celebrities.
• YouTube Endorsements Influence Purchasing Behavior: A significant percentage of teens have been influenced by YouTube influencers, with 54% purchasing products they endorse.

05 Empowered Teens

• Financial Independence Among Teens: Over half of teens aged 15+ have part-time jobs, and they are using digital tools to manage their finances.
• Happiness Over Wealth: Teens prioritize happiness over wealth, with 73% agreeing that being happy is more important than being rich.
• Career and Future Aspirations: Teens are focused on having a secure future and a fulfilling career, with many wanting to work in areas they are passionate about.
• Concerns About the Future: Confidence in the future has decreased, especially among teen girls, influenced by events like Brexit and the American Presidential Election.

Key Information

• Research Methodology: The study involved a 15-minute online survey with a nationally representative sample of 1,231 UK children and teenagers aged 8-19.
• Sub-Group Analysis: The report includes sub-group analysis by age and gender, identifying distinct trends among 8-12, 13-16, and 17-19 year olds.
• Qualitative Insights: Qualitative data from teen vloggers is used to provide context and deeper understanding of the survey findings.
• Trend Tracking: The report compares findings with previous studies, including Connected Kids 2016, SCAM, and Real World Teens, to show long-term and emerging trends.

Conclusion

Connected Kids 2017 highlights a generation that is more connected, more aware, and more selective in their media consumption. Teens are using smartphones more frequently, accessing content that is not age-appropriate, and are increasingly concerned about privacy and the impact of social media on their self-image. Brands must adapt to these trends by being transparent, engaging on relevant platforms, and leveraging the influence of YouTube creators. Additionally, teens are showing a strong sense of financial independence and future aspirations, indicating a need for brands to align with their values and concerns.