Connected Kids
Trend Watch 2017
01DEVICE USAGE
02
CONTENT AND
ENGAGEMENT
03SOCIAL MEDIA
04
BRANDS, ADVERTISING
AND ROLE MODELS
05EMPOWERED 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 & CONNECTED KIDS
Connected Kids: Trend
Watch consists of a 15
minute quantitative
online survey; 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
01DEVICE USAGE
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