Meet the mini media moguls who are dictating electronic sales and media utilization patterns in American homes: kids. TV still engages children of all ages, but older children gravitate toward the Internet, while younger kids embrace DVDs, VCRs and DVRs.
More so than other age groups, almost 45% of children watched TV solely, without simultaneously accessing the Internet. Approximately 60% or more of teenagers and older adults were concurrent TV/Internet media users.
Live TV has dominated the share of video minutes for the last four quarters running for kids age 2–11, with online streaming increasing marginally for younger kids 2–5 and remaining flat for older youths 6–11. Accessible and adaptable, kids are quick on the uptake, willing to try new media and devices, but loyal to live TV.
Diverse media consumers, their appetite for programming grows unabated, as does total viewing time, affording more touch points and time slots for flexible marketers.
via blog.nielsen.com
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