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Research 4, 5 & 6 (Repeat)

Friday 4th July 2014, 14:00 - 15:30

Showroom Cinema 1

Three 30 minute research presentations… repeated

4. Pink or Blue?
Gender identification and gender-specific provision of content in the digital marketplace.
5. #FOMO!
2014, Welcome to the year of ‘#FOMO.
6. World of Wonder: Why Gaming Appeals to Kids
Exploring the world of children and their relationship to gaming…

 

4. Pink or Blue?
Gender identification and gender-specific provision of content in the digital marketplace.

Presented by Gary Pope, Kids Industries

Read blog: Research 4
View the presentation: Research 4
Read the presenter’s view

Do all girls really want to play with pink dolls and do all boys want to crash blue toy trucks? Of course not. But there might be something in it. Our session explores gender identification and provision with a broad focus on the digital marketplace.

There’s a growing evidence-based trend toward gender-neutral products and content, allowing children to naturally navigate to what they want to engage with.

This trend contrasts with a long-standing evidence set from the psychology and academic community, which suggests that boys and girls do, to some extent, select content that falls into gender-aligned categories.

But what about the new content paradigm that has emerged in the last 5 years? To what extent does the digital world of apps, websites, social media, games, platforms and hardware present itself along gender lines? And if it does, is it right?

We will explore the realities and perceptions of gender signposting in commercial, digital experiences designed for children using a range of primary and secondary sources. This will be compared and contrasted with the gender framing of content in the physical world of children’s brands and products.

We hope to share some new insight and offer a little common sense clarity around this much-contested and profoundly important area.

 

5. #FOMO!
2014, Welcome to the year of ‘#FOMO, where kids consumption, engagement and interaction with media is based on the ‘fear of missing out’ philosophy. Let Discovery take you on a 30 minute tour of how different devices fit, or indeed perpetuate this philosophy within the lives of 6-15yr olds. 

Presented by Alan Hathaway and Renuka Gupta, Discovery Research

Read blog: Research 5
View the presentation: Research 5

What will we be talking about?

    • Overall device trends and desires, what is hot and what is not?
    • An overview of the journey of discovery kids take when first discovering  media content to consuming it, sharing it and even disregarding it.
    • What is the content that is cutting through and why?
    • We have seen apps dominate as an influence, so which apps are shouting loudest and are they shouting louder than Google?
    • What impact does media stacking have on kids views of what they are consuming?

 

6. World of Wonder: Why Gaming Appeals to Kids
Exploring the world of children and their relationship to gaming, including the attractions of playing and winning, and the potential for benefits or hazards.

Presented by Dr Barbie Clarke and Siv Svanaes, Family Kids and Youth

Read blog: Research 6
View the presentation: Research 6

There is concern expressed about children’s prolific use of on-line gaming sites, and yet the numbers of children playing games appears to be on the increase.
Mobile devices make this easier, and parents are often not aware that their children are playing games. Some teachers on the other hand are arguing that ‘gamification’ could make the teaching of difficult lessons easier.

This research seeks to delve into the world of children and their relationship to gaming. It looks at the potential benefits of gaming as well as the hazards. It seeks to understand why children are so attracted to playing and what winning means to them.

Based on focus groups and interviews with over 3,000 children aged 10-16, the research analyses what it is that attracts children to gaming, why they play games that are 16+, and how some gaming can be beneficial.

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