Five key insights from Wave 7 of Dubit's Trends survey in the US, conducted in spring 2018

1. Dubit - 5 things you need to know (Trends Wave 7)
Spring 2018 Update

2. Dubit - 5 things you need to know (Trends Wave 7)
Survey frequency
From Spring 2018
1 survey per year
2000 children and
parents
Global coverage
2 surveys per year
2000 children and
parents
2 surveys per year
1300 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parents
1 survey per year
1000 children and
parentsFrom Spring 2018
1 survey per year
1000 children and
parents

3. Dubit - 5 things you need to know (Trends Wave 7)
Dubit Trends
Survey flow
Where is my
audience?
• Devices - current usage in
the household; future
purchase intention; rate of
adoption of new technology
• Activities - the sorts of
content children are
consuming on different
devices
• Frequency - how often they
use a device for different
activities
• Share of time - how long
children spend consuming
different media
Content
preferences
• Choosing entertainment -
what motivates children to
consume content; what are
the barriers
• Entertainment genres -
identifying the most popular
content themes
• Brand popularity - children’s
favourite brands across TV,
toys, game apps, video apps
and social/messaging apps
• Brand awareness and usage
• Familiarity with brands
• Total brand reach
• Entry-point into a brand
Consumer
journey
• How children hear about new
content - identifies the most
effective channels/platforms
to reach eyeballs
• Active search - how children
use different platforms to look
for content
• Frustration - with so much
content available on so many
platforms we measure the
level of frustration kids have
trying to find a piece of
content
• How children talk about and
share content
Monetisation
• The different services parents
subscribe to in the
household
• Volume - how often they
make purchases in
categories related to
children’s entertainment
• The value of the purchases
that parents have made for
their children in the last 3
months
• Parental attitudes towards
apps
• Factors influencing purchase
of digital products for kids
Each wave of Dubit Trends also features a special focus on a certain aspect of kids’ entertainment, these include: digital (e.g.
favourite game genres played), video (e.g. motivations for choosing online video), reading & literature (e.g. type of literature read), toys
& games (e.g. toy brand engagement across platform) and social (e.g. activities on social media)

4. Dubit - 5 things you need to know (Trends Wave 7)
1
2
3
4
Television still the king, smartphones become the second device
Spending more time streaming video and using smartphones
Platforms and social brands achieve highest popularity
TV remains key to driving awareness, but for how long?
5 Parents spending on children’s entertainment driven by toys
Latest Trends

5. Dubit - 5 things you need to know (Trends Wave 7)
1
2
3
4
Television still the king, smartphones become the second device
Spending more time streaming video and using smartphones
Platforms and social brands achieve highest popularity
TV remains key to driving awareness, but for how long?
5 Parents spending on children’s entertainment driven by toys
Latest Trends

6. Dubit - 5 things you need to know (Trends Wave 7)
• Children’s access to the number of devices decreases
• But ownership of main devices increases as families
manage the device influx
• More television (driven by Smart TVs) - the big screen is
still the ‘king’ of devices
• It offers a high fidelity experience
• But Smart TVs are getting connected means YouTube
on the ‘big screen’
• Under the age of 10, the connected device kids are most
likely to ‘OWN’ are tablets, then the smartphone takes
over
• Smartphone screens are getting bigger
• But offer small screen convenience
Device usage1
Any TV Tablet Smartphone
0%
25%
50%
75%
100%
October
2016
October
2017
2-4 5-7 8-10 11-15 Total
0%
25%
50%
75%
100%
October
2016
October
2017
0%
25%
50%
75%
100%
October
2016
October
2017

7. Dubit - 5 things you need to know (Trends Wave 7)
1
2
3
4
Television still the king, Smartphones become the second device
Spending more time streaming video and using smartphones
Platforms and social brands achieve highest popularity
TV remains key to driving awareness, but for how long?
5 Parents spending on children’s entertainment driven by toys
Latest Trends

8. Allrespondents
Dubit - 5 things you need to know (Trends Wave 7)
0h
2h
4h
6h
8h
10h
October
2016
October
2017
Total 2-4 5-7 8-10 11-15
October
2016
October
2017
October
2016
October
2017
Average per week (incl. those who do not have access to the device)
Source of video on a television
Source: Dubit Trends. A-Q2. Thinking about the time using a TV screen, tablet, Smartphone or PC/laptop, roughly what percentage of time is spent doing the following activities?
(Base: US Wave 5 2331 2-4 year olds 562 5-7 year olds 630 8-10 year olds 627 11-15 year olds 512 Wave 7 1640 2-4 year olds 342 5-7 year olds 349 8-10 year olds 355 11-15 594)
2
Total
7h 25m
Total
6h 40m
Total
4h 4m

9. Allrespondents
Average per week (incl. those who do not have access to the device)
Share of time on screens
0h
6h
12h
18h
24h
30h
36h
October
2016
October
2017
Total 2-4 5-7 8-10 11-15
Source: Dubit Trends. A-Q2. Thinking about the time using a TV screen, tablet, Smartphone or PC/laptop, roughly what percentage of time is spent doing the following activities?
(Base: US Wave 5 2331 2-4 year olds 562 5-7 year olds 630 8-10 year olds 627 11-15 year olds 512 Wave 7 1640 2-4 year olds 342 5-7 year olds 349 8-10 year olds 355 11-15 594)
Dubit - 5 things you need to know (Trends Wave 7)
October
2016
October
2017
October
2016
October
2017
Total
18h 28m
Total
14h 39m
Total
21h 26m
2
+1h 32m
(y/y)
-2h 17m
(y/y)
+2m
(y/y)

10. Dubit - 5 things you need to know (Trends Wave 7)
1
2
3
4
Television still the king, smartphones become the second device
Spending more time streaming video and using smartphones
Platforms and social brands achieve highest popularity
TV remains key to driving awareness, but for how long?
5 Parents spending on children’s entertainment driven by toys
Latest Trends

11. Dubit - 5 things you need to know (Trends Wave 7)
Top brands - spontaneous
Television ToysOnline media Social Film
Source: Dubit Trends. (Toys) BQ1. Name three toys; (Apps) BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; (TV shows) BQ7. Name three TV shows that you like the most right now
(Base: US Wave 5 1043 Wave 6 1119 Wave 7 1640)
Wave
6
Wave
5
Wave
7
• The top brands are a mix of platforms and social connectivity
• The most popular properties no longer mainly originate in TV; but they are familiar/well established
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
1 2 3 4 5 6 7 8 9 10
3

12. Dubit - 5 things you need to know (Trends Wave 7)
Source: Dubit Trends. BQ1. Name three toys ;BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; BQ7. Name three TV shows that you like the most right now
(Base: US Wave 7 1640 2-4 years 342 5-7 years 349 8-10 years 355 11-15 years 594)
Top brands
Across categories
Television ToysOnline media Social Film Consumer Brand
2-4 year olds 5-7 year olds 8-10 year olds 11-15 year olds
7%
7%
7%
8%
9%
9%
18%
19%
31%
33%
5%
13%
11%
7%
2%
7%
13%
13%
30%
34%
7%
17%
9%
10%
4%
7%
17%
17%
0%
25%
Wave 5
Wave 6
Wave 7 6%
6%
8%
13%
13%
14%
15%
20%
30%
37%
4%
5%
18%
15%
9%
6%
13%
19%
35%
44%
8%
8%
16%
16%
10%
6%
17%
26%
0%
40%
Wave 5
Wave 6
Wave 7 9%
10%
10%
13%
16%
16%
20%
23%
32%
56%
5%
11%
5%
14%
5%
25%
14%
20%
36%
54%
8%
15%
12%
14%
3%
20%
19%
21%
0%
54%
Wave 5
Wave 6
Wave 7 10%
11%
11%
14%
14%
18%
19%
19%
19%
57%
4%
7%
7%
31%
5%
22%
17%
11%
12%
63%
6%
6%
9%
25%
6%
19%
15%
6%
10%
66%
Wave 5
Wave 6
Wave 7
3

13. Dubit - 5 things you need to know (Trends Wave 7)
1
2
3
4
Television still the king, smartphones become the second device
Spending more time streaming video and using smartphones
Platforms and social brands achieve highest popularity
TV remains key to driving awareness, but for how long?
5 Parents spending on children’s entertainment driven by toys
Latest Trends

14. Wave1
Wave2
Wave3
Wave4
Wave5
Wave6
Wave7
16%
22%
20%
21%
20%
17%16%
Dubit - 5 things you need to know (Trends Wave 7)
Source: Dubit Trends. CQ3. Thinking about how you first hear about a new app or show on television, where are you most likely to hear about it?
(Base: US Wave 1 1000, Wave 2 1000, Wave 3 1140, Wave 4 1000, Wave 5 2331, Wave 6 1917, Wave 7 1640)
Total sample
• For younger children, familiarity is a key
motivation for consuming entertainment
• But as they get older they are actively seeking
new content - which makes being
discoverable very important
• TV is still essential for driving brand awareness,
purchase consideration and is the most trusted of
all media channels (43% Net Trust - parents 2-15s)
• However, there are emerging effective ad-
platforms such as YouTube, social media and In-
app ads
• A YouTube personality is now as likely as
parents or siblings to influence the discovery
of a child’s last ‘new (piece of) content’
Wave1
Wave2
Wave3
Wave4
Wave5
Wave6
Wave7
19%
23%23%
19%
17%
14%
10%
Social mediaOnline video
Wave1
Wave2
Wave3
Wave4
Wave5
Wave6
Wave722%
27%
25%
Wave1
Wave2
Wave3
Wave4
Wave5
Wave6
Wave7
23%
25%
28%
19%
30%
27%
25%
Wave1
Wave2
Wave3
Wave4
Wave5
Wave6
Wave7
30%
35%
30%
29%
43%
46%
42%
TV ads
Wave1
Wave2
Wave3
Wave4
Wave5
Wave6
Wave7
39%39%
44%
39%
46%
42%41%
Parents YouTuberFriends
Consumer journey4
Traditional media Word of mouth
Online media Social

15. Dubit - 5 things you need to know (Trends Wave 7)
1
2
3
4
Television still the king, smartphones become the second device
Spending more time streaming video and using smartphones
Platforms and social brands achieve highest popularity
TV remains key to driving awareness, but for how long?
5 Parents spending on children’s entertainment driven by toys
Latest Trends

16. Source: Dubit Trends. DQ2. As a parent, please can you tell us how many purchases of the following you have made for your children in the last 3 months?
DQ3. Again, as a parent, thinking about the amount you have spent on different forms of entertainment for your children over the last three months, how much would you say you have spent?
(Base: Wave 7 US 1640 Wave 5 2331)
Dubit - 5 things you need to know (Trends Wave 7)
Purchase habits
Toys Movie
theater
tickets
Tickets
to live
events
Video
Games
(boxed)
Books Music
(Downloads)
Paid for
apps
Video
Games
(paid
downloads)
E-Books TV shows/films
downloads
Magazines
$7$9$6
$13
$10$9
$18$18
$30
$27
$49
$5$5$6$8$9$9
$16$17$18$20
$59
October 2017
October 2016
$29$27 $5$15$75 $20$25$26 $10 $7 $8
Top spending age group
2-4 years 5-7 years 8-10 years 11-15 years
5

17. Dubit - 5 things you need to know (Trends Wave 7)
Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | UK
Adam Woodgate
VP Media Insights
adam.woodgate@dubitlimited.com
Office: +44.113.394.7920
@AdamMWoodgate