AN INTRODUCTION TO RWI
& 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 on our clients’ business.
Connected Kids is MediaCom’s youth insight offering. We publish an annual ‘Trend
Watch’ report, which tracks the media habits and attitudes of kids and teenagers
across the UK aged 8-19.
Currently in its fourth year, Trend Watch monitors long term and emerging youth
trends. We look at the media that kids and teens are consuming and how this has
changed over time, with a focus on where brands and advertising fit in, as well as
recommendations on how to successfully engage this audience.
Expanding upon our quantitative findings, we have incorporated qualitative insight
from teen vloggers. This enables us to place further context and understanding
around some of the trickier ‘why’ questions.
Connected Kids: Trend
Watch consists of a 15
minute quantitative
online survey; 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 spoke 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 olds,
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
01DEVICE AND USAGE
02
CONTENT AND
ENGAGEMENT
03SOCIAL MEDIA
04YOUTUBE
05ONLINE SAFETY
06KIDS AS CONSUMERS
07BRAND PURPOSE
08CAREERS AND FUTURES
WHAT WE ARE GOING TO COVER IN THIS REPORT…。