SPRING 2016 SAMPLE COPY
SPRING
Introduction
Welcome to SuperAwesome’s TrendAlert report. This module focuses on
developing trends and emerging patterns, giving you an insight into what
kids are talking about, how they’re saying it, what’s cool and what’s
officially not.
The report is broken into five sections:
-
Talked About: find out what kids are chatting about and the main
topics of conversation across age groups
-
Cool or Not Cool?: respondents rate our list of topics and we find
out what’s cool straight from the kids themselves
-
Emojis: The unstoppable rise of emojis has added another, nonlinguistic layer to text-based communication. Check out how kids
use them here
-
Buzzwords: Abbreviation, hashtag and acronym usage for kids and
teens
-
YouTubers: YouTube influencers have cemented themselves as
legitimate celebrities among 4-18 year olds who now spend as
much time or more watching YouTube as TV (see ReachMeter, TV
vs. VOD). Find out which YouTubers they’re watching and why.
Methodology
This quarter’s report is based on a nationally representative genderbalanced sample of 760 4-9 year olds (356 7-9 year olds), 560 10-12 year
olds and 1,022 13-18 year olds
2.
CONTENTS
Must knows
Talked about
Cool or not cool
Emojis
Buzzwords
Personalities
YouTubers
04.
06.
10.
16.
19.
23.
27.
Talked About (10-12)
Highlights:
10-12 YEAR OLD
ALL TOTAL
Call of Duty is the 2nd most talked
about topic for boys despite all of the
games being rated too old for 10-12s.
10-12 YEAR OLD
GIRLS
10-12 YEAR OLD
BOYS
Almost all of boys’ top conversation
topics focus on fantasy (games, video
games, etc.) while girls at this age are
all talking about real life topics such as
boys, clothes, gossip, friends, etc.
1
Video Games
13%
Birthdays
9%
Video Games
23%
2
Call of Duty
9%
Friends
8%
Call of Duty
14%
3
Birthdays
7%
Clothes
8%
Birthdays
6%
Girls are much more interested than
boys in the world around them at this
age.
4
Friends
5%
Boys
7%
Minecraft
6%
5
Clothes
4%
Gossip
6%
Games
6%
Trended data: Top 5 over 12 months
10-12 year old girls’
favourite shop to buy
clothes from is Primark
n=228, Lookin’ Fresh Weekly
Survey, March 2016,
SuperAwesome
Takeaway:
Between 10 and 12 years old many
key behavioural differences come
into play between boys and girls.
Girls’ behaviour is more aspirational
as they seek to be involved in and
emulate the world of teens and
adults.
As such, childish campaigns or
products can be ineffective with
tween girls whereas boys are
generally happy to still be kids.
4.
Cool-ometer (10-12)
Highlights:
Takeaway:
Kung Fu Panda 3 loses some of its appeal with 10-12 year olds, with Virtual
Reality taking the top spot instead. Generally, most of these items are less
cool among 10-12 year olds than 4-9s. A notable exception is Pusheen
which has found its target audience with the girls.
Though not quite as discerning as teens, 10-12 year olds show a clear
differing in interests from the previous age group. Tweens are a group
who often feel overlooked by brands, complaining there aren’t enough
products designed specifically with them in mind.
10-12 YEAR OLD
ALL TOTAL
%
10-12 YEAR OLD
GIRLS
%
10-12 YEAR OLD
BOYS
%
Virtual Reality
66
63
68
Kung Fu Panda 3
35
32
38
Zootropolis
26
38
8
Pusheen
24
42
-1
Lego Adventure
Time
23
24
21
Mr Bean
20
16
28
Divergent
17
20
9
Justin Bieber
-2
12
-21
Hillary Clinton
-14
-9
-20
Donald Trump
-42
-50
-36
*The ‘%’ figures above are each of the ten topics’ cool ratings. These were worked out by subtracting an item’s ‘Not Cool’ score from their ‘Cool’ figure in
order to rank the list by how cool each thing is perceived overall.
Are you down with the kids?
Find out if your brand or product is rated or slated: get
in touch to add it to our list for next time.
Key:
Cool
Not cool
5.
Emojis: by gender
Highlights:
The top 5 most frequently used emojis
are very similar between boys and girls.
After that we see some notable
differences in the conversations kids
are having.
1
Takeaway:
2
Brands should bear in mind how kids
use emojis when employing them on
social media or in their
communications. They are lighthearted
and serve to convey the tone of the
message. Putting too much of a focus
on them can make the message seem
contrived or unnatural.
BOYS
GIRLS
EMOJI SPOTLIGHT
3
4
5
6
7
8
Emoji Name
Face With Tears
of Joy
This ever-popular
emoji was awarded
the 2015 Word of the
Year by the Oxford
English Dictionary
9
10
6.
The OnTrack Report Portfolio
Content Strategy
Communications Strategy
TRENDALERT
SCREENSCAPE
REACHMETER
AWESOMEBRANDS
CHANGEMAKERS
FUTUREFORECAST
LEISUREMEASURE
PENNYPOWER
Who are key influencers? What’s
cool/not cool? What are kids
talking about right now?
What key social issues are kids
aware of? What do they want to be
when they grow up?
A deep dive of kids’ favourite
onscreen content on every device
they have access to.
You heard it here first. We track
early signals of kids’ future
favourite content.
A comprehensive account of kids’
online behaviour by time of day,
device and viewing format.
What are kids doing offline?
A detailed report that tracks nonscreen activities and pastimes.
Uncover kids’ relationships with
brands - their preferences, what’s
resonating and whether it will last.
How much disposable income do
kids have and what do they spend
it on? What’s on their wish lists?
Full service custom research
and consultancy
●
Our experienced research team delivers method neutral ad hoc
consumer insight for kids brands.
●
We deliver custom insights based on our unique data sources
and market expertise to help brands make better marketing
decisions, improve product development, drive and support
creative campaign strategies and generate noise!
7.
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