2017儿童使用网络趋势观察（英文版）.pdf

Connected Kids Trend Watch 2017 01 DEVICE USAGE 02 CONTENT AND ENGAGEMENT 03 SOCIAL MEDIA 04 BRANDS, ADVERTISING AND ROLE MODELS 05 EMPOWERED TEENS 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 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 fieldwork was carried out between 1stDecember – 14th December 2016 SURVEY INFORMATION GAMIFICATION SUB-GROUP ANALYSIS SPOTTING TRENDS WHO WE SPOKE TO We 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 UK We 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 females We 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 time CONNECTED KIDS TREND WATCH: RESEARCH METHODOLOGY 0101DEVICE USAGE BACK TO CONTENTS TABLET OWNERSHIP AMONGST 8-12 YEAR OLDS HAS DIPPED IN THE LAST YEAR 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: 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% CI TABLET OWNERSHIP: 44% 68% 60% 40% 49% 54% 60% 56% 20132014201520162017 8-1213+ This question was not asked to kids (aged 8-12) between these years Significantly different vs. Total Sample at 95% CI SMARTPHONE OWNERSHIP: THIS COULD BE BECAUSE SMARTPHONES HAVE BECOME MORE ACCESSIBLE AT AN EARLIER AGE 49% 58% 66% 88% 92% 90% 94%94% 95% 201520162017 8-1213-1617-19 Smartphone ownership has significantly grown amongst 8-12 year olds within the last year. Q20 - Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone or Samsung Galaxy)? Base: 2015 – Connected Kids 8-12 (509) / 13-16 (402) / 17-19 (295) 2016 – Connected Kids 8-12 (506) / 13-16 (413) / 17-19 (303) 2017 – Connected Kids 8-12 (509) / 13-16 (415) / 17-19 (307) Significantly different vs. Total Sample at 95% CI KIDS ARE INCREASINGLY ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE This is despite rising concern from parents. OF 8-12 YEAR OLDS HAVE A SMARTPHONESMARTPHONE [increased by 8% [increased by 8% from 58% in 2016]from 58% in 2016] 8-12 YEAR OLDS ARE USING SOCIAL NETWORKING SITES AND APPS THAT THEY ARE LEGALLY TOO YOUNG TO ACCESS… 47% 47% OF 8-12 YEAR OLDS SAY THAT FACEBOOK IS THEIR FAVOURITE SOCIAL NETWORKING SITE KIDS (AGED 8-12) FAVOURITE APPS: Age 8Age 8- -1212Age 13Age 13- -1616Age 17Age 17- -1919 84%84%67%67%43%43% ‘MY PARENTS WORRY ABOUT MY SAFETY ON THE INTERNET AND THE TYPES OF WEBSITES THAT I GO ON’ Q20. Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone or Samsung Galaxy)? Q10A. Do you have a favourite social networking website? / Q21 Which mobile apps would you say are your favourite? Base: 2017 – Connected Kids 8-12 (509) AND THEY HAVE BECOME MORE CONCERNED ABOUT WHAT ADVERTISERS CAN ACCESS x “I AM VERY/SOMEWHAT WORRIED ABOUT THE AMOUNT OF INFORMATION THAT ADVERTISERS HAVE ABOUT ME”: 39%41%59% 8–12 YEAR OLDS13–16 YEAR OLDS17–19 YEAR OLDS 49%36%45% 2016 2015 49%47%54%2017 * SOURCE: Millward Brown’s ‘Ad Reaction’ Q18. Thinking about where and how you spend your time on the internet, to what extent do you feel worried about the below? Base: 2017– Connected Kids (1,231) We know from research*that this particular age group (Gen Z) are more likely to use tech to help them avoid digital ads BRANDS BRANDS NEED TO DEMONSTRATE THAT THEIR NEED TO DEMONSTRATE THAT THEIR TARGETING TARGETING IS IS RELEVANTRELEVANT These kids are the first generation growing up with smartphones in their hands, which means that they are savvy and know the tricks for avoiding adverts. To engage with this audience, brands need demon。