Mediacom-2017儿童使用网络趋势观察（英文版）-52页-2mb

Connected Kids: Trend Watch 2017 Summary

Core Content

Connected Kids is a research initiative by MediaCom's Real World Insight (RWI) that tracks media habits and attitudes of UK children and teenagers aged 8-19. The report provides insights into how brands and advertisers can effectively engage with this audience by understanding their behavior, preferences, and concerns across various media platforms.

Main Points

1. Device Usage

• Tablet ownership among 8-12 year olds has decreased over the past year, likely due to the increased accessibility of smartphones.
• Smartphone ownership has significantly increased among 8-12 year olds, showing a growing trend of early access to mobile technology.
• Teens are increasingly using smartphones to watch TV and films, indicating a shift in media consumption habits.

2. Content and Engagement

• On-demand TV viewing is on the rise, with teens no longer differentiating much between live and on-demand content.
• Younger teens (13-16) are more likely to engage with on-demand content, while older teens (17-19) still favor live TV.
• Second-screening is prevalent among teen girls, who often use instant messaging apps while watching TV.
• Social media engagement during TV viewing is more common with live TV, especially Instagram.
• Twitter conversations around TV remain dominated by teen girls, though overall usage has decreased.

3. Social Media

• Instagram and Snapchat are becoming more popular, especially among teen girls, who use them for self-expression and personal branding.
• Facebook is still used by teens for family communication and organising activities.
• Teens are concerned about online safety, privacy, and the potential for backlash on social media.
• YouTube remains a major platform for teens, with vloggers and influencers playing a key role in shaping their views and behaviors.

4. Brands, Advertising and Role Models

• Teens are more likely to trust YouTube influencers than traditional celebrities, especially when endorsing products.
• YouTube influencers have a strong impact on teen behavior, with 64% of teens discussing products they’ve seen endorsed by these figures.
• 54% of teens have purchased products based on YouTube endorsements, and 54% have visited places mentioned by these influencers.
• Ethical behavior and transparency from brands are highly valued by teens, who are increasingly aware of business practices and social issues.
• Teens are influenced by entrepreneurial role models, with a growing interest in STEM-based careers.

5. Empowered Teens

• Financial independence is a growing trend among teens, with 53% aged 15+ having part-time jobs and 88% of 13+ having online bank accounts.
• Banking apps are increasingly used, with 61% of 17-19 year olds using them in the last week.
• Teens value happiness over wealth, with 73% believing happiness is more important than being rich.
• Career aspirations include STEM fields, with girls more likely to aim for teaching, veterinary care, and medicine, while boys favor medicine, science, and computing/programming.
• Despite their ambitions, teens are becoming less confident about their future, particularly girls, influenced by Brexit and the US Presidential Election.
• 65% of teens are concerned about the UK economy, and 57% about politics and the government.
• Many teens are wary of university costs, with 34% preferring on-the-job learning over traditional education paths.

Key Insights

• Smartphone usage is reshaping how teens access and engage with content.
• Social media plays a significant role in self-expression, social interaction, and influencing consumer behavior.
• YouTube influencers are trusted sources of information and are powerful brand ambassadors.
• Teens are more aware of current affairs and social issues, which influences their perceptions of brands and career choices.
• Financial independence and career aspirations are shaping the media and brand engagement landscape for teens.

Recommendations

• Leverage live TV moments for brand engagement, especially with teen girls who are more likely to engage in social media during live broadcasts.
• Tailor content to each social platform to effectively reach different teen demographics.
• Engage with YouTube influencers to connect with teens in an authentic and relatable manner.
• Promote transparency and ethical behavior in advertising to build trust with this tech-savvy generation.
• Support vocational and alternative career paths to address teen concerns about future security and cost of university.