Children's Media - UK - December 2013
“Access to a tablet - either through the child’s personal ownership or through shared ownership in a house - is steadily increasing, and access to video on demand streaming services will increase alongside. The ultimate success of the services will depend on how they are positioned to parents: positioning as a shared experience between parent and child, accessible anywhere, will put the services in the best possible light, and hasten their take up accordingly. Any suggestion though that the enormous wealth of programming available to the child could be used as a digital babysitter will likely harm long-term take up or retention.”
– Samuel Gee, Senior Technology Analyst
Some questions answered in this report include:
- What is the likely future success of Video on Demand services with children’s content?
- What is the future of children’s reading?
- How can in-app purchases best be presented to parents?
- Are children becoming more independent media users?
The possibilities for children’s media creators are ceaselessly growing. Children maturing into internet usage are now confronted with a plethora of digital entertainments. Parents are growing more comfortable with personal and shared mobile device ownership – including phones and tablets – and this will only increase with content libraries like the Apple App Store segmenting children’s content into its own area, to make it easier to find and review.
This report looks at the technology available in children’s homes, and how often they use it. It looks at the frequency with which parents watch, read, listen to or play media with their children, and then focuses on apps specifically to investigate parental attitudes to in-app purchases, alongside wider parental attitudes to media. Thoughts about streaming video are examined, and contextualised by an examination of children’s awareness of and thoughts on major kid’s TV broadcasting brands. Finally, the report looks at children’s personal technology ownership, the media they consume without their parents, and the media they would most prefer to watch, listen to, play or read if given the choice.
Throughout this report, “new media” is used to refer to applications, internet games, enhanced e-books and music or video streaming services.
“Old media” (or “traditional media”) is used to refer to TV, DVDs, books or board games.
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