One in three Australian kids under 13 on Facebook, study finds

News 8 Sep 2021 - 1 min read

One in three Australian kids under 13 on Facebook, study finds

By Sam Buckingham-Jones - Senior Writer

Zoomers have "legendary influence" on household purchasing decisions, TotallyAwesome ANZ MD James Sawyer says.

Market Voice 3 min read

Retail media: Key lessons to avoid repeating programmatic ‘gold rush’ mistakes, hollowing out brand budgets

By Rory Heffernan - Chief Executive Officer, Atomic 212º | Partner Content

Retail media’s rise comes as marketers are being told to do even more with even less, says Atomic 212º Chief Executive Officer, Rory Heffernan, and puts brand budgets under further pressure.

Market Voice 4 min read

Airports are back bigger and better: why they are the next frontier for incredibly human brand connection

By Jemma Enright - General Manager, Airport, JCDecaux ANZ | Partner Content

In the next 5 years, brands will be reaching 85m passengers a year in the transformed terminals of Sydney, Adelaide, and Perth airports. That’s a massive opportunity to engage an emotionally charged audience in a context of curiosity and discovery, says JCDecaux’s Jemma Enright.

Market Voice 3 min read

The best relationships are personal – regional strategies should be too

By Phil Leyshon - Director of Digital, ACM | Partner Content

Mi3 sat down with ACM Director of Digital Phil Leyshon to discuss how first party data and enriched targeting is bringing brands closer to the regions – and notching upwards of 30 per cent growth.

Tags: TotallyAwesome children hypertargeting Facebook data privacy

One in three children under 13 are on Facebook and one in five use TikTok, according to a new study on the habits of the “zoomer” generation. That poses challenges to digital marketers.

What you need to know:

Digital agency TotallyAwesome, which safely targets children with advertising, says more than a third of kids under 13 have Facebook accounts.
A study involving parental involvement and 700 children between four and 18 years old found 36 per cent have Facebook, 30 per cent are on Instagram and 21 per cent are on TikTok.
The complexity of how the “zoomer” generation consumes media means marketers have more choices – but they need to be aware of the privacy concerns.

More than a third of Australian children under 13 have Facebook accounts despite the platform’s age limitations, a new study has found.

Digital agency TotallyAwesome, which works with brands like Lego to safely target children, teenagers and families online, has prepared its fifth annual Zoomers Digital Insights (ZDI) study on the evolution of “zoomers” – people aged between four and 18 years old.

The study covered 700 people in that age range – with parental involvement – and found the number of channels and platforms zoomers access is multiplying. More than a third (36 per cent) of kids under 13 have a Facebook account, 30 per cent are on Instagram, and 21 per cent have a TikTok account.

Children and teenagers mostly use digital devices for short-form content such as music videos (46 per cent), toy review videos (44 per cent), gaming videos (41 per cent) and Tutorial videos (36 per cent). Smart TV's are most used to watch movies.

“The presence of multiple digital devices and channel choice among Zoomers leaves brands with increasing complexity in reaching these audiences,” TotallyAwesome ANZ managing director James Sawyer said.