The Secret Life Of Kids, Dylan Collins, SuperAwesome

STRICTLY CONFIDENTIAL
@GoSuperAwesome
Why kids are
changing everything.
Dylan Collins
CEO @GoSuperAwesome

Strictly Confidential | Copyright SuperAwesome Ltd 2016 | www.superawesome.tv
Kids media has rebalanced radically from 100%
TV to a mix of TV, tablet, smartphone, laptop,
SVOD etc.
Transition is being accelerated by two trends
However ad spend (which drives everything
else) in the sector has lagged behind this
development

For decades, Silicon Valley pretended that nobody under the
age of 13 was on the Internet.
Invisibility mode on

6.
Device: own, access, share (10-12)
10-12 YEAR OLD
OWNED
10-12 YEAR OLD
ACCESS
10-12 YEAR OLD
SHARED*
Mobile Phone/Smartphone 63% 78% 14%
Tablet 45% 72% 26%
Nintendo Handheld Consoles 33% 45% 10%
MP3 Player 27% 37% 8%
Laptop 26% 74% 48%
Xbox Consoles 19% 49% 29%
TV 15% 88% 73%
eReader 14% 25% 11%
PlayStation Consoles 12% 40% 25%
Wii 12% 49% 36%
Playstation Handheld Consoles 11% 22% 8%
Home Desktop/PC 6% 47% 39%
Highlights:
Upon entering these transitional tween years, access to
personal devices increases with the desire for
independence. Mobile phone ownership is the highest
amongst this age group.
Takeaway:
With this increase in access to personal devices,
campaigns and communication need to reflect a growth in
maturity with aspirational content.
*ordered by ownership
*sharing defined as with family members (parents or siblings)

Account ownership by kids in the US

Strictly Confidential | Copyright SuperAwesome Asia Limited 2016 | www.superawesome.tv
The next kids media gorilla will be digital-first
Source: SuperAwesome ASEAN Media Snapshot 2016 (Kids aged 6-14)

Kids data privacy law changes everything
Politicians took the lead and rolled out data
privacy law to create new standards and rules to
govern kids’ digital activity.
1. COPPA (US)
a. Firewalls at age of 13
b. No cookies, no profile-based ads
c. Verified parental consent for all kids data-
collection e.g. registration
2. GDPR (EU)
a. Firewalls at age of 13-16 (depending on
country)
b. No cookies, no profile-based ads
c. Verified parental consent for all kids data-
collection e.g. registration
3. Rest of world
a. Brands taking COPPA/GDPR standard
and starting to roll out to other regions
COPPA
GDPR

The ad/martech landscape is very different in u13 market

Defining the standard tools and technology in kids’ sector
● A history of under-
investment in the sector has
given us a unique
opportunity to dominate the
technology used by both
brands and content owners
● Fundamentally, our product
development roadmap is
focused on building out the
infrastructure to drive the
digital kids ecosystem
● Our technology solves the
compliance, safety and
expertise requirements in a
way which allows brand dollars
to flow
● Lack of expertise and zero-
data requirements give us
effective defensive moat to
mainstream players attempting
to enter market

We own the playground: 300M+ kids every month
● Founded in 2013 by a track record team with backgrounds in digital media,
engineering and the kids’ industries.
● Reaching the largest under-13 kids audience in the world: over a quarter of
a billion kids on mobile, desktop web, online video, virtual worlds in US,
UK, APAC
● Offices in NYC, SF, London (HQ), Sydney and Singapore
● Team of 70+ engineers, business development and ops
SuperAwesome powers the kids’ Internet
around the world. We make sure the kids’
digital media sector is safe, effective and
entertaining.
● Advertising and monetization
● Content creation and compliance
● Safe-social and content discovery
KIDS ARE EVERYWHERE. SO ARE WE.

Used by hundreds of kid’s brands and content owners

“And now the shit's
getting crazier and major
Kids younger than me,
they got the Sky brand
pagers”

15.
13-1810-12
7-9
Pocket money
Monthly
Weekly
I don’t get any pocket
money
Less often
More than weekly
Frequency
How often do you get pocket money?
Weekly amount of pocket money
How much pocket money do you get at a time [weekly]?
7-9 10-12 13-18

16.
Favourite Shop (age 13-18)
13-18 YEAR OLD
ALL TOTAL
13-18 YEAR OLD
GIRLS
13-18 YEAR OLD
BOYS
1 Game 19% Primark 35% Game 31%
2 Primark 8% New Look 10% Sports Direct 7%
3 New Look 7% Game 6% Apple Store 5%
4 Sports Direct 4% Superdrug 6% Gamestation 5%
5 Apple Store 4% H&M 4% Superdry 3%
Highlights:
Upon entering their teens, interests for girls become more focused on
bargain clothing (Primark). More premium brands (Superdry) start to enter
for boys as their gaming interests begin to balance with new interests.
Takeaway:
Brands should tap into this growing need for self expression and
individuality for both girls and boys of this age.
“GAME always has the
latest games.”
Boy, 15
*time series data included for age group questioned throughout
Trended data: Top 5 over 12 months

17.
Favourite Online Shop (age 7-9)
7-9 YEAR OLD
ALL TOTAL
7-9 YEAR OLD
GIRLS
7-9 YEAR OLD
BOYS
1 Amazon 50% Amazon 54% Amazon 47%
2 eBay 7% eBay 7% Argos 8%
3 Argos 6% Argos 5% eBay 8%
4 FIFA store 4% River Island 3% Game 3%
5 Game 3% Next 3% Tesco 4%
Highlights:
This age group has concentrated interests in one key online
marketplace, Amazon. This is undoubtedly due to parental
influence and their lack of ability to browse the full range of web
shops.
Takeaway:
For this young audience the ability to browse numerous products
on one site is key as well as being somewhere their parents can
easily shop with/for them.
“My Mum buys lots of things on Amazon”
Girl, 9

18.
Emojis
4-9 YEAR OLDS 10-12 YEAR OLDS 13-18 YEAR OLDS
1
2
3
4
5
6
7
8
9
10
Highlights:
The most frequently used emojis are very
similar throughout 4-18 year olds. All of them
are positive and happy, denoting the nature of
most kids’ chat over social media or text.
# 1 EMOJI
Emoji Name
Smiling Face With
Open Mouth and
Smiling Eyes

19.
Cool-ometer (10-12)
Highlights:
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.
Virtual Reality
Takeaway:
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
%
Key: Cool
Not cool
%%
Kung Fu Panda 3
Lego Adventure Time
Mr Bean
Zootropolis
Pusheen
Divergent
Justin Bieber
Hillary Clinton
Donald Trump
66
35
26
24
23
20
17
-2
-14
-42
63
32
38
42
24
16
20
12
-9
-50
68
38
8
-1
21
28
9
-21
-20
-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.

Kids feel they are the decision makers
source: SuperAwesome Research, n = 357 Age 7-12, Feb 2015

21.
Chat consumption (7-9)
7-9 YEAR OLD
ALL TOTAL
7-9 YEAR OLD
GIRLS
7-9 YEAR OLD
BOYS
1 Phone Call 46% Phone Call 49% Phone Call 42%
2 WhatsApp 32% WhatsApp 40% Text 28%
3 Email 28% Snapchat 32% Email 26%
4 Text 28% FaceTime 31% WhatsApp 24%
5 FaceTime 27% Email 30% FaceTime 23%
Highlights:
For this youngest age group, chatting consists of a mix of traditional
methods and common app based chat. Girls lean towards video or
picture communication.
Takeaway:
Simplicity and ease are key for this age group when it comes to
communicating with each other. Brands should address these factors
when connecting with this young audience.
For this age group, picture or video based messages are key for communication,
as many begin to become confident in their reading and writing capabilities.
What is interesting here is that the default video calling application for this age
group is Facetime. This, in comparison, to Skype for the older age group places
large emphasis on growing up with a brand. This will ultimately set a precedent
for the coming years.
Snapchat for many is a harmless app, allowing for picture messages to
disappear after a couple of seconds. This is a quick and simplistic method of
communication for this age group.
“Your picture
disappears in like 5
seconds!”
Girl, 8
*ordered by total usage
*question wording appropriate for 7+
*Question: Which of these [apps] have you used in the last month to chat? [multi-select]

22.
Chat consumption (10-12)
10-12 YEAR OLD
ALL TOTAL
10-12 YEAR OLD
GIRLS
10-12 YEAR OLD
BOYS
1 Phone Call 52% Phone Call 58% Phone Call 47%
2 Facebook Messenger 35% Snapchat 54% Facebook Messenger 43%
3 Snapchat 31% Facebook Messenger 54% Email 37%
4 Email 19% Email 43% WhatsApp 33%
5 WhatsApp 14% WhatsApp 43% Text 32%
Highlights:
When entering the tween years, many respondents gain social media
accounts for the first time, and subsequently chat moves over there. In
this case, chatting occurs on Facebook Messenger.
Takeaway:
Brands should look at automated chat bots to talk to this audience
directly, mimicking an environment that this age group already feels
comfortable in.
For this pivotal age group chatting begins to diversify. We start to see the
movement to social media messengers as a predominant method of chatting.
This potentially coincides with respondents gaining their first social media
accounts.
Chatting extends from the playground into apps such as WhatsApp where
group chat can continue. This is particularly prevalent amongst girls of this
age group who record usage of the app at 43%.
“Everybody has
WhatsApp!”
Boy, 10
*ordered by total usage
*Question: Which of these [apps] have you used in the last month to chat? [multi-select]

YouTubers are role models for US kids

25.
Favourite YouTuber (Girls)

26.
Favourite YouTuber (Girls)

And while YouTube is the favourite everywhere, kids
entertainment brands are still holding their own
28
Top Websites, Q: “Which of these is your favourite?”
source: SuperAwesome Kids’ Media Snapshot: ASEAN, age 6-14, n= 1,824

Kids as creators
Kids have never been better equipped to
create
They don’t need much encouragement in
order to start creating unique content
reflecting their personality
What is important is feeling part of a
community

The next generation changes everything
19 18 17 16 14 13 13 9 8

POPJAM: ALLOWING KIDS TO ENGAGE, CREATE & HAVE FUN

PopJam: the safe social content platform for 7-13 market
● A curated, moderated content
feed generated by brands and
content owners
● The default safe-social
channel for brands and kids
to reach 7-12 market in the
UK
● Greater engagement than
Instagram: 45 min daily
dwell time (Instagram has
21min)
● Limited marketing to date but
already installed on 20%+ of
all 7-12 smartphones in UK
● In partnership discussions to
bring to US market

How old are PopJammers?

Key Metrics

YOUTUBERS APPEARING ON POPJAM
Maker Studios talent AmyLee33 joins PopJam and starts to shout us out on
other social media. Her YouTube channel has close to 1m subscribers
Twitter Instagram
AmyLee33

HER CHANNEL TAKES OFF ON POPJAM

A HUGE REACTION FROM FANS
● 4,000 followers over first weekend
● Posts garnering over 1k comments from engaged kids
● 1,000s of fanart creations being shared

THE #1 SOCIAL CONTENT PLATFORM FOR KIDS

COPPA
Megatrend: the growth of under-16 data privacy law

No profile-based advertising
No programmatic
No behavioural
No retargeting
No mobile attribution
Megatrend: the growth of under-16 data privacy law

FTC fines InMobi $4M for tracking kids

AwesomeAds: setting the standard for kids digital safety

KWS: SaaS tools to create safe kids content
SuperAwesome
Club (loyalty)
Federated
Identity
Verifiable
Parental
Consent
(VPC)
Enhanced
Parental
Targeting
Kids Web Services (KWS) is the next-generation
platform for creating safe, compliant digital kids
content across all devices
● Designed for content owners (publishers) and creators
(marketing sites, apps)
● KWS takes care of COPPA/EU compliance, parental
consent, loyalty programs and content seeding
● Allows content owner to focus 100% on creating great
content experience for kids
● Plug & Play features include:
○ Parent portal
○ Verifiable Parental Consent workflows
○ Federated Identity / single log-in
○ Loyalty platform for kids
○ Enhanced Parental Targeting
Parent
Portal

KWS: My Little Pony Friendship Club (Hasbro)
powered by KWS

KWS: Parental Portal for COPPA and EU compliance

What this means for brands
1. Understand that this generation will
change everything
1. Engage kids creatively, give them
tools
1. This is a specialist sector, not for
generalists

Every major tech
company is building a
kids strategy.
What’s yours?

enquiries@superawesome.tv | www.superawesome.tv | @GoSuperAwesome
THE LEADING MARKETING PLATFORM FOR KIDS & TEENS

49.
Duration of watching TV and multi-tasking
67% 55%
CHAT TO OTHER
PEOPLE IN THE ROOM
42%
PLAY WITH MY
TOYS/GADGETS
HAVE SOMETHING TO
EAT
HAVE SOMETHING TO
DRINK
24%
DO MY HOMEWORK
17%
READ A BOOK/MAGAZINE
4-9
I DON’T DO ANYTHING
ELSE
9%
67%
10-12 13-18
Duration of watching TV
How long do you spend watching TV in an average sitting?
Multi-tasking
Do you do anything else whilst watching TV? (all ages)
Highlights:
Younger respondents have shorter session times, peaking around the 40 mins-1hr mark. For older respondents,
average sittings mainly last 1-2 hours, perhaps reflecting binge watching habits.
Takeaway:
Less that 10% of respondents are dedicated TV watchers. With the numerous distractions available, content should be
easy to digest and be available across numerous platforms.
*question focuses on non-device based multi-tasking

50.
Multi-screening
Highlights:
A very large proportion of 4-9 year olds use a tablet device whilst also watching the TV. It is likely that the TV content
takes a back seat, compared to the very personal experience of a tablet.
Takeaway:
Multi screening begins to take off around age 10. To effectively reach this tween audience, content creators should
address the need for campaigns that cross-platforms, in particular, mobile devices.
“I chat to my friends on WhatsApp
whilst watching TV.”
Boy, 14
4-9 YEAR OLD
TOTAL
10-12 YEAR OLD
TOTAL
13-18 YEAR OLD
TOTAL
1 Tablet 85% Smartphone 45% Smartphone 63%
2 None 59% Tablet 37% Tablet 35%
3 Smartphone 59% Laptop 27% Laptop 34%
4 Laptop 44% None 26% None 16%
5 Handheld console 44% Handheld console 13% Handheld console 10%
*question shown to those who claim access to portable devices, multi-select question

51.
Video on demand platforms used
Highlights:
Subscription services get more popular with age; kid-specific video on
demand is yet to take off on the same scale as its more universally
aimed counterparts.
Takeaway:
Household names (YouTube, BBC iPlayer, Netflix) are popular in this
market. Brands moving into this space need to make kid focused video
on demand that is both aspirational and appropriate.
4-9 YEAR OLD
TOTAL
10-12 YEAR OLD
TOTAL
13-18 YEAR OLD
TOTAL
YouTube 74% 83% 80%
BBC iPlayer 33% 41% 47%
Netflix 27% 31% 34%
ITV Player 16% 24% 32%
Amazon Prime 14% 17% 18%
All 4 9% 12% 23%
Sky Go 9% 12% 13%
iPlayer Kids 8% 5% 2%
my5 4% 5% 5%
Disney Life 6% 4% 1%
Blinkbox 4% 4% 3%
YouTube Kids 6% 4% 1%
Sky Kids 5% 2% 1%
*ordered by total usage across ages

52.
YouTube vs. Linear TV
What have you done more of [this month]?
TV vs. VOD and binge watching
YouTube vs. Netflix vs. Linear TV
If you had to pick, which one would you choose?
57% 35% 9%
LINEAR TV
63% 26% 11%
LINEAR TV
47% 44% 9%
LINEAR TV
Watched TV
48%
Watched TV
57% 43%
Watched TV
51% 49%
52%
4-9
10-12
13-18
4-9
10-12
13-18
Binge watching
How many episodes
(on VOD) do you
watch in one go?
Only 1 1-2
7-85-6
More
than 8
3-4

The Secret Life Of Kids, Dylan Collins, SuperAwesome

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