1September 2019Connected Kids 22 Real World Insight (RWI) is MediaComs 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 MediaComs 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 covers01 Setting the scene02 TV & Video03 Social Media04 Music 05 Attitudes towards the future 06 Key themes7Setting the scene018 Q4 - 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%2015 2016 2017 2018 20198-12yrs13-16yrs17-19yrsSmartphone ownership:Split by age groupsSignificantly higher vs. 2015 at 95% CIWhile ownership of smartphones among 13+ year olds has been universal across the past four years, ownership among 8-12 year olds has quickly increased (by over 50%). Q4 - Do you own a smartphone? Q5 Do you own a tablet?Base: 8-12 year olds (500), 13-16 year olds (401), 17-19 year olds (300) 10The number of households owning smart speakers has significantly risen since 2019. As such, there are now even more ways for kids and teens to engage and be engaged with. And smart home devices are allowing even more ways to connect13%23%2018 2019Significantly higher vs. previous year at 95% CISmart speakers in UK households:Total (2,000 internet users aged 16+)Source: Mintel - The Connected Home - UK - June 2019Among kids and teens who have access to smart speakers, the proportion of those using these multiple times a day has increased from 26% to 30% since 2018.Q9 On average, how often do you personally use the voice activated device in your home?Base: All 8-19 year olds with a smart home device (665)