Friday, 17 August 2012

US Households with kids have an average of 10 media or communication devices

"According to the report, households with kids ages 4 - 14 own an average of 10 different devices, with kids using an average of five of those devices.
Televisions, computers and cell/smartphones continued to maintain the highest household ownership, while PDMPs saw the largest drop in household ownership with just 35 percent owning these devices in 2012 compared to 48 percent in 2011. Household ownership of console and portable VG systems, media tablets, and digital video cameras experienced the most significant increases.
Portable VG systems are the most popular devices personally owned by kids ages 4-14, with six years of age being the average age of adoption; this is slightly younger than 2011 where the average age was 6.4.
“Kids are using tablets to game, watch movies and TV shows, read books and listen to music-even occasionally for taking pictures- so they have embraced the utility of these devices quite rapidly,” said Russ Crupnick, senior vice president, industry analysis, The NPD Group. “Older kids also use the tablets for social media and communication, which squarely places these devices at the center for discovery and evangelism of new services and applications, as well as for brands and entertainment of all sorts.”"
Methodology:  "An online survey was fielded from March 6-21, 2012, to a representative sample of male and female adults ages 23 and over whom are members of NPD’s online panel and have children ages 4 to 14 in the household. In order to qualify, respondents’ children had to use at least one consumer electronic device measured in the study.  Respondents with more than one child in the specified age range were instructed to answer for a randomly selected child. The study is based on 3,235 completed surveys.  Final data is weighted to US Census metrics and is representative of kids ages 4 to 14."

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