Kids get more mobile as spending power tops $1.8 billion

Cartoon Network study: TV remains #1 media for kids with annual spending power of $1.8b

Aussie kids have greater online access through mobile devices than ever before, but television remains the most popular media for kids who now have an annual spending power of $1.8 billion, Cartoon Network’s study New Generations has revealed.

Now in its 11th year, Cartoon Network New Generations report has shown that kids are increasingly taking control when it comes to how they access the internet. Among internet users, 31% of 4 to 14-year-olds go online using a tablet device and two in 10 do so via mobile phones – with 14% now owning a smartphone – up 8% from 2013.

Playing games is still the most popular online leisure activity for kids, followed by watching videos. Apps continue to dominate tablet use, with 75% using them a minimum of once a week.

“As tablet and mobile devices continue to proliferate homes, the way kids access entertainment and games continues to evolve,” said David Webb, Director of Research and Planning at Turner International Asia Pacific. “We’ve seen a significant shift in the amount of time spent watching online videos, but playing games and the use of apps is still how kids choose to spend their online leisure time.”

While digital media consumption is strong, television remains the dominant entertainment and information source for kids, with 85% watching the larger screen in the past month. It is also the preferred way for kids to learn about things that interest them. Kids are continuing to watch TV alongside their parents.

“Television is the number one media for kids. Outside of their friendship group it is the most important media when it comes to how they find out about new things that appeal. This, coupled with the fact that the majority of kids spend time co-viewing with the household purchasing decision maker every week, means TV is still the most effective advertising medium,” said Mr Webb.

The report also found the annual spending power of kids has topped $1.8 billion with average pocket jumping to $14 a week. Kids from subscription television homes are even more affluent with an annual income of $742 compared to $436 for those in FTA only

“Australia’s youngest consumers are avid users of television and digital media. With $1.8 billion in spending power and significant purchasing influence over parents they can’t afford to be ignored.”
Source: Cartoon Network

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