1) A typical day for kids aged 6-12 involves over 7 hours of media activities, making up more than a quarter of their waking day. This is an increase from 2011. Kids also engage in media multitasking, adding nearly an hour and a half to their day. 2) Ownership and use of mobile devices like smartphones, tablets, and laptops among kids is rising significantly. Over 30% of kids aged 6-12 own cellphones, most commonly iPhones or Android phones. Kids engage with apps, games, videos and social media on these devices. 3) Older kids are more likely to be engaged with social media like Facebook, while younger kids prefer television, books

1. Children
in
Media World
Experiences
in the new
Media
Ecosystem
1

2. NEW MEDIA ECOSYSTEM AND TEHNOLOGIES BROUGHT
ABOUT…..
…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.
2

3. A Typical Day for
Kids aged 6-12
3

4. Media activities continue to make up more than a quarter
of a 6-12 year-old’s waking day
24 Hr Day
Daily Time Spent by Activity Aggregates (Hrs)
Total Hours
24.0 hrs
24.0 hrs
3.6
3.7
2.8
2.6
7.1
7.2
10.6
10.5
W3, 2011
Media
W4, 2012
Leisure
Non-Leisure
Sleeping
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. eDiary; Among kids 6-12, n=2,118 for 2012.
4

5. Kids’ multitasking activities add over 3 hours to their day;
Media multitasking adds nearly an hour and a half
Extended Day With Multi-tasking
Daily Time Spent by Activity Aggregates (Hrs)
Total Hours
Media
27.3 hrs
27.3 hrs
5.0
5.0
3.9
3.7
7.8
8.0
10.6
W3, 2011
Time spent
eating, playing with
toys and with friends
are down
10.5
W4, 2012
Leisure
Non-Leisure
Sleeping
+1.3 media
multi-tasking hrs
Note: Sleeping as a secondary activity is not included
LMX 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
5

6. Kids Consume a Wide Variety of Media Options
Video accounts for over 50% of media consumption for kids
Extended Day With Multi-tasking
Daily Time Spent By Media Activities (Hrs)
Total Hours
Using An App
Listening To Radio/Music
5.0 hrs
0.5
0.1
0.5
0.5
0.5
0.9
0.7
0.4
0.1
0.4
0.1
0.2
0.4
0.1
0.3
0.2
0.1
0.3
Reading
Playing Video Games
Going Online
Watching Video Online
Watching DVD/Blu-ray
5.0 hrs
Watching Streamed Video To TV
Watching VOD
1.9
1.8
W3, 2011
Watching DVR
Video Activities
(Net)
2.7 hrs for
W3 and W4
W4, 2012
Watching Live TV
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.
6

7. Their Ever-Changing
Media Environment
7

8. NEW MEDIA ENVIROMENT CAUSES…
…A CHANGE IN BAHAVIOR and A CHANGE IN THINKING
Thoughts
create
feelings
Behavior
reinforces
thoughts
Feelings
create
behavior
8

9. Increased Online Access Across A Multitude of Devices
Mobile devices exhibit strong growth
Devices Family/Child Own
79% 81%
Among Parents of Kids 6-12, n=2,118 for 2012
79% 80%
W3, 2011
66%
W4, 2012
69%
37%
27%
30%
26%
17%
16% 17%
10%
16%
11%
8%
n/a
Laptop
Computer
Desktop
Computer
Cell Phone
That Can
Access The
Internet
Tablet
Computer
iPod Touch
eReader
Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Parents A&U; Base provided above.
Netbook
Web Enabled
TV
6% 8%
Internet Digital Media
Enabled
Receiver
Home
Appliance
9

10. Coincidentally, devices without internet capabilities have
shown declines in ownership
Among families with kids 6-12, n=2,118
Devices Family/Child Own
Increases In
Device
Decreases In
Decreases
Ownership In
Device
Device
2012
Ownership
Ownership
vs. 2012
2011 vs.
2011
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)
Red = significantly lower than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U; Base provided above.
10

11. Changing behaviors follow new device acquisition
Access To Video Content Watched With Child
Among Parents of Kids 6-12, n=2,118 for 2012
W3, 2011
W4, 2012
34%
32%
22%
20%
Streaming Video Content To
Computer
28%
24%
Streaming Online Video
Content To TV
22%
DVD/Blu-Ray Rental Service
Through The Mail
25%
In-Store DVD/Blu-Ray Rental
More kids 6-12 are reading digitally. 28% (vs. 20% in 2011) have
read a book or magazine digitally (i.e., eReader or tablet).
Red = significantly lower than 2011 at the 95% confidence level; Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Parents A&U; Base provided above.
11

12. Mobile Kids
Aged 6-12
12

13. 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
Cell phone types kids 6-12 own (2012 vs. 2011)
Among child cell phone owners, n=666
Cell Phone
That Cannot
Access The
Internet:
Other Cell
Phone That
Can Access
The Internet:
47% (-10pts)
31% of kids
6-12 own a
cell phone
6-8 Year Olds: 16%*
9-10 Year Olds: 34%
11-12 Year Olds: 54%*
21% (-2pts)
iPhone:
13% (+5pts)
Android
Phone:
13% (+7pts)
*Red = significantly lower than kids 6-12 at the 95% confidence level; *Green = significantly higher than kids 6-12 at the 95% confidence level
Red = significantly lower than 2011 at the 95% confidence level; Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Base provided above.
Blackberry:
6% (even)
13

14. Mobile phone entertainment experiences are on the rise
Child – Mobile Usage: Selected Activities
Among Child Cell Phone Owners, n=666 for 2012
27%
Playing Games
21%
Listening To Music
12%
Browsing/Surfing…
13%
Instant Messaging
10%
Watching Videos
8%
Downloading Music
Downloading…
Updating Social…
8%
Video Messaging
5%
W3, 2011
17%
15%
Talking (75%) and Texting (64%)
are still the top activities on a cell
phone, but both have seen a -3pt
drop from 2011
12%
10%
9%
7%
8%
27%
W4, 2012
14%
8%
Downloading Videos
18%
34%
73% of parents whose child owns a cell
phone say they “Have checked the
messages on my child’s cell phone”
Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Base provided above.
14

15. Apps facilitate mobile entertainment across devices
Top apps on kid’s mobile device
Among cell phone, iPod Touch, Tablet owners, n=980
Games (57%)
Social Networking(20%)
Music/Radio (33%)
Education (17%)
Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Bases provided above.
Video (21%)
Sport (10%)
15

16. The Media Experience
Hierarchy for Kids 6-12
16

17. Which is your “favorite” favorite?
Kids’ activity affinity
Among kids 6-12, n=2,118
Boys: 42%
Girls: 12%
Playing Video
Games
(28%)
Spending time
with favorite
people
(24%)
Watching
favorite TV
show
(19%)
Listening to
Radio Station
(2%)
Boys: 17%
Girls: 32%
Watching
favorite movie
at Movie
Theatre
(5%)
Listening to
favorite music
(5%)
6-8 Year Olds: 22%
11-12 Year Olds: 13%
Going Online to
favorite Website
(9%)
Reading
favorite book
(7%)
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
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U.
17

18. What’s Your Desert Island Device?
If you were going to a desert island and could only take one device, which one would
you take?
DESKTOP
COMPUTER
(11%)
LAPTOP
(23%)
TV
(13%)
HANDHELD
GAMING DEVICE
(9%)
GAMING CONSOLE
(12%)
MP3 PLAYER/IPOD
TOUCH
(8%)
CELL PHONE
that can access
Internet
(11%)
TABLET COMPUTER
(6%)
Device Selected to Take to a Desert Island
Among kids 6-12, n=2,118
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
18

19. 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
Device Selected to Take to a Desert Island
Boys 6-12
Girls 6-12
20%
16%
11%
7%
6%
4%
Gaming Console
Handheld Gaming Device
Cell Phone That Can Access The
Internet
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Among Boys 6-12 n=1,101, Girls 6-12 n=1,017.
19

20. 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
Device Selected to Take to a Desert Island
6-8 Year Olds
9-10 Year Olds
11-12 Year Olds
29%
24%
20%
18%
12%
11%
8%
5%
TV
17%
8%
10%
4%
Handheld Gaming Device
Laptop Computer
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
LMX 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.
Cell Phone That Can Access
The Internet
20

21. Boredom Busters
Where do you go to when you are bored?
Among Kids 6-12, n=2,118
TV
(35%)
Boys: 31%
Girls: 40%
COMPUTER
(20%)
GAMING CONSOLE
(17%)
Boys: 25%
BOOK/MAGAZINE/NEWSPAPER
(9%)
HANDHELD GAMING DEVICE
(7%)
MP3 PLAYER/IPOD TOUCH
(6%)
TABLET COMPUTER
(3%)
Girls: 8%
CELL PHONE
(3%)
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)
Red = significantly lower than kids 6-12 at the 95% confidence level; Green = significantly higher than kids 6-12 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
21

22. The Role of
Social Media
for Kids 6-12
22

23. Definition of Parent Generations
Feel technology and social networking are
dangerous to their kids.
Boomer Parents
Born 1946-1964
n=372 in LMX Family, W4 2012
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.
Gen Y Parents
Born 1980-1997
n=215 in LMX Family, W4 2012

24. 42% of kids 6-12 have visited a social network site; 29% of
them have their own social network page
Social Network Visitation
Did Not Visit A Social Network Site
58%
Social Network Visitor
Social Network – Own Page
Does Not Have A Social Network Page
Has A Social Network Page
71%
42%
Among Kids Who Have Their Own Social Network Page:
29%
69% of kids 6-12 who have
visited a social network, have
their own page
94% have their own Facebook page
12% have their own Twitter page
11% have their own Google+ page
Older kids (11-12 year olds) are
highly more likely to have their
own social network page
6-8 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
LMX 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.
24

25. 72% of kids who have their own social network page visit
their page at least daily
Social Network Frequency
Among Kids 6-12 Who Have Their Own Social Network Page, n=611
Less Than Once A Day
28%
Once A Day
32%
2-5 Times A Day
27%
6+ Times A Day
12%
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.
25

26. Favorite social network activities
See What Other People Are
Writing
58%
Play Games
57%
Like Things
54%
Post Updates
43%
Post Pictures
39%
Email
Find Video, Music, Something
To Read
Answer Quizzes, Fun Questions
Share A Video Or Music Link
Share A Link
27%
24%
20%
19%
16%
LMX Family (U.S. Online Consumers) Wave 4, 2012. Child A&U; Base provided above.
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)
26

27. Parent and Child
Media Engagement
27

28. Parents have gone online while watching TV with their kids.
43% parent have gone Online while watching TV
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Bases provided above.
28

29. What are parent TOP Online activity while watching TV?
Among Parents Who Gone Online While Watching TV with Kid 0-12, n=1,192 for 2012
W3, 2011
89% 87%
70%
W4, 2012
66%
55%
46%
34% 34%
36%
33%
30% 28%
23% 23%
Personal Email
Visit Social
Networks
Visit Other
Websites, Not
Related To
What's Being
Watched On TV
Play Games
Alone
Instant
Message/Chat
With
Friends/Family
Red = significantly lower than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Child A&U; Bases provided above.
26%
21%
Work Related School Related Visit Websites
E-mail
E-mail
Related To
What's Being
Watched On TV
29

30. What about kids? What are they doing while watching TV?
77% 77%
W3, 2011
W4, 2012
36% 37%
24% 26%
21% 19%
15% 16%
14% 14%
12% 11%
13% 11%
11%
n/a
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
Among Kids 6-12, n=2,118 for 2012
Red = significantly lower than 2011 at the 95% confidence level
*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.
30

31. How it all begins:
PRESCHOOLERS
31

32. Preschoolers are growing up in households with more access
to devices that provide opportunities to engage with media
Device Ownership*
In a Preschooler’s house, you’ll find more…
Laptops
83% vs. 79%
Handheld Gaming
Devices
37% vs. 22%
Gaming Consoles
76% vs. 60%
Cell Phone With
Internet Access
73% vs. 67%
iPod Touch
23% vs. 18%
…than in a 6-12 year-old’s house.
*“Ownership” denotes Family owns the media device.
Green = significantly higher than 6-12 year olds at the 95% confidence level
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

33. Preschool households are increasingly owning more new
tech devices. Tablet computers, in particular, have seen a
large increase.
Preschool Household – Family Owns
Among Parents of Preschoolers, n=684
W3, 2011
73%
69%
39%
34%
W4, 2012
55% of preschoolers
whose family owns a
tablet allow them to use it
29%
20%23%
20%
15%
7%
Cell Phone
That Can
Access The
Internet
Blu-Ray
Player
Tablet
Computer
(Net)
15%
11%
9%
5% 8%
3-D TV
Digital
Media
Receiver
3%
iPod Touch
eReader
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.
Web
Enabled TV
5% 7%
Digital Video
Streaming
Device
33

34. Preschooler behavior changes with access to new devices
Preschooler - Participation In Activities
Wave 3
2011
Playing With Toys
Playing Outside
Watching DVDs
Watching Regular TV
Listening To The Radio
Reading A Book/Magazine
Listening To Music On CDs
Listening To Music On A Computer
Watching TV Recorded On A DVR
Playing With Electronic Educational Games
Playing Video Games On A Console
Watching Streamed Video To TV
Listening To Music On An MP3 Player
Watching TV Using Video On Demand
Playing Games On A Cell Phone
Going Online
Playing Video Games On A Handheld Gaming Device
Watching Videos On A Cell Phone
Playing Games On A Tablet Computer
Watching Videos On A Tablet Computer
Wave 4
2012
89%
76%
69%
70%
60%
66%
58%
36%
35%
36%
31%
22%
17%
14%
26%
18%
10%
-
83%
69%
59%
58%
58%
56%
46%
36%
31%
31%
29%
25%
21%
21%
21%
18%
18%
17%
11%
10%
Red = significantly lower than 2011 at the 95% confidence level; Green = significantly higher than 2011 at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 3 2011 & Wave 4 2012. Preschool A&U; Among preschoolers, n=684 for 2012.
34

35. Key Takeaways
Conclusion
35

36. Digital natives vs digital immigrants
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)
(Prensky, 2001)
36

37. Interactive impacts
Children establish communities and adapt technology to their
needs….
AND
…driving the market and the development and refinement of
cyber communication devices.
37

38. FOR MORE INFORMATION PLEASE CONTACT US!
mag. Nataša Mohorč
Kejžar
Research Director, Strategic Consulting
@: natasa.mohorckejzar@ipsos.com
m: +386 (0) 51 683 905
38