【女性研报】2019MediaCom-2019年联网儿童报告（英文）_市场营销策划2020_“她经济.pptxVIP

September 2019 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 our clients’ business. With this in mind, kids and teenagers are a crucial audience to understand. They are the first generation growing up as digital natives, and the way they experience and interpret the world around them is different compared to adults. Connected Kids is MediaCom’s youth insight offering. We publish an annual report, currently in its fifth year, monitoring the media habits and attitudes of kids and teenagers in the UK. Within our report, we focus on where brands and advertising fit in, as well as recommendations on how to effectively and responsibly engage this audience. An introduction 2 • 3 We survey 1,200 kids and teens up and down the UK Online survey We use a 15 minute quantitative online survey. We gamify our survey questions where possible, in order to ensure that kids and teens enjoy taking part! Sample fieldwork We have captured a nationally representative sample of 1,200 8-19 year olds in the UK, with fieldwork taking between 5th-12th April 2019 Robust sub-groups Our sample size allows us to capture robust demographic sub- groups, which means that we can identify distinctions by gender and age Trended We look back over previous waves of Connected Kids to understand how trends develop over time And engage our qualitative panel of teens to dig deeper into their lives Expanding upon our quantitative findings, we incorporate qualitative insight from our panel of teens. This enables us to place further context and understanding around some of the trickier ‘why?’ questions. 4 To add depth to our findings, we also include wider industry context Wider context can be found in the form of industry research and trends, as well as brand case studies that exemplify our findings. Trends Mi