MediaCom：2018儿童使用网络趋势观察（英文版）(66页).pdf

1、Connected Kids Trend Watch 2018 AN INTRODUCTION TO RWI fieldwork was carried out between 18thDecember 8th January 2018 SURVEY INFORMATION GAMIFICATION SUB-GROUP ANALYSIS SPOTTING TRENDS WHO WE SPOKE TO We included gamified survey questions, so that kids and teens actually enjoyed taking part! We spo

2、ke to a nationally representative sample (based on demographics and region) of 1,201 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 ol

3、ds, as well as between boys and girls We have looked at previous youth research including; Connected Kids 2017/16/15 to understand how trends have developed over time CONNECTED KIDS TREND WATCH: RESEARCH METHODOLOGY 01 DEVICE AND USAGE 02 CONTENT AND ENGAGEMENT 03 SOCIAL MEDIA 04 YOUTUBE 05 ONLINE S

4、AFETY 06 KIDS AS CONSUMERS 07 BRAND PURPOSE 08 CAREERS AND FUTURES WHAT WE ARE GOING TO COVER IN THIS REPORT 0101DEVICE USAGE BACK TO CONTENTS 73% 78% 82% 84% 49% 63% 57% 60% 2015201620172018 SmartphoneTablet SMARTPHONE AND TABLET OWNERSHIP HAS SEEN LITTLE CHANGE SINCE LAST YEAR SMARTPHONE AND TABLE

5、T OWNERSHIP: Q20Q20 - Do you own a Smartphone (i.e. an internet enabled phone such as an iPhone or Samsung Galaxy)? Q25. 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:Base: 2015 Connected Kids 8-19 (1206); 2016 Con

6、nected Kids 8-19 (1222); 2017 Connected Kids 8-19 (1231); 2018 Connected Kids 8 19 (1201) / 8- 12 (500) / 13+ (701) Source: eMarketer, Jan 2018 Significantly different vs. previous year at 95% CI eMarketer established similar rates of smartphone ownership for kids in 2018 (59% among 9-10 years olds