Mobile devices: Kids know what they want but are parents buying?

Despite questions about the potentially negative aspects of electronics usage among children and adolescents, mobile devices are only growing in popularity. Recent research on parents and children reveals the extent of tablet and smartphone usage in the young, and the attitudes of both kids and parents toward mobile devices and the brands who produce them.

Two-thirds of pre-kindergarten age children use tablets, and one-in-three pre-K kids have a tablet that is exclusively theirs to use. The study also found that, compared to children who don’t have a device at all, kids who already have one are just as likely – or, depending on age group, even more likely – to ask for a new one. But tablets seem to have limited relevance to a specific episode in youth, with demand waning from the tween years onward. Meanwhile, kids’ demand for smartphones only grows as they age.

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Author: Communicus

Communicus is an advertising research firm specializing in integrated campaign measurement solutions that isolate the impact of a brand’s advertising. For over 50 years, Communicus has partnered with Fortune 100 brand advertisers, providing research and consultation enabling brands to fully understand how to build more successful advertising and IMC campaigns, maximizing advertising’s impact on brand perceptions and behavior.

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