Childhood trends: almost 1 in 2 children have a smartphone

Childhood trends: almost 1 in 2 children have a smartphone

M6 Publicité and Gulli presented their “Tendances Kids”, a study on video consumption by children and new trends in families. The quantitative barometer produced with Harris Interactive shows the video consumption habits of children aged 4 to 14 by viewing modality (Live, Replay, SVOD, Streaming, VOD) in France and abroad in five emblematic countries: Germany, Spain, United Kingdom, United States, Japan Among the novelties for 2022, M6 Publicité asked children about their audio consumption, in particular their uses and their perception. Regarding the qualitative aspect, it was carried out with the QualiQuanti institute on the subject of the metaverse.

We have learned that children’s equipment continues to progress, driven by the smartphone that has once again gained +3pts in 1 year. Nearly 1 in 2 kids now own a smartphone, a number that rises to 80% among tweens ages 11-14. Live TV remains the viewing mode most consumed by French children in 2022. SVOD coverage will stabilize in 2022. There is also a trend in the subscription rate of French families to the various SVOD platforms, which is stagnating by 86% (-1 pt vs. 2021). As in France, this stabilization of SVOD penetration applies to almost all other countries measured internationally. For its part, Live TV remains one of the 3 viewing modes most consumed by children regardless of the country, with coverage that still exceeds 80%.

In terms of viewing time, Live TV continues to dominate: it is 2 to 4 times longer than SVOD, and accounts for an average of 40% of the total video consumption time of children in the countries measured. Considering the extent of Live TV on digital platforms, viewing time represents at least 2/3 of global video consumption by children in all countries. In France, Japan, and English-speaking countries, this even accounts for 70% of video consumption time.

Nearly 9 out of 10 kids use a connected speaker

For this edition, the study also looked at a practice that has accelerated with children since the health crisis: listening to audio content. In terms of equipment, 32% of French families have a connected speaker that is used by almost 9 out of 10 children. With a rapidly expanding offer, story boxes are now present in 13% of households with children. This even affects ¼ of the households with children from 4 to 6 years old, which is the affinity target. In 2022, listening to audio content is a widespread practice among children. This is particularly the case for ¾ of 4-6 year olds, 30% of whom listen to it on a daily basis.

81% of parents consider it a way for children to relax but also to develop their imagination and knowledge. 76% of parents also point to the ability of audio to improve their child’s concentration and memory. Regardless of age, the study notes a greater preference for funny stories (83%), themes related to animals and the environment (79%), and short stories (74%). Cartoons rank fourth among children aged 7 to 10 (+7 points compared to the general population).

8 out of 10 homes are equipped with a game console

Gaming already occupies a prominent place in children’s lives: 8 out of 10 homes are equipped with a game console and almost 9 out of 10 children play video games for at least 45 minutes a day. Regarding the use of the Minecraft, Roblox and Fortnite platforms aimed at children and tweens, France lags further behind than Anglo-Saxon countries and Spain, with 2/3 of French children stating that they play at least 1 of these 3 games. Therefore, all video games are not metaverses, and vice versa: 1 in 2 French children have already heard of the metaverse, but only 15% know what it is.

According to the qualitative survey, children who have heard of the metaverse associate it mainly with Meta and its vision, that is, an ecosystem that is completely based on virtual reality. Especially since children are very attracted to virtual reality headsets, especially because of their immersive and ultra-realistic aspect. But in terms of equipment, it is still in the minority in France: 14% of households are equipped with a virtual reality headset (Oculus type, VR headset for PS4, Xbox One or Switch, etc.) and 7% of children has it. personally.

These virtual worlds develop children’s identity construction in a new way: when choosing their avatar, children mainly choose an avatar that looks like them. According to the study, immersion in these virtual worlds accelerates their cognitive and creative development, and favors early learning of skills typical of the adult world. This new virtual economy (virtual objects, NFTs, etc.) allows them, for example, to become familiar with the world of finance and business very quickly. Gulli has also launched “Mission Gulliverse”, an immersive rhythm game half real, half virtual, to enter the Gulliverse: the virtual world of the channel.

The brand must adapt to the requirements of the different universes

The study indicates that “brand games” are not a guarantee of success. The brand must adapt to the codes, to the demands of the different worlds and be at the service of the game and not the other way around. An effective branded game is a game where game dimension and immersion take precedence. Brands must offer an attractive experience in terms of gameplay and take care of the aesthetics and visual coherence of their world. Children are also very sensitive to the realism of brand universes. The virtual allows you to make your universe and your virtual products accessible to a young target.

Virtual operations are not disconnected from reality, but allow new activations and fertile collaborations in the physical world: value transfers and coherent brand associations that allow inspiration from virtual worlds to offer new objects. Therefore, entering these worlds allows you to work on your brand preference for the long term and see a return on investment in the physical worlds.

#Childhood #trends #children #smartphone

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