Connected Kids Trend Watch 2017
01
DEVICE USAGE
02
CONTENT AND ENGAGEMENT
03
SOCIAL MEDIA
04
BRANDS, ADVERTISING AND ROLE MODELS
05
EMPOWERED TEENS
AN INTRODUCTION TO RWI & CONNECTED KIDS
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.
CONNECTED KIDS TREND WATCH: RESEARCH METHODOLOGY
SURVEY INFORMATION
Connected Kids: Trend Watch consists of a 15 minute quantitative online survey; fieldwork was carried out between 1st December – 14th December 2016
GAMIFICATION
WHO WE SPOKE TO
SUB-GROUP ANALYSIS
SPOTTING TRENDS
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, 1316 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
01
DEVICE USAGE
BACK TO CONTENTS
TABLET OWNERSHIP AMONGST 8-12 YEAR OLDS HAS DIPPED IN THE LAST YEAR Significantly different vs. Total Sample at 95% CI
TABLET OWNERSHIP:
68% 49% 40%
54%
60%
60%
56%
44%
This question was not asked to kids (aged 8-12) between these years 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)
8-12 2013
2014
2015
2016
13+ 2017
Significantly different vs. Total Sample at 95% CI
THIS COULD BE BECAUSE SMARTPHONES HAVE BECOME MORE ACCESSIBLE AT AN EARLIER AGE Smartphone ownership has significantly grown amongst 8-12 year olds within the last year.
SMARTPHONE OWNERSHIP:
94% 88%
95% 90%
94% 92%
66%
58% 49%
8-12
2015
Significantly different vs. Total Sample at 95% CI 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)
2016
13-16
17-19
2017
KIDS ARE INCREASINGLY ACCESSING CONTENT THAT IS NOT AGE APPROPRIATE This is despite rising concern from parents.
8-12 YEAR OLDS ARE USING SOCIAL NETWORKING SITES AND APPS THAT THEY ARE LEGALLY TOO YOUNG TO ACCESS…
OF 8-12 YEAR OLDS HAVE A SMARTPHONE [increased by 8% from 58% in 2016]
47%
OF 8-12 YEAR OLDS SAY THAT FACEBOOK IS THEIR FAVOURITE SOCIAL NETWORKING SITE
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)
‘MY PARENTS WORRY ABOUT MY SAFETY ON THE INTERNET AND THE TYPES OF WEBSITES THAT I GO ON’
Age 8-12
Age 13-16
Age 17-19
84%
67%
43%
KIDS (AGED 8-12) FAVOURITE APPS:
AND THEY HAVE BECOME MORE CONCERNED ABOUT WHAT ADVERTISERS CAN ACCESS “I AM VERY/SOMEWHAT WORRIED ABOUT THE AMOUNT OF INFORMATION THAT ADVERTISERS HAVE ABOUT ME”:
8–12 YEAR OLDS
13–16 YEAR OLDS
17–19 YEAR OLDS
2017
49%
47%
54%
2016
39%
41%
59% x
2015
36%
45%
49%
* 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
SO, WHAT DOES THIS MEAN… 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.
02
CONTENT AND ENGAGEMENT
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REFLECTING RISING OWNERSHIP, TV VIEWING VIA A SMARTPHONE HAS INCREASED DEVICES USED TO REGULARLY WATCH TV OR FILMS: ALL 8-19 YEAR OLDS:
2017
84%
47%
36%
33%
2016
80%
46%
40%
25%
2015
85%
48%
31%
21%
Q7. On which of the following do you regularly watch TV or films? Base: 2015 – Connected Kids (1,206), 2016 (1,222), 2017 (1,231)
Significantly different vs. Total Sample at 95% CI
Significantly different vs. Total Sample at 95% CI
ON-DEMAND TV VIEWING CONTINUES TO RISE Kids and teens are increasingly not differentiating between live and on-demand TV.
HOW KIDS / TEENS ARE WATCHING TV MOST OFTEN :
LIVE TV
ON-DEMAND TV
43%
35%
35%
29%
36%
38%
2015
2016
2017
2015
2016
2017
Q6. How do you watch TV most often? Base: 2015 – Connected Kids (1206), 2016 – Connected Kids (1,222), 2017 – Connected Kids (1,231)
YOUNGER TEENS ARE THE DRIVING FORCE BEHIND THIS TREND
Significantly different vs. Total Sample at 95% CI
HOW TV IS WATCHED MOST OFTEN: ON-DEMAND TV
2017
20%
44%
59%
2016
22%
38%
56%
18%
28%
51%
13–16 YEAR OLDS
17–19 YEAR OLDS
2015
8–12 YEAR OLDS
Q6. How do you watch TV most often? 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)
Significantly different vs. Total Sample at 95% CI
USAGE OF SERVICES SUCH AS NOW TV AND AMAZON PRIME HAS INCREASED Netflix remains the most used streaming service, but usage has plateaued.
TEENS 13-19 ARE ALSO ACCESSING: * Added during 2016
TEENS 13-19 WHO USE NETFLIX:
2014
2016
33%
58%
2015
2017
44%
2017
2016
2015
32%
24%
*
15%
11%
8%
11%
10%
*
58%
Q8. Do you have access to any of the following at home? Base: 2014 Real World Teens 13+ (824); 2015 – Connected Kids 13+ (697); 2016 – Connected Kids 13+ (697); 2017 – Connected Kids 13+ (716)
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 They are particularly likely to use instant messenger apps whilst watching TV. THINGS TEENS ARE DOING WHEN WATCHING TV - 2017 (ALMOST ALWAYS/VERY OFTEN)
BOYS AGED 13+ (% AGREEING)
GIRLS AGED 13+ (% AGREEING)
Using instant messenger apps
49
70
Use a Smartphone to browse the internet
52
65
Using Instagram
30
56
Using Facebook
41
50
Using my phone to text/call my friends
41
56
Q11. When you’re watching TV, how often do you think you are doing the following things at the same time? Base: 2017 – Connected Kids boys aged 13+ (353), girls aged 13+ (369)
LIVE TV CONTINUES TO GENERATE SOCIAL ENGAGEMENT 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. ACTIVITIES WHILST WATCHING LIVE TV vs. ON DEMAND - TEENS 13-16:
Look at the official Instagram account or hashtag for a TV programme Like and/or share other people’s Facebook posts about a TV programme
22%
14%
Follow the official Twitter account or hash tag for a TV programme
19% 20% 13%
Look at the official Facebook account or hashtag for a TV programme
14% 11% 11%
Live viewing On Demand
19%
Re-tweet other people’s/accounts tweets about a TV programme
Post my own tweets about a TV programme
20%
16%
Like or comment on Instagram posts about a TV programme
Post my own Facebook status about a TV programme
22%
15%
17%
16% 16%
Q12b - Do you ever do any of the following things whilst you’re watching TV programmes on-demand or via catch-up services? Base: 2017 - Connected Kids 13+ (722)
Significantly different vs. Total Sample at 95% CI
MASS MARKET ENTERTAINMENT REMAINS THE MAIN TOPIC OF TWITTER CONVERSATIONS
Most tweeted about TV programmes
#1
#3
Emily, 17, West Midlands
Q13. What are the television programmes you have most recently tweeted about? Base: 2017 – Connected Kids 13+ who post their own tweets about TV programmes (198)
#2
#4
TV CONVERSATION ON TWITTER CONTINUES TO BE DRIVEN BY TEEN GIRLS
WHAT TEENS (AGED 13+) ARE DOING WHILST WATCHING LIVE TV:
Although Twitter conversation has decreased year-on-year. RE-TWEET OTHER PEOPLE’S/ ACCOUNT'S TWEETS ABOUT THE PROGRAMME I AM WATCHING
POST MY OWN TWEETS ABOUT THE PROGRAMMES I AM WATCHING
Kiera, 14, North West 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? Base: 2017 – Connected Kids 13+ who use Twitter (469), 2016 – Connected Kids 13+ who use Twitter (484)
BOYS
GIRLS
29%
2016 46%
24%
2016 42%
21%
16%
2016 30%
2016 29%
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.
SO, WHAT DOES THIS MEAN… 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
Significantly different vs. Total Sample at 95% CI
Regular usage of Facebook and Twitter has plateaued.
USING SOCIAL NETWORK ONCE A DAY OR MORE:
43%
2015
57%
2016
60%
2017
USING SOCIAL NETWORK ONCE A DAY OR MORE:
37%
38%
34%
2015
2016
2017
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? Base: 2015 – Connected Kids 13+ (697), 2016 (675), 2017 (687) /
SOCIAL APPS SPENT MOST TIME ON DURING LAST WEEK:
30%
30%
35%
2015
2016
2017
USING SOCIAL NETWORK ONCE A DAY OR MORE:
68%
70%
67%
2015
2016
2017
SNAPCHAT IS THE SOCIAL MEDIA APP THAT TEENS SPEND THE MOST TIME ON TYPES OF APP USED THIS WEEK BY KIDS/TEENS: Social networking
74%
Instant messaging
62%
Picture messaging apps
57%
Video sharing
54%
Gaming
53%
Music/Radio
44%
TV and Entertainment
33% 27%%
News and information
21%
Travel/Transport/Map
21%
Sports
#3 #4
19% 16%
Q22. What kinds of apps do you use on your Smartphone? / Q23. Which mobile apps would you say you spend the most time on? Base: 2017 – Connected Kids with a smartphone (854)
#2
25%
Photo editing/art
Educational/learning
#1
37%%
Banking Retail/shopping
SOCIAL APPS TEENS SPEND MOST TIME ON:
#5
TEENS RELY HEAVILY ON SOCIAL TO MEET THEIR NEEDS
IMMEDIACY
Kids and teens are using different social platforms for different purposes.
INSPIRATION
SELF EXPRESSION
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.
Jamie, 16, London
% AGREEING:
Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722)
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%
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.
Elliot, 13, London
Jamie, 16, 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%
Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722)
GIRLS CAN FEEL THE PRESSURE TO MAINTAIN A CERTAIN IMAGE
% AGREEING: I feel pressure to keep up a certain image of myself on here
20%
7%
29%
38% for girls 13+ vs. 19% for boys
Kiera, 14, North West Q18b - Please tell us which social media sites these statements most apply to. Base: Connected Kids 2017- Teens 13+ (722)
12%
THEY REMAIN FEARFUL ABOUT POTENTIAL BACKLASH ON SOCIAL MEDIA
GIRLS IN 2017 (% AGREEING)
Rukaya, 15, London
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)
GIRLS IN 2016
GIRLS IN 2015
(% AGREEING)
(% AGREEING)
“I WORRY ABOUT WHAT PEOPLE THINK ABOUT ME IF SOMEBODY POSTS SOMETHING ABOUT ME ONLINE”
51
55
52
“I AM WORRIED ABOUT ONLINE BULLYING”
44
40
44
“I AM WORRIED ABOUT TWITTER TROLLS”
38
33
35
TEENS ARE ADEPT AT MANAGING THEIR PERSONAL BRAND ONLINE This is particularly true for girls on Instagram.
% 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) Base: 2017 – Connected Kids 13+ (716)
Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree with the following statements? Base: 2017 – Connected Kids 13+ (722)
SO, WHAT DOES THIS MEAN… 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.
04
BRANDS, ADVERTISING AND ROLE MODELS
BACK TO CONTENTS
TEENS FAVOUR BRANDS THAT ARE PERCEIVED TO PORTRAY YOUNG PEOPLE
Tamsin, 15, West Midlands
Q27. What are some of your favourite brands? I.e. brands that you view positively or are loyal to. Base: 2017 – Connected Kids (1,231)
FAVOURITE BRANDS:
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
78%
80%
OF TEENS FEEL IT IS IMPORTANT THAT BIG BRANDS DO THE RIGHT THING
OF TEENS THINK THAT BRANDS NEED TO BE MORE HONEST ABOUT HOW ETHICAL THEY ARE
49%
OF TEENS THINK THAT MOST BIG BRANDS THAT CLAIM TO BE ETHICAL USUALLY AREN’T
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? Base: 2017 – Connected Kids 13+ (716)
Emily, 17, West Midlands
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)
FAVOURITE YOUTUBE PERSONALITIES:
THIS IS REFLECTED IN TEENS’ LOVE OF YOUTUBERS
JOE SUGG
ZOELLA
They respond to the self-made and innovative personalities who vlog on there.
ALFIE DEYES
70%
Subscribe to specific channels on YouTube
KSIOLAJIDEBT
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? 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)
DAN HOWELL
PARTICULARLY WHEN IT COMES TO BRAND ENDORSEMENT
64% OF TEENS CLAIMED TO HAVE
TALKED ABOUT THE PRODUCT THAT THEIR YOUTUBE INFLUENCER HAS ENDORSED
54% OF TEENS CLAIMED TO HAVE
PURCHASED THE PRODUCT THAT THEIR YOUTUBE INFLUENCER HAS ENDORSED
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)
54% OF TEENS CLAIMED TO HAVE
VISITED A PLACE THAT THEIR YOUTUBE INFLUENCER HAS MENTIONED
TEENS TRUST YOUTUBERS AND THEREFORE TRUST THEIR ENDORSEMENTS
Emily, 17, West Midlands
Jamie, 16, London
SO, WHAT DOES THIS MEAN… 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.
05
EMPOWERED TEENS
BACK TO CONTENTS
TEENS CONTINUE TO BE FINANCIALLY INDEPENDENT Over half of teens (aged 15+) now have a part-time job and digital technology is enabling them to manage their finances.
88%
OF THOSE AGED 13+ HAVE THEIR OWN ONLINE BANK ACCOUNT [88% in 2015]
61%
OF THOSE AGED 17-19 HAVE USED A BANKING APP IN THE LAST WEEK [54% in 2015]
53%
OF THOSE AGED 15+ HAVE A PART-TIME JOB, COMPARED WITH
48% LAST YEAR
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? Base: 2017 – Connected Kids 15+ who are in education (461), Base: 2017 – Connected Kids 16+ (410), Connected Kids 17+ (258)
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
34%
OF TEENS AGREE THAT MONEY IS THE BIGGEST MEASURE OF SUCCESS
Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree with the following statements? Base: 2017 – Connected Kids 13+ (722)
THEY RECOGNISE THE VALUE OF MONEY AND ARE PREPARED TO WORK HARD
74%
OF TEENS AGREE THAT 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? Base: 2017 – Connected Kids 13+ (722)
HAVING A SECURE FUTURE AND A FULFILLING CAREER IS IMPORTANT TO TEENS
85%
OF TEENS AGREE THAT 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
Emily, 17, West Midlands
Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree with the following statements? Q50. Thinking about your current/future job and being a teenager, please indicate below how much you agree with the following statements? Base: 2017 – Connected Kids 13+ (716) Base: 2017 – Connected Kids 13+ (722)
WHILST THEY REMAIN AMBITIOUS, THEY ARE BECOMING LESS CONFIDENT ABOUT THEIR FUTURE
Significantly different vs. Total Sample at 95% CI
% AGREEING “I AM CONFIDENT ABOUT MY FUTURE”:
2016:
2017:
61%
53%
Mason, 15, North West Q47. Please indicate how much do you agree/disagree with the following statements? Base: 2017 – Connected Kids 13+ (722)
THIS DROP IN CONFIDENCE IS BEING DRIVEN BY TEEN GIRLS This could be as a result of the impact of Brexit and the American Presidential Election on confidence across society.
Tamsin, 15, West Midlands
% AGREEING ‘I AM CONFIDENT ABOUT MY FUTURE’:
% AGREEING ‘I AM CONCERNED ABOUT GENDER EQUALITY IN THE UK’:
BOYS
GIRLS
BOYS
GIRLS
2016
62%
60%
2016
34%
64%
2017
60%
46%
2017
34%
61%
Q52. In general, how concerned would you say you are about the following areas in the UK? Base: 2017 – Connected Kids 13+ (722)
Significantly different vs. Total Sample at 95% CI
CONCERN ABOUT SAFETY, THE ECONOMY, ENVIRONMENT AND POLITICS COULD BE INFLUENCING CONFIDENCE Teens continue to be acutely aware of current affairs and how these issues might impact their future. WHAT TEENS ARE CONCERNED ABOUT IN THE UK (AGED 13+):
65%
69%
65%
Jamie, 16, London
57%
OF TEENS ARE CONCERNED ABOUT SAFETY IN THE UK
OF TEENS ARE CONCERNED ABOUT THE ENVIRONMENT
OF TEENS ARE CONCERNED ABOUT POLITICS AND THE GOVERNMENT IN THE UK
“Recession”
“Bombing in Syria”
“Pollution”
“The rise of the far right”
“Imbalance between the rich and the poor”
“High terror level”
“Global warming”
“Brexit”
OF TEENS ARE CONCERNED ABOUT THE UK ECONOMY
“The air strikes and ISIS”
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? Base: 2017 – Connected Kids 13+ (722)
“Theresa May and Trump ”
TEENS CONTINUE TO ASPIRE TOWARDS STEM BASED CAREERS
ADD IN PICTURES FOR TEEN GIRLS
TOP 5 CAREER ASPIRATIONS - GIRLS
TOP 5 CAREER ASPIRATIONS - BOYS
1. Teacher 2. VET & Animal care 3. Medicine 4. Science/Psychology 5. Emergency Services
1. Medicine 2. Science 3. Computing/Programming 4. Football 5. Emergency Services
Q46 What job or career would you most like to have? 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)
BUT THEY RECOGNISE THAT GOING TO UNIVERSITY MAY NOT BE THE ONLY OPTION However, consideration for vocational routes to their career is limited.
59%
OF TEENS ARE WORRIED ABOUT THE COST OF GOING TO UNIVERSITY
TEENS (AGED 13+) WHO WANT TO GO TO UNIVERSITY: 79% 80%
75%
70% 58%
Emily, 17, West Midlands
64%
34%
OF TEENS WOULD RATHER LEARN/TRAIN ON THE JOB THAN GO TO UNIVERSITY Female
Male 2015
2016
2017
Jamie, 16, London
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)
SO, WHAT DOES THIS MEAN‌ 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.
KEY RECOMMENDATIONS
Use live TV ‘moments’ to engage teens in brand conversations
YouTubers are trusted for product endorsement, but brands should blend into wider content
Alleviate pressure on social media via positive and realistic portrayals of teen life in content
Consider if your brand can offer teens a ‘leg-up’ when they are evaluating their future career paths
Demonstrate transparency and corporate responsibility to generate trust from teens Social channels are selected for specific purposes, so content should be tailored accordingly
IF YOU HAVE ANY QUESTIONS ABOUT THIS REPORT OR WISH TO LEARN MORE, PLEASE CONTACT:
Leanne Meakin leanne.meakin@mediacom.com
Gemma Dunbar gemma.dunbar@mediacom.com
Visit us at www.mediacom.co.uk