1 Experien ces in the new Media Ecosyste m Children in Media World
Children in media world (Damjana Kocjan Fajfar)
Nov 22, 2014
See how children spend their typical day. Their activities are severely affected by the changing media environment, so the children set up their hierarchy of media experience, which have an impact on future decisions; even when they are deciding of devices to take with them on the "deserted island'' or which to use when they are bored. How they are thinking today and whatkind of customers will they become when they grow up? Learn how to think their way!
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1
Experiences in the new
Media Ecosystem
Children in
Media World
NEW MEDIA ECOSYSTEM AND TEHNOLOGIES BROUGHT ABOUT…..
2
…a substantial change in the experience of childhood in our society.
These changes leave us unprepared for the challenge
on behaviour and daily time spent of children.
A Typical Day for Kids aged 6-12
3
Media activities continue to make up more than a quarter of a 6-12 year-old’s waking day
W3, 2011 W4, 2012
10.6 10.5
7.1 7.2
2.8 2.6
3.6 3.7
24 Hr Day Daily Time Spent by Activity Aggregates (Hrs)
Media
Leisure
Non-Leisure
Sleeping
4LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. eDiary; Among kids 6-12, n=2,118 for 2012.
Total Hours 24.0 hrs 24.0 hrs
Kids’ multitasking activities add over 3 hours to their day; Media multitasking adds nearly an hour and a half
W3, 2011 W4, 2012
10.6 10.5
7.8 8.0
3.9 3.7
5.0 5.0
Extended Day With Multi-taskingDaily Time Spent by Activity Aggregates (Hrs)
Media
Leisure
Non-Leisure
Sleeping
5
Total Hours 27.3 hrs 27.3 hrs
+1.3 media multi-tasking hrs
Note: Sleeping as a secondary activity is not includedLMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. eDiary; Among kids 6-12, n=2,118 for 2012.
Time spent at school and
traveling are up
Time spent eating, playing with
toys and with friends are down
Kids Consume a Wide Variety of Media OptionsVideo accounts for over 50% of media consumption for kids
W3, 2011 W4, 2012
1.9 1.8
0.20.3
0.1 0.10.4 0.30.1 0.10.4 0.4
0.9 0.7
0.5 0.5
0.5 0.5
0.2
0.1
Extended Day With Multi-taskingDaily Time Spent By Media Activities (Hrs)
Using An App
Listening To Radio/Music
Reading
Playing Video Games
Going Online
Watching Video Online
Watching DVD/Blu-ray
Watching Streamed Video To TV
Watching VOD
Watching DVR
Watching Live TV
6
Total Hours 5.0 hrs 5.0 hrs
Note: Using An App and Watching Streamed Video To TV were introduced in 2012, they are not in the 2011 survey.LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. eDiary; Among kids 6-12, n=2,118 for 2012.
Video Activities (Net)
2.7 hrs for W3 and W4
Their Ever-Changing Media Environment
7
NEW MEDIA ENVIROMENT CAUSES…
8
…A CHANGE IN BAHAVIOR and A CHANGE IN THINKING
Thoughts create
feelings
Feelings create
behavior
Behavior reinforces thoughts
Increased Online Access Across A Multitude of DevicesMobile devices exhibit strong growth
9
79% 79%
66%
10%
27%
17% 16%11%
n/a6%
81% 80%
69%
37%30%
26%
17% 16%8% 8%
Devices Family/Child OwnAmong Parents of Kids 6-12, n=2,118 for 2012
W3, 2011 W4, 2012
Green = significantly higher than 2011 at the 95% confidence levelLMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Parents A&U; Base provided above.
Coincidentally, devices without internet capabilities have shown declines in ownership
10
Decreases In Device
Ownership
Increases In Device
Ownership2012vs.
2011
Decreases In Device
Ownership2012vs.
2011
Devices Family/Child Own iPod (not iPod Touch) 32% (-7 pts)Other MP3 Player 39% (-7 pts)CD Player 68% (-7 pts)Cell Phone That Cannot Access The Internet 48% (-6 pts)Digital Camera
83% (-4 pts)Handheld Gaming Device
62% (-4 pts)Video Camera
50% (-4 pts)DVD Player
90% (-3 pts)
Among families with kids 6-12, n=2,118
LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U; Base provided above.Red = significantly lower than 2011 at the 95% confidence level
Changing behaviors follow new device acquisition
11
20% 22%
34%
28%32%
24% 22%25%
Access To Video Content Watched With ChildAmong Parents of Kids 6-12, n=2,118 for 2012
W3, 2011 W4, 2012
Red = significantly lower than 2011 at the 95% confidence level; Green = significantly higher than 2011 at the 95% confidence levelLMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Parents A&U; Base provided above.
More kids 6-12 are reading digitally. 28% (vs. 20% in 2011) have read a book or magazine digitally (i.e., eReader or tablet).
Mobile KidsAged 6-12
12
Ownership of iPhone and Android-based phones is increasing while that of cell phones that cannot access the internet is decreasing among kids 6-12
13LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Base provided above.
*Red = significantly lower than kids 6-12 at the 95% confidence level; *Green = significantly higher than kids 6-12 at the 95% confidence levelRed = significantly lower than 2011 at the 95% confidence level; Green = significantly higher than 2011 at the 95% confidence level
Cell Phone That Cannot Access The Internet:
47% (-10pts)
Other Cell Phone That Can Access
The Internet: 21% (-2pts)
iPhone: 13% (+5pts)
Android Phone:
13% (+7pts)
Blackberry: 6% (even)
Cell phone types kids 6-12 own (2012 vs. 2011)Among child cell phone owners, n=666
31% of kids 6-12 own a cell phone
6-8 Year Olds: 16%*9-10 Year Olds: 34%
11-12 Year Olds: 54%*
Mobile phone entertainment experiences are on the rise
Video Messaging
Downloading Videos
Updating Social Network
Downloading Applications
Downloading Music
Watching Videos
Instant Messaging
Browsing/Surfing The Internet
Listening To Music
Playing Games
8%
9%
10%
12%
14%
15%
17%
18%
27%
34%
7%
5%
8%
8%
8%
10%
13%
12%
21%
27%
Child – Mobile Usage: Selected ActivitiesAmong Child Cell Phone Owners, n=666 for 2012
W3, 2011W4, 2012
14LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Base provided above. Green = significantly higher than 2011 at the 95% confidence level
73% of parents whose child owns a cell phone say they “Have checked the messages on my child’s cell phone”
Talking (75%) and Texting (64%) are still the top activities on a cell phone, but both have seen a -3pt
drop from 2011
Apps facilitate mobile entertainment across devices
15LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Bases provided above. Green = significantly higher than 2011 at the 95% confidence level
Top apps on kid’s mobile deviceAmong cell phone, iPod Touch, Tablet owners, n=980
Games (57%) Music/Radio (33%) Video (21%)
Social Networking(20%) Education (17%) Sport (10%)
The Media Experience Hierarchy for Kids 6-12
16
Which is your “favorite” favorite?
17LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U.
Boys: 42%Girls: 12%
Kids’ activity affinityAmong kids 6-12, n=2,118
Boys: 17%Girls: 32%
Boys: 4%Girls: 11%
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
6-8 Year Olds: 22%11-12 Year Olds: 13%
Playing Video Games (28%)
Spending time with favorite
people (24%)
Watching favorite TV
show (19%)
Going Online to favorite Website
(9%)
Reading favorite book
(7%)
Listening to favorite music
(5%)
Watching favorite movie
at Movie Theatre
(5%)
Listening to Radio Station
(2%)
What’s Your Desert Island Device?
18LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
If you were going to a desert island and could only take one device, which one would you take?
Device Selected to Take to a Desert IslandAmong kids 6-12, n=2,118
LAPTOP(23%)
TV (13%)
GAMING CONSOLE (12%)
CELL PHONE that can access
Internet (11%)
DESKTOP COMPUTER
(11%)
HANDHELD GAMING DEVICE
(9%)
MP3 PLAYER/IPOD TOUCH
(8%)
TABLET COMPUTER(6%)
Boys are far more likely to choose gaming devices and girls are more likely to choose a cell phone that can access the internet if stranded on a desert island
19LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Among Boys 6-12 n=1,101, Girls 6-12 n=1,017.
Gaming Console Handheld Gaming Device Cell Phone That Can Access The Internet
20%
11%
7%
4%6%
16%
Device Selected to Take to a Desert Island
Boys 6-12 Girls 6-12
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
Older kids (11-12) are more likely to choose their laptop and cell phone that can access the internet while younger kids are more likely to choose their TV and handheld gaming device if stranded on a desert island
20LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Among kids 6-8 n=932, kids 9-10 n=614, kids 11-12 n=572.
TV Handheld Gaming Device Laptop Computer Cell Phone That Can Access The Internet
20%
12%
18%
8%11%
8%
24%
10%
5% 4%
29%
17%
Device Selected to Take to a Desert Island
6-8 Year Olds 9-10 Year Olds 11-12 Year Olds
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
Boredom Busters
21
When bored…• Girls are more likely to turn to TV than boys• Boys are more likely to access their gaming console than girls• Older kids (11-12) are more likely to head to the computer than younger kids (6-8)• Younger kids (6-8) are more likely to turn on the TV than older kids (11-12)
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
Where do you go to when you are bored?Among Kids 6-12, n=2,118
Boys: 31%Girls: 40%
Boys: 25%Girls: 8%
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
TV(35%)
COMPUTER(20%)
GAMING CONSOLE(17%)
BOOK/MAGAZINE/NEWSPAPER(9%)
HANDHELD GAMING DEVICE(7%)
MP3 PLAYER/IPOD TOUCH(6%)
TABLET COMPUTER(3%)
CELL PHONE(3%)
The Role of Social Media for Kids 6-12
22
Definition of Parent Generations
Gen Y ParentsBorn 1980-1997n=215 in LMX Family, W4 2012
Boomer ParentsBorn 1946-1964n=372 in LMX Family, W4 2012
Feel technology and social networking are dangerous to their kids.
Are more involved in their kid’s social networking and cell phone activities and feel that technology has made their family life safer and easier.
42% of kids 6-12 have visited a social network site; 29% of them have their own social network page
58%42%
Social Network Visitation
Did Not Visit A Social Network Site Social Network Visitor
24LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Among kids 6-12 n=2,118, kids who have their own page n=611.
94% have their own Facebook page
11% have their own Google+ page
12% have their own Twitter page
71%
29%
Social Network – Own Page
Does Not Have A Social Network PageHas A Social Network Page
Older kids (11-12 year olds) are highly more likely to have their
own social network page6-8 year olds: 16%
9-10 year olds: 26%11-12 year olds: 52%
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
Among Kids Who Have Their Own Social Network Page:69% of kids 6-12 who have
visited a social network, have their own page
72% of kids who have their own social network page visit their page at least daily
25
28% 32% 27% 12%
Social Network FrequencyAmong Kids 6-12 Who Have Their Own Social Network Page, n=611
Less Than Once A Day Once A Day 2-5 Times A Day 6+ Times A Day
82% of parents whose kids 6-12 have their own social network page monitor their activities (The Privacy Settings On Social Network Sites Such As Facebook, MySpace And Twitter)
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
Favorite social network activities
26
Older kids (11-12 year olds) are more likely to ‘See What Other People Are
Writing and Post Updates’ than younger kids (6-8 year olds)
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
Share A Link
Share A Video Or Music Link
Answer Quizzes, Fun Questions
Find Video, Music, Something To Read
Post Pictures
Post Updates
Like Things
Play Games
See What Other People Are Writing
16%
19%
20%
24%
27%
39%
43%
54%
57%
58%
Parent and ChildMedia Engagement
27
Parents have gone online while watching TV with their kids.
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Bases provided above. 28
43% parent have gone Online while watching TV
What are parent TOP Online activity while watching TV?
89%
70%
55%
34% 36%30%
23%26%
87%
66%
46%
34% 33%28%
23% 21%
Among Parents Who Gone Online While Watching TV with Kid 0-12, n=1,192 for 2012
W3, 2011 W4, 2012
29LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Bases provided above.Red = significantly lower than 2011 at the 95% confidence level
What about kids? What are they doing while watching TV?
Eat Go Online My Homework
Play Video Games
Use A Cell Phone
Nothing Else, Just Watch TV
Read Magazine/
Book
Talk On A Home Phone
Play Other Games
77%
36%
24%21%
15% 14% 12% 13%
n/a
77%
37%
26%
19%16% 14%
11% 11% 11%
Among Kids 6-12, n=2,118 for 2012
W3, 2011 W4, 2012
30*Among Kids 6-12 who gone online while watching TV, n=788.LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Base provided above.
Red = significantly lower than 2011 at the 95% confidence level
Top Online Activities Done by Kids 6-12 while Watching TV*:
• 62% Play games by themselves• 32% Visit websites• 30% Browse social networks• 28% Play games with others• 24% Online activities for school
How it all begins: PRESCHOOLERS
31
Preschoolers are growing up in households with more access to devices that provide opportunities to engage with media
Device Ownership*
*“Ownership” denotes Family owns the media device.Green = significantly higher than 6-12 year olds at the 95% confidence level
In a Preschooler’s house, you’ll find more…
…than in a 6-12 year-old’s house.
Laptops83% vs. 79%
Handheld Gaming Devices
37% vs. 22%
Gaming Consoles76% vs. 60%
Cell Phone With Internet Access
73% vs. 67%
iPod Touch23% vs. 18%
LMX Family (U.S. Online Consumers) Wave 4, 2012. Parent A&U; Among parents of preschoolers, n=684 and parents of kids 6-12, n=2,118.
32
Preschool households are increasingly owning more new tech devices. Tablet computers, in particular, have seen a large increase.
Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Waves 3 & 4, 2012. Parent A&U; Base provided above.33
Cell Phone That Can
Access The Internet
Blu-Ray Player
Tablet Computer
(Net)
iPod Touch eReader Web Enabled
TV
3-D TV Digital Media
Receiver
Digital Video
Streaming Device
69%
34%
7%
20%15%
11%3% 5% 5%
73%
39%
29%23% 20%
15%9% 8% 7%
Preschool Household – Family OwnsAmong Parents of Preschoolers, n=684
W3, 2011 W4, 2012
55% of preschoolers whose family owns a
tablet allow them to use it
Preschooler behavior changes with access to new devices
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Preschool A&U; Among preschoolers, n=684 for 2012. Red = significantly lower than 2011 at the 95% confidence level; Green = significantly higher than 2011 at the 95% confidence level
Preschooler - Participation In Activities
34
Wave 3 2011
Wave 4 2012
Playing With Toys 89% 83%Playing Outside 76% 69%Watching DVDs 69% 59%Watching Regular TV 70% 58%Listening To The Radio 60% 58%Reading A Book/Magazine 66% 56%Listening To Music On CDs 58% 46%Listening To Music On A Computer 36% 36%Watching TV Recorded On A DVR 35% 31%Playing With Electronic Educational Games 36% 31%Playing Video Games On A Console 31% 29%Watching Streamed Video To TV - 25%Listening To Music On An MP3 Player 22% 21%Watching TV Using Video On Demand 17% 21%Playing Games On A Cell Phone 14% 21%Going Online 26% 18%Playing Video Games On A Handheld Gaming Device 18% 18%Watching Videos On A Cell Phone 10% 17%Playing Games On A Tablet Computer - 11%Watching Videos On A Tablet Computer - 10%
Key TakeawaysConclusion
35
Digital natives vs digital immigrants
36
(Prensky, 2001)
Many parents and teachers are surprised by children’s need for adult support
because they feel so strongly that in the realm of technology, kids are way
ahead of them.
DIGITAL NATIVES(kids who have grown up with digital media and feel at home
using them)
DIGITAL IMMIGRANTS(the adults who can acquire
fluency using digital media but generally do so more slowly and
with greater effort)
Interactive impacts
37
Children establish communities and adapt technology to their needs….
AND
…driving the market and the development and refinement of cyber communication devices.
NEW DIGITAL MEDIA AND TEHNOLOGY
CHILDREN LOVE IT!
FOR MORE INFORMATION PLEASE CONTACT US!
38
mag. Nataša Mohorč KejžarResearch Director, Strategic Consulting
m: +386 (0) 51 683 905
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