Dubit
Driving Discovery
AndSharing
Digital Kids Summit – September 2015
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Knock, knock.
Who’s There?
Kids Digital Entertainment.
Kids Digital Entertainment Who?
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Exactly.
3
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Content may be King, but…
5
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…Discovery is the keys to the Kingdom.
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Water, Water EverywhereDespite ubiquitous content,
across age groups, kids often/sometimes get
frustrated trying to find something to watch
>60%
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4 Trends Affecting Content Discovery
Fragmentation (content)& Concentration (device)
“De-scheduling”
Rise of social
Lowered barriersto content creation
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Knowledge is Power
How do content creators / IP owners know what kids want?
How do marketers / media buyers know how to engage an audience?
Dubit Trending:4x/year survey of 1000 families each in the US, UK and one other country
Every wave
Q1 2015 Q2 2015
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16.115.6
12.2
13.4
12.212.9
11.0 10.7
9.2 9.49.1 9.28.2 7.98.0 8.2
9.1 8.98.2 8.2
0
5
10
15
20
Wave 1 Wave 2
Watching television Using a tablet Using a Smartphone Using a Games Console Using a Portable ConsoleUsing PC/Laptop Video from PVR/DVR/TiVo Video from DVD/Blu Ray Listen to radio Child Tablet
Share of time: Hours per week (Total sample)
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10.59.8
9.38.7 8.6 8.6
8.3 8.6
7.67.3 7.5
7.26.5 6.6
5.1
10.39.7 9.4
8.6 8.6 8.5 8.5 8.4
7.6 7.57.1
7.5
6.5 6.4
5.4
W1 2015 W2 2015
Preferred types of entertainment: 2-15
B-Q16. Please rank these different types of entertainment in order starting with the one you enjoy the most? (Base 1000 US) Mean score (out of 15)
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18%
44%
17%
52%
29% 25% 28% 25%13%
25%
9%
13%
9%
12%
11%9% 10% 11%
7%
10%
28%
13%
10%
13%
14%16% 12% 13%
6%
7%
36%11%
17%
15%
23%22% 20% 22%
5%
7%
7%
8%
15%
8%
13% 16% 15% 9%
37% 6%
8%
6%
10%
8%
8% 9%7%
7%
12%
7%
5%
5%
4%
4%
4% 4%4%
4%4%
5%
11%
10%
6%
5%
7% 6%7%
4%3%
5%
4%
3%
5%
4%
5% 5%6%
4%4%
3%
16%
16%
40%
10%14% 12% 15%
15%
6%
20%
5%
5% 4% 5%4% 4% 4%
3%
4% 4%
10%
3% 3% 3%2% 3% 2%
3%
2% 4%
4%
4% 3% 3%3% 3% 3%
3%
3% 3%
5%
11% 6% 3%5% 6% 4%
4%
4% 3%
Theme Park Attraction Live Event Music A board game A toyA magazine A book An app that isn’t a game As an gaming app As a video/computer gameAs a movie Watch on DVD Watch online Watch on a TV show
Cross platform: Top 10 properties
B-Q14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base 1000 US)
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46%
42%
27%25%
20%18% 17%
14% 14%11% 11% 10% 9% 8% 7% 6%
4% 4% 4%
0%
10%
20%
30%
40%
50%
60%
C-Q3. Thinking about how you first hear about a new app or show on television, where are you most likely to hear about it? (Base 1000 US)
Hearing about new entertainment: Total
TV ads Throughfriends
Through parents
Throughonline ads
Throughsocial media
In app ads Throughsiblings
At the movie theater
Online video
platforms
In magazines
Blogs/ forums
Through other adults
Other websites
Through mobile
ads
Viral videos
Through outdoor adverts
On the radio
Traditional media
Word of mouth
Online media
Social
+10%+2%
+34%
+17%
+32%
+36%+ 5%
+22%+27%
-23%
+ 6%
- 5%+11%
+25% +15%+24%
+31%
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Hearing about new entertainment: By Age
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How Often do you Share with Friends?
15
Inside Circle:Early Adopters
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43%39% 39%
16%13% 12% 12% 10%
8% 7% 6% 5%
0%
10%
20%
30%
40%
50%
60%
C-Q5. Where or how have you told your friends about entertainment you enjoy? (Base 1000 US)
Platforms for talking about new entertainment:
Through Facebook
Through Instagram
Lending to a friend
Sharing YouTube
link
Blogs/ forumsOwn blogFace-to-face outside school
Traditional media
Word of mouth
Online media
Social
Face-to-face inside school
Sending link to online article
Through other social
media
Through Twitter
Throughtext
message
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Innovators and Early Adopters
CapturingInnovators
ConvertingEarly
Adopters
Early toMass Long Term Sustainability
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Reaching Consumers: Tools and Motivations
Group Motviation Tools in 1995 Tools in 2015
Innovators / Early adopters
Closed communityRisk takers
Social influence
Specialist magazinesLocal influencers
CommunitiesFeedback forums
Early majorityOpen social
See themselves as innovators
Face to facePlayground
ClubsCelebrity
Social mediaFace to face
ViralsCelebrity (has changed)
Mid-late majority Being part of the crowd TVRetail
TVRetail Digital
Long-termsustainability
FandomUtility
Relevance
New contentTV
Consumer marketing
New contentSocial media
Consumer engagement
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