1September 2019Connected Kids 22•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 our clients’ business.•With this in mind, kids and teenagers are a crucial audience to understand. They are the first generation growing up as digital natives, and the way they experience and interpret the world around them is different compared to adults. •Connected Kids is MediaCom’s youth insight offering. We publish an annual report, currently in its fifth year, monitoring the media habits and attitudes of kids and teenagers in the UK. Within our report, we focus on where brands and advertising fit in, as well as recommendations on how to effectively and responsibly engage this audience. An introduction33•02We survey 1,200 kids and teens up and down the UKOnline surveyWe use a 15 minute quantitative online survey. We gamify our survey questions where possible, in order to ensure that kids and teens enjoy taking part!Sample & fieldworkWe have captured a nationally representative sample of 1,200 8-19 year olds in the UK, with fieldwork taking between 5th-12th April 2019Robust sub-groupsOur sample size allows us to capture robust demographic sub-groups, which means that we can identify distinctions by gender and age TrendedWe look back over previous waves of Connected Kids to understand how trends develop over time44And engage our qualitative panel of teens to dig deeper into their livesExpanding upon our quantitative findings, we incorporate qualitative insight from our panel of teens. This enables us to place further context and understanding around some of the trickier ‘why?’ questions.5To add depth to our findings, we also include wider industry contextWider context can be found in the form of industry research and trends, as well as brand case studies that exemplify our findings. TrendsMintelForesight FactoryWider FrameworksThinkboxIndustry StatisticsTGIOfcomStatista6Our 2019 report covers…01Setting the scene02TV & Video03Social Media04Music 05Attitudes towards the future 06Key themes7Setting the scene018Q4 - Do you own a smartphone? Q5 – Do you own a tablet?Base: All 8-19 year olds (1,201) Kids and teens are growing up with the digital world at their fingertipsSmartphone and tablet ownership:Total (8-19 year olds)89%68%49% in 201573% in 2015Significantly higher vs. 2015 at 95% CIThere has been a significant increase in both smartphone and tablet ownership in the last four years. In 2019, the vast majority of kids and teens now own a smartphone. TGI 2019 reports slightly lower smartphone and tablet ownership among all UK adults, at 86% and 58% respectively9With pre-teen ownership of smartphones rising rapidly49%76%88%98%94%99%201520162017201820198-12yrs13-16yrs17-19yrsSmartphone ownership:[Split by age groups]Significan...
