Mintel

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ISSUES AND INSIGHTS
UK
December 2014

CHILDREN’S MEDIA

Given that there is only a seven percentage point drop between the proportion of children who discover new content through ads and who discover new content through their parents purchasing it for them, it may be more effective for content owners to market directly to parents, rather than market to children and risk the message being lost before it can reach those with the purchasing power.

SAMUEL GEE
Senior Technology and Media Analyst

CHILDREN’S MEDIA
Issues and Insights
December 2014

Despite high penetration, smartphones are less important to children

The facts
• There is a 25 percentage point difference between the proportion of children who have a smart TV in the home and the proportion that use the device; some 36% of children have the device at home, and 9% use it.
• The difference for tablets is 28 percentage points; some 77% of children have a tablet in their home, but only 49% ever use the device.
• For smartphones, the difference is 46 percentage points – the largest out of any device owned by Mintel.

The implications
The importance of technology to media producers should be judged by how frequently it is used by children, relative to its presence in their homes. Penetration alone is not enough to gauge the impact of devices.
Smartphones may be some of the most commonly owned technologies in consumer households, but the low rate of usage of them by children suggests that their importance to their routine is not high. The most common digital activities that children carry out when second-screening, for instance, are playing games and then chatting to friends – both activities more enjoyably done on tablets or laptops, with more power and larger, easier to use screens. Younger children are also less likely to have variable schedules, thereby placing less…...

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