TotallyAwesome has released its 2018 Kids’ Digital Insights Study providing insight into kids’ media habits, device usage and content preferences.
The study draws from a sample of 2,700 APAC children aged 6-14 years and was conducted across nine markets – Australia, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam.
According to the findings:
Influencers set the trends – and online ads seal the deal
The latest study’s findings highlight social media and digital advertising as key influencers for purchasing, and the growing power of these platforms.
Online celebrities continue to drive influence power, creating strong emotional connections with young audiences. This is translating directly into ‘pester power’, with 57% of kids saying they have asked parents for a product because a YouTube / Instagram / Facebook influencer had it or used it.
The influence of digital advertising was also revealed as growing year on year. In 2018 report, 52% of APAC kids say they buy things they have seen in an online ad, up from 41% in 2017.
Cross-platform advertising heightens cut through
The study’s findings illustrate cross-platform advertising as the most effective strategy to reach APAC kids and parents. 58% of kids multiscreen, combining their viewing of TV and digital devices (primarily smartphones). There is also a high incidence of dual viewership with 85% of parents participating in their kids’ media activities, meaning multi-platform advertising is being consumed by both audiences simultaneously.
TotallyAwesome CEO Quan Nguyen said the 2018 report provides a valuable roadmap for maximising impact in the competitive APAC kids’ market. “Our findings clearly show that APAC kids are consuming digital media with consistent growth each year,” said Nguyen.
“Our insights report offers brands a comprehensive view of kids’ media habits in a rapidly evolving digital world, and analysis based on our immersion and expertise in the kids’ media space.
