PBS Kids Summit: Five Truths About Kids and Digital Media

Speaker: Amy Sample

1. PBS Kids does a decent job of reaching the economically and demographically diverse households.

2. Kids Digital Media Choices Are Still Linked to Their TV Preferences.
- TV sites dominate the top sites for kids 2-11.
- Top places kids watch video online are related to television (eg. pbs kids video)

3. Games Still Rule The Internet.
- the most popular reason for kids 6-12 to go online is to play games and surf the web.
- kids are still using television websites to play games.
- just 20% of time spnt on kids' sites is video
- playing games is still the most popular activity for kids on mobile devices
- free apps are primary motivator for download (82%)
- parents are willing to pay for apps especially if it's educational for kids
- kids spend an average of 20 mins on apps and use them several times a week.

4. Kids Pick up new Devices Immediately.
- kids pick up new technologies faster than tweens
- 10% of families with kids under 12 already own iPads.
- Kids are often the purchase motivators
- Digital motivators are being reached at younger ages (half parents say kids can browse internet alone by 6, and can use mobile phone to play games alone by 5.
- by 11 50% have a mobile phone
- kids have natural instincts for these new interfaces.
- those that needed help getting started became adpet quickly.
- initial frustration did not cause kids to give up right away.
- most parents who own a smart phone allow their kids to use it at least occasionally and often several times a week (pass-back effect, car, waiting etc)
- phones are just one mobile device. Device ownership accelerates at age 10 (eg mp3, iPad, smartphones)
- the importance of mobility is key.
- adults often see these as gadgets, but kids see these as integral parts of their lives.
- kids expect their media to be available wherever, whenever.

5. Parents Influence Kids Digital Media Choices
- parents supervise kids 40% of time on pbskids.org
- one in 5 kids aged 6-12 use facebook.
- 40% mums say it was their idea to buy a cell phone for their child.


Take Aways
- content is now consumed any time, anywhere
- mobile devices can supplement and reinforce themes in other media.
Parents are still critical influencers in digital media usage for young children.