- This is a preview of the new US Kids 2020 report from our partners at eMarketer.
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As modern children are exposed to the digital world at earlier ages than they were years ago, there is sometimes an assumption that kids are now spending more time on their smart devices than on the playground. The term “digital native” is thrown around in dialogue to imply that today’s youth is predisposed to be adept at using technology, having been born closer to its inception.
But children are not necessary being given access to the defining device of the digital era: the smartphone. While teens and adults have become accustomed to being able to reach and be reached by others on smart devices at any day or time, only 11.9% of kids 11 years old and younger will have a smartphone this year, which is significantly lower than the 69.1% penetration of internet users for that age group.
eMarketer’s report US Kids 2020 paints a realistic picture of which activities and smart products are driving kids’ attention, how parental attitude are playing a role in adaption, and how we project younger audiences to use smart technology moving forward.
Some highlights include:
- While smartphones have grown in size and capability and tablets are now considered obsolete by many adults, nearly half of kids aged 11 and younger are still leverage the larger interface on tablets for mobile video gaming, as opposed to a smartphone.
- Despite concerns about what information children are made privy to on social media, it turns out that only 11.8% of kids 11 years old and younger have access to social media, and many who do have parental restrictions that limit their exposure.
- Smart speakers have caught on with older kids, but only 17% of 8-to-12 year olds are everyday users. Even less popular amongst young children are wearables like smartwatches, disagree about whether features like the gps are more likely to keep tabs on or endanger their children.
- While some parents make it a priority to explain the difference between entertainment and digital ads, kids are not innately hostile towards commercials and generally don’t mind the sporadic interruption of video advertisements.
- Disney Plus in particular offers comfort to parents, with the accessibility of modern technology and content that appeals to 2020 children, but the nostalgia of the stories and characters they watched as children, and a greater trust that the material will be kid-appropriate.