January 2014

Sizing Up the

Kids’ Media
Market
Growing up today
with media from
toddlers to teens

| January 2014 | 1
Insight is a research and
strategy firm that inspires its
clients to build enriching and
impactful experiences for kids
an...
Ask us about our work with:

Our team of developmental
experts understands who kids are
and why their needs, wants, and
ex...
| January 2014 | 4
| January 2014 | 5
Percent of screen time among kids
Cable TV is still the most
popular choice, but other
methods are making a play
for kids’...
NEW
Thinking

OLD
Thinking

PEERents

KIDS

PARENTS

KIDS

| January 2014 | 7
Play

Learn

Communicate

| January 2014 | 8
| January 2014 | 9
Play

It used to be just…

Now it also includes…
Compete

Move

Watch

Listen

Pretend

| January 2014 | 10
Learn

It used to be just…

Now it also includes…

Reading

Writing

Arithmetic

| January 2014 | 11
Communicate

It used to be just…

Now it also includes…

| January 2014 | 12
4

7

11

15

| January 2014 | 13
4
•

Seek adult attention and approval (“watch me!”)

•

Are working on sharing and turn taking

Social• Are easily frustr...
Familiar
settings and
activities

Predictable
format

Clear
take-away
messages

Engaging
but relatively
simple look
& feel...
7
• Are sensitive, so need extra encouragement and less competition

Social• Are building social attachments
Emotional

• ...
Humor for
“their age”

High-stakes
situations

Breaks the
rules… a little

Offers
interactive
control

| January 2014 | 17
11
• Are more social

SocialEmotional

• Enjoy being with peer groups, usually of the same sex
• Are becoming more self-co...
Let’s them
still be a kid

Models
(older) social
behavior

Edgier, more
rule breaking

Aspirational

| January 2014 | 19
15
• Are very socially oriented and curious about relationships
• Exploring their identity (e.g., sexual, religious, polit...
Makes them
laugh

Showcases
how to
navigate
challenges

Has social
drama

Helps them
escape the
intensity of
their own liv...
Platform

Practical Benefits

Emotional Benefits

TV

Big-screen experience, sharable

Control

Complete kid control (pare...
| January 2014 | 23
Watch

Express

Experience

Connect

Play
| January 2014 | 24
4

7

11

15

| January 2014 | 25
Thank You!
staceym@insightstrategygroup.com

| January 2014 | 26
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Sizing Up the Kids’ Media Market: Trends in Digital Media Usage Among Toddlers, Teens, and In-Betweens (Stacey Matthias, Insight Strategy Group)

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Insight Strategy Group provides research and consulting services to big brands and media companies. CEO Stacey Matthias will take a look at general kids' digital media trends and how books fit into larger digital ecosystem. She'll look at how, when, where kids are consuming their books, games, movies, and video; and she’ll examine how child development impacts media consumption at each stage, and the role of books at each level.

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Sizing Up the Kids’ Media Market: Trends in Digital Media Usage Among Toddlers, Teens, and In-Betweens (Stacey Matthias, Insight Strategy Group)

  1. 1. January 2014 Sizing Up the Kids’ Media Market Growing up today with media from toddlers to teens | January 2014 | 1
  2. 2. Insight is a research and strategy firm that inspires its clients to build enriching and impactful experiences for kids and families. | January 2014 | 2
  3. 3. Ask us about our work with: Our team of developmental experts understands who kids are and why their needs, wants, and expectations shift as they grow. We dive daily into how kids use media to imagine, connect, socialize, express, and learn. Our work in the media and content realm has helped clients understand how to create impactful experiences that inspire kids! | January 2014 | 3
  4. 4. | January 2014 | 4
  5. 5. | January 2014 | 5
  6. 6. Percent of screen time among kids Cable TV is still the most popular choice, but other methods are making a play for kids’ screen time. The use of tablets has grown immensely in the past few years: 40% of kids have access to one (compared with just 8% in 2011) 9% 10% Live TV On-Demand TV 34% 13% Watching DVDs Smartphone or tablet Computer 19% 16% Currently, 72% Video Game System of kids are using mobile devices (compared with 38% in 2011) Source: Zero to Eight: Children’s Media Use In America, Common Sense Media, 2013 | January 2014 | 6
  7. 7. NEW Thinking OLD Thinking PEERents KIDS PARENTS KIDS | January 2014 | 7
  8. 8. Play Learn Communicate | January 2014 | 8
  9. 9. | January 2014 | 9
  10. 10. Play It used to be just… Now it also includes… Compete Move Watch Listen Pretend | January 2014 | 10
  11. 11. Learn It used to be just… Now it also includes… Reading Writing Arithmetic | January 2014 | 11
  12. 12. Communicate It used to be just… Now it also includes… | January 2014 | 12
  13. 13. 4 7 11 15 | January 2014 | 13
  14. 14. 4 • Seek adult attention and approval (“watch me!”) • Are working on sharing and turn taking Social• Are easily frustrated Emotional • • Are process-oriented • Can make visual representations of the world • Are mastering cause and effect • Physical Are imaginative and silly • Cognitive Don’t like transitions Can easily identify colors and numbers • Are developing fine motor skills • Are learning their physical abilities and limits | January 2014 | 14
  15. 15. Familiar settings and activities Predictable format Clear take-away messages Engaging but relatively simple look & feel | January 2014 | 15
  16. 16. 7 • Are sensitive, so need extra encouragement and less competition Social• Are building social attachments Emotional • Are discovering themselves as individuals • Thrive on order and orderly thinking – love to collect! • Incorporate more real world thinking, less symbolic play Cognitive • Can find similarities and differences between two objects • Can write in complete sentences • Are still mostly process-oriented (not confined by success) • Are developing inferences based on concrete observations • Have refined motor skills – can manipulate a pencil Physical • Have uneven and incomplete muscle development – no juggling yet! | January 2014 | 16
  17. 17. Humor for “their age” High-stakes situations Breaks the rules… a little Offers interactive control | January 2014 | 17
  18. 18. 11 • Are more social SocialEmotional • Enjoy being with peer groups, usually of the same sex • Are becoming more self-conscious • Can recognize delayed gratification Cognitive • Can think about the future and the big picture • Can understand concepts without direct experience • Categorize with more abstract and complex thinking • Are dealing with body changes and hormones kicking in Physical • Have improved coordination and reaction time • Have increased hand dexterity and body strength | January 2014 | 18
  19. 19. Let’s them still be a kid Models (older) social behavior Edgier, more rule breaking Aspirational | January 2014 | 19
  20. 20. 15 • Are very socially oriented and curious about relationships • Exploring their identity (e.g., sexual, religious, political) SocialEmotional • Are questioning who they are and developing a strong sense of self • Are often extremely self-conscious • Are venturing out into the world independently • Are constantly connected to their peer group • Have ability to think abstractly Cognitive • Can bucket tasks and concepts to give them meaning and priorities • Are able to create a plan and put it into action to achieve goals Physical • Have raging hormones • Can sometimes beat their parents in athletic engagements | January 2014 | 20
  21. 21. Makes them laugh Showcases how to navigate challenges Has social drama Helps them escape the intensity of their own lives | January 2014 | 21
  22. 22. Platform Practical Benefits Emotional Benefits TV Big-screen experience, sharable Control Complete kid control (parents don’t have to help), usually solo, variety (gaming, clips, long-form, interactive participation), experiences last for 1 minute to 1 hour Control, Share Toys/Games (digital included) Collecting; good for solo, intergenerational, and peer play Collect, Collaborate, Play Licensed Products Self-expression, expressing fandom Express Publishing Quiet time (alone or with one parent) Explore, Immerse, Reflect, Internalize Theatrical Big-screen experience Experience Mobile | January 2014 | 22
  23. 23. | January 2014 | 23
  24. 24. Watch Express Experience Connect Play | January 2014 | 24
  25. 25. 4 7 11 15 | January 2014 | 25
  26. 26. Thank You! staceym@insightstrategygroup.com | January 2014 | 26

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