Mediacom-2017年联网儿童新趋势报告英文-52页（52页）.pdf

1、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 MediaComs research division. Our purpose is to understand people, specifically what they do, why they do it and most importa

2、ntly how their behaviour can impact on our clients business. Connected Kids is MediaComs 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

3、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 in

4、corporated 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

5、 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 o

6、btained 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 Ch