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All the World's a Stage

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All the World's a Stage Sponsored by: All the world’s a stage Vlogging, Livestreaming and Parenting in 2018 3 All the world’s a stage – Research Report 2018 Contents Introduction 4 Executive Summary 5 Methodology 6 Vlogging and livestreaming behaviours: What children are doing, where and why 7 Positive experiences 13 Risks, concerns and negative experiences 15 Resources 20 4 Introduction Internet Matters Internet Matters exists to keep children safe Of those parents who are engaged in vlogging online. Earlier this year (2018) parents told us and livestreaming, the creativity of content creation, that in addition to the typical online safety both as a part of childhood in a digital age, and concerns around content, contact and conduct, as a life skill shines through. they were beginning to be concerned about However, threaded throughout this report is newer emerging challenges for their children the reality that most parents are unaware of the associated with livestreaming and vlogging. potential risks of livestreaming and vlogging, and As a result of that insight, we commissioned this therefore are unlikely to be equipped to have the research to better understand the opportunities necessary conversations with their children which presented by vlogging and livestreaming, and also could help them use this technology smartly to obtain greater insight into parents’ concerns. and safely. Informed by the request for simple actionable advice, Internet Matters has created One of the most interesting findings is the division a suite of resources for parents – available on our of opinion between those parents who vlog or website – to help them support their children livestream themselves and who encourage or who vlog and livestream. support their children to do the same, compared with those who do not, and have significant levels Carolyn Bunting of concern about it. Older siblings are also a key CEO Internet Matters factor in introducing children to content creation. Huawei Through our partnership with Internet Matters we Matters we recognise that the internet provides are pleased to sponsor this independent research fantastic opportunities for children, and we have a study. This is part of our ongoing relationship with responsibility to educate parents to help them Internet Matters, in the furtherance of our shared keep their children safe online. goal to keep children safe online. Who is Huawei? The use of video to express creativity, opinions and Huawei is a leading global information and share content with friends and family is on the rise. communications technology (ICT) solutions Video accounted for 61% of mobile data traffic in provider. Driven by responsible operations, 2017 (Source: IHS Markit Feb 2018, Video as a Core ongoing innovation and open collaboration, Service for Telcos) and the desire to watch and create we have established a competitive ICT portfolio this content starts in childhood. Children have long of end-to-end solutions in telecom and enterprise used imitation and role play as a way to express networks, devices, and cloud computing. Our themselves, and in this digital age the desire to do ICT solutions, products, and services are used in so and to do it online, is becoming ever stronger. more than 170 countries and regions, serving over As a responsible technology company with a suite one-third of the world’s population. With more than 170,000 employees, Huawei is committed of phones and tablets in the UK market, Huawei to enabling the future information society, and is very pleased to partner with Internet Matters to building a Better Connected World. help parents better understand the opportunities presented by vlogging and livestreaming and to Jerry Wang better mitigate the risks. In common with Internet CEO Huawei UK 5 All the world’s a stage – Research Report 2018 Executive Summary This paper is part of the on-going dialogue Internet Matters has with parents. Though our constant conversation we are able to understand what parents are concerned about and provide resources to help them have those crucial conversations with their children about how to stay safe online. Our research demonstrates that vlogging and livestreaming is new news for most parents, and many are unaware of the opportunities and risks that children and young people face. Given that over a quarter of children aged 6-10, and around a third of tweens aged 11-13, regularly or sometimes livestream, this research, and the subsequent resources we have created, are timely. Some parents recognise there are creative opportunities and technical skills to be learnt through vlogging and livestreaming and want to support their children to do that well. Other parents – who neither vlog nor livestream themselves – are significantly more cautious and substantially more unwilling to let their child engage in these activities. Whilst parents make decisions for their children based on a wealth of factors, the key priority is to provide simple, actionable resources for parents, so that they are equipped to have the relevant conversations to keep their children safe online. You can see our resources at the end of this report. 6 Methodology We work with Trinity McQueen, a MRS registered research house. All participants were carefully screened to ensure they met the required criteria to take part and were suitable for this research. An integrated approach was undertaken for the research: 1. Quantitative survey to provide robust data: 2. Qualitative video interviews to provide depth: • A 20 minute online quantitative survey • 30 minute video interviews with 10 parents completed by 2,000 parents of children of children aged 10-16 years old who are aged 4-16 years old in the UK regular watchers and creators of vlogs and or livestreamed content. • A nationally representative sample from a consumer access panel • Recruited from North, South and Midlands locations across England Contents The report covers the following; • Vlog and livestream behaviours; what children are doing, where and why • Positives associated with vlogs and livestreams • Risks, concerns and negative experiences • Providing parents with support; information needs The research focuses on understanding parental views towards vlogs and livestream videos being watched and created by children aged 4-16 The following terms are used in the research and throughout this report: Terms Definitions Vlogs Video content published on social media (e.g. YouTube) on a regular basis by an individual (or vlogger) or brands, e.g. Zoella. Some individual vloggers are also sometimes called ‘YouTubers’. Livestream A video being broadcast live via the Internet from a specific location. It is possible to do this using sites/apps like YouTube, Facebook Live, and Live.ly. Livestreaming is different to video chat services like Skype, as the videos can be watched by many more people. 7 All the world’s a stage – Research Report 2018 Vlogging and livestreaming behaviours: What children are doing, where and why 8 “They watch friends doing whatever is cool at the time. At the minute it’s all about making slime and sharing it online.” Parents tell us that 70% of children 79% 79% regularly or occasionally watch vlogs – 70% with numbers rising as children become 66% 68% teenagers. The gender split in terms of watching is marginal, although what boys and girls watch does change. 45% 4–5 6–10 11–13 14–16 Boys Girls Ages There are further differences within this age range Watching vlogs as those aged 11-13 also watch vlogs that tap into Overall, the most popular platform used to a broad spectrum of their hobbies and interests, watch vlogs is YouTube (by 60% of households whereas those aged 14-16 prefer to watch fashion with children aged 4-16 years old) with video and beauty or professional vloggers and gaming gaming (45%) being the most viewed type of specific vlogs instead. vlog among children who watch any. Differences by gender Differences by age There are also notable differences between the types Topics of most interest for children at the younger of vlogs being watched by boys and girls, reflecting age range of 4-10 are unboxing vlogs, in which general differences in interests between the sexes. children their age open gifts, or toys/tech products, Gaming and unboxing vlogs are the most popular or vlogs created by their friends. In contrast to amongst boys, while girls have a preference to watch younger children, those aged 11-16 prefer to watch professional vloggers or fashion and beauty vlogs. professional vloggers rather than their friends. What else do we know? 44% 33% 2 hours Of parents feel their child Of parents think The average amount has learnt good things by many vloggers are of time spent watching watching vlogs/vloggers good role models vlogs per week for children 9 All the world’s a stage – Research Report 2018 “My son streams football sometimes and I didn’t realise it but people can comment at the side of the video as they watch. There was loads of swearing and putting players down which made me uncomfortable.” unboxing and toy tech livestreams as well as TV/ Watching livestreams film content, for example, episodes of Peppa Pig. Although watching livestreamed content is For older children the differences become more not as common as watching vlogs, around 2 in 5 apparent. As well as watching gaming content, parents believe their children are watching them. those aged 11-13 are also watching their friends’ Livestream content is spontaneous and in-the- livestreams, whereas 14-16 year olds are more moment; this is a key motivation for watching likely to watch livestreams from musicians/bands. it. There is an excitement and anticipation that Despite parents being aware of their children and it can go wrong or have funny consequences, livestreamed content, parents admit they don’t which makes it more enticing compared to know enough about this topic.
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