The document discusses how children's media consumption is influenced by their age and independence, noting that parents control media for younger kids while older kids prefer community-driven choices. It highlights trends such as the popularity of social networking among kids, the rise of mobile internet usage, and shifting preferences from email to instant messaging. Key statistics reveal that kids view YouTube as a primary source for music and video, and 65% of teens use mobile internet, reflecting their reliance on instant connectivity.

1. little technology
Einsteins
top 12 kids and technology insights

2. younger kid’s media is controlled by their parents and so
traditional media rules. as kids grow older and become more
independent, communities become their media choice
age age age
9-10 12-13 14-15
influenced community
target with
by traditional is the
traditional
and social biggest
media
media influence
NMA’s kids and digital media research, 2011

3. kids are as active on social networks as adults
54% of 8-15 year olds who use the internet at home have a social networking
profile. this is now the same percentage as adult internet users. Ofcom, April 2011

4. if it’s not social they won’t want to do it
only 15% of 8-14 year olds read e-books, you can't share eBooks which means
they are not currently popular. Adam & Eve commissioned research, 2010

5. …which is why social games are seeing massive growth amongst
kids
40% of 9-12 year olds in Europe have played online. European Commission and
London School of Economics and Political Science Oct 2010

6. allow kids to share their voice; and to tailor the message
mobiles are now the most-missed media (26%) with 12-15 year olds, followed
by internet and television with 24% each. Ofcom, April 2011

7. ‘media stacking’ is the norm
“attention split between 4‐5 different mediums”.
NMA’s kids and digital media research, 2011

8. kids never switch ‘off’
“I take my mobile and iPod everywhere with me….even to bed. I can not imagine
my life without them”. NMA’s kids and digital media research, 2011

9. …and that’s why mobile internet is so popular
65% of 13-15 year old phone owners have access to mobile internet.
New Media Age Survey, Lightspeed Research, Feb 2011

10. the internet is more important to kids than adults because they
don’t know life that’s not instant, anywhere and anytime
Q: “what did people do before the internet?” A: “I think they played marbles…”.
NMA’s kids and digital media research, 2011

11. YouTube is their virtual library for music and video (not iTunes or
HMV)
Youtube and Facebook are the favourite websites amongst 5-16
year olds. CHILDWISE Monitor Trends Report 2010

12. email is dead, long live BBM, SMS and chat
59% decrease in email usage between 2009 and 2010 for 12-17 year olds.
comScore Media Metrix “The 2010 U.S. Digital Year in Review”

13. kids don’t know about QR codes
“only 28% of teens are aware they have software on their phones to
read QR codes”. Dubit, 2011

14. Contact James Read at
jamesr@adamandevelondon.com or
0203 077 1027 if you’d like to
discuss further