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
Significantly different vs. Total Sample at 95% CI
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)
Significantly different vs. Total Sample at 95% CI
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%
Significantly different vs. Total Sample at 95% CI
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?
Significantly different vs. Total Sample at 95% CI
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?
Significantly different vs. Total Sample at 95% CI
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
Significantly different vs. Total Sample at 95% CI
*
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.
Significantly different vs. Total Sample at 95% CI
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.
SO, WHAT DOES THIS MEAN…
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:
Significantly different vs. Total Sample at 95% CI
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.
SO, WHAT DOES THIS MEAN…
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
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)
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
54% OF TEENS CLAIMED TO HAVE
PURCHASED THE PRODUCT THAT THEIR
YOUTUBE INFLUENCER HAS ENDORSED
54% OF TEENS CLAIMED TO HAVE
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.
SO, WHAT DOES THIS MEAN…
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
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?
34% OF TEENS AGREE THAT
MONEY IS THE BIGGEST
MEASURE OF SUCCESS
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
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?
HAVING A SECURE FUTURE AND A FULFILLING CAREER IS IMPORTANT TO TEENS
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?
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
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?
Emily, 17, West Midlands
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?
Base: 2017 – Connected Kids 13+ (722)
Mason, 15, North West
Significantly different vs. Total Sample at 95% CI
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%
Base: 2017 – Connected Kids 13+ (722)
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
Significantly different vs. Total Sample at 95% CI
CONCERN ABOUT SAFETY, THE ECONOMY, ENVIRONMENT
AND POLITICS COULD BE INFLUENCING CONFIDENCE
69%OF TEENS ARE
CONCERNED ABOUT
SAFETY IN THE UK
Base: 2017 – Connected Kids 13+ (722)
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
Emily, 17, West Midlands
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.
SO, WHAT DOES THIS MEAN…
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
Leanne Meakin
Visit us at www.mediacom.co.uk