On average, kids between two and 14 consume digital content between three and seven times a month on a single device, according to The NPD Group's recently released report, Kids and Digital Content, writes MarketingCharts.
According to the study:
- Kids download online video clips onto a device most frequently each month (7.1 times per month), followed by music videos (5.7 times), music (4.2 times), games (3.1 times), and ring tones/ring tunes (2.8 times).
- Playing games is the most prevalent activity on the four key devices: 84 percent are gaming on a computer, videogame system, portable digital music player (PDMP) or cell phone. Also, more than half are listening to music, and one-third are communicating with images or interacting with various video formats.
- The way kids consume their digital content varies:
- Games and movies are primarily driven by their physical offerings, while ring tones/ring tunes are often consumed digitally, though half report consuming them in the physical format.
- Almost all kids who use movie content get it in the physical format, with one-quarter also getting movies in digital format.
- For videogames systems as well as computers, playing games is the number-one activity measured. Watching movies comes in second on video games systems, while listening to music is the second most popular activity on computers.
- Downloading ring tones/ring tunes and sharing pictures/images account for 46 percent and 43 percent, respectively, on cell phones.
- 86 percent of kids who use a PDMP listen to music on it, where watching movies comes in a distant second with 17 percent.
- On average, kids spend between $6 and $12 on some type of digital content each month and between $13 and $18 on physical content.
Among kids who pay for physical games and also kids who pay for physical music, those who are more experienced (e.g., have been using a device for this purpose for more than one year) have a higher average monthly expenditure than new users, the study found.
