How kids own and consume media and digital is fast evolving and adapted by each age group to suit their particular needs. With so much customisation to suit families and individuals, there is rarely a "one size fits all" solution to satisfy all their needs with one format, on one platform, in one style. Brands need to stay as agile and up to date as their kid consumers.
WHAT DATA IS INCLUDED
We dip in to kids lives at carefully timed intervals, via online interviewing, so that we capture the essential metrics, attitudes and behaviours of kids in both school term time and holidays, with up to the minute data on household and age group ownership and usage of media and digital, electronic devices. Our reports feed in to your important planning decisions, to maximise return on investment of media budgets, to underpin the strategic planning cycles and help shape product development.
Digital and Media lives includes:
- household penetration, shared and individual child access to media channels and platforms, electronic and digital devices
- how they are used, where, when, how often, why and with whom
- which genres of content, app or game are regularly used and which one is preferred
- how kids play video games, how social media is used, what's shared, what's solitary or social
- the share which each media activity takes up in total free time available
- the latest apps and video games which are "hot" amongst peer groups, and how they are discovered
- how many apps are used at any one time, and how this varies by device
- how kids are consuming entertainment (SVOD, FTA etc.), what happens when advertising appears
- how much kids attend to the media they are using, when they're multi-tasking, when not...
HOW IT'S USED
- Our reports are used by entertainment media owners, licensors, licensees and brand owners; by digital media services and product developers (video game, web platforms and app designers); PR, advertising and media agencies; sectors such as toys, video games, leisure, electronics & digital technology, mobile communicationsWHO WE TRACK
- 4,000 interviews with kids, tweens and teens aged 3 to 14, in 2 waves each year.
- Parents answer on behalf of the youngest, pre-reader children.
- Surveys are conducted in 12 countries worldwide, and data can be analysed by region or comparisons made country by country.