“There is obviously a migration from viewing live on broadcast TV on a TV set, to viewing on demand,” he said in a phone interview. “There’s a lot going on and the whole entertainment space is in a state of flux and children are at the nose cone of change, because they don’t have any established behaviours they are evolving away from.”
“The net effect of all of that is a diminishing inventory of traditional advertising breaks to target children, in some respect mitigated by a growing inventory of video on-demand advertising and YouTube pre-rolls,” he said.
Will Collin’s advice for the industry was that it needs to rebalance its advertising budgets to better reflect the audience’s viewing habits.
“It’s always been true that advertising budgets, media budgets, follow the audience’s eyeballs. However, there’s often a lag. Old habits die hard so people need to adapt and embrace new platforms,” he said.
Fundamentally, according to Collin, children’s TV advertising is getting quite messy.
A survey of 2,700 parents in the US, Canada and the UK, designed to illuminate how children age 0-12 consume entertainment content and brands, carried out by pure-play children’s content company DHX Media and market intelligence specialist Ipsos has revealed that kids have embraced mobile on-demand viewing, and that tablets are their preferred screen for consuming content…
The survey found that kids have embraced mobile on-demand viewing, and that tablets are their preferred screen for consuming content. In the households surveyed, 72 per cent of children’s daily viewing is from streaming services such as YouTube, Netflix and others. When viewing content, 61 per cent of kids use tablets, with 78 per cent of households having at least one tablet and 29 per cent having a tablet for use by a child only. Tablets were found to be the most popular screen used by children, who used the devices to watch 45 per cent of their streamed content.
In addition, the survey found that 40 per cent of kids use smartphones to consume their content, 90 per cent of households with children under 13 have at least one smartphone, and 14 per cent have a smartphone that is used only by a child. Furthermore, nearly one-quarter of children are using smartphones to watch streamed content.
The survey also found that YouTube is the most popular streaming platform among respondents, followed closely by Netflix. Of the households surveyed, YouTube’s Advertising-supported Video on Demand (AVoD) service garnered 15 per cent of all streaming viewing, with Netflix coming in at 13 per cent.
This year has seen a major shift in UK children’s media use with time spent online overtaking TV viewing for the first time ever, according to the latest 2016 CHILDWISE Monitor Report.
Tablet ownership also soared this year – up by 50 per cent from last year. Just six years after the UK release of the iPad, tablets have swept into children’s lives, with two in three (67 per cent) now having their own device.
The new data shows that YouTube has taken centre stage in children’s lives this year to become the place they turn to for entertainment, music, games, TV programmes, instruction and advice. Half use the site every day, almost all do so on occasion.
The majority of children who use YouTube visit the site to access music videos (58 per cent). Around half of users keep themselves entertained with funny content on YouTube (52 per cent). Around a third watch gaming content, vlogs/blogs, TV programmes or ‘how to’ videos.
Children are also going online more in their bedrooms. Three in four children (73 per cent) can now access the internet in their room, up from two in three (63 per cent) last year.
The 2016 CHILDWISE Monitor is a comprehensive annual report looking at five to 16-year-olds media consumption, purchasing and social habits as well as key behaviour. More than 2000 children in schools across the United Kingdom completed in-depth online surveys for the report.
from The Bookseller’s report about this:
Annette Karmiloff-Smith, who is professorial research fellow at the Centre for Brain and Cognitive Development at Birkbeck University, told the Sunday Times that parents should give their children tablets as soon as they are born. “They learn so fast on tablets… It is shocking how fast they learn, even faster than adults to do things like scroll up and down text,” she said.
“Books are static,” Karmiloff-Smith continued. “When you observe babies with books, all they are interested in is the sound of the pages turning. Their visual system at that age is attracted by movement. That is why tablets, which have moving pictures and sounds, are very good.”
The Birkbeck team carried out an initial study of 36 babies – half aged six months and the rest 10 months – and found they recognised the number three more quickly when it was presented with sounds and lights on an iPad.
They are now undertaking a larger project with hundreds of babies and toddlers and Karmiloff-Smith believes babies who use iPads will go on to have better motor control and visual attention. “Everything we know about child development tells us this will be the case. You see an adult trying to learn on a tablet and it’s hopeless. You see a 12-month-old learning on a tablet and it is so quick.”
She criticised Baroness Greenfield, who has said that over-exposure to screens damages children’s brain development.
“You cannot ignore the digital world we are living in,” she said. “Scientists tend to be very emotional about this issue but we should follow the science, not the emotion.”
A study by the National Literacy Trust says tablet computers are a ‘vital new weapon’ to combat poor reading:
Jonathan Douglas, the trust’s director, said it was crucial “that we recognise the opportunities that technology brings for engaging boys and poorer children in reading”.
“Our research confirms that technology is playing a central role in young children’s vocabulary development,” he said. “Nearly all children have access to a touch-screen device at home and as technology advances and digital skills become increasingly important, we need to harness these developments to encourage children to become avid readers, whatever format they choose.”
The study – jointly carried out with the publisher Pearson – was based on a survey of more than 1,000 parents with young children combined with a poll of 567 early years workers. It also analysed the link between vocabulary and reading practices among 183 three- to five-year-olds.
Oliver Jeffers, recipient of the Hay Medal for an outstanding body of work: “I think that [using tablets] discourages kids from going outside and playing and interacting with each other and I think that’s more important than being technically savvy at a young age”
Jeffers, who was today awarded the Hay Medal for an outstanding body of work, in a presentation from Hay Fever director Mary Byrne, admitted that iPads can serve a purpose, however.
"I use an iPad for presenting because it’s easier to show the flick between slides and to actually draw; so for that it serves a purpose, it serves an end. I have a need, an objective and that meets that objective.
"For making the art for my books I think that it serves again as another medium so I don’t necessarily make a book completely out of Photoshop but I will use it as a post- production tool."
Good piece by Paul Sawers with a plethora of inline links surveying a full range of current educational themes, including coding, creativity, testing (of 4-yr-olds) and computer-based mathematics (as espoused by Conrad Wolfram).
Reading of the full piece recommended – follow the link:
Paula Cocozza’s feature about iPads and young children in today’s g2 section of The Guardian is headlined differently in the print edition of the paper. Underneath a fullpage photo of a boy and a girl leaning over a tablet screen and playing a game, the headline reads “Children of the revolution“. The sub-heading (reproduced below) is a good indication of the balanced, level-headed nature of the whole piece.
In the middle of the feature comes a welcome debunking of the story that surfaced last-year about a four-year-old who was reported to have needed treatment for iPad addiction. Cocozza manages to get the doctor involved with this case to concede that the ‘treatment’ “comprised a single informal phone call… in which he gave advice.” He is also quoted as saying that “addiciton” is not an appropriate word to use in relation to such young children.
The whole piece is definitely worth a read.
Tablet ownership has more than doubled in the past few years – and as many parents are finding, children are highly proficient at using them. But are these devices harmful to their development? Or do they encourage ‘technological intelligence’?
New survey suggests the rise of tablet use by children may be having a negative impact on book reading habits:
According to a survey of 2,000 British children and parents conducted by Nielsen Book in June this year, 50% of family households now own at least one tablet, up from 24% a year ago.
Is this a good thing for kids’ reading habits? Are they hoovering up e-books and delighting in digital book-apps on these devices? In a word: no. At least not according to data shared at The Bookseller Children’s Conference by research firm Nielsen Book.
The good news? 32% of children still read books for pleasure on a daily basis, the second most popular activity behind watching TV (36%), and well ahead of social networking (20%), watching videos on YouTube (17%) and playing mobile games and apps (16%).
On a weekly basis, 60% of children are reading books for pleasure, and if you factor in children who are being read to by parents, that percentage climbs to 72%. But…
“But there’s a really disturbing pattern beginning to emerge when you look on a weekly basis,” said Nielsen Book’s Jo Henry, presenting the findings to an audience of publishers.
Only three activities increased in percentage terms between 2012 and 2013: playing “game apps” (the term used by Nielsen Book), visiting YouTube and text messaging. Reading? That was down nearly eight percentage points.
“It’s a snapshot, not a sustainable trend and next year it might go up again. But this is alarming: children are being less engaged with reading,” said Henry, who also pointed to industry figures showing an 8% year-on-year drop in (printed) books bought for children.
“I want to stress that most children are still medium and heavy book readers, but what we’re seeing is a really significant rise in the number of occasional and even non-readers in the children’s market.”