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Dubit
Driving
Discovery
And
Sharing
Digital Kids Summit – September 2015
Dubit -Dubit -
Knock, knock.
Who’s There?
Kids Digital
Entertainment.
Kids Digital
Entertainment Who?
2
Dubit -Dubit -
Exactly.
3
Dubit
Dubit -Dubit -
Content may be King, but…
5
Dubit -Dubit -
…Discovery is the keys to the Kingdom.
6
Dubit -Dubit - 7
Water, Water Everywhere
Despite ubiquitous content,
across age groups, kids
often/sometimes get
frustrate...
Dubit -Dubit - 8
4 Trends Affecting Content Discovery
Fragmentation (content)
& Concentration (device)
“De-scheduling”
Ris...
Dubit -Dubit - 9
Knowledge is Power
How do content creators / IP owners know what kids want?
How do marketers / media buye...
Dubit -Dubit - 10
16.1
15.6
12.2
13.4
12.2
12.9
11.0 10.7
9.2 9.49.1 9.2
8.2 7.98.0 8.2
9.1 8.9
8.2 8.2
0
5
10
15
20
Wave ...
Dubit -Dubit - 11
10.5
9.8
9.3
8.7 8.6 8.6
8.3
8.6
7.6
7.3
7.5
7.2
6.5 6.6
5.1
10.3
9.7
9.4
8.6 8.6 8.5 8.5 8.4
7.6 7.5
7....
Dubit -Dubit - 12
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% ...
Dubit -Dubit - 13
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. Th...
Dubit -Dubit -
Hearing about new entertainment: By Age
14
Dubit -Dubit -
How Often do you Share with Friends?
15
Inside Circle:
Early Adopters
Dubit -Dubit - 16
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 ...
Dubit -Dubit -
Innovators and Early Adopters
Capturing
Innovators
Converting
Early
Adopters
Early to
Mass
LongTerm Sustain...
Dubit -Dubit - 18
Reaching Consumers: Tools and Motivations
Group Motviation Tools in 1995 Tools in 2015
Innovators / Earl...
Dubit
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Driving Discovery and Sharing

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It’s stating the obvious to note that kids now have almost infinite ways in which they can consume content, and their favorite brands can be consumed in multiple ways.

The good news is that, if you’re lucky enough to be one of their favorites, kids engage more deeply than ever with the favorite brands and they’ll follow you or chase you across platforms, consume your content voraciously, and share it with others.

So, yes, content is king...but discovery is the keys to the kingdom, and without it you may as well abdicate.

Published in: Marketing
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Driving Discovery and Sharing

  1. 1. Dubit Driving Discovery And Sharing Digital Kids Summit – September 2015
  2. 2. Dubit -Dubit - Knock, knock. Who’s There? Kids Digital Entertainment. Kids Digital Entertainment Who? 2
  3. 3. Dubit -Dubit - Exactly. 3
  4. 4. Dubit
  5. 5. Dubit -Dubit - Content may be King, but… 5
  6. 6. Dubit -Dubit - …Discovery is the keys to the Kingdom. 6
  7. 7. Dubit -Dubit - 7 Water, Water Everywhere Despite ubiquitous content, across age groups, kids often/sometimes get frustrated trying to find something to watch >60%
  8. 8. Dubit -Dubit - 8 4 Trends Affecting Content Discovery Fragmentation (content) & Concentration (device) “De-scheduling” Rise of social Lowered barriers to content creation
  9. 9. Dubit -Dubit - 9 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
  10. 10. Dubit -Dubit - 10 16.1 15.6 12.2 13.4 12.2 12.9 11.0 10.7 9.2 9.49.1 9.2 8.2 7.98.0 8.2 9.1 8.9 8.2 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 Console Using 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)
  11. 11. Dubit -Dubit - 11 10.5 9.8 9.3 8.7 8.6 8.6 8.3 8.6 7.6 7.3 7.5 7.2 6.5 6.6 5.1 10.3 9.7 9.4 8.6 8.6 8.5 8.5 8.4 7.6 7.5 7.1 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)
  12. 12. Dubit -Dubit - 12 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 toy A magazine A book An app that isn’t a game As an gaming app As a video/computer game As 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)
  13. 13. Dubit -Dubit - 13 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 Through friends Through parents Through online ads Through social media In app ads Through siblings 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%
  14. 14. Dubit -Dubit - Hearing about new entertainment: By Age 14
  15. 15. Dubit -Dubit - How Often do you Share with Friends? 15 Inside Circle: Early Adopters
  16. 16. Dubit -Dubit - 16 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 Through text message
  17. 17. Dubit -Dubit - Innovators and Early Adopters Capturing Innovators Converting Early Adopters Early to Mass LongTerm Sustainability 17
  18. 18. Dubit -Dubit - 18 Reaching Consumers: Tools and Motivations Group Motviation Tools in 1995 Tools in 2015 Innovators / Early adopters Closed community Risk takers Social influence Specialist magazines Local influencers Communities Feedback forums Early majority Open social See themselves as innovators Face to face Playground Clubs Celebrity Social media Face to face Virals Celebrity (has changed) Mid-late majority Being part of the crowd TV Retail TV Retail Digital Long-term sustainability Fandom Utility Relevance New content TV Consumer marketing New content Social media Consumer engagement
  19. 19. Dubit

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