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“Everyone Has an iPad”
             February 2013
Preschoolers:
July 2012   ~2- to 5-year-olds
Kids:
                        1st – 4th graders




                            Tweens:
                         5th – 8th graders
July to December 2012




                            Teens:
                        9th – 12th graders
1
2
3
“Everyone owns an iPad”
Own an iPad or Tablet




  Kids   Tweens   Teens
  6%      11%      9%
Owns an e-Reader


                                  9%*       15%
                                  9%*       6%




                                  14%
                                   8%       11%


*have access to device
Owns a Cell Phone




13%     53%      79%
Has an iPhone*   Wants an iPhone


                                13%               53%




                                14%               60%




                                25%              55%



*among those with phones
“Going younger means
         going social”
Have Profile on Facebook




9%          49%             84%
Have Profile on Twitter*




         4%                     9%     12%    15%
          2009                  2010   2011   2012




*among total kids/tween/teens
Describes My Favorite Brand
    (% agree strongly/somewhat)




     Has a Facebook Page I Like To Go To


     16%             28%            35%



              Tweets To Its Fans


     14%             21%            24%
Importance of Favorite Brand
             Being on a Social Network*




                           19%                   21%                  18%



                           31%                   23%                  29%




                                                 56%                  53%
                           50%




                                    Yes         No     I don't care

*among those with profiles on social networks
“TV is old news”
Watched TV Online in Past Week*
                       Kids        Tweens       Teens


                       19%           21%         23%




                    Watched TV on a Cell Phone in Past Week
                        Kids        Tweens       Teens


                         2%           5%           6%




*among TV viewers
Favorite Ad is on TV




64%            57%           56%
*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      “If I want a device, I have
   have video game         to pay for it, and to be
 systems because we        honest, I don’t want to
don’t have time to use     pay for something that
         them.”                  insignificant.”
     –7-year-old boy            –16-year-old girl




  “I have a phone              “I love my iPhone,
 that I got from my             but my PS3 is my
 brother and that’s             favorite device.”
    fine with me.”              –17-year-old boy
  –10-year-old girl
Consider                Develop youth
youth on                 frameworks
their own                  from the
  terms                   ground up


   1           2             3          4


            Remember                Keep things
             that age              complicated!
              matters
CONTACT US:
          Amy Henry
amyh@crresearch.com
        312/828.9200
An Introduction®
      YouthBeat :
     for Kellogg
  An Introduction
C+R’s Youth and Family Research Services

        I. Complete suite of youth appropriate Qualitative
                   and Quantitative methods




         II. Proprietary
       panels/communities:




III.               and                            subscription services
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




         “Kids” =         “Tweens” =         “Teens” =         Moms and Dads
        1st - 4th gr.     5th - 8th gr.     9th - 12th gr.   of kids through teens

•   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
Topics
         Over 300 questions related to our 12 key topics…

      Activities                         Advertising              Social Causes
    A day in the life                      Favorite ads             Cause awareness
Anatomy of their free time                Ad awareness               Altruistic actions
  Afterschool activities                  Ad influence            Pro-social promotions



       Devices                           Information                TV/Movies
          Mobile                              News                     Favorites
Home and personal ownership                 Magazines             Most watched/seen
         Features                            Reading                Viewing habits



       Gaming                      Eating & Dining Out                  Music
    Game playing habits                Food and drink favorites    Musicians they love
     Genres and titles                   Health and nutrition       Listening habits
     Gaming Devices                       Eating out habits        What they play/sing



       Internet                               Money                 Shopping
          Favorites                           Spending             Retail preferences
      Recently visited                   Allowance/working              Fashion
Social networking behaviors                  Categories                Influence
Subscription
Data in Portal         Currents           Status           YearBook™             YourBeat
                                          Sheets
6 month increments        Q3                 Q1                 Q1              Annual/Ongoing




•Independent         •Deep dives into    •Year-end         •Youth 101            •One in-person
 access to all        each module         updates for                             presentation
                                                           •Highlights from
 data, fresh          based on data       each Current                            customized
                                                            all topics
 from the field,      from the first 6    that shows                              for your
 via our data         months of the       what has         •Key                   organization
 portal               year                changed           psychographics
                                                                                 •Ongoing
                                          between the
•Ability to filter   •Key charts                           •5 vibes to follow     access to our
                                          first and
 data by your         shown by kids,                                              YouthBeat™
                                          second half
 choice of            tweens, teens,                                              consultants
                                          of the year
 demographics         boys, girls and
 and time-            parents            •Specific focus
 frames                                   on summer
Our Experts
                        Mary McIlrath,                                       Paul Metz
                        Ph.D                                                 Senior                                          Amy Henry
                        Senior Vice                                          Vice President                                  Vice President,
                        President,                                                                                           Youth Insights
                        Qualitative
                        Research

Mary McIlrath, Ph.D, Senior Vice President of      Paul Metz, Senior Vice President, is a       Amy Henry serves as chief author and strategist for
Qualitative Research, heads up our youth           quantitative expert with a focus on youth    YouthBeat®.
and family qualitative practice.                   and family work.
                                                                                                Amy has worked for nearly 14 years as a researcher
Mary has worked in children and                    At C+R, Paul has helped conceptualize and    and strategist focused on helping organizations
family market research since 1995. Mary is a       develop a suite of kids' research services   develop products and properties that successfully meet
published author and sought-after speaker on       that leverage our proprietary youth panels   the needs of kids, tweens and teens, and their parents.
a variety of topics surrounding children. She      and has consulted with a wide variety of     Amy has worked with a variety of kid- and youth-
serves on the Board of Academic Advisors for       nationally recognized clients in the         focused organizations including Nickelodeon, Disney,
the Children’s Advertising Review Unit (CARU),     entertainment, packaged-goods and retail     MTV, Scholastic, Crayola, PBS Kids Sprout, National
the self-regulatory arm of the Better Business     sectors.                                     Geographic Kids, Boy Scouts of America, and the Joan
Bureau that oversees advertising to children.                                                   Ganz Cooney Center. In addition, she has a long history
Mary was awarded the Broadcast Education           Paul brings a wealth of knowledge about      in the CPG space, with experience working with P&G,
Association’s award for the best dissertation in   research design and quantitative analysis,   Frito Lay, Coca-Cola, Kellogg, General Mills, Kraft,
her field in 2006, titled “Children’s Cognitive    and has extensive experience in the areas    Quaker, and others.
Processing of Internet Advertising.”               of brand strategy, advertising assessment
                                                   and new product development. Prior to        Before joining C+R, Amy was an Account Supervisor at
Before joining C+R, Mary worked for Disney,        joining C+R Research, Paul worked at The     The Geppetto Group, a Partner and head of the Kids
Fox Family and Warner Bros. She earned her         Quaker Oats Company and M/A/R/C.             Practice at Insight Research Group, and the head of
Ph.D. at the University of California-Santa                                                     research at Just Kid Inc.
Barbara, and holds an MA and a BA from the         Paul holds a BA in Psychology from
School of Communication at the University of       Northwestern University and an MS in         Amy received her BA from Dartmouth College and her
Houston.                                           Marketing from the A.C. Nielsen Center for   Ed.M. in Human Development and Psychology from
                                                   Marketing Research at the University of      Harvard’s Graduate School of Education. She is
                                                   Wisconsin-Madison.                           currently pursuing her Ph.D. in Childhood Studies at
                                                                                                Rutgers University.
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


                 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



• Fielded 2 times per year (February and July)
   – N=1,200 respondents per wave
Subscription
                                                Annual
                       Resource                Report &                Ongoing
  Banners                Deck                Presentation             Consulting

                                                                               



•All (weighted)    •Every question       •Preschooler 101             •Ongoing
 data cross-        charted by child                                   access to
 tabbed by          age                  •The “story” of               YouthBeat®
 child age,                               preschoolers for that        consultants
 parent age,       •Visually appealing    year, including what’s
 parent gender,     to use in your own    trending and what’s a
 child ethnicity    PowerPoint            timeless truth that still
 and HH income      presentations         holds

• Published two    •Published two
 times per year     times per year in
 (2 months          rolling format
 post-field)
Topics
              Parenting Styles,                                   Education                                 Food and
             Attitudes & Choices                                                                            Beverages

•   Parenting philosophy/values                  • Attitudes, preferences and behaviors     • Attitudes towards nutrition
•   Relationship to parenting experts            • Priorities and needs; unmet needs        • Foods and beverages consumed
•   Sources of information                       • Attitudes towards role of educational    • Out of home (school, picnic packing,
•   Caregiving situation: ideals and realities     media and toys                             etc.)
•   Parenting philosophy/values                  • Ideal and reals                          • Unmet needs



                                                                    Information                           Technology
                 Toys and Play
                                                                      Sources                             and Devices

                                                                                            • Ownership and usage by/for
•   Drivers of appeal                            •   Online
                                                                                              preschoolers
•   Shopping /gifting behaviors                  •   Magazines
                                                                                            • Attitudes towards technology/devices
•   Information sources                          •   TV
                                                                                            • Features/features desired
•   Attitudes towards licensing                  •   Personal networks
                                                                                            • Everything apps and tablets



                    Media/                                        Personal Care                            Shopping
                 Entertainment                                     and Health                            and Spending
• Criteria for media they promote, prohibit
  and allow
                                                 • Needs
• Viewing and using behaviors                                                               • Online and offline
                                                 • Product attributes and benefits valued
• Relationship to properties/characters                                                     • Brands
                                                   most
• Relationship to music                                                                     • Influencers
                                                 • Purchasing behavior
• Offline entertainment experiences
  (shows, concerts, etc.)
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             • A thoughtful investigation of a topic that interests your team…
Presentations     • 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           • A customized version of one of our library presentations (e.g., Putting Play
Presentations     in Place or 6 Untruths)
                  • Customization includes pulling data on specified demographics, updating
                  cases for your category, etc.
Selected YouthBeat® Presentations
     Youth 101: A Foundation for        • Developmental truths and cultural considerations
             Exploration                • Implications for connecting with youth and parents


Putting Play in Place: 5 Approaches to • The most important ways to inspire play
     Inspiring Play in Your Business   • Brands that showcase play today

  IM is So Over: Understanding the
  Authentic Social Lives of Today’s     • The tech lives of youth revealed
                Youth

   6 Youth Untruths: Uncovering the
  Insights that Matter for Your Youth   • Busting the most prominent myths in youth marketing
                Business

                                        • Turning the tables on the conventional wisdom related to advertising
5 Youth and Family Advertising Myths
                                          to youth

  Shopping Cart Wars: Understanding
the Way Moms and Youth Really Shop • Understanding how today’s moms really shop
                Today

Parenting Today: How Today’s Moms       • Parenting attitudes and beliefs
 and Dads Navigate The Parenting
            Landscape                   • Parents’ perspective on the youth consumer landscape


The New Deal on Dads: Navigating the • Understanding this overlooked group of influencers on youth’s lives
   Now and Planning for the Future   • Do’s and don’ts for connecting with them effectively

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Amy Henry Digital Kids Conference 2013

  • 1. “Everyone Has an iPad” February 2013
  • 2. Preschoolers: July 2012 ~2- to 5-year-olds
  • 3. Kids: 1st – 4th graders Tweens: 5th – 8th graders July to December 2012 Teens: 9th – 12th graders
  • 4. 1
  • 5. 2
  • 6. 3
  • 8. Own an iPad or Tablet Kids Tweens Teens 6% 11% 9%
  • 9. Owns an e-Reader 9%* 15% 9%* 6% 14% 8% 11% *have access to device
  • 10. Owns a Cell Phone 13% 53% 79%
  • 11. Has an iPhone* Wants an iPhone 13% 53% 14% 60% 25% 55% *among those with phones
  • 12. “Going younger means going social”
  • 13. Have Profile on Facebook 9% 49% 84%
  • 14. Have Profile on Twitter* 4% 9% 12% 15% 2009 2010 2011 2012 *among total kids/tween/teens
  • 15. Describes My Favorite Brand (% agree strongly/somewhat) Has a Facebook Page I Like To Go To 16% 28% 35% Tweets To Its Fans 14% 21% 24%
  • 16. Importance of Favorite Brand Being on a Social Network* 19% 21% 18% 31% 23% 29% 56% 53% 50% Yes No I don't care *among those with profiles on social networks
  • 17. “TV is old news”
  • 18. Watched TV Online in Past Week* Kids Tweens Teens 19% 21% 23% Watched TV on a Cell Phone in Past Week Kids Tweens Teens 2% 5% 6% *among TV viewers
  • 19. Favorite Ad is on TV 64% 57% 56%
  • 20. *among those who go online
  • 21. “Digital natives are all the same”
  • 22. “I use an iPhone 4, an iPad and a computer (laptop)…We don’t “If I want a device, I have have video game to pay for it, and to be systems because we honest, I don’t want to don’t have time to use pay for something that them.” insignificant.” –7-year-old boy –16-year-old girl “I have a phone “I love my iPhone, that I got from my but my PS3 is my brother and that’s favorite device.” fine with me.” –17-year-old boy –10-year-old girl
  • 23. Consider Develop youth youth on frameworks their own from the terms ground up 1 2 3 4 Remember Keep things that age complicated! matters
  • 24. CONTACT US: Amy Henry amyh@crresearch.com 312/828.9200
  • 25. An Introduction® YouthBeat : for Kellogg An Introduction
  • 26. C+R’s Youth and Family Research Services I. Complete suite of youth appropriate Qualitative and Quantitative methods II. Proprietary panels/communities: III. and subscription services
  • 27. 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 “Kids” = “Tweens” = “Teens” = Moms and Dads 1st - 4th gr. 5th - 8th gr. 9th - 12th gr. of kids through teens • 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
  • 28. Topics Over 300 questions related to our 12 key topics… Activities Advertising Social Causes A day in the life Favorite ads Cause awareness Anatomy of their free time Ad awareness Altruistic actions Afterschool activities Ad influence Pro-social promotions Devices Information TV/Movies Mobile News Favorites Home and personal ownership Magazines Most watched/seen Features Reading Viewing habits Gaming Eating & Dining Out Music Game playing habits Food and drink favorites Musicians they love Genres and titles Health and nutrition Listening habits Gaming Devices Eating out habits What they play/sing Internet Money Shopping Favorites Spending Retail preferences Recently visited Allowance/working Fashion Social networking behaviors Categories Influence
  • 29. Subscription Data in Portal Currents Status YearBook™ YourBeat Sheets 6 month increments Q3 Q1 Q1 Annual/Ongoing •Independent •Deep dives into •Year-end •Youth 101 •One in-person access to all each module updates for presentation •Highlights from data, fresh based on data each Current customized all topics from the field, from the first 6 that shows for your via our data months of the what has •Key organization portal year changed psychographics •Ongoing between the •Ability to filter •Key charts •5 vibes to follow access to our first and data by your shown by kids, YouthBeat™ second half choice of tweens, teens, consultants of the year demographics boys, girls and and time- parents •Specific focus frames on summer
  • 30. Our Experts Mary McIlrath, Paul Metz Ph.D Senior Amy Henry Senior Vice Vice President Vice President, President, Youth Insights Qualitative Research Mary McIlrath, Ph.D, Senior Vice President of Paul Metz, Senior Vice President, is a Amy Henry serves as chief author and strategist for Qualitative Research, heads up our youth quantitative expert with a focus on youth YouthBeat®. and family qualitative practice. and family work. Amy has worked for nearly 14 years as a researcher Mary has worked in children and At C+R, Paul has helped conceptualize and and strategist focused on helping organizations family market research since 1995. Mary is a develop a suite of kids' research services develop products and properties that successfully meet published author and sought-after speaker on that leverage our proprietary youth panels the needs of kids, tweens and teens, and their parents. a variety of topics surrounding children. She and has consulted with a wide variety of Amy has worked with a variety of kid- and youth- serves on the Board of Academic Advisors for nationally recognized clients in the focused organizations including Nickelodeon, Disney, the Children’s Advertising Review Unit (CARU), entertainment, packaged-goods and retail MTV, Scholastic, Crayola, PBS Kids Sprout, National the self-regulatory arm of the Better Business sectors. Geographic Kids, Boy Scouts of America, and the Joan Bureau that oversees advertising to children. Ganz Cooney Center. In addition, she has a long history Mary was awarded the Broadcast Education Paul brings a wealth of knowledge about in the CPG space, with experience working with P&G, Association’s award for the best dissertation in research design and quantitative analysis, Frito Lay, Coca-Cola, Kellogg, General Mills, Kraft, her field in 2006, titled “Children’s Cognitive and has extensive experience in the areas Quaker, and others. Processing of Internet Advertising.” of brand strategy, advertising assessment and new product development. Prior to Before joining C+R, Amy was an Account Supervisor at Before joining C+R, Mary worked for Disney, joining C+R Research, Paul worked at The The Geppetto Group, a Partner and head of the Kids Fox Family and Warner Bros. She earned her Quaker Oats Company and M/A/R/C. Practice at Insight Research Group, and the head of Ph.D. at the University of California-Santa research at Just Kid Inc. Barbara, and holds an MA and a BA from the Paul holds a BA in Psychology from School of Communication at the University of Northwestern University and an MS in Amy received her BA from Dartmouth College and her Houston. Marketing from the A.C. Nielsen Center for Ed.M. in Human Development and Psychology from Marketing Research at the University of Harvard’s Graduate School of Education. She is Wisconsin-Madison. currently pursuing her Ph.D. in Childhood Studies at Rutgers University.
  • 31. 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
  • 32. 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 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 • Fielded 2 times per year (February and July) – N=1,200 respondents per wave
  • 33. Subscription Annual Resource Report & Ongoing Banners Deck Presentation Consulting  •All (weighted) •Every question •Preschooler 101 •Ongoing data cross- charted by child access to tabbed by age •The “story” of YouthBeat® child age, preschoolers for that consultants parent age, •Visually appealing year, including what’s parent gender, to use in your own trending and what’s a child ethnicity PowerPoint timeless truth that still and HH income presentations holds • Published two •Published two times per year times per year in (2 months rolling format post-field)
  • 34. Topics Parenting Styles, Education Food and Attitudes & Choices Beverages • Parenting philosophy/values • Attitudes, preferences and behaviors • Attitudes towards nutrition • Relationship to parenting experts • Priorities and needs; unmet needs • Foods and beverages consumed • Sources of information • Attitudes towards role of educational • Out of home (school, picnic packing, • Caregiving situation: ideals and realities media and toys etc.) • Parenting philosophy/values • Ideal and reals • Unmet needs Information Technology Toys and Play Sources and Devices • Ownership and usage by/for • Drivers of appeal • Online preschoolers • Shopping /gifting behaviors • Magazines • Attitudes towards technology/devices • Information sources • TV • Features/features desired • Attitudes towards licensing • Personal networks • Everything apps and tablets Media/ Personal Care Shopping Entertainment and Health and Spending • Criteria for media they promote, prohibit and allow • Needs • Viewing and using behaviors • Online and offline • Product attributes and benefits valued • Relationship to properties/characters • Brands most • Relationship to music • Influencers • Purchasing behavior • Offline entertainment experiences (shows, concerts, etc.)
  • 35. 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 • A thoughtful investigation of a topic that interests your team… Presentations • 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 • A customized version of one of our library presentations (e.g., Putting Play Presentations in Place or 6 Untruths) • Customization includes pulling data on specified demographics, updating cases for your category, etc.
  • 36. Selected YouthBeat® Presentations Youth 101: A Foundation for • Developmental truths and cultural considerations Exploration • Implications for connecting with youth and parents Putting Play in Place: 5 Approaches to • The most important ways to inspire play Inspiring Play in Your Business • Brands that showcase play today IM is So Over: Understanding the Authentic Social Lives of Today’s • The tech lives of youth revealed Youth 6 Youth Untruths: Uncovering the Insights that Matter for Your Youth • Busting the most prominent myths in youth marketing Business • Turning the tables on the conventional wisdom related to advertising 5 Youth and Family Advertising Myths to youth Shopping Cart Wars: Understanding the Way Moms and Youth Really Shop • Understanding how today’s moms really shop Today Parenting Today: How Today’s Moms • Parenting attitudes and beliefs and Dads Navigate The Parenting Landscape • Parents’ perspective on the youth consumer landscape The New Deal on Dads: Navigating the • Understanding this overlooked group of influencers on youth’s lives Now and Planning for the Future • Do’s and don’ts for connecting with them effectively