New Data Just In: YouTube and Netflix Usage Surpass Linear TV With All Children

For the first time ever, Kids Insights have this quarter found that all children between the age of 4 and 18 have watched more Netflix and YouTube than normal TV.

Teenagers in particular have been watching more YouTube and Netflix and TV over the last year, but now for the first time even the youngest children aged 4-6 have watched more streaming platforms than regular TV.

In general, boys watch more normal TV and YouTube than girls, who tend to watch more Netflix.

YouTube has been in the news again this week, with the now infamous YouTuber, Logan Paul’s media affair, after he came under scrutiny for uploading a controversial vlog to over 15 million subscribers, that gained an array of negative reactions across Twitter and Facebook.

Additionally, the 90’s TV show Friends (which is still one of the more popular TV shows with teens aged 16-18) has been made available on Netflix in the last week, which could also be another factor in the usage of the streaming service partnering with YouTube to surpass the usage of normal TV.

Surveying 20,000 children per annum, Kids Insights add data from 400 kids aged 4-18 every single week, thus providing you with access to this insight in ‘real-time’ through the online portal.

YouTube and Netflix usage account for the majority of on-screen engagement for all kids.

To see for yourself, try a free 2-day trial to our unique online portal, click here: https://goo.gl/dELYjG

Kids Insights Christmas Roundup

Kids Insights, the UK’s most comprehensive and in-depth market intelligence resource on all things kids, tweens and teens have collated this year’s insights on what kids are asking for and what they are most looking forward to this Christmas.

There is an evident gender divide when it comes to what children are most looking forward to this year with almost 7 in 10 boys reporting that they are most looking forward to ‘getting new presents’, whereas only 4 in 10 girls are reporting this. It has been found that girls are more likely to be looking forward to spending time with their family, with 1 in 4 citing this, in comparison to 1 in 6 boys.

When asked what Christmas presents that would buy their friends this year; makeup (including Rihanna’s new ‘Fenty’ range), L.O.L Surprise Dolls, Hatchimals and JoJo Siwa Bows were all popular with girls, whereas LEGO, Fingerlings and books were common amongst boys.

With just 7 days to go until Christmas, Kids Insights can also reveal the Christmas presents at the top of children’s lists this year.

The Nintendo Switch takes the top spot of boys aged between 4 and 12, closely followed by LEGO, bikes and the Sony Playstation. A games console is also top of the list for teenage boys this year, however it is the new Xbox One X. In addition to this, iPhones, Playstation 4 Virtual Reality, and other video games feature high on the list for teenage boys.

Kids Insights also found that money was top of the Christmas list for teenage girls, followed by makeup, clothes and laptops. Concert tickets are also popular with girls, after Kids Insights found that girls between the age of 4 and 18 are twice as likely to attend live music events than boys.

For a free 5-day trial to our online portal, please click here.

Kids Insights: As Featured on BBC’s Click

Kids Insights, the UK’s most comprehensive and in-depth market research and insights intelligence on all things kids, tweens and teens, was featured on BBC Click, the weekly television programme dedicated to covering news and recent developments in the world of technology.

Click is the BBC’s flagship technology programme, on both TV and radio across 5 BBC channels, and is described by them as “the best debate on global technology, social media and the internet”.

Click interviewed Kids Insights at The Children’s Global Media Conference 2017, which took place in Manchester. The show was last held 3 years ago in Kuala Lumpur, before Kids Insights was founded. The Children’s Global Media Summit is designed to bring together creatives, technology innovators, policymakers, executives and thought leaders from around the world to inform and redesign the future media for Generation U and explore the impact that digital technology will have in children’s futures.

Click host Spencer Kelly Interviewed Kids Insights Product Manager, Jonathan Watson, on the release of their new, innovative online portal, that gathers insights on kids in ‘real time’. They survey 400 kids a week, and work with brands such as DC Thomson, Guinness World Records, Penguin Random House, and Turner.

Product Manager, Jonathan Watson gives BBC’s Click the lowdown on Kids Insights

Managing Director, Nick Richardson comments;

“It was a real coup that our ground-breaking Kids Insights portal has been featured on BBC Click on the day we launched our portal. The interest we have had on Kids Insights has been phenomenal with us receiving just under a hundred enquiries in the last week!”

For a free 5 day trial to our unique online portal, or to download sample reports, please click here.

To see the clip of Jonathan’s interview, click here.

Disney Reveal the Items That Will Feature on Every Christmas List This Year

Disney have hosted their Christmas showcase event, outlining their stand out products that will feature on every Christmas list this year.

 

High on the list is the Sphero Lightning McQueen remote control car, which is said to be one of the most fun toys ever built – but comes with a huge £299 price tag. More affordable remote control toy from the Cars franchise also feature.

Star Wars Rey and BB-8 Dolls (as well as lightsabers) are once again expected to be a hit this year, as the latest movie (Episode VIII The Last Jedi) will be released in December.

 

 

Disney is also eager to promote its streaming platform, DisneyLife, which provides access to the whole collection of TV, books, music and films in one place.

Teen Insights

Goodbye celebrity endorsements. Hello Microinfluencers.

Paying for Celebrity Endorsements is so “yesterday”, when targeting the younger generation.

  

Last week, a participant in one of our focus groups for young people told us:

 

“It’s so obvious when celebrities are getting paid to advertise a product. Reality TV stars will advertise anything!”

 

And she’s right. We live in a world where transparency and authenticity are two of the most important values to shrewd younger consumers. The emergence of these key values has seen Microinfluencers become a key tactic for marketers to use.

 

 Image: It was reported that a brand who paid Kim Kardashian to tweet her 15 million followers about their product saw just 1200 resulting website hits. Gizmondo reports that on average, celebrities receive around $75,000 for a sponsored post like this one above on Instagram.

 

Microinfluencers, who can be found on social media posting about their niche interests, tend to have a follower count which reaches into the thousands or tens of thousands. And whilst this is relatively modest when compared to more mainstream celebrities, the level of influence appears to have far greater reticence.

 

We see Microinfluencers on YouTube, posting daily videos of themselves playing the latest video games, others ‘vlog’ about sports or post make-up tutorials. Travellers share their photos and stories on Instagram. Health & fitness fanatics set trends on Twitter. Sports mad fans share opinions and news on Facebook.

Younger consumers are both socially and digitally savvy, which means they gravitate towards online content that suits their specific needs.

 

Whilst their special interests (and social media platforms of choice) vary, Microinfluencers have one thing in common – a highly engaged follower base.

 

Microinfluencers enjoy a highly-engaged following thanks to a deep understanding and respect for their digital audience. This enables them to consistently and effortlessly share content which their followers love.

 

An engaged loyal audience is great news for marketers.

 

A recent study by Markerly analysed 5 million Instagram posts and discovered that as a user’s total follower count rises, their rate of engagement (people who like and comment on a post) falls. They report that Instagram users with less than 1000 followers typically receive likes on their content 8{87fcb58dfd20e2a62cd2f24b6340d4bdfba9323e021b86e26185cb9c1787758b} of the time. This eventually falls to 1.6{87fcb58dfd20e2a62cd2f24b6340d4bdfba9323e021b86e26185cb9c1787758b} for followers who have 10+ million followers.

 

This suggests there is a ‘sweet spot’ between the range of ten thousand and one hundred thousand followers, where there is a perfect combination between both engagement rates and content reach.

 

The explanation for this theory is relatively straightforward. If, for example, a health food brand was to pay an A-list celebrity with 10 million followers to endorse their product on social media, the content would reach a huge audience. However, chances are the vast majority of these 10 million people would have no interest in new health food products.

 

It could be much more productive (not to mention better value) to recruit 50 Microinfluencers, tasked with providing marketing content to their highly engaged, but smaller follower base, that is of course, as long as they like the product that they are reviewing.

Live esports coming to BBC Three

BBC have signed up Gfinity Elite League Series One to be broadcast on the online only channel BBC Three.

160 professional gamers will be competing for the prize of £225,000 in front of live crowd with each competitor will be wearing the liveries of one of eight established esports team and competing in 3 different games.

 

We wrote a feature in the Trend Alert On-track reports on how esports is going to be a £1bn industry by 2020, with a global audience of 600 million.

Brands that ignore esports are ignoring a huge audience of teenagers.

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