how kids are destroying gaming (and everything else)
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Data from SuperAwesome about how the new generation of kids are reshaping the world of entertainment (apologies for sloppy formatting!).TRANSCRIPT
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How kids are destroying gaming (and everything else) #GameHorizon
@MRDYLANCOLLINS
“You are one of the most unreasonable, stubborn and arrogant people I have ever met”
Former girlfriend
“I agree with your former girlfriend”
Anonymous Investor
Founder
CEO
Chairman
Angel investor
Board Advisor
VC
Private equity
Platform fragmentation
Huge behavior change
Lack of good data
*Digital marketing spend of $200M (UK) + $800M (US) based on estimates from Nielsen, Ofcom, FTC and industry sources.
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OVER $1B SPENT ANNUALLY MARKETING TO KIDS/TEENS
THE PROBLEM: KIDS AND TEENS ARE HARDER TO REACH THAN EVER
RESULT: FRUSTRATED MEDIA BUYERS, DILUTED BRAND RELATIONSHIPS
• Current generation of kids very different to any we’ve seen before
• Much earlier exposure to technology, internet and gaming
• Dominant brands for kids today are increasingly new entrants (Rovio, Moshi Monsters, Minecraft) versus traditional incumbents (Disney, Hasbro)
• Content now being interacted with (tablet) versus passively engaged (TV)
• Restrictions on data-gathering (e.g. COPPA) vastly reduce availability of data on behaviour, sentiment and audience trends.
• Much kids/teens research conducted via parents who give ‘idealised’ responses about their kids
• Kids scattered on every device;
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MOBILE/TABLET WEB
AT HOME/IN BEDROOM
BRANDS NOW NEED TO REACH KIDS ON MULTIPLE PLATFORMS
24hrs in the life of a kid
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
THE #1 KIDS MARKETING PLATFORM IN THE WORLD
30M KIDS EVERY
MONTH!
MOBILE/TABLET WEB
AT HOME/IN BEDROOM
SUPERAWESOME: An integrated marketing platform designed for a new generation of kids
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
100+ BRANDS AND AGENCY CLIENTS INCLUDING:
TRUSTED WITH BILLIONS OF DOLLARS IN BRAND VALUE
30M KIDS…SO WHAT DO WE SEE?
Kids Digital Landscape
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TABLET USE HAS INCREASED DRAMATICALLY – THREAT TO CONSOLES
What exact present would you like to unwrap on Christmas day?
-2000 kids, 8-14 (equal split boy/girl)
Source: SuperAwesome Research, September 2013
TOP 10 USED APPS IN 2013 (8-10)
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1. 2. 3. 4.
5. 6. 7. 8.
9. 10. Source: SuperAwesome Research, 2013 (8-10s)
FACEBOOK IS LOSING KIDS, YOUTUBE REMAINS DOMINANT
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Source: OnTrack Report 2010-14, 4-18 year olds,
What is your favourite website?
• 49% > 8 use Facebook (2012: 54%)
• 47% check in “whenever I can”
• 70% use YouTube
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THERE HAS BEEN A POWER SHIFT TO VOD
Source: IHS Screen Digest 2013
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% Favourite1. YouTube 61%2. Facebook 7%3. CBBC 7%4. Vine 3%5. Instagram 3%
YOUTUBE IS UTTERLY DOMINANT
Source: SuperAwesome Research, November 2013n=687 (age 8-16)
MORE KIDS WATCH MULITIPLE SCREENS THAN EVER BEFORE
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Only 18% say they never use multiple screens
Source: SuperAwesome Research 2013
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
GIRLS USE MULTIPLE SCREENS MUCH MORE THAN BOYS
• 3x the number of 11-13 year old girls watch TV, surf the internet and use their phones than boys
Source: SuperAwesome Research 2013
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TEENAGE YEARS: SOCIAL NETWORKING OVERTAKES READING
11% read once a week
8 to 12 13 to 18Every day
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
TVUse normal appsUse game appsReadSocial networksWatch videos onlineMagazinesCinema
GIRLS’ DAILY MEDIA USE , 8-12 v 13-18
source: SuperAwesome Research 2014
DISCOVERY
“I’ve got 99 problems but a good kids content discovery platform isn’t one”
SERIES REMAIN EXTREMELY POPULAR
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• 75% “will finish a series they start”
• 83% of girls 12-14 say the same.
Source: SuperAwesome Project Rider Survey 2014
THE OPPORTUNITY: ENGAGE KIDS WITH DIGITAL BOOK CONTENT
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Kids (and parents) can get the reading experience for much less than anticipated
£5.95: price guessed 9-14 year olds*
£3.42: average price of a UK eBook
Source: *SuperAwesome Project Rider Survey 2014, **www.publishingtechnology.com
EBOOKS: A BIG OPPORTUNITY TO ENGAGE KIDS
CHAT APPS & MOBILE GAMES
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Source: SuperAwesome Research, April 2014
CHAT IS CHANGING FOR KIDS
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Source: SuperAwesome Research, December 2013
CHAT APP USE AMONGST KIDS
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Source: SuperAwesome Research, December 2013
FAVOURITE THING ABOUT CHAT APPS
2014: PREDICTIONS
USE OF CHAT APPS
Source: SuperAwesome Research, December 2013(%s of those using chat apps)
IS SNAPCHAT NEXT?
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MOBILE GAMING – THE KIDS ECOSYSTEM
70%+ 60%+ 50%+ 35%+
% OF KIDS PLAYING
Source: SuperAwesome Research: 2013
35
HOW BRANDS MUST ADAPT
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THE NEXT GENERATION CHANGES EVERYTHING
Jordan Casey (age 13)- One of Apple’s youngest
developer- Started programming age 9- Founder & CEO of Casey
Games
Nick D’Aloisio (age 18)- Youngest recipient of venture
capital, at 15- Sold Summly to Yahoo in
March 2013 for £30m
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
...AND THEY WILL CREATE
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
+44 203 668 6677 | [email protected] | WWW.SUPERAWESOME.TV
@MRDYLANCOLLINS@GOSUPERAWESOME