The Next Generation of Digital Consumers
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Preschoolers: Playing and Learning in Today’s Media and Technology Ecosystem The Next Generation of Digital Consumers [email protected] Kidscreen Summit 2013
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20-Oct-2014 -
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Presented in February 2013 at the Kidscreen Summit in New York City, this presentation discusses the behavioral impact of preschoolers being introduced to various digital platforms. Who is teaching them about the importance and value of digital experiences? What behaviors will stay with them as they mature and become the next consumer audience? Ipsos MediaCT's LMX Family has been tracking how preschoolers and their families are adopting and using technology for three years now. This presentation features data from our study and provides insight into how the world of our youngest citizens — and their parents—has changed, and what this means for your brand.
Transcript of The Next Generation of Digital Consumers
Preschoolers: Playing and Learning
in Today’s Media and Technology Ecosystem
The Next Generation
of Digital Consumers
Kidscreen Summit 2013
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“This is the first time in human history
when children are an authority on
something important,” contends Don
Tapscott, author of Grown Up Digital and
Macrowikinomics: New Solutions for a
Connected Planet. “Today, the 11-year-old
is an authority on this digital
revolution, which is changing
business, commerce, government,
entertainment—every institution in
society.”
-AD AGE 6/25/12
A specialized resource
designed to bring innovative
approaches, expert thinking
and informed, actionable
insights to clients with an interest
in growing in the kids and
family space
Are you ready?
Looking at this generation of preschoolers and the media environment in which they are growing up, what are they learning about the world?
If you started using a touch screen device before you were two years old, what will your impressions be of the traditional school experience?
Do we understand enough about children’s experience with technology to be able to deliver information to them in the way they want to receive it—for education? for entertainment?
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What we will be discussing today
Preschoolers (kids aged 0-5 years old) What preschoolers are doing these days
The role parents play in introducing their preschoolers to new
technology and media
The Media & Technology Ecosystem in which preschoolers live Devices they use Devices they use on their own
The impact of this environment on preschoolers’ behavior and
attitudes
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What are PRESCHOOLERS doing these days?
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Different ages, different activities
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Preschoolers 0-2 Years Old
Preschoolers 3-5 Years Old
Traditional Media 84% 93%
Computer Activities 41% 55%
Mobile Activities 37% 53%
Time-Shifted Media 47% 61%
Gaming (Traditional) 28% 67%
Non-Media Play 80% 89%
LMX Family (U.S. Online Consumers) Wave 4 2012. eDiary; Among 0-2 Year Olds n=345, 3-5 Year Olds n=339.
Green = significantly higher than 0-2 Year Olds at the 95% confidence level
There were no significant differences
between preschool boys and girls
Preschoolers – Participation in Activities
How preschoolers spend their time
7 LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Floating Base: Among Those Who Performed Each Activity.
Preschoolers’ activities trends
8 LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Base Provided Above.
Green = significantly higher than 2011 at the 95% confidence level, Red = significantly lower than 2011 at the 95% confidence level
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What are preschoolers doing on their own?
Young children’s independent activities
10 LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Base Provided Above.
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About a third of kids 0-2 are independent media consumers
LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Floating Base: Among Parents Who Allow Their Preschoolers To Participate In Each Activity On Their Own.
Top networks, websites, DVD and video game types
LMX Family (U.S. Online Consumers) Wave 4, 2012. Preschool A&U.
Green = significantly higher than 2011 at the 95% confidence level
Top Networks Watched On Their Own Among Parents Of Preschoolers Who Watch Regular TV On Their Own
Nick Jr. 58% Disney Channel 53% Nickelodeon 51%
Top Websites Visited On Their Own Among Parents Of Preschoolers Who Go Online On Their Own
Nickjr.com 38% Disney.com 32% PBSkids.org 30%
Top DVD Types Kids Watch On Their Own Among Parents Of Preschoolers Who Watch DVDs On Their Own
Family/Children’s Animated Movie 81% Children’s TV Series 60% Educational 48%
Top Video Game Types Kids Play On Their Own Among Parents Of Preschoolers Who Play VG On Their Own
Action 39% Family/Party 39% Music/Party 29%
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Parents are increasingly allowing their preschooler to do things on their own
13 LMX Family (U.S. Online Consumers) Wave 3 2011 and Wave 4 2012. eDiary; Floating Base: Among Parents Of Preschoolers Who Participate In Each Activity
.
Green = significantly higher than 2011, Red = significantly lower than 2011 at the 95% confidence level
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Preschoolers’ First Technology Teachers
Favorite time together choices changes as kids grow older
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Preschoolers 0-2 Years Old
Preschoolers 3-5 Years Old
Reading A Book/Magazine 20% 27%
Playing With Toys 30% 12%
Watching TV 8% 12%
Playing Video Games On A Console 2% 5%
Playing Games On A Cell Phone 0% 2%
LMX Family (U.S. Online Consumers) Wave 4 2012. eDiary; Among 0-2 Year Olds n=345, 3-5 Year Olds n=339.
Green = significantly higher than 0-2 Year Olds at the 95% confidence level
Parent's Favorite Way To Spend Time With Preschooler
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Parent behavior related to generational cohort
Gen Y Parents
• Born after 1980
• Age: under 32
Gen X Parents
• Born 1965-1979
• Age: 33-47
Boomer Parents
• Born 1964 or earlier
• Age: 48+
Ownership of and comfort with technology varies by generation
17 LMX Family (U.S. Online Consumers) Wave 4, 2012. Among Boomer Parents n=337, Gen-X Parents n=1,666, Gen-Y Parents n=796.
Red = significantly lower than total parents at the 95% confidence level; Green = significantly higher than total parents at the 95% confidence level
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Parents of different generations: different co-entertainment
LMX Family (U.S. Online Consumers) Wave 4, 2012. Floating base: Live TV, audio, read among total; All else among related device owners.
Red = significantly lower than total parents at the 95% confidence level; Green = significantly higher than total parents at the 95% confidence level
Boomer Parents: “My Child Helps Introduce
Me To New Media And Technology”
Many devices are used to stream video
19 LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U. Base provided above.
Devices Used to Stream Video to TV with Child in the Past Week Among parents of preschoolers 0-5 who streamed video to TV with child in the past week, n=365
Digital Media Receiver: 9%
Blu-ray Player: 34%
Gaming Console: 61%
Web Enabled TV: 17%
Streaming Parents: 53%
Video sites such as Netflix, YouTube and Hulu are the most used sources when streaming video to the TV
20 LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U; Base provided above.
Netflix Watch Instantly: 57%
YouTube: 57%
iTunes: 14%
Hulu/Hulu Plus: 20%
Amazon Instant Video: 9%
Blockbuster On Demand: 8%
VEVO: 5%
CinemaNow: 3%
Vudu: 3%
Parents of Preschoolers: Streamed Video TV Source Among parents of preschoolers 0-5 who streamed video to TV with child in the past week, n=365
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Preschoolers’ Ecosystem
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Preschool families are increasingly connected
55% of preschoolers whose family owns a
tablet allow them to use it
LMX Family (U.S. Online Consumers) Wave 3, 2011 and Wave 4, 2012. Child A&U; Preschool HH n=684 for 2012.
Nearly half of owners (47%) say they “Have
Downloaded App/Content Specifically For Their Child”
(vs. 39% in 2011)
Green = significantly higher than 2011, Red = significantly lower than 2011 at the 95% confidence level
Among device owners, the tablet computer is the top device for co-viewing videos online
23 LMX Family (U.S. Online Consumers) Wave 4, 2012. Parent & Child A&U.
62%
50% 48% 48% 40% 36%
Tablet Computer Laptop Computer Desktop Computer Netbook Cell Phone That Can Access The
Internet
iPod Touch
Parents of Preschoolers 5 or under: Watched Video Online w/Child Past Week by Device
Floating Base: Among Family/Child Device Owners
Red = significantly lower than Tablet Computer at the 95% confidence level
Preschooler behavior changes with access to new devices
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YoY change 2012 2011
Playing With Toys -6% 83% 89%
Playing Outside -7% 69% 76%
Watching DVDs -10% 59% 69%
Watching Live TV -12% 58% 70%
Reading A Book/Magazine -10% 56% 66%
Listening To Music On CDs -12% 46% 58%
Playing Elec. Educational Games -5% 31% 36%
Going Online -8% 18% 26%
YoY change 2012 2011
Watching TV Using VOD +4% 21% 17%
Playing Games On A Cell Phone +7% 21% 14%
Watching Videos On A Cell Phone +7% 17% 10%
Watching Streamed Video To TV N/A 25% -
Playing Games On A Tablet N/A 11% -
Watching Videos On A Tablet N/A 10% -
LMX Family (U.S. Online Consumers) Wave 3, 2011 and Wave 4, 2012. Child A&U; Preschoolers n=684 for 2012.
Thank you
Ready or not, here they come!
www.Ipsos-NA.com/Kids
