Content may be king – but what’s the key to the kingdom when there’s so much available to kids today, across a variety of platforms? Dubit research shows almost 80% of children have trouble finding what they want. They’re overwhelmed by options, without good tools for uncovering what they seek. Global Head of Research Peter Robinson uses Dubit Trends and other of its quantitative and qualitative research, plus case studies, to look at how kids discover and adopt new content. He presents the "Fanatomy" model for encouraging users to deepen their engagement. From the Children's Media Conference, Sheffield, UK, July 2017

1. Dubit Trends Wave 6
The art of discoverability

2. The frustration

3. Dubit Trends Wave 6 3
Frustration when searching for content
66%
69%
65%
59% 66%
59%
48%
53%2-4 years
5-7 years
8-10 years
11-15 years2-4 years
5-7 years
8-10 years
11-15 years
63%
63%
61%
61%2-4 years
5-7 years
8-10 years
11-15 years
62%
68%
58%
56%2-4 years
5-7 years
8-10 years
11-15 years
60%
62%
60%
59%2-4 years
5-7 years
8-10 years
11-15 years

4. The outcome

5. Dubit Trends Wave 6 5
0%
10%
20%
30%
40%
50%
60%
6-9a 9a-12n 12n-2p 2-4p 4-6p 6-8p 8p onwards
4%
8%
11%
18%
43%
27%
7%
11% 11% 11%
17%
41%
34%
12%
15%
6%
7%
9%
27%
28%
16%
8%
6%
7%
10%
24%
28%
31%
8%
3%
6% 6%
17% 18%
12%
3% 2%
4%
5%
23%
20%
9%
4%
3%
5%
9%
26%
22%
10%
10%
4%
10% 9%
36%
31%
12%
14%
8%
5%
10%
36%
35%
17%
37%
8%
6%
9%
43%
41%
20%
TV shows Online video Play games apps Play console games Play online games
Social media Reading Listening to music Playing with toys Playing with friends
Share of time - weekday activities
Source: Dubit Trends. AQ5.3. Now we’d like you to tell us the times of day that you normally do [text-sub: your child normally does] these activities.
(Base: UK Wave 6 1119)
Total sample

6. Dubit Trends Wave 6 6
Be better than Peppa, Harry and Angry

7. Dubit Trends Wave 6 7
0%
10%
20%
30%
40%
50%
60%
6-9a 9a-12n 12n-2p 2-4p 4-6p 6-8p 8p onwards
4%
22%
38%
49%
48%
25%
9%
12%
25%
28%
37%
43%
33%
12%
11%
18%
20%
24%
30%
26%
16%
10%
13% 13%
17%
24%
31%
29%
6%
12%
13%
15%
18% 18%
12%
5%
10%
11%
16%
20%
17%
9%
6%
14%
15%
23%
25%
20%
10%
10%
19%
22%
26%
27%
23%
11%
14%
24%
21%
27%
31% 31%
17%
34%
32%
19%
24%
39%
41%
23%
TV shows Online video Play games apps Play console games Play online games
Social media Reading Listening to music Playing with toys Playing with friends
Share of time - weekend activities
Source: Dubit Trends. AQ5.3. Now we’d like you to tell us the times of day that you normally do [text-sub: your child normally does] these activities.
(Base: UK Wave 6 1119)
Total sample

8. Dubit Trends Wave 6 8
Be better than bricks and Rhett and Link

9. Dubit Trends Wave 6 9
0%
15%
30%
Mar 2015 Mar 2016
1005 1129Number of different brands
Top 5 brands (market share) 11.9% 13.3%
Long tail, fat head

10. The solution

11. Dubit Trends Wave 6 11
“Managers tend to pick a strategy that’s the least likely to fail, rather than pick a
strategy that is most efficient. The pain of looking bad is worse than the gain of
making the best move”, Palmer
- Michael Lewis, Moneyball: The Art of Winning an Unfair Game

12. Fanatomy
[fan-a-to-me]
Noun
A combination of factors that can be attributed to the DNA of a fan

13. Dubit Trends Wave 6 13
InputsOutputs
Consistency
Depth
Relevance Interact
Community Niche
Exploration Identification
Creativity Development Differentiation
Casual
interest
Active
interest Fan Super fan
Fanatomy

14. Dubit Trends Wave 6 14
InputsOutputs
Consistency
1. Create
multiple points
of content e.g.
sub plots,
characters
3. Measure
points of
engagement
and focus n
these
5. Consistently
develop the
content points
your audience
engage with
7. Provide a
place for your
audience to talk
and share with
you. You don’t
need to own this
space
9. Respond to
communities
by providing
niche content
2. Allows the
audience to
explore
content
4. Allows
audience to feel
your content is
for them
6. Audience
expand the
narrative
because it
relates to them
8. A community
of superfans
begin to
improvise the
brand
10. This allows
suoerfans be
unique
Casual
interest
Active
interest Fan Super fan
Fanatomy

15. Growth stages: Minecraft

16. Dubit Trends Wave 6 16
Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth

17. Dubit Trends Wave 6 17
Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth by user type
1

18. Dubit Trends Wave 6 18
Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth by user type
2

19. Dubit Trends Wave 6 19
Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth by user type
3

20. Dubit Trends Wave 6 20
Birth of
Minecraft
October:
Survival
Mode
June: Enters
Alpha Stage
August:
Pocket
Edition
Released
May: Xbox
360 edition
Released
December: PS3
edition Released
Minecraft Realms
Launched
September:
PS4 / Xbox
One edition
Released
December:
Passes to
Beta Stage
June:
Multiplayer
Released
February:
LEGO
Minecraft
Announced
Engagement
June:
Microsoft
Hololens
Demonstration
February:
Minecraft Pi
Edition
Released
0%
25%
50%
75%
100%
Summer 2009 2010 2011 2012 2013 2014 2015 2016
Early AdoptionInnovation Acceleration
Mainstream and sustainIncubatory growth Acceleration
Late majority
Minecraft growth by user type
4

21. Dubit Trends Wave 6
5 tips
21

22. Dubit Trends Wave 6 22
0%
15%
30%
The squeezed middle
Blockbuster
Efficiency
1.Find a niche
2.Find the ‘real’ user
3.Create a feedback loop
4.Go where the user is
5.Go where the buyer is

23. Dubit Trends Wave 6 23
Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | UK
Pete Robinson
Global Head of Research
peter.robinson@dubitlimited.com
Office: +44.113.394.7920
@PeterRobinson81