little technology Einsteins top 12 kids and technology insights

younger kid’s media is controlled by their parents and so traditional media rules. as kids grow older and become more independent, communities become their media choice

age 9-10

age 12-13

age 14-15

target with traditional

media

community is the

biggest influence

influenced by traditional

and social media

NMA’s kids and digital media research, 2011

kids are as active on social networks as adults

54% of 8-15 year olds who use the internet at home have a social networking profile. this is now the same percentage as adult internet users. Ofcom, April 2011

if it’s not social they won’t want to do it

only 15% of 8-14 year olds read e-books, you can't share eBooks which means they are not currently popular. Adam & Eve commissioned research, 2010

…which is why social games are seeing massive growth amongst kids

40% of 9-12 year olds in Europe have played online. European Commission and London School of Economics and Political Science Oct 2010

allow kids to share their voice; and to tailor the message

mobiles are now the most-missed media (26%) with 12-15 year olds, followed by internet and television with 24% each. Ofcom, April 2011

‘media stacking’ is the norm

“attention split between 4‐5 different mediums”. NMA’s kids and digital media research, 2011

kids never switch ‘off’

“I take my mobile and iPod everywhere with me….even to bed. I can not imagine my life without them”. NMA’s kids and digital media research, 2011

…and that’s why mobile internet is so popular

65% of 13-15 year old phone owners have access to mobile internet. New Media Age Survey, Lightspeed Research, Feb 2011

the internet is more important to kids than adults because they don’t know life that’s not instant, anywhere and anytime

Q: “what did people do before the internet?” A: “I think they played marbles…”. NMA’s kids and digital media research, 2011

YouTube is their virtual library for music and video (not iTunes or HMV)

Youtube and Facebook are the favourite websites amongst 5-16 year olds. CHILDWISE Monitor Trends Report 2010

email is dead, long live BBM, SMS and chat

59% decrease in email usage between 2009 and 2010 for 12-17 year olds. comScore Media Metrix “The 2010 U.S. Digital Year in Review”

kids don’t know about QR codes

“only 28% of teens are aware they have software on their phones to read QR codes”. Dubit, 2011

Contact James Read at jamesr@adamandevelondon.com or 0203 077 1027 if you’d like to discuss further