Table of Contents
Executive Summary
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- The market
- 12-15-year-olds spend more time online than watching TV
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- Figure 1: Estimated weekly hours of media consumption at home or elsewhere, by age, 2015
- New EU social media policy to be introduced
- The government enforces age ratings on music videos
- Key players
- New social media apps look to appeal to teens/tweens through creative messaging
- Streaming services create more teen/tween focused content
- Windows 10 update automatically enables parents to monitor activity
- The consumer
- The smartphone overtakes the laptop as most popular device
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- Figure 2: Device use, May 2016
- Most parents monitor online behaviour
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- Figure 3: Parents’ behaviour, May 2016
- “Stranger danger” and inappropriate content are greatest social media concerns
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- Figure 4: Social Media concerns, May 2016
- Nearly half consider streaming preferable to live TV
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- Figure 5: Viewing habits, May 2016
- Older children use music streaming services
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- Figure 6: Music behaviour, May 2016
- YouTube is the most popular social media network
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- Figure 7: Social media use, May 2016
- Tween-only networks still have great potential
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- Figure 8: Interest in social media networks, May 2016
- Social media is a powerful tool for brands to reach teens/tweens
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- Figure 9: Social media behaviour, May 2016
- What we think
Issues and Insights
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- Social media opportunities and concerns
- The facts
- The implications
- Music listening habits
- The facts
- The implications
The Market – What You Need to Know
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- 12-15-year-olds spend more time online than watching TV
- Most feel tablets can be useful tools for children
- Further measures taken to help keep children safe at school
- New EU social media legislation
- Many child abuse cases have online links
- The government enforces age ratings on music videos
Market Drivers
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- 12-15-year-olds spend more time online than watching TV
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- Figure 10: Estimated weekly hours of media consumption at home or elsewhere, by age, 2015
- Parents feel tablets can be useful tools for children
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- Figure 11: Attitudes towards tablets, September 2015
- Many child abuse cases have online links
- New measures taken to help keep children safe at school
- New EU social media policy to be introduced
- The government enforces age ratings on music videos
Key Players – What You Need to Know
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- New social media apps look to appeal to teens/tweens through creative messaging
- Streaming services create more teen/tween focused content
- Windows 10 update automatically enables parents to monitor activity
- New attempts being made to tackle cyber-bullying
- Friendship smart bracelet targets teens
Launch Activity and Innovation
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- Apps look to appeal to teens/tweens with new types of messaging
- Musical.ly is an explosive new social media app
- Snapchat acquires Bitmoji
- New messaging app Rawr explores 3D avatars
- Wishbone app skyrockets in popularity with teens/tweens
- More online video content being created for teens/tweens
- New tween series Project MC2 produced by Netflix
- YouTube Red puts teens/tweens at heart of original content
- AT&T launches subscription service aimed at young adults
- E10p app alerts parents about their child’s whereabouts
- New attempts being made to tackle cyber-bullying
- App helps parents prevent cyber-bullying
- ReThink app looks to help children reconsider posts
- Vodafone and Snapchat look to encourage bullied children
- Windows 10 update lets parents monitor activity
- Friendship smart bracelet targets teens
- New Harman headphones enable parents to turn down the music
The Consumer – What You Need to Know
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- The smartphone overtakes the laptop as most popular device
- Parents are monitoring and limiting their child’s online activities
- Interacting with unknown adults is greatest social media concern
- Online videos are preferred to TV
- The smartphone is primary device for music listening
- YouTube is the most popular social media network
- Girls are heaviest social media users
- Teens/tweens are interested in kid only social media
Device Use
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- Smartphone overtakes laptop as most popular device
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- Figure 12: Device use, May 2016
- Boys are far more likely to use static games consoles
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- Figure 13: Device use, by gender of child, May 2016
Parents’ Behaviour
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- Parents are monitoring their children’s online habits
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- Figure 14: Parents’ behaviour, May 2016
- Younger parents are more likely to monitor their child
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- Figure 15: Parents’ behaviour, by age of parent, May 2016
- Nearly a fifth of parents follow their child with GPS
Social Media Concerns
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- Stranger danger and inappropriate content are greatest social media concerns
- Bullying is also a major concern
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- Figure 16: Social media concerns, May 2016
Technology Behaviour
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- Most use their smartphone to access social media
- Mobile gaming continues to evolve
- Many are watching TV on mobile devices
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- Figure 17: Activities performed on each device, May 2016
Music Behaviour
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- The smartphone is the primary music device for teens/tweens
- CDs not dead yet even among teens/tweens
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- Figure 18: Music behaviour, May 2016
- Older children use music streaming services
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- Figure 19: Use a music streaming service, by age of child, May 2016
Viewing Habits
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- Kids prefer online videos to TV
- Most teens/tweens are not watching adverts
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- Figure 20: Viewing habits, May 2016
- Many have a preference for streaming over live TV
- Age of parents impacts viewing habits
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- Figure 21: Viewing habits – answered yes to following questions, by age of parent, May 2016
Social Media Use
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- YouTube is the most popular social media network
- Snapchat has become a key platform
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- Figure 22: Social media use, May 2016
- Social networks are used more by older children
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- Figure 23: Social media use, by age of child, May 2016
- Girls are more likely to use image based networks
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- Figure 24: Social media use, by gender of child, May 2016
- YouTube is also the favourite network
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- Figure 25: Favourite social media networks, May 2016
Social Media Interest
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- Tween only networks have great potential
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- Figure 26: Interest in social media networks, May 2016
- School based social networks appeal to younger children
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- Figure 27: Interest in social media networks, by age of child, May 2016
- Interest-based networks appeal more to boys
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- Figure 28: Interest in social media networks, by gender of child, May 2016
Social Media Behaviour
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- Social media can perform key role for brands targeting teens/tweens
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- Figure 29: Social media behaviour, May 2016
- Livestreaming takes off
- Girls and older children are more likely to follow a celebrity
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- Figure 30: Has followed a celebrity on social media, by age of child, May 2016
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- Figure 31: Has followed a celebrity on social media, by gender of child, May 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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