Nickelodeon commissioned the bespoke "Me, Myselfie and I" research project to gain a deeper understanding of kids' lives today and to provide insight into how the digital world defines their relationship with media. What Me, My Selfie & I reveals is that the ways kids use and feel about devices is more complex than current advertising models may provide for. Not dictated by gender or age, kids use of devices is defined by what it is they want to get from their social interactions and the content they consume.

With this insight, advertisers, sales team, promotional partners and content producers are in a position where they should be able to reach audiences in a more effective and meaningful way. The study identified four core digital tribes - groups of kids differentiated by how they used digital media and the way digital media and platforms contribute to their real-world life. In addition to the identification of these groups, the research also indicated that there was a clear hierarchy of screens within UK households with kids preferring devices with larger screens.