Nicki Karet & Pete Robinson
Transcript of Nicki Karet & Pete Robinson
2
Which platforms grow the biggest brands?
1 2 3 4
Video Toy Print Digital
Source: Dubit research 2014, 2-12 year olds
4
How brands are discovered
0%
25%
50%
75%
100%
TV ads Cinema Magazines Online recommend
tool
Outdoor ads
Mobile ads
Viral videos
Social Media
In-app ads Online video sites
Other websites
Other adults
Blogs / forums
Friends Parents Family Celeb
Increases with age Decreases with age
Source: Dubit & Full Bottle research January 2014, Q27. Base size: 594 UK children aged 6-14.
5
Multiple consumption points
Co-viewing weekly 86%
Tablet video viewing up 93%
50 mins of mobile gaming per day
Laptop video viewing up 29%
23% text friends whilst viewing
Mobile video viewing up 85%
Solo viewing weekly 96%
7
Expanding narratives online
“It’s great that they can watch
Peppa, then play a story on the
app” Mum of two under 5s
8
Extending reach online
“He’d stopped being interested in Chuggington, but then found
the apps” Dad of boy, aged 5
9
Using digital for good
“Digital is great, but for us to allow our kids to use it,
it has to do something”
Mum of 5 and 7 year olds
10
The adult comprehension apps
“Its the first app, we’ve actually had a need for, and I can
describe it to friends”
Parents of girl, aged 3