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I Read, You Read, E-Read!
Launch Kids - January 2015
PlayCollective is a consumer research, product and brand development group
that helps organizations better UNDERSTAND and ...
The ABC of Kids and E-Reading 1-3
January 2013
• Over half of all kids e-reading
• 85% of those doing so ≥ 1x per week
Sum...
The ABC of Kids and E-Reading 4
Online survey in 10/14
• 1140 families contacted; 752 had children
who e-read *
• 67% is s...
Left to Their Own Devices…
Confidential 5 © 2015 PlayCollective
82%
73%
64% 63%
27%
82%
77%
64% 62%
26%
72%
85%
41%
63%
31...
Most Common Devices for E-Reading
Confidential 6 © 2015 PlayCollective
82%
76%
43% 41%
73% 71%
41%
34%
48%
57%
43%
37%
Tab...
“Books don’t just compete against books”
Compared to 2011, in 2013 kids spent:
• :12 less per day watching TV
• :09 less w...
What’s “Better”: Print or eBook?
Lois Lowry:
“If an e-book doesn’t grab my attention, I
dump it too quickly…[But,] we need...
Do Parents Prefer Print or Ebooks?
Confidential 9 © 2013 PlayCollective
Parents say…
• their kids prefer reading ebooks
(4...
Enhanced Features: Aid or Distraction?
35% of parent reported
greater willingness to
purchase an ebook if it
has enhanced ...
Parents’ Spending Expectations Rise
Confidential 11 © 2015 PlayCollective
$9.35
$7.37
$8.54
$11.12
$10.07
$11.79
$6.34
$5....
Buy, Borrow or Free:
Parents More Willing to Pay
Confidential 12 © 2015 PlayCollective
7.32 7.38 7.24
6.96
5.87
8.23
7.63
...
APPROACH FIELDING
Confidential 13 © 2014 PlayCollective
Who Selects New eBooks for Children?
54% (89% in 2013)
46% (11% in...
24%
54%
93%
43%
34%
0%
29%
6% 5%5% 6%
2%
2 to 5 6 to 9 10 to 13
Children take turns reading
ebooks
Children read ebooks
to...
Let’s Play Together!
David Kleeman, PlayVangelist
david@playcollective.com
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David Kleeman - Changing Media, Changing Content, and Changing Minds

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PlayCollective is a global research and strategy group focused on the impact of changing media and technology on education and entertainment for children and families. For the last two years, PlayCollective has also partnered with Digital Book World to track the growth of e-reading among families with children ages 2-13 and parents’ increasing belief in the beneficial power of ebooks. Join David Kleeman, PlayVangelist for PlayCollective, to get some insight on how parents', teachers', and kids' attitudes toward digital media are changing and what today's brands and tech companies are integrating into their products and content for both the home and the classroom.

Published in: Data & Analytics
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David Kleeman - Changing Media, Changing Content, and Changing Minds

  1. 1. I Read, You Read, E-Read! Launch Kids - January 2015
  2. 2. PlayCollective is a consumer research, product and brand development group that helps organizations better UNDERSTAND and ENGAGE kids, families, the next generation of consumers and their communities WE CONNECT THE DOTS! Print & Digital PublishingCable, TV & Film Non-profits & Associations Real World & Digital Integration Digital Entertainment & Consumer Products Education & Global Citizenship Confidential 2 © 2015 PlayCollective
  3. 3. The ABC of Kids and E-Reading 1-3 January 2013 • Over half of all kids e-reading • 85% of those doing so ≥ 1x per week Summer 2013 • Unique “back to school” study January 2014 • 67% e-reading • 92% of those ≥ 1x per week Confidential 3 © 2015 PlayCollective
  4. 4. The ABC of Kids and E-Reading 4 Online survey in 10/14 • 1140 families contacted; 752 had children who e-read * • 67% is same as 1/14; up from 54% in 1/13 • 92% e-read ≥ 1x/week is same as 1/14; up from 85% in 2013) * Child 2-13 who reads digital books on at least one device in the household Confidential 4 © 2015 PlayCollective
  5. 5. Left to Their Own Devices… Confidential 5 © 2015 PlayCollective 82% 73% 64% 63% 27% 82% 77% 64% 62% 26% 72% 85% 41% 63% 31% Tablet Computer E-reader Smartphone Children's e- reader Device Ownership Which of the following do you have in your house? January 2015 January 2014 January 2013 Top Devices by Age: 2-5: Kids Tablet, iPad (exc. Mini), Kindle 6-9: Kids Tablet, iPad (exc. Mini), Kindle/Fire (tie) 10-13: iPad (exc. Mini), Computer, Kindle/Fire (tie)
  6. 6. Most Common Devices for E-Reading Confidential 6 © 2015 PlayCollective 82% 76% 43% 41% 73% 71% 41% 34% 48% 57% 43% 37% Tablet E-reader Computer Smartphone January 2015 January 2014 January 2013 Which devices does your child read ebooks on at least once a week? 81% 80% 75% 75% 61% 74% 82% 68% 63% Kindle Fire HD iPad Mini Kindle Fire iPad (all but Mini) Other Tablet January 2015 January 2014
  7. 7. “Books don’t just compete against books” Compared to 2011, in 2013 kids spent: • :12 less per day watching TV • :09 less watching DVDs • :06 less using a computer • :04 less playing video games • :10 MORE using smartphones/tablets Confidential 7 © 2013 PlayCollective https://www.commonsensemedia.org/research/zero-to-eight-childrens-media-use-in-america-2013 https://gigaom.com/2014/12/02/amazons-bezos-thinks-ebooks-made-the-book-industry-healthier/
  8. 8. What’s “Better”: Print or eBook? Lois Lowry: “If an e-book doesn’t grab my attention, I dump it too quickly…[But,] we need to learn to live with them. You just want to be careful there are no games or other distractions on the device.” Confidential 8 © 2013 PlayCollective http://www.nytimes.com/2014/12/14/fashion/holiday-gifts-giving-children-books.html?_r=1 http://www.literacytrust.org.uk/news/6268_technology_engages_boys_and_poorer_children_to_read_for_longer UK Literacy Trust Study: Twice as many boys as girls look at or read stories on a touch-screen for longer than they look at or read printed stories
  9. 9. Do Parents Prefer Print or Ebooks? Confidential 9 © 2013 PlayCollective Parents say… • their kids prefer reading ebooks (41% / 27%) • they prefer reading print books to them (23% / 44%) • ebooks and print are equally good for their kids’ learning (27% / 27%) • > 50% of kids requested an ebook they own in print (and vice-versa)
  10. 10. Enhanced Features: Aid or Distraction? 35% of parent reported greater willingness to purchase an ebook if it has enhanced features (+30% from 2014) Confidential 10 © 2013 PlayCollective http://www.theguardian.com/science/head-quarters/2014/dec/15/shiny-appy-children http://www.joanganzcooneycenter.org/wp-content/uploads/2012/07/jgcc_ebooks_quickreport.pdf Pluses Minuses Enhanced Features Personalization Depth & Explanation Easily adapted Distract from the story Recall fewer details Less effective co-reading
  11. 11. Parents’ Spending Expectations Rise Confidential 11 © 2015 PlayCollective $9.35 $7.37 $8.54 $11.12 $10.07 $11.79 $6.34 $5.53 $5.76 2 to 5 6 to 9 10 to 13 Children's Ebook Children's Print Book Children's App How much do parents expect to pay for ebooks, print books, and apps? 198% Of 2013 144% Of 2013 145% Of 2013
  12. 12. Buy, Borrow or Free: Parents More Willing to Pay Confidential 12 © 2015 PlayCollective 7.32 7.38 7.24 6.96 5.87 8.23 7.63 7.3 7.6 5.36 Borrow from the library Download free version with advertising Buy full version, advertising-free Start with free "light" version and upgrade if child likes it Purchase subscription with periodic payments for new content January 2015 January 2013 Willing to pay monthly:$13.18 (unlimited) $9.26 (w/o newest content) $7.37 (w/advertising)
  13. 13. APPROACH FIELDING Confidential 13 © 2014 PlayCollective Who Selects New eBooks for Children? 54% (89% in 2013) 46% (11% in 2013)
  14. 14. 24% 54% 93% 43% 34% 0% 29% 6% 5%5% 6% 2% 2 to 5 6 to 9 10 to 13 Children take turns reading ebooks Children read ebooks together Parent reads with all children together Parent reads individually with children All Together Now: Sharing & Co-Reading 14Confidential © 2015 PlayCollective
  15. 15. Let’s Play Together! David Kleeman, PlayVangelist david@playcollective.com

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