Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Dubit Trends: Five Things To Know - Spring 2018

219 Aufrufe

Veröffentlicht am

Five key insights from Wave 7 of Dubit's Trends survey in the US, conducted in spring 2018

Veröffentlicht in: Business
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Dubit Trends: Five Things To Know - Spring 2018

  1. 1. Dubit - 5 things you need to know (Trends Wave 7) Spring 2018 Update
  2. 2. Dubit - 5 things you need to know (Trends Wave 7) Survey frequency From Spring 2018 1 survey per year 2000 children and parents Global coverage 2 surveys per year 2000 children and parents 2 surveys per year 1300 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parents 1 survey per year 1000 children and parentsFrom Spring 2018 1 survey per year 1000 children and parents
  3. 3. Dubit - 5 things you need to know (Trends Wave 7) Dubit Trends Survey flow Where is my audience? • Devices - current usage in the household; future purchase intention; rate of adoption of new technology • Activities - the sorts of content children are consuming on different devices • Frequency - how often they use a device for different activities • Share of time - how long children spend consuming different media Content preferences • Choosing entertainment - what motivates children to consume content; what are the barriers • Entertainment genres - identifying the most popular content themes • Brand popularity - children’s favourite brands across TV, toys, game apps, video apps and social/messaging apps • Brand awareness and usage • Familiarity with brands • Total brand reach • Entry-point into a brand Consumer journey • How children hear about new content - identifies the most effective channels/platforms to reach eyeballs • Active search - how children use different platforms to look for content • Frustration - with so much content available on so many platforms we measure the level of frustration kids have trying to find a piece of content • How children talk about and share content Monetisation • The different services parents subscribe to in the household • Volume - how often they make purchases in categories related to children’s entertainment • The value of the purchases that parents have made for their children in the last 3 months • Parental attitudes towards apps • Factors influencing purchase of digital products for kids Each wave of Dubit Trends also features a special focus on a certain aspect of kids’ entertainment, these include: digital (e.g. favourite game genres played), video (e.g. motivations for choosing online video), reading & literature (e.g. type of literature read), toys & games (e.g. toy brand engagement across platform) and social (e.g. activities on social media)
  4. 4. Dubit - 5 things you need to know (Trends Wave 7) 1 2 3 4 Television still the king, smartphones become the second device Spending more time streaming video and using smartphones Platforms and social brands achieve highest popularity TV remains key to driving awareness, but for how long? 5 Parents spending on children’s entertainment driven by toys Latest Trends
  5. 5. Dubit - 5 things you need to know (Trends Wave 7) 1 2 3 4 Television still the king, smartphones become the second device Spending more time streaming video and using smartphones Platforms and social brands achieve highest popularity TV remains key to driving awareness, but for how long? 5 Parents spending on children’s entertainment driven by toys Latest Trends
  6. 6. Dubit - 5 things you need to know (Trends Wave 7) • Children’s access to the number of devices decreases • But ownership of main devices increases as families manage the device influx • More television (driven by Smart TVs) - the big screen is still the ‘king’ of devices • It offers a high fidelity experience • But Smart TVs are getting connected means YouTube on the ‘big screen’ • Under the age of 10, the connected device kids are most likely to ‘OWN’ are tablets, then the smartphone takes over • Smartphone screens are getting bigger • But offer small screen convenience Device usage1 Any TV Tablet Smartphone 0% 25% 50% 75% 100% October
 2016 October
 2017 2-4 5-7 8-10 11-15 Total 0% 25% 50% 75% 100% October
 2016 October
 2017 0% 25% 50% 75% 100% October
 2016 October
 2017
  7. 7. Dubit - 5 things you need to know (Trends Wave 7) 1 2 3 4 Television still the king, Smartphones become the second device Spending more time streaming video and using smartphones Platforms and social brands achieve highest popularity TV remains key to driving awareness, but for how long? 5 Parents spending on children’s entertainment driven by toys Latest Trends
  8. 8. Allrespondents Dubit - 5 things you need to know (Trends Wave 7) 0h 2h 4h 6h 8h 10h October
 2016 October
 2017 Total 2-4 5-7 8-10 11-15 October
 2016 October
 2017 October
 2016 October
 2017 Average per week (incl. those who do not have access to the device) Source of video on a television Source: Dubit Trends. A-Q2. Thinking about the time using a TV screen, tablet, Smartphone or PC/laptop, roughly what percentage of time is spent doing the following activities? (Base: US Wave 5 2331 2-4 year olds 562 5-7 year olds 630 8-10 year olds 627 11-15 year olds 512 Wave 7 1640 2-4 year olds 342 5-7 year olds 349 8-10 year olds 355 11-15 594) 2 Total 7h 25m Total 6h 40m Total 4h 4m
  9. 9. Allrespondents Average per week (incl. those who do not have access to the device) Share of time on screens 0h 6h 12h 18h 24h 30h 36h October
 2016 October
 2017 Total 2-4 5-7 8-10 11-15 Source: Dubit Trends. A-Q2. Thinking about the time using a TV screen, tablet, Smartphone or PC/laptop, roughly what percentage of time is spent doing the following activities? (Base: US Wave 5 2331 2-4 year olds 562 5-7 year olds 630 8-10 year olds 627 11-15 year olds 512 Wave 7 1640 2-4 year olds 342 5-7 year olds 349 8-10 year olds 355 11-15 594) Dubit - 5 things you need to know (Trends Wave 7) October
 2016 October
 2017 October
 2016 October
 2017 Total 18h 28m Total 14h 39m Total 21h 26m 2 +1h 32m (y/y) -2h 17m (y/y) +2m (y/y)
  10. 10. Dubit - 5 things you need to know (Trends Wave 7) 1 2 3 4 Television still the king, smartphones become the second device Spending more time streaming video and using smartphones Platforms and social brands achieve highest popularity TV remains key to driving awareness, but for how long? 5 Parents spending on children’s entertainment driven by toys Latest Trends
  11. 11. Dubit - 5 things you need to know (Trends Wave 7) Top brands - spontaneous Television ToysOnline media Social Film Source: Dubit Trends. (Toys) BQ1. Name three toys; (Apps) BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; (TV shows) BQ7. Name three TV shows that you like the most right now (Base: US Wave 5 1043 Wave 6 1119 Wave 7 1640) Wave 6 Wave 5 Wave 7 • The top brands are a mix of platforms and social connectivity • The most popular properties no longer mainly originate in TV; but they are familiar/well established 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 1 2 3 4 5 6 7 8 9 10 3
  12. 12. Dubit - 5 things you need to know (Trends Wave 7) Source: Dubit Trends. BQ1. Name three toys ;BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; BQ7. Name three TV shows that you like the most right now (Base: US Wave 7 1640 2-4 years 342 5-7 years 349 8-10 years 355 11-15 years 594) Top brands Across categories Television ToysOnline media Social Film Consumer Brand 2-4 year olds 5-7 year olds 8-10 year olds 11-15 year olds 7% 7% 7% 8% 9% 9% 18% 19% 31% 33% 5% 13% 11% 7% 2% 7% 13% 13% 30% 34% 7% 17% 9% 10% 4% 7% 17% 17% 0% 25% Wave 5 Wave 6 Wave 7 6% 6% 8% 13% 13% 14% 15% 20% 30% 37% 4% 5% 18% 15% 9% 6% 13% 19% 35% 44% 8% 8% 16% 16% 10% 6% 17% 26% 0% 40% Wave 5 Wave 6 Wave 7 9% 10% 10% 13% 16% 16% 20% 23% 32% 56% 5% 11% 5% 14% 5% 25% 14% 20% 36% 54% 8% 15% 12% 14% 3% 20% 19% 21% 0% 54% Wave 5 Wave 6 Wave 7 10% 11% 11% 14% 14% 18% 19% 19% 19% 57% 4% 7% 7% 31% 5% 22% 17% 11% 12% 63% 6% 6% 9% 25% 6% 19% 15% 6% 10% 66% Wave 5 Wave 6 Wave 7 3
  13. 13. Dubit - 5 things you need to know (Trends Wave 7) 1 2 3 4 Television still the king, smartphones become the second device Spending more time streaming video and using smartphones Platforms and social brands achieve highest popularity TV remains key to driving awareness, but for how long? 5 Parents spending on children’s entertainment driven by toys Latest Trends
  14. 14. Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 Wave7 16% 22% 20% 21% 20% 17%16% Dubit - 5 things you need to know (Trends Wave 7) Source: Dubit Trends. CQ3. Thinking about how you first hear about a new app or show on television, where are you most likely to hear about it? (Base: US Wave 1 1000, Wave 2 1000, Wave 3 1140, Wave 4 1000, Wave 5 2331, Wave 6 1917, Wave 7 1640) Total sample • For younger children, familiarity is a key motivation for consuming entertainment • But as they get older they are actively seeking new content - which makes being discoverable very important • TV is still essential for driving brand awareness, purchase consideration and is the most trusted of all media channels (43% Net Trust - parents 2-15s) • However, there are emerging effective ad- platforms such as YouTube, social media and In- app ads • A YouTube personality is now as likely as parents or siblings to influence the discovery of a child’s last ‘new (piece of) content’ Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 Wave7 19% 23%23% 19% 17% 14% 10% Social mediaOnline video Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 Wave722% 27% 25% Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 Wave7 23% 25% 28% 19% 30% 27% 25% Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 Wave7 30% 35% 30% 29% 43% 46% 42% TV ads Wave1 Wave2 Wave3 Wave4 Wave5 Wave6 Wave7 39%39% 44% 39% 46% 42%41% Parents YouTuberFriends Consumer journey4 Traditional media Word of mouth Online media Social
  15. 15. Dubit - 5 things you need to know (Trends Wave 7) 1 2 3 4 Television still the king, smartphones become the second device Spending more time streaming video and using smartphones Platforms and social brands achieve highest popularity TV remains key to driving awareness, but for how long? 5 Parents spending on children’s entertainment driven by toys Latest Trends
  16. 16. Source: Dubit Trends. DQ2. As a parent, please can you tell us how many purchases of the following you have made for your children in the last 3 months? DQ3. Again, as a parent, thinking about the amount you have spent on different forms of entertainment for your children over the last three months, how much would you say you have spent? (Base: Wave 7 US 1640 Wave 5 2331) Dubit - 5 things you need to know (Trends Wave 7) Purchase habits Toys Movie
 theater
 tickets Tickets
 to live
 events Video
 Games
 (boxed) Books Music
 (Downloads) Paid for
 apps Video
 Games
 (paid
 downloads) E-Books TV shows/films
 downloads Magazines $7$9$6 $13 $10$9 $18$18 $30 $27 $49 $5$5$6$8$9$9 $16$17$18$20 $59 October 2017 October 2016 $29$27 $5$15$75 $20$25$26 $10 $7 $8 Top spending age group 2-4 years 5-7 years 8-10 years 11-15 years 5
  17. 17. Dubit - 5 things you need to know (Trends Wave 7) Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | UK
 
 Adam Woodgate VP Media Insights adam.woodgate@dubitlimited.com Office: +44.113.394.7920 @AdamMWoodgate

×