Screens for Content. Kids Media Journeys revealed
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1 Screens for Content Kids Media Journeys revealed Every day children look for media content on-screen - be it on, tablet, smartphone, offline or online. We followed their content journey to understand what drives them and to find out more about how kids navigate through content and types of media...
2 ...We discovered that kids tend to fall into five key groups: Champs, rs, Sheltered Offliners, Premium Darlings and Media All-Stars. ø ø ø ø ø -Champs 23% 20% 26% rs Sheltered Offliners 41% 14% Premium Darlings 15% 28% 11% 19% Media All-Stars 16% 10% 23%
3 -Champs -Champs -Champs I favourite love everything series. about my favourite series. -Champs know schedules very well and know when -Champs know schedules very well and know when their favourite content on linear they ll look for it on their favourite content on linear they ll look for it on Everything related Everything related Online non- videos related non- related Gaming non- related apps non- related Playing PC / console Playing games PC / console games I love everything about my favourite series. favourite series. -Champs know schedules very well and know when their favourite content on linear they ll look for it on -Champs know schedules very well and know when their favourite content on linear they ll look for it on Everything related Everything related
4 -Champs -Champs rs -Champs Whatever favourite I do series. my smartphone is always with me. -Champs know schedules very well and know when rs consume content like YouTube, and their favourite content on linear they ll look for it on games mainly on their smartphones; it s also a dedicated line to their peers. 39% 19% 23% Everything related Everything related Online non- videos related non- related Gaming non- related apps non- related Playing PC / console Playing games PC / console games 2h 4h I love everything about my favourite series. favourite series. -Champs know schedules very well and know when their favourite content on linear they ll look for it on -Champs know schedules very well and know when their favourite content on linear they ll look for it on Everything related Everything related
5 -Champs -Champs Sheltered -Champs Offliners Mummy favourite and series. Daddy say what s allowed. -Champs know schedules very well and know when Offliners their favourite parents content are gatekeepers: on linear they ll seldom look for allow it on their children the use of alternative media other than. If it is allowed, it s closely monitored. 70% 10% 10% 10% Everything related Everything related Online non- videos related non- related Gaming non- related apps non- related Playing PC / console Playing games PC / console games 2h I love everything about my favourite series. favourite series. 41% 14% -Champs know schedules very well and know when their favourite content on linear they ll look for it on -Champs know schedules very well and know when their favourite content on linear they ll look for it on Everything related Everything related
6 -Champs -Champs Premium -Champs Darlings I favourite like shows series. and gaming apps where I can learn something. -Champs know schedules very well and know when Premium Darlings really like using tablets and smartphones. However, content is restricted by their parents: their their favourite content on linear they ll look for it on children should not just be entertained but learn something at the same time. 50% 16% Everything related Everything related Online non- videos related non- related Gaming non- related apps non- related Playing PC / console Playing games PC / console games 2h 2h I love everything about my favourite series. favourite series. 11% 19% -Champs know schedules very well and know when their favourite content on linear they ll look for it on -Champs know schedules very well and know when their favourite content on linear they ll look for it on Everything related Everything related
7 -Champs -Champs Media -Champs All-Stars I favourite like everything series. television, YouTube and games. -Champs know schedules very well and know when Media All-Stars are real media experts. They mostly own their favourite content on linear they ll look for it on their own devices and make use of everything that the world of media has to offer. They rarely have to ask their parents for permission. 37% 23% 21% 20% Everything related Everything related Online non- videos related non- related Gaming non- related apps non- related Playing PC / console Playing games PC / console games 10% 23% 2h 4h I love everything about my favourite series. favourite series. -Champs know schedules very well and know when their favourite content on linear they ll look for it on -Champs know schedules very well and know when their favourite content on linear they ll look for it on Everything related Everything related
8 rs rs Premium Darlings Premium Darlings 15% 15% Sheltered Offliners Sheltered Offliners 28% 28%
9 1x rs ners Champs 23% Premium Darlings 15% Media All Stars 16% Media All Stars 10% Sheltered Offliners 28%
10 -Champs Study design Auto ethnographic video diaries -Champs -Champs 20 families in Germany and 20 families in Poland with children aged 6 to 12 logged every media moment at home by camera for four days. In-home interviews I love everything about my favourite series. favourite series. -Champs know schedules very well and know when their favourite content on linear they ll look for it on Following the video diary phase ethnographic parent-child interviews were conducted with all families at their homes. The children explained how and in what ways they consume media content. With support of the auto ethnographic videos the children described their behavior and their media usage. -Champs know schedules very well and know when their favourite content on linear they ll look for it on Everything related Everything related
11 Computer Assisted Web Interviewing (CAWI) Parents of children aged 6 to 12 in private households with internet connection in Germany and Poland, who have at least a set (Smart or traditional set), a PC/laptop, a tablet computer and a smartphone at their disposal (= fully equipped households). Germany: 505 parent-child dyads Poland: 526 parent-child dyads
12 How kids use, online video and apps is more influenced by personal interests, individual needs and parental control than by age and gender. Turner Broadcasting System Deutschland GmbH Leopoldstraße München Rich Harvest GmbH Bramfelder Straße 119a Hamburg
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