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“Everyone Has an iPad” February 2013
July 2012
Preschoolers:
~2- to 5-year-olds
July to December 2012
Kids:
Tweens:
5th – 8th graders
1st – 4th graders
Teens: 9th – 12th graders
1
2
3
“Everyone owns an iPad”
9%
Kids
Tweens
6% 11%
Teens
Own an iPad or Tablet
9%*
*have access to device
8%
15% 9%*
14% 11%
6%
Owns an e-Reader
79% 13% 53%
Owns a Cell Phone
Has an iPhone*
Wants an iPhone
13% 53%
14% 60%
25% 55%
*among those with phones
“Going younger means
going social”
49% 84% 9%
Have Profile on Facebook
2009 2010 2011
4% 9% 12%
2012
15%
*among total kids/tween/teens
Have Profile on Twitter*
Describes My Favorite Brand (% agree strongly/somewhat)
28% 35% 16%
Has a Facebook Page I Like To Go To
21% 24% 14%
Tweets To Its Fans
19% 21% 18%
31% 23% 29%
50% 56% 53%
Yes No I don't care
Importance of Favorite Brand
Being on a Social Network*
*among those with profiles on social networks
“TV is old news”
Watched TV Online in Past Week* Kids
Tweens
Teens
21% 23% 19%
Watched TV on a Cell Phone in Past Week Kids
Tweens
Teens
5% 6% 2%
*among TV viewers
57% 56% 64%
Favorite Ad is on TV
*among those who go online
“Digital natives are
all the same”
“I use an iPhone 4, an
iPad and a computer
(laptop)…We don’t
have video game
systems because we
don’t have time to use
them.”
–7-year-old boy
“I love my iPhone,
but my PS3 is my
favorite device.”
–17-year-old boy
“I have a phone
that I got from my
brother and that’s
fine with me.”
–10-year-old girl
“If I want a device, I have
to pay for it, and to be
honest, I don’t want to
pay for something that
insignificant.”
–16-year-old girl
1
Consider youth on their own
terms
2
Remember that age matters
3
Develop youth frameworks
from the ground up
4
Keep things complicated!
An Introduction
for Kellogg YouthBeat®:
An Introduction
C+R’s Youth and Family Research Services
I. Complete suite of youth appropriate Qualitative
and Quantitative methods
II. Proprietary panels/communities:
and subscription services III.
Methodology
• An online survey among 6-18 year olds (1st–12th graders) and parents
– Over 80,000 interviews annually
– Fielded 12 months of the year (each module fielded every month of the
year)
– Distributed evenly by age/grade and gender
– Data weighted to mirror U.S. Census
• Supplemented by qualitative research with a virtual panel of kids,
tweens and teens
– Clients have access to footage for internal use
– Insights are delivered in a variety of formats and can be included in annual
presentations
“Kids” =
1st - 4th gr.
“Tweens” =
5th - 8th gr.
“Teens” =
9th - 12th gr.
Moms and Dads
of kids through teens
Topics
Over 300 questions related to our 12 key topics…
Activities A day in the life
Anatomy of their free time Afterschool activities
Advertising Favorite ads
Ad awareness Ad influence
Devices
Mobile Home and personal ownership
Features
Gaming Eating & Dining Out
Food and drink favorites Health and nutrition
Eating out habits
Game playing habits Genres and titles Gaming Devices
TV/Movies Favorites
Most watched/seen Viewing habits
Internet Favorites
Recently visited Social networking behaviors
Money Spending
Allowance/working Categories
Information News
Magazines Reading
Social Causes Cause awareness Altruistic actions
Pro-social promotions
Shopping Retail preferences
Fashion Influence
Music Musicians they love
Listening habits What they play/sing
Subscription
Data in Portal Currents Status Sheets
YearBook™ YourBeat
Q3 Q1 Annual/Ongoing 6 month increments
•Independent access to all
data, fresh from the field, via our data portal
•Ability to filter data by your
choice of demographics and time-frames
•Deep dives into each module
based on data from the first 6 months of the year
•Key charts shown by kids,
tweens, teens, boys, girls and parents
•Year-end updates for
each Current that shows what has changed between the first and
second half of the year
•Specific focus on summer
•Youth 101
•Highlights from
all topics
•Key psychographics
•5 vibes to follow
•One in-person presentation
customized for your organization
•Ongoing access to our YouthBeat™
consultants
Q1
Our Experts
Amy Henry
Vice President,
Youth Insights
Amy Henry serves as chief author and strategist for
YouthBeat®.
Amy has worked for nearly 14 years as a researcher and strategist focused on helping organizations
develop products and properties that successfully meet
the needs of kids, tweens and teens, and their parents.
Amy has worked with a variety of kid- and youth-
focused organizations including Nickelodeon, Disney,
MTV, Scholastic, Crayola, PBS Kids Sprout, National
Geographic Kids, Boy Scouts of America, and the Joan
Ganz Cooney Center. In addition, she has a long history
in the CPG space, with experience working with P&G, Frito Lay, Coca-Cola, Kellogg, General Mills, Kraft,
Quaker, and others.
Before joining C+R, Amy was an Account Supervisor at
The Geppetto Group, a Partner and head of the Kids
Practice at Insight Research Group, and the head of
research at Just Kid Inc.
Amy received her BA from Dartmouth College and her
Ed.M. in Human Development and Psychology from
Harvard’s Graduate School of Education. She is
currently pursuing her Ph.D. in Childhood Studies at
Rutgers University.
Mary McIlrath,
Ph.D
Senior Vice
President,
Qualitative
Research
Paul Metz
Senior
Vice President
Paul Metz, Senior Vice President, is a
quantitative expert with a focus on youth
and family work.
At C+R, Paul has helped conceptualize and
develop a suite of kids' research services
that leverage our proprietary youth panels
and has consulted with a wide variety of
nationally recognized clients in the
entertainment, packaged-goods and retail
sectors.
Paul brings a wealth of knowledge about
research design and quantitative analysis,
and has extensive experience in the areas
of brand strategy, advertising assessment
and new product development. Prior to
joining C+R Research, Paul worked at The
Quaker Oats Company and M/A/R/C.
Paul holds a BA in Psychology from
Northwestern University and an MS in Marketing from the A.C. Nielsen Center for
Marketing Research at the University of
Wisconsin-Madison.
Mary McIlrath, Ph.D, Senior Vice President of
Qualitative Research, heads up our youth
and family qualitative practice.
Mary has worked in children and
family market research since 1995. Mary is a
published author and sought-after speaker on
a variety of topics surrounding children. She
serves on the Board of Academic Advisors for
the Children’s Advertising Review Unit (CARU),
the self-regulatory arm of the Better Business
Bureau that oversees advertising to children.
Mary was awarded the Broadcast Education Association’s award for the best dissertation in
her field in 2006, titled “Children’s Cognitive
Processing of Internet Advertising.”
Before joining C+R, Mary worked for Disney,
Fox Family and Warner Bros. She earned her
Ph.D. at the University of California-Santa
Barbara, and holds an MA and a BA from the
School of Communication at the University of Houston.
YouthBeat® Resource Deck
• Visually attractive
slides with charts and
graphs of almost
every question
included in our survey
•Based on data from
first six months of the
year, and updated on
an annual basis
Methodology
• A 25-minute, online survey among parents of 2- to 5-year-olds – First-time and veteran parents
– Data weighted to mirror U.S. Census
• Fielded 2 times per year (February and July) – N=1,200 respondents per wave
2s 3s 4s 5s TOTAL
Boys n=300 n=300 n=300 n=300 N=1200
Girls n=300 n=300 n=300 n=300 N=1200
TOTAL: N=600 N=600 N=600 N=600 N=2400
Subscription
Resource Deck
•Every question charted by child
age
•Visually appealing to use in your own PowerPoint presentations
•Published two times per year in rolling format
Banners
•All (weighted) data cross-tabbed by child age,
parent age, parent gender, child ethnicity and HH income
• Published two times per year
(2 months post-field)
Annual Report &
Presentation
•Preschooler 101
•The “story” of preschoolers for that year, including what’s trending and what’s a timeless truth that still holds
Ongoing Consulting
•Ongoing access to
YouthBeat®
consultants
• Parenting philosophy/values
• Relationship to parenting experts
• Sources of information
• Caregiving situation: ideals and realities
• Parenting philosophy/values
Topics
Parenting Styles,
Attitudes & Choices
Toys and Play
• Drivers of appeal
• Shopping /gifting behaviors
• Information sources
• Attitudes towards licensing
• Criteria for media they promote, prohibit
and allow
• Viewing and using behaviors
• Relationship to properties/characters
• Relationship to music
• Offline entertainment experiences
(shows, concerts, etc.)
Media/
Entertainment
Food and
Beverages
• Attitudes towards nutrition
• Foods and beverages consumed
• Out of home (school, picnic packing,
etc.)
• Unmet needs
Technology
and Devices
• Ownership and usage by/for
preschoolers
• Attitudes towards technology/devices
• Features/features desired
• Everything apps and tablets
• Online and offline
• Brands
• Influencers
Shopping
and Spending
Education
• Attitudes, preferences and behaviors
• Priorities and needs; unmet needs
• Attitudes towards role of educational
media and toys
• Ideal and reals
• Online
• Magazines
• TV
• Personal networks
Information
Sources
• Needs
• Product attributes and benefits valued
most
• Purchasing behavior
Personal Care
and Health
Other Ways to Work With Us
Youth 101+ • A foundational presentation on youth development and culture • Data on the topics most relevant to you…We could emphasize
technology and media, but also include statistics on a variety of topics, ranging from after-school activities to social cause awareness/interest • Customized implications • 2 hours, via phone or in-person
Data Dig • A dip into our comprehensive data set, with up to 20 charts in PowerPoint on a topic of your choice • A phone presentation to clarify any charts as needed
Topic Presentations
• A thoughtful investigation of a topic that interests your team… • We’ll pull from relevant quantitative data, qualitative findings and academic research/case studies from the field to answer your key questions about youth and family topics (It’s like getting a custom report based on existing data)
Data Days • Grounded in a Topic Presentation, this would also include an in-person workshop with breakout sessions to help us put insight into action for your project or brand
Library Presentations
• A customized version of one of our library presentations (e.g., Putting Play in Place or 6 Untruths)
• Customization includes pulling data on specified demographics, updating cases for your category, etc.
Selected YouthBeat® Presentations
• Developmental truths and cultural considerations
• Implications for connecting with youth and parents
Youth 101: A Foundation for Exploration
• The most important ways to inspire play
• Brands that showcase play today
Putting Play in Place: 5 Approaches to Inspiring Play in Your Business
• The tech lives of youth revealed IM is So Over: Understanding the Authentic Social Lives of Today’s
Youth
• Busting the most prominent myths in youth marketing 6 Youth Untruths: Uncovering the Insights that Matter for Your Youth
Business
• Turning the tables on the conventional wisdom related to advertising to youth
5 Youth and Family Advertising Myths
• Understanding how today’s moms really shop Shopping Cart Wars: Understanding
the Way Moms and Youth Really Shop Today
• Parenting attitudes and beliefs
• Parents’ perspective on the youth consumer landscape
Parenting Today: How Today’s Moms and Dads Navigate The Parenting
Landscape
• Understanding this overlooked group of influencers on youth’s lives
• Do’s and don’ts for connecting with them effectively
The New Deal on Dads: Navigating the Now and Planning for the Future
