Connected Kids Trends Watch 2017 Small1 - Microsoft€¦ · Title: Connected Kids Trends Watch...

Connected KidsTrend Watch 2017

01 DEVICE USAGE

02CONTENT AND

ENGAGEMENT

03 SOCIAL MEDIA

04BRANDS, ADVERTISING

AND ROLE MODELS

05 EMPOWERED 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

1st

December – 14th

December 2016

SURVEY

INFORMATIONGAMIFICATION

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

01 DEVICE USAGE

BACK TO CONTENTS

TABLET OWNERSHIP AMONGST 8-12 YEAR

OLDS HAS DIPPED IN THE LAST YEAR

Q25. Do you have access to a tablet device (e.g. an

iPad, Samsung Galaxy Tab, Android tablet etc.) at

home? ‘Yes I have my own’

Base:

2013 – Real World Teens (808); 2014 – Real World

Teens (832);

2015 – Connected Kids 8-12 (509) / 13+ (697);

2016 - Connected Kids 8-12 (506) / 13+ (716);

2017 – Connected Kids 2017 8-12 (509) / 13+ (722)

Significantly different vs. Total Sample at 95% CI

TABLET OWNERSHIP:

44%

68%

60%

40%

49%

54%60%

56%

2013 2014 2015 2016 2017

8-12 13+

This question was not asked to kids

(aged 8-12) between these years


SMARTPHONE OWNERSHIP:

THIS COULD BE BECAUSE

SMARTPHONES HAVE

BECOME MORE ACCESSIBLE

AT AN EARLIER AGE

49%

58%

66%

88%92%

90%

94% 94%95%

2015 2016 2017

8-12 13-16 17-19

Smartphone ownership has

significantly grown amongst 8-12

year olds within the last year.

Q20 - Do you own a Smartphone (i.e. an internet enabled phone

such as an iPhone or Samsung Galaxy)?

Base: 2015 – Connected Kids 8-12 (509) / 13-16 (402) / 17-19 (295)

2016 – Connected Kids 8-12 (506) / 13-16 (413) / 17-19 (303)

2017 – Connected Kids 8-12 (509) / 13-16 (415) / 17-19 (307)


KIDS ARE INCREASINGLY ACCESSING CONTENT

THAT IS NOT AGE APPROPRIATE

This is despite rising concern from parents.

OF 8-12 YEAR

OLDS HAVE A

SMARTPHONE

[increased by 8%

from 58% in 2016]

8-12 YEAR OLDS ARE USING SOCIAL

NETWORKING SITES AND APPS THAT THEY

ARE LEGALLY TOO YOUNG TO ACCESS…

47% OF 8-12 YEAR OLDS SAY THAT

FACEBOOK IS THEIR FAVOURITE

SOCIAL NETWORKING SITE

KIDS (AGED 8-12) FAVOURITE APPS:

Age 8-12 Age 13-16 Age 17-19

84% 67% 43%

‘MY PARENTS WORRY ABOUT MY SAFETY ON THE INTERNET AND THE TYPES OF WEBSITES THAT I GO ON’

Q20. Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone or Samsung Galaxy)?

Q10A. Do you have a favourite social networking website? / Q21 Which mobile apps would you say are your favourite?

Base: 2017 – Connected Kids 8-12 (509)

AND THEY HAVE BECOME MORE CONCERNED

ABOUT WHAT ADVERTISERS CAN ACCESS

x

“I AM VERY/SOMEWHAT WORRIED ABOUT THE AMOUNT OF

INFORMATION THAT ADVERTISERS HAVE ABOUT ME”:

39% 41% 59%

8–12 YEAR OLDS 13–16 YEAR OLDS 17–19 YEAR OLDS

49%36% 45%

2016

2015

49% 47% 54%2017

* SOURCE: Millward Brown’s ‘Ad Reaction’

Q18. Thinking about where and how you spend your time on the internet, to what extent do you feel worried about the below?

Base: 2017– Connected Kids (1,231)

We know from research* that this particular

age group (Gen Z) are more likely to use

tech to help them avoid digital ads

BRANDS NEED TO DEMONSTRATE THAT THEIR TARGETING IS RELEVANT

These kids are the first generation growing up with smartphones in

their hands, which means that they are savvy and know the tricks for

avoiding adverts. To engage with this audience, brands need

demonstrate transparency and trust. Kids are concerned about data

and privacy, so brands need to be clear about how their data is being

used and what the benefit is to this audience

KIDS ARE ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE ON

SOCIAL CHANNELS AT AN INCREASINGLY YOUNGER AGE

With smartphone ownership on the rise at an earlier age, it is harder for

parents to assert control over what content their kids can see. Brands

need to think responsibly about how and where they share and place

their content.

SO, WHAT DOES THIS MEAN…

02CONTENT AND ENGAGEMENT

BACK TO CONTENTS

REFLECTING RISING OWNERSHIP, TV VIEWING

VIA A SMARTPHONE HAS INCREASED

33%36%84%

Base: 2015 – Connected Kids (1,206), 2016 (1,222), 2017 (1,231)

Q7. On which of the following do you regularly watch TV or films?

2015 21%31%85%

2016

2017

80% 40% 25%

47%

48%

46%


ALL 8-19 YEAR OLDS:

DEVICES USED TO REGULARLY WATCH TV OR FILMS:

HOW KIDS / TEENS ARE WATCHING TV MOST OFTEN :

Kids and teens are increasingly not differentiating between live and on-demand TV.

ON-DEMAND TV VIEWING CONTINUES TO RISE

2015

43%

2016

35%

LIVE TV

2015

29%

2016

36%

ON-DEMAND TV

35%

2017 2017

38%

Base: 2015 – Connected Kids (1206), 2016 – Connected Kids (1,222), 2017 – Connected Kids (1,231)

Q6. How do you watch TV most often?


HOW TV IS WATCHED MOST OFTEN:

YOUNGER TEENS ARE THE DRIVING FORCE BEHIND THIS TREND

8–12 YEAR OLDS 13–16 YEAR OLDS 17–19 YEAR OLDS

2015

2016

44%2017 20% 59%

38% 56%

28% 51%

22%

18%

Base: 2015 – Connected Kids aged 8-12 (509) / 13-16 (402) / 17-19 (295)

2016 – Connected Kids aged 8-12 (506) / 13-16 (413) / 17-19 (303)

2017 – Connected Kids aged 8-12 (509) / 13-16 (415) / 17-19 (307)

Q6. How do you watch TV most often?


ON-DEMAND TV

USAGE OF SERVICES SUCH AS NOW TV AND

AMAZON PRIME HAS INCREASED

TEENS 13-19 ARE ALSO ACCESSING:

11%

TEENS 13-19 WHO USE NETFLIX:

24%

10%

*

* Added during 2016

8%

20152016

Netflix remains the most used streaming service, but usage has plateaued.

15%

32%

11%

2017

Base: 2014 Real World Teens 13+ (824); 2015 – Connected Kids 13+ (697); 2016 –

Connected Kids 13+ (697); 2017 – Connected Kids 13+ (716)

Q8. Do you have access to any of the following at home?

33% 44%

58% 58%

2014 2015

2016 2017


*

THIS IS DEMONSTRATED

BY THE POPULARITY OF

TV SHOWS SUCH AS THE

WALKING DEAD AND

GAME OF THRONES

Q9. Thinking again about TV, what are your top 3

favourite TV programmes at the moment?

Base: 2017 – Connected Kids (1231)

SECOND SCREENING IS MOST PREVALENT AMONGST TEEN GIRLS

BOYS AGED 13+

(% AGREEING)

GIRLS AGED 13+

(% AGREEING)

41

THINGS TEENS ARE DOING WHEN WATCHING TV - 2017 (ALMOST ALWAYS/VERY OFTEN)

49

41 50

30 56

65

70

56

52

They are particularly likely to use instant messenger apps whilst watching TV.

Base: 2017 – Connected Kids boys aged 13+ (353), girls aged 13+ (369)

Q11. When you’re watching TV, how often do you think you are doing the

following things at the same time?

Using instant messenger apps

Use a Smartphone to browse the

internet

Using Instagram

Using Facebook

Using my phone to text/call my

friends

LIVE TV CONTINUES TO GENERATE SOCIAL ENGAGEMENT

Q12b - Do you ever do any of the following things whilst you’re watching TV programmes on-demand or via catch-up services?

11%

11%

14%

13%

20%

16%

14%

15%

16%

16%

17%

19%

19%

20%

22%

22%

Post my own tweets about a TV programme

Post my own Facebook status about a TV programme

Look at the official Facebook account or hashtag for a TV programme

Re-tweet other people’s/accounts tweets about a TV programme

Like or comment on Instagram posts about a TV programme

Follow the official Twitter account or hash tag for a TV programme

Like and/or share other people’s Facebook posts about a TV programme

Look at the official Instagram account or hashtag for a TV programme

Live viewing

On Demand

ACTIVITIES WHILST WATCHING LIVE TV vs. ON DEMAND - TEENS 13-16:

Base: 2017 - Connected Kids 13+ (722)

Social media is more likely to be used when teens are watching live TV. Instagram is the

channel teens are most likely to be engaging with when they are viewing on-demand.


MASS MARKET

ENTERTAINMENT

REMAINS THE MAIN

TOPIC OF TWITTER

CONVERSATIONS

Base: 2017 – Connected Kids 13+ who post their own tweets about TV programmes (198)

Q13. What are the television programmes you have most recently tweeted about?

#3

Most tweeted about TV programmes

#4

Emily, 17, West Midlands

#1 #2

TV CONVERSATION ON

TWITTER CONTINUES TO

BE DRIVEN BY TEEN GIRLS

Base: 2017 – Connected Kids 13+ who use Twitter (469),

2016 – Connected Kids 13+ who use Twitter (484)

Q12. And do you ever do any of the following things whilst you’re

watching live/on-demand TV programmes when they are first

broadcast?

BOYS

21%

16%POST MY OWN TWEETS ABOUT THE

PROGRAMMES I AM WATCHING

RE-TWEET OTHER PEOPLE’S/

ACCOUNT'S TWEETS ABOUT THE

PROGRAMME I AM WATCHING

GIRLS

29%

24%

WHAT TEENS (AGED 13+) ARE

DOING WHILST WATCHING LIVE TV:

Kiera, 14, North West

2016

46%

2016

42%

2016

30%

2016

29%

Although Twitter conversation has

decreased year-on-year.

Mintel establishes that Twitter is only considered to be the favourite network among 3% of

teens, with video platforms like YouTube being preferred. Youth TGI has seen a -3% dip in

claimed usage since 2016, alongside rises in usage for other social channels.

KIDS AND TEENS HAVE GREATER AUTONOMY OVER HOW AND

WHEN THEY WATCH TV

This is demonstrated by a rise in viewing TV on smartphones.

This could be due to smartphone screens getting bigger and

content being optimised to fit them, meaning that teens can

easily tap into their favourite shows and entertainment

channels when it suits them.

LIVE TV IS STILL CREATING THE BIGGEST OPPORTUNITY FOR

BRAND CONVERSATIONS

Being masters of double screening, girls are seeking further

content and monitoring social conversations across platforms,

with Instagram being particularly key. Brands need to find

opportunities to get involved with relevant live moments, by

producing engaging online content that can enhance the

viewing experience.


MARKETING: ADD

RELEVEANT

PICTURE?

03 SOCIAL MEDIA

BACK TO CONTENTS

INSTAGRAM AND SNAPCHAT ARE RISING IN POPULARITY

43%

57% 60%

2015 2016 2017

37% 38%34%

2015 2016 2017

30% 30%35%

2015 2016 2017

68% 70% 67%

2015 2016 2017

Regular usage of Facebook and Twitter has plateaued.

Base: 2015 – Connected Kids 13+ (697), 2016 (675), 2017 (687) /

Q10. How often do you tend to use each of these networks? / Q23. Which of the following social apps would you say you spend the most time on?

USING SOCIAL NETWORK ONCE A DAY OR MORE:

USING SOCIAL NETWORK ONCE A DAY OR MORE: USING SOCIAL NETWORK ONCE A DAY OR MORE:

SOCIAL APPS SPENT MOST TIME ON DURING LAST WEEK:


SNAPCHAT IS THE SOCIAL MEDIA APP

THAT TEENS SPEND THE MOST TIME ON

SOCIAL APPS TEENS SPEND MOST TIME ON:TYPES OF APP USED THIS WEEK BY KIDS/TEENS:

16%

19%

21%

21%

25%

27%%

33%

37%%

44%

53%

54%

57%

62%

74%

Sports

Educational/learning

Travel/Transport/Map

Photo editing/art

News and information

Retail/shopping

Banking

TV and Entertainment

Music/Radio

Gaming

Video sharing

Picture messaging apps

Instant messaging

Social networking

Base: 2017 – Connected Kids with a smartphone (854)

Q22. What kinds of apps do you use on your Smartphone? / Q23. Which mobile apps would you say you spend the most time on?

#1

#2

#3

#4

#5

TEENS RELY HEAVILY ON

SOCIAL TO MEET THEIR

NEEDS

SELF EXPRESSION

INSPIRATION

IMMEDIACY

Kids and teens are using different

social platforms for different purposes.

FACEBOOK IS MORE

LIKELY TO BE ASSOCIATED

WITH MUM AND DAD

Facebook plays a very functional role

for teens, and is seen as a place to

interact with family members.

Q18b - Please tell us which social media sites these

statements most apply to. Base: Connected Kids

2017- Teens 13+ (722)

% AGREEING:

It is a place where I can chat to and keep in touch with my family 58% 3% 8% 15%

I am selective about what I show on here 52% 16% 39% 27%

On here, I show the side of me I think my family would prefer 41% 3% 9% 4%

Jamie, 16, London

ON INSTAGRAM AND SNAPCHAT, TEENS

ARE MORE LIKELY TO EXPRESS THEIR

‘REAL’ SELVES

Snapchat is seen to be a place where they can share

photos of key ‘moments’, whilst not being exposed to

the opinions of others. Instagram is used for inspiration

and building their personal image.

Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722)

Elliot, 13, London

% AGREEING:

I can share my photos and images on here to express my true self 21% 7% 40% 35%

What I share on here says a lot about who I’d like to be 19% 12% 24% 13%

I use it to share the cool things that I have been up to with my friends 30% 10% 36% 44%

I express my real self on here, because my family can’t see my profile

8% 12% 16% 28%

I go on here to see the latest trends 21% 22% 35% 10%

I use this to follow celebrities / people that inspire me 20% 30% 42% 19%

Jamie, 16, London

GIRLS CAN FEEL THE

PRESSURE TO MAINTAIN A

CERTAIN IMAGE

Q18b - Please tell us which social media sites these statements most apply to. Base: Connected

Kids 2017- Teens 13+ (722)

% AGREEING:

I feel pressure to keep up a certain image of myself on here 20% 7% 29% 12%

38% for girls 13+

vs. 19% for boys

Kiera, 14, North West

GIRLS IN 2017

(% AGREEING)

GIRLS IN 2016

(% AGREEING)

GIRLS IN 2015

(% AGREEING)

“I WORRY ABOUT WHAT

PEOPLE THINK ABOUT ME IF SOMEBODY POSTS

SOMETHING ABOUT ME ONLINE”

“I AM WORRIED ABOUT ONLINE BULLYING”

“I AM WORRIED ABOUT TWITTER TROLLS”

THEY REMAIN FEARFUL ABOUT

POTENTIAL BACKLASH ON SOCIAL MEDIA

Q18. Thinking about where and how you spend your time on the internet, to what extent do you

feel worried about the below?

Base: 2017 – Connected Kids Girls (625), 2016 (616), 2015 (612)

55 52

40 44

33 35

51

44

38

Rukaya, 15, London

TEENS ARE ADEPT AT MANAGING THEIR PERSONAL BRAND ONLINE

Base: 2017 – Connected Kids 13+ (716) Base: 2017 – Connected Kids 13+ (722)

Q50. Thinking about your

current/future job and being a

teenager, please indicate below

how much you agree with the

following statements?

% AGREEING:

On here, I show the version of me I think my friends would prefer 18% 7% 21% 25%

How I present myself on here can be quite different to who I am when I’m out and about

16% 10% 19% 15%

23% for girls

13+ vs. 14%

for boys

28% for girls

13+ vs. 21%

for boys

Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722)

This is particularly true for girls on Instagram.

BRANDS SHOULD BE TAILORING CONTENT TO EACH SOCIAL

PLATFORM TO EFFECTIVELY ENGAGE WITH TEENS

Facebook is a place for keeping in touch with family and for

organising activities. Brands should be leveraging Facebook when

trying to appeal to family interests or when promoting group

entertainment products.

Among girls, photos and images are key to self-expression. They

appropriate the content of those they aspire to, in order to build their

personal brand. Brand posts on Instagram need to be bold and

snappy, telling a story in one image.

BRANDS CAN HELP ALLEVIATE PRESSURE ON SOCIAL MEDIA BY

BECOMING A PART OF THE WIDER CONTEXT

The pressures of constantly being exposed to friends, celebs and

bloggers, who they deem to have a ‘better life’, can lead teens to

filter their lives on social media, creating pressure to look or act a

certain way.

There is an opportunity for brands to connect with teens by helping

them to maintain their image in a fun and responsible way, e.g.

building features to help them personalise their profiles and creating

posts presenting realistic portrayals of teen life.


04BRANDS, ADVERTISING AND

ROLE MODELS

BACK TO CONTENTS

TEENS FAVOUR BRANDS THAT

ARE PERCEIVED TO PORTRAY

YOUNG PEOPLE

Base: 2017 – Connected Kids (1,231)

Q27. What are some of your favourite brands? I.e. brands that you view

positively or are loyal to.

Tamsin, 15, West Midlands

FAVOURITE BRANDS:

49% OF TEENS THINK THAT

MOST BIG BRANDS

THAT CLAIM TO BE

ETHICAL USUALLY

AREN’T

THEY HAVE HIGH EXPECTATIONS FROM BRANDS, IN TERMS OF

TRANSPARENCY AND CORPORATE RESPONSIBILITY

80%OF TEENS AGREE THAT

BIG BRANDS SHOULD

BE HELPING TO LOOK

AFTER THE

ENVIRONMENT

Base: 2017 – Connected Kids 13+ (716)

Q50 Thinking about your current job/ future full-time job and being a teenager, please indicate below how much you agree with the

following statements? / Q52. In general, how concerned would you say you are about the following areas in the UK?

78% OF TEENS THINK THAT

BRANDS NEED TO BE

MORE HONEST ABOUT

HOW ETHICAL THEY

ARE

80%OF TEENS FEEL IT IS

IMPORTANT THAT BIG

BRANDS DO THE RIGHT

THING


Mason, 15, North West

THE TREND OF IDOLISING

ENTREPRENEURIAL CELEBRITIES

CONTINUES

Q51. Thinking about people in the public eye, who you say are your biggest role models and why?

Please write in their name and explain briefly why they are your role model in the box below. Base –

All kids and teens (1,232)

They respond to the self-made and innovative

personalities who vlog on there.

THIS IS REFLECTED IN TEENS’

LOVE OF YOUTUBERS

Base: 2016 – Connected Kids 13+ who use social networks (675) / 2016 -

Connected Kids Connected Kids who subscribe to channels on YouTube (670)

/ 2015 – Connected Kids who subscribe to channels on YouTube (444)

Q10. YouTube - How often do you tend to use each of these social networks? /

Q15. Do you subscribe to, or follow any particular channels on YouTube? / Q17.

Who are some of your favourite YouTube personalities?

FAVOURITE YOUTUBE PERSONALITIES:

ZOELLA

DAN HOWELL

JOE SUGG

KSIOLAJIDEBT

70% Subscribe to specific

channels on YouTube

ALFIE DEYES

64% OF TEENS CLAIMED TO HAVE

TALKED ABOUT THE PRODUCT THAT THEIR

YOUTUBE INFLUENCER HAS ENDORSED


PURCHASED THE PRODUCT THAT THEIR

YOUTUBE INFLUENCER HAS ENDORSED


VISITED A PLACE THAT THEIR YOUTUBE

INFLUENCER HAS MENTIONED

PARTICULARLY WHEN IT COMES TO BRAND ENDORSEMENT

Q17a. Which of the following things have you done after watching a YouTuber talk about a product, place or place or app on their channel?

Base: All who subscribe to channels on YouTube (466)

TEENS TRUST YOUTUBERS AND THEREFORE TRUST THEIR ENDORSEMENTS

Emily, 17, West Midlands Jamie, 16, London

ETHICAL BEHAVIOUR FROM BRANDS IS CRUCIAL FOR TEENS

Growing up with multiple devices and access to a huge amount of

content at an early age, kids and teens are far more aware of news

stories and how businesses operate. As such, they expect

transparency and social responsibility from brands.

TAPPING INTO THE FAVOURITE YOUTUBE INFLUENCERS IS LIKELY TO

ENGAGE KIDS AND TEENS

YouTubers are perceived to be more like ‘friends’ compared to

celebrities. Being of a similar age, kids and teens can relate to the

issues they talk about. Endorsements provided by YouTubers are felt

to be authentic and genuine, especially when positioned as a part of

wider content.

The popularity of YouTubers such as Zoella and Joe Sugg remains

high, but we are seeing rising popularity for vloggers such as Dan

Howell and Caspar. It is important for brands to monitor the popularity

of YouTubers, who might have a growing influence amongst their

audience.


05EMPOWERED

TEENS

BACK TO CONTENTS

TEENS CONTINUE TO BE

FINANCIALLY INDEPENDENT

Base: 2017 – Connected Kids 15+ who are in education (461), Base: 2017 –

Connected Kids 16+ (410), Connected Kids 17+ (258)

Q5. Do you have a part-time job that you work at outside of school/college/university to earn some money?

Q35. Do you have your own online bank account? / Q22. What kind of apps have you used in the last week

on your smartphone?

53% OF THOSE AGED 15+

HAVE A PART-TIME JOB, COMPARED

WITH 48% LAST YEAR

Over half of teens (aged 15+) now have a part-time

job and digital technology is enabling them to

manage their finances. OF THOSE AGED 13+ HAVE

THEIR OWN ONLINE BANK

ACCOUNT [88% in 2015]

OF THOSE AGED 17-19 HAVE

USED A BANKING APP IN

THE LAST WEEK [54% in 2015]

88%

61%

HAPPINESS IS MORE IMPORTANT TO

TEENS THAN BEING RICH

73% OF TEENS AGREE THAT

BEING HAPPY IS MORE

IMPORTANT THAN

EARNING LOTS OF MONEY

AND BEING RICH


Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree

with the following statements?


MONEY IS THE BIGGEST

MEASURE OF SUCCESS

THEY RECOGNISE THE VALUE OF MONEY AND ARE PREPARED TO WORK HARD


THEY THINK THEY WILL BE

GOOD AT MANAGING

MONEY IN THE FUTURE

85% OF TEENS WANT A JOB SO

THAT THEY CAN AFFORD TO

BUY ALL THE THINGS THAT

THEY WANT


Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree with the following statements?

HAVING A SECURE FUTURE AND A FULFILLING CAREER IS IMPORTANT TO TEENS


Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree with the following statements?


HAVING SECURITY IN THEIR

FUTURE IS IMPORTANT TO

THEM

84% OF TEENS WANT A CAREER

SO THAT THEY CAN FULFILL

THEIR POTENTIAL

75% OF TEENS WANT A JOB THAT

THEY ARE PASSIONATE

ABOUT, REGARDLESS OF

THE WAGE


Q50. Thinking about your current/future job and

being a teenager, please indicate below how

much you agree with the following statements?


WHILST THEY REMAIN AMBITIOUS, THEY

ARE BECOMING LESS CONFIDENT ABOUT

THEIR FUTURE

2016:

% AGREEING “I AM CONFIDENT ABOUT MY FUTURE”:

61% 53%

2017:

Q47. Please indicate how much do you agree/disagree with the following statements?


Mason, 15, North West


THIS DROP IN CONFIDENCE IS BEING DRIVEN BY TEEN GIRLS

BOYS

% AGREEING ‘I AM CONFIDENT ABOUT MY FUTURE’:

60% 46%

GIRLS

This could be as a result of the impact of Brexit and the

American Presidential Election on confidence across society.

% AGREEING ‘I AM CONCERNED ABOUT GENDER EQUALITY IN THE UK’:

34% 64%

2017

2016 62% 60%


Q52. In general, how concerned would you say you are about the following areas in the UK?

BOYS GIRLS

2016

Tamsin, 15, West Midlands

34% 61%2017


CONCERN ABOUT SAFETY, THE ECONOMY, ENVIRONMENT

AND POLITICS COULD BE INFLUENCING CONFIDENCE

69%OF TEENS ARE

CONCERNED ABOUT

SAFETY IN THE UK


Q52. In general, how concerned would you say you are about the following areas in the UK? / Q52b And what is that concerns

you about politics/safety and the government in the UK?

65%OF TEENS ARE

CONCERNED ABOUT

THE ENVIRONMENT

57%OF TEENS ARE

CONCERNED ABOUT

POLITICS AND THE

GOVERNMENT IN THE

UK

“Bombing in Syria”

“High terror level”

“The air strikes and ISIS”

WHAT TEENS ARE CONCERNED ABOUT IN THE UK (AGED 13+):

“The rise of the far right”

“Brexit”

“Pollution”

“Global warming”

Teens continue to be acutely aware of current affairs and how these issues might impact their future.

65%OF TEENS ARE

CONCERNED ABOUT

THE UK ECONOMY

“Recession”

“Imbalance between the rich and the poor”

“Theresa May and Trump ”

Jamie, 16, London

TOP 5 CAREER ASPIRATIONS - GIRLS

1. Teacher

2. VET & Animal care

3. Medicine

4. Science/Psychology

5. Emergency Services

TOP 5 CAREER ASPIRATIONS - BOYS

1. Medicine

2. Science

3. Computing/Programming

4. Football

5. Emergency Services

TEENS CONTINUE TO ASPIRE

TOWARDS STEM BASED CAREERS

Base: 2017 – Connected Kids 13+ girls (369) / boys (353), / 2016 Connect Kids 13+ girls (313) / boys (303), 2015 Connect Kids 13+ girls (310) / boys (327)

Q46 What job or career would you most like to have?

ADD IN PICTURES FOR TEEN GIRLS

Jamie, 16, London

BUT THEY RECOGNISE THAT GOING TO

UNIVERSITY MAY NOT BE THE ONLY OPTION

59% OF TEENS ARE WORRIED

ABOUT THE COST OF GOING

TO UNIVERSITY

34% OF TEENS WOULD RATHER

LEARN/TRAIN ON THE JOB

THAN GO TO UNIVERSITY

However, consideration for vocational routes to their career is limited.

TEENS (AGED 13+) WHO WANT

TO GO TO UNIVERSITY:

Q43(2015 )/ Q49(2016/17) - What do you think you are most likely to do after you have finished 6th form/College? Base: Female: 2015 (122), 2016 (138), 2017 (132) / Male: 2015 (98), 2016 (85), 2017 (100)

79%

70%

80%

58%

75%

64%

Female Male

2015 2016 2017


BRANDS CAN OFFER TEENS REASSURANCE ABOUT THEIR

FUTURE

An increase in the use of banking apps and an uptake in part-time jobs

is providing teens with financial independence at a young age.

Whilst having money is important, seeing their parents stressed and

working long hours leads them to want to pursue fulfilling careers,

which can offer them a work-life balance.

However, there is uncertainty about the future. The current political

climate is playing on their minds and making them question the career

path that is best for them. With 6 in 10 worried about the cost of

university, there is some appetite to pursue a more vocational route.

Many brands are currently forging connections by offering

apprenticeships, internships or vocational qualifications. This would be

particularly relevant to boys, who are more likely to consider alternative

routes outside of university.


Use live TV ‘moments’ to engage teens in

brand conversations

Demonstrate transparency and corporate

responsibility to generate trust from teens

Consider if your brand can offer teens a ‘leg-up’

when they are evaluating their future career paths

YouTubers are trusted for product endorsement,

but brands should blend into wider content

Social channels are selected for specific

purposes, so content should be tailored

accordingly

Alleviate pressure on social media via

positive and realistic portrayals of teen

life in content

KEY RECOMMENDATIONS

IF YOU HAVE ANY QUESTIONS

ABOUT THIS REPORT OR WISH TO

LEARN MORE, PLEASE CONTACT:

Gemma Dunbar

[email protected]

Leanne Meakin

[email protected]

Visit us at www.mediacom.co.uk

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