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Connected Kids Summary

Core Content

Connected Kids is a youth insight offering by MediaCom, which provides an annual 'Trend Watch' report to track the media habits and attitudes of UK children and teenagers aged 8-19. The report focuses on how these young audiences interact with media, including their device usage, content preferences, social media behavior, and views on brands and advertising. It also explores their concerns and aspirations, offering insights into how brands can effectively engage with them.

Main Points

• Device Usage:

  • Tablet ownership among 8-12 year olds has decreased in the last year, likely due to increased smartphone accessibility.
  • Smartphone ownership among 8-12 year olds has grown significantly.
  • Teens are increasingly using smartphones to watch TV, indicating a shift in viewing habits.
  • On-demand TV viewing is on the rise, with younger teens being the main drivers of this trend.
  • Second-screening (using social media while watching TV) is prevalent among teen girls, especially through instant messenger apps.

• Content and Engagement:

  • Kids and teens are accessing content that is not age-appropriate, despite parental concerns.
  • Facebook remains a key platform for family interaction and organization.
  • Instagram and Snapchat are becoming more popular, especially among girls, for self-expression and sharing 'real' moments.
  • Teens are concerned about privacy and data collection by advertisers, with 47% worried about the amount of information advertisers have about them.
  • Social media platforms are used for various purposes, including inspiration, self-expression, and staying in touch with friends and family.

• Social Media Behavior:

  • Teens use social media to manage their personal brand and feel pressure to maintain a certain image.
  • They are increasingly worried about online bullying, trolling, and the perception of others.
  • There is a clear distinction in how boys and girls use social media, with girls being more concerned about their image and privacy.
  • The use of YouTube is significant, with teens subscribing to and following popular YouTubers.
  • YouTube influencers are trusted by teens and their endorsements are seen as authentic and influential.

• Brands and Advertising:

  • Teens are more likely to trust brands that portray young people and are transparent about their data usage.
  • Brands should tailor their content to each social platform to effectively engage with teens.
  • Ethical behavior and social responsibility are crucial for gaining trust and engagement from this audience.
  • Engaging with YouTube influencers can be an effective strategy for reaching and influencing teens.

• Teen Aspirations and Concerns:

  • Teens are increasingly financially independent, with many having part-time jobs and using digital banking.
  • Happiness is more important to teens than wealth, and they are prepared to work hard to achieve it.
  • They are concerned about a range of issues, including the UK economy, safety, the environment, and politics.
  • There is a growing interest in STEM-based careers, with girls showing a preference for careers like teaching, veterinary science, and medicine, while boys lean towards medicine, science, and computing.
  • Despite ambitions, many teens are less confident about their future, especially girls, possibly influenced by societal events like Brexit and the American Presidential Election.
  • A significant portion of teens are worried about the cost of university and are considering alternative routes like on-the-job training.

Key Insights

• Smartphone Influence: The rise in smartphone ownership has changed how teens access and consume media, leading to a decline in tablet usage and a shift towards mobile-first content consumption.
• Privacy Concerns: Teens are increasingly aware of and concerned about data privacy and the potential for online backlash.
• Social Media Role: Platforms like Instagram and Snapchat are crucial for self-expression and identity management, while YouTube remains a key source of inspiration and influence.
• Influencer Trust: YouTube influencers are trusted by teens more than traditional celebrities, and their endorsements have a measurable impact on purchasing behavior and engagement.
• Financial Awareness: Teens are financially aware and are working to manage their money, indicating a need for brands to offer relevant financial products and services.
• Future Uncertainty: Despite aspirations, many teens, especially girls, are less confident about their future, influenced by global events and societal pressures.

Strategic Recommendations

• Brands should focus on transparency and trust when engaging with young audiences.
• Content should be tailored to each platform, considering the unique usage patterns and preferences of different social media channels.
• Leveraging YouTube influencers can help brands connect with teens in an authentic and relatable way.
• Engaging with teens requires an understanding of their social and emotional needs, including the desire for self-expression and the pressure to maintain a certain image.
• Brands should consider ethical and socially responsible messaging, as teens are more likely to respond positively to such approaches.
• Marketing strategies should reflect the financial independence of teens and offer products that align with their values and aspirations.