TotallyAwesome releases 2018 Kids’ Digital Insights Study across multiple regions

TotallyAwesome has launched its 2018 Kids’ Digital Insights Study. The study provides new insights to kids’ media habits, device usage and content preferences.

Since 2015 TotallyAwesome has tracked cross platform media consumption, device usage, content and brand preferences among children.

In November 2017 TotallyAwesome’s Annual Kids’ Digital Insights Study was conducted across nine markets – Australia, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam – with a sample of 2,700 kids aged 6-14 years.

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,” he said.

“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.”

For more information on the 2018 Kids’ Digital Insights, contact us at