Inside the business of children's digital media

New US study finds kids’ tablet use jumps 13%


Console and portable video game systems still get the most usage among kids ages four to 14, but a new study from market research company The NPD Group has revealed that tablet use by kids is catching up quickly.

According to Kids and Consumer Electronics: 2012 Edition, tablet usage increased by 13% in 2012 compared to 3% last year, and tablet usage is highest among younger children.

Other results from the survey found that homes with kids ages four to 14 own an average of 10 different devices, with kids using an average of five of them. Televisions, computers and cell/smartphones maintain the highest household ownership.

Console and portable video game systems, tablets, and digital video cameras experienced the largest increases in household ownership, with portable gaming systems as the most popular devices personally owned by kids ages four to 14. The average age of adoption for portable gaming systems also dropped from 6.4 years in 2011 to six years of age in 2012.

In terms of purchasing habits, parents are influenced more often by brand reputation, price, safety and educational value, while kids are more interested in aesthetics, popularity and entertainment value.

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Our spring edition of iKids Digital is now available! We’re taking a look at the looming rise of VR in kids entertainment, how MCNs are boosting the marketing might of kidsnets, and the rise of artificial intelligence in kids tech toys.


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