The Next Generation of Digital Consumers

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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.

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The Next Generation of Digital Consumers

  1. The Next Generation Preschoolers:of Digital Consumers Playing and Learning in Today’s Media and Technology Ecosystem Kidscreen Summit 2013 Donna.Sabino@Ipsos.com
  2. A specialized resourcedesigned to bring innovativeapproaches, expert thinkingand informed, actionableinsights to clients with an interestin growing in the kids and “This is the first time in human historyfamily space 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 2
  3. Are you ready? Looking at this generation of preschoolers and the mediaenvironment in which they are growing up, what are theylearning about the world? If you started using a touch screen device before you weretwo years old, what will your impressions be of thetraditional school experience? Do we understand enough about children’s experience withtechnology to be able to deliver information to them in theway they want to receive it—for education? forentertainment? 3
  4. What we will be discussing todayPreschoolers (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 4
  5. What arePRESCHOOLERSdoing these days? 5
  6. Different ages, different activities Preschoolers – Participation in Activities Preschoolers Preschoolers 0-2 Years Old 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% There were no significant Non-Media Play 80% 89% differences between preschool boys and girlsGreen = significantly higher than 0-2 Year Olds at the 95% confidence level 6LMX Family (U.S. Online Consumers) Wave 4 2012. eDiary; Among 0-2 Year Olds n=345, 3-5 Year Olds n=339.
  7. How preschoolers spend their time 7LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Floating Base: Among Those Who Performed Each Activity.
  8. Preschoolers’ activities trendsGreen = significantly higher than 2011 at the 95% confidence level, Red = significantly lower than 2011 at the 95% confidence level 8LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Base Provided Above.
  9. What arepreschoolers doingon their own? 9
  10. Young children’s independent activities 10LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Base Provided Above.
  11. About a third of kids 0-2 are independent media consumers 11LMX 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.
  12. Top networks, websites, DVD and video game types 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%Green = significantly higher than 2011 at the 95% confidence level 12LMX Family (U.S. Online Consumers) Wave 4, 2012. Preschool A&U.
  13. Parents are increasingly allowing their preschooler to do things on their ownGreen = significantly higher than 2011, Red = significantly lower than 2011 at the 95% confidence level 13LMX Family (U.S. Online Consumers) Wave 3 2011 and Wave 4 2012. eDiary; Floating Base: Among Parents Of Preschoolers Who Participate In Each Activity
  14. Preschoolers’ FirstTechnology Teachers 14
  15. Favorite time together choices changes as kids grow older Parents Favorite Way To Spend Time With Preschooler Preschoolers Preschoolers 0-2 Years Old 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%Green = significantly higher than 0-2 Year Olds at the 95% confidence level 15LMX Family (U.S. Online Consumers) Wave 4 2012. eDiary; Among 0-2 Year Olds n=345, 3-5 Year Olds n=339.
  16. Parent behavior related to generational cohort Gen Y Parents Gen X Parents • Born after 1980 • Born 1965-1979 • Age: under 32 • Age: 33-47 Boomer Parents • Born 1964 or earlier • Age: 48+ 16
  17. Ownership of and comfort with technology varies by generationRed = significantly lower than total parents at the 95% confidence level; Green = significantly higher than total parents at the 95% confidence level 17LMX Family (U.S. Online Consumers) Wave 4, 2012. Among Boomer Parents n=337, Gen-X Parents n=1,666, Gen-Y Parents n=796.
  18. Parents of different generations: different co-entertainment Boomer Parents: “My Child Helps Introduce Me To New Media And Technology”Red = significantly lower than total parents at the 95% confidence level; Green = significantly higher than total parents at the 95% confidence levelLMX Family (U.S. Online Consumers) Wave 4, 2012. Floating base: Live TV, audio, read among total; 18All else among related device owners.
  19. Many devices are used to stream video 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 Web Enabled TV: 17% Gaming Console: 61% Blu-ray Player: 34% Digital Media Receiver: 9% Streaming Parents: 53% 19LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U. Base provided above.
  20. Video sites such as Netflix, YouTube and Hulu are the most used sources when streaming video to the TV 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 Netflix Watch Instantly: 57% YouTube: 57% Hulu/Hulu Plus: 20% iTunes: 14% Amazon Instant Video: 9% Blockbuster On Demand: 8% VEVO: 5% Vudu: 3% CinemaNow: 3% 20LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U; Base provided above.
  21. Preschoolers’Ecosystem 21
  22. Preschool families are increasingly connected Nearly half of owners (47%) say they “Have Downloaded App/Content Specifically For Their Child” (vs. 39% in 2011) 55% of preschoolers whose family owns a tablet allow them to use itGreen = significantly higher than 2011, Red = significantly lower than 2011 at the 95% confidence level 22LMX Family (U.S. Online Consumers) Wave 3, 2011 and Wave 4, 2012. Child A&U; Preschool HH n=684 for 2012.
  23. Among device owners, the tablet computer is the top device for co-viewing videos online Parents of Preschoolers 5 or under: Watched Video Online w/Child Past Week by Device Floating Base: Among Family/Child Device Owners 62% 50% 48% 48% 40% 36% Tablet Computer Laptop Computer Desktop Computer Netbook Cell Phone That iPod Touch Can Access The InternetRed = significantly lower than Tablet Computer at the 95% confidence level 23LMX Family (U.S. Online Consumers) Wave 4, 2012. Parent & Child A&U.
  24. Preschooler behavior changes with access to new devices 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% - 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% 24LMX Family (U.S. Online Consumers) Wave 3, 2011 and Wave 4, 2012. Child A&U; Preschoolers n=684 for 2012.
  25. Ready or not, here they come! Donna.Sabino@Ipsos.com www.Ipsos-NA.com/Kids Thank you

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