ACCESS TO GADGETS

Children are digitally oriented, with technology and electronic devices ranking as their top choices when it comes to wish-list items on birthdays and at Christmas.  The diverse range of available gadgets in homes, such as tablets, mobiles, interactive smart toys, games consoles, virtual reality headsets and voice activated speakers, have significantly increased the opportunity for children to consume and engage with digital content.  

Access to gadgets in the home:

Connected TV’s have simplified kids access to streaming video-on-demand (SVOD) services such as Netflix and Disney+. Consequently, these platforms frequently serve as the primary preference over traditional TV when looking for something to watch. 

Platforms currently in the homes of kids: 

57%

78%

56%

Kids play a significant role in the decision-making process when it comes to subscribing to and retaining streaming services, driven by own viewing preferences.  

Social Media takes its fair share of screen time

Social media consumes a significant portion of the screen time, with 5 out of 10 children using social media to watch content, increasing as they get older.

% who watch content on social media :

Top social platforms for 10-12 yrs

The widespread availability of digital devices has created new avenues for brands and products to connect with children. A substantial number of kids can remember encountering ads on their preferred devices and platforms. Here are the percentages of 10-12-year-olds who have seen advertisements while using the following platforms:

 Understanding what children are watching on these platforms is crucial for content creators, brands and platform providers. This information can help tailor content offerings, recommendations, and marketing strategies to better cater to the preferences and needs of families and children. 

In our "Content Overload" section, you will find more insights into the types of content children are consuming on streaming platforms, and their viewing habits. 

Or visit our “Gateway Gaming” section to unlock more information about connecting with kids in the metaverse. 

For further information into any of these topics, please get in touch!  

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