Nicki Karet & Pete Robinson

Kids and Youth 2015

2

Which platforms grow the biggest brands?

1 2 3 4

Video Toy Print Digital

Source: Dubit research 2014, 2-12 year olds

3

TV - the screen with the mostest

Source: OFCOM Children’s Media Literacy Report - 2014

4

How brands are discovered

0%

25%

50%

75%

100%

TV ads Cinema Magazines Online recommend

tool

Outdoor ads

Mobile ads

Viral videos

Social Media

In-app ads Online video sites

Other websites

Other adults

Blogs / forums

Friends Parents Family Celeb

Increases with age Decreases with age

Source: Dubit & Full Bottle research January 2014, Q27. Base size: 594 UK children aged 6-14.

5

Multiple consumption points

Co-viewing weekly 86%

Tablet video viewing up 93%

50 mins of mobile gaming per day

Laptop video viewing up 29%

23% text friends whilst viewing

Mobile video viewing up 85%

Solo viewing weekly 96%

6

The 360 brand

“I don’t got a day without Lego, toys, games,

movies” Boy, aged 8

7

Expanding narratives online

“It’s great that they can watch

Peppa, then play a story on the

app” Mum of two under 5s

8

Extending reach online

“He’d stopped being interested in Chuggington, but then found

the apps” Dad of boy, aged 5

9

Using digital for good

“Digital is great, but for us to allow our kids to use it,

it has to do something”

Mum of 5 and 7 year olds

10

The adult comprehension apps

“Its the first app, we’ve actually had a need for, and I can

describe it to friends”

Parents of girl, aged 3

11

The big challenges of 2015

What will the media landscape look like

How do you monetise and prove growth

Tech-play and the role of wearables

How do you launch & grow brands