Digital kids 2015 slides

  • Published on
    26-Jan-2017

  • View
    2.266

  • Download
    0

Embed Size (px)

Transcript

  • Dubit

    Driving Discovery

    AndSharing

    Digital Kids Summit September 2015

  • Dubit -Dubit -

    Knock, knock.

    Whos There?

    Kids Digital Entertainment.

    Kids Digital Entertainment Who?

    2

  • Dubit -Dubit -

    Exactly.

    3

  • Dubit

  • Dubit -Dubit -

    Content may be King, but

    5

  • Dubit -Dubit -

    Discovery is the keys to the Kingdom.

    6

  • Dubit -Dubit - 7

    Water, Water EverywhereDespite ubiquitous content,

    across age groups, kids often/sometimes get

    frustrated trying to find something to watch

    >60%

  • Dubit -Dubit - 8

    4 Trends Affecting Content Discovery

    Fragmentation (content)& Concentration (device)

    De-scheduling

    Rise of social

    Lowered barriersto content creation

  • Dubit -Dubit - 9

    Knowledge is Power

    How do content creators / IP owners know what kids want?

    How do marketers / media buyers know how to engage an audience?

    Dubit Trending:4x/year survey of 1000 families each in the US, UK and one other country

    Every wave

    Q1 2015 Q2 2015

  • Dubit -Dubit - 10

    16.115.6

    12.2

    13.4

    12.212.9

    11.0 10.7

    9.2 9.49.1 9.28.2 7.98.0 8.2

    9.1 8.98.2 8.2

    0

    5

    10

    15

    20

    Wave 1 Wave 2

    Watching television Using a tablet Using a Smartphone Using a Games Console Using a Portable ConsoleUsing PC/Laptop Video from PVR/DVR/TiVo Video from DVD/Blu Ray Listen to radio Child Tablet

    Share of time: Hours per week (Total sample)

  • Dubit -Dubit - 11

    10.59.8

    9.38.7 8.6 8.6 8.3 8.6

    7.67.3 7.5 7.2

    6.5 6.6

    5.1

    10.39.7 9.4

    8.6 8.6 8.5 8.5 8.4

    7.6 7.57.1

    7.5

    6.5 6.4

    5.4

    W1 2015 W2 2015

    Preferred types of entertainment: 2-15

    B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15)

  • Dubit -Dubit - 12

    18%

    44%

    17%

    52%

    29% 25% 28% 25%13%

    25%

    9%

    13%

    9%

    12%

    11%9% 10% 11%

    7%

    10%

    28%

    13%

    10%

    13%

    14%16% 12% 13%

    6%

    7%

    36%11%

    17%

    15%

    23%22% 20% 22%

    5%

    7%

    7%

    8%

    15%

    8%

    13% 16% 15% 9%

    37% 6%

    8%

    6%

    10%

    8%

    8% 9%7%

    7%

    12%

    7%

    5%

    5%

    4%

    4%

    4% 4%4%

    4%4%

    5%

    11%

    10%

    6%

    5%

    7% 6%7%

    4%3%

    5%

    4%

    3%

    5%

    4%

    5% 5%6%

    4%4%

    3%

    16%

    16%

    40%

    10%14% 12% 15%

    15%

    6%

    20%

    5%

    5% 4% 5% 4% 4% 4%

    3%

    4% 4%

    10%

    3% 3% 3%2% 3% 2%

    3%

    2% 4%

    4%

    4% 3% 3%3% 3% 3%

    3%

    3% 3%

    5%

    11% 6% 3%5% 6% 4%

    4%

    4% 3%

    Theme Park Attraction Live Event Music A board game A toyA magazine A book An app that isnt a game As an gaming app As a video/computer gameAs a movie Watch on DVD Watch online Watch on a TV show

    Cross platform: Top 10 properties

    B-Q14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base 1000 US)

  • Dubit -Dubit - 13

    46%

    42%

    27%25%

    20%18% 17%

    14% 14%11% 11% 10% 9% 8% 7% 6%

    4% 4% 4%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    C-Q3. Thinking about how you first hear about a new app or show on television, where are you most likely to hear about it? (Base 1000 US)

    Hearing about new entertainment: Total

    TV ads Throughfriends

    Through parents

    Throughonline ads

    Throughsocial media

    In app ads Throughsiblings

    At the movie theater

    Online video

    platforms

    In magazines

    Blogs/ forums

    Through other adults

    Other websites

    Through mobile

    ads

    Viral videos

    Through outdoor adverts

    On the radio

    Traditional media

    Word of mouth

    Online media

    Social

    +10%+2%

    +34%

    +17%

    +32%

    +36%+ 5%

    +22%+27%

    -23%

    + 6%

    - 5%+11%

    +25% +15%+24%

    +31%

  • Dubit -Dubit -

    Hearing about new entertainment: By Age

    14

  • Dubit -Dubit -

    How Often do you Share with Friends?

    15

    Inside Circle:Early Adopters

  • Dubit -Dubit - 16

    43%39% 39%

    16%13% 12% 12% 10%

    8% 7% 6% 5%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    C-Q5. Where or how have you told your friends about entertainment you enjoy? (Base 1000 US)

    Platforms for talking about new entertainment:

    Through Facebook

    Through Instagram

    Lending to a friend

    Sharing YouTube

    link

    Blogs/ forumsOwn blogFace-to-face outside school

    Traditional media

    Word of mouth

    Online media

    Social

    Face-to-face inside school

    Sending link to online article

    Through other social

    media

    Through Twitter

    Throughtext

    message

  • Dubit -Dubit -

    Innovators and Early Adopters

    CapturingInnovators

    ConvertingEarly

    Adopters

    Early toMass Long Term Sustainability

    17

  • Dubit -Dubit - 18

    Reaching Consumers: Tools and Motivations

    Group Motviation Tools in 1995 Tools in 2015

    Innovators / Early adopters

    Closed communityRisk takers

    Social influence

    Specialist magazinesLocal influencers

    CommunitiesFeedback forums

    Early majorityOpen social

    See themselves as innovators

    Face to facePlayground

    ClubsCelebrity

    Social mediaFace to face

    ViralsCelebrity (has changed)

    Mid-late majority Being part of the crowd TVRetail

    TVRetail Digital

    Long-termsustainability

    FandomUtility

    Relevance

    New contentTV

    Consumer marketing

    New contentSocial media

    Consumer engagement

  • Dubit