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Research 1, 2 & 3

Thursday 2nd July 2015, 11:00 - 12:30

Showroom Cinema 1

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Three 30 minute research presentations…

1. Children’s Media Use: A Changing World
2. Sm(all) Change?
3. Little Miss Understood

1. Children’s Media Use: A Changing World
Exploring the increasingly blurred nature of apps and online gaming, the rise of YouTube as a key source of information and content, and the evolution of social media.

Presented by Alison Preston, Ofcom

Full audio and PowerPoint presentation

Ofcom explores how children’s media use is changing, including: what children understand by being online, and how this is being blurred by the increased use of apps and online gaming; the rise and rise of portable devices and the impact this is having on children’s consumption of content, with a particular focus on the increasingly important role played by YouTube; and how and why children are using social media. The session will draw on a range of original Ofcom research, including ten years of quantitative research among children aged 3-15 and new in-depth qualitative research with eighteen 8-15 year olds.

Audio only – podcast

Blog: Children’s Media Use: A Changing World

2. Sm(all) Change?
Understanding and engaging a transitionary preschool television audience. How does engagement with TV and other media change, as a child rapidly develops?

Presented by Fiona Scott, University of Sheffield

Full audio and PowerPoint presentation

While we speculate on the huge shifts anticipated in the preschool children’s content industries over the next ten years, the individuals who make up this audience are themselves rapidly shifting and evolving on a month-by-month basis. This session will focus on the uniquely transitionary nature of the preschool audience and the transitions that take place within the individuals who constitute it. Developmental psychologists and social and cultural theorists show us how rapidly preschool children evolve and there is a need to understand how these small changes relate to huge leaps in their media choices and engagement.

This is a unique glimpse into the everyday lives of ten UK preschoolers living in predominantly lower-income cable and satellite households. How do children’s attitudes to, and expectations of media change as a child rapidly develops both cognitively and as part of a complex social circle? How might siblings impact on this change? What does co-viewing and second screen activity look like in real households? And how can all this evidence translate into action for industry partners?

Audio only – podcast

Blog: Sm(all) Change?

3. Little Miss Understood
Dispelling the myths around girls in the 21st century, and exploring how both they and the world around them have changed.

Presented by Ben Frost, The Pineapple Lounge

Full audio and PowerPoint presentation

TPL have been on a mission – to get to the heart of modern-day girls. This study aims to help brands understand how girls have changed and inspire new ways of reaching them beyond the tried and tested. This isn’t a study about the rights and wrongs of pink and princesses, but is about real girls growing up in a modern world, about understanding the impact that working mothers, empowered women and role models, both in character form and real life, have had on girl’s behaviour and attitudes.

Little Miss Understood aims to dispel the myths around girls in the 21st century, and highlights how both they and the world around them have changed. Through exploring and understanding this change we as researchers, marketers, broadcasters and brands can learn how to connect with this audience on a much deeper level by talking to them as individuals, and understanding the type of girls who are out there in 2015.

Audio only – podcast

 Blog: Little Miss Understood

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