HOW MUCH SAY DO CHILDREN HAVE IN PRESCHOOL PURCHASES? Kids Insights takes a look into what a preschooler’s ecosystem looks like and discovers why this generation of kids, parents and family are like no other.
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hen we launched in 2017, we designed Kids Insights methodology to provide data and intelligence on four-to 18-year-olds. As we grew and we spoke to more and more clients, we realised that there was a need to provide more demand for reliable market intelligence on the preschool market, so we launched Parents Insights, which focuses on expecting and new parents. However, as we studied the data more and more, we continued to be amazed at just how sophisticated this generation of four-year-olds are and how, through technology, they are controlling so much of their own ecosystems. Therefore, from January 1, 2019 we expanded Kids Insights to include threeyear-olds in our survey – and our expert team of researchers have just analysed our first set of data on this cohort.
As a result, this generation of children are spending just under ten hours a week either on the internet or playing with apps and video games, and while they spend more time playing with toys and games (13 hours) the gap is closing. And while children are spending longer in front of the TV (47 minutes a day or 5.5 hours per week), the gap over tablets is also
reducing here, as three-year-old children are spending an average of 35 minutes per day (four hours a week) on their tablet. The TV remains the nucleus of the preschool child’s ecosystem, but the tablet is gaining quickly, and if its growth continues it will not be long until the tablet has essentially taken over from the TV as that central point of the preschool children’s ecosystem. As a result of such significant tablet use, this generation of children have far greater control of what content they are consuming – which means, quite frankly, when they love something they can seek out more and more content relating to their favourite character, show and game, and if they don’t like something they can simply skip to the next option. WHAT DOES THIS MEAN FOR YOU? With three-years-olds using their tablets mostly as a form of entertainment - watching clips, full episodes and gaming making Below: 33% of children aged six months to four years are allowed to use an eReader.
WHAT DOES THEIR ECOSYSTEM LOOK LIKE? Our Kids Insights data this quarter has identified that most threeyear-olds, are already using tablets, with eight in ten having access to a tablet and two thirds owning their own tablet. This, in turn, means that even at the age of three, this generation of children can take greater control of the content they consume – from gaming, shows, music and even chatting to others.
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PROGRES SIVE PRESCHOOL
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03/05/2019 17:18