Digital Natives Still Spend More Time with Traditional Media - eMarketer

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Digital Natives Still Spend More Time with Traditional Media

Traditional TV is still the primary media device for kids and teens

August 31, 2015

Kids today may be digital natives, but Tv is still their most common media usage device in a typical week.

Primary Device Used by US Child/Teen Internet Users to View Media/Content, by Age, June 2015 (% of respondents in each group)

According to June 2015 polling by PricewaterhouseCoopers (PwC), traditional TV sets are the primary device used by 24% of children and teens in the US to consume content. The younger kids were, the more likely they were to have traditional TV as their top device. Among those ages 8 to 11, for example, 31% were more likely to use old-school televisions than any other device.

Looking only at older kids ages 15 to 18, digital won out, with laptops or other PCs most likely to be named the No. 1 device, ahead of TVs by 5 percentage points. Certain other digital devices, though, were actually in wider use among younger kids. Tablets, for example, were twice as likely to be the primary device of 8- to 11-year-olds than they were of 15- to 18-year-olds.

TV was also where, according to another survey, kids were most likely to increase media time over the summer, along with movies.

Media Consumption of US Children/Teens During the Summer* According to Their Parents, by Type, June 2015 (% of respondents)

According to The Harris Poll, kids are more likely to get their own TV at a young age than newer digital devices, and most under-18s still don’t have their own PCs. A slight majority have their own mobile phone, but most don’t receive on until after age 12.

eMarketer estimates that 50.6% of the Us population under 12 will use the internet at least monthly this year, as will 97.0% of those ages 12 to 17. Among the younger population, 22.0% will use a mobile phone at least monthly this year, and 35.3% of that subgroup will use a smartphone specifically. Among teens ages 12 to 17, 88.0% will be mobile phone users, and 78.5% of those will be smartphone users. When it comes to tablets, we estimate that 32.2% of the population ages 0 to 11 will use one this year, vs. 62.1% of 12- to 17-year-olds.

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