According to a recent study by FutureSource Consulting, the appetite for smaller screen has a larger impact on what device kids use to access entertainment content. Kids aged 3 to 16 spend 49% to 40% of their time respectively using smartphone or tablet device while watching TV.
This appetite for more content on a smaller screen is also having an effect on the type of content kids are watching, with ‘snacking length content’ of one to five minutes proving most popular with kids aged five and over.
The findings are indicating an ever increasing engagement with mobile devices, with a third of kids across the four territories now using them to consume video every day, this rises to 40% in the US," commented Carl Hibbert Associate Director of Media & Entertainment at Futuresource.
The study also highlights that use of a smartphone or tablet doesn't stop whilst watching TV, with 49% and 40% respectively using the device at the same time as watching TV. "Playing games and chatting to friends online are the most popular activities and slightly surprisingly a quarter are watching online video on sites such as YouTube. This potentially highlights a real lack of focus or engagement with content across devices," comments Hibbert.
"Despite these transitioning behaviours, the popularity of traditional linear TV still remains, continuing as the most frequently accessed TV/video platform across all countries. Most notably in Germany and China where in both cases live TV is still the go to platform for three quarters of kids. But tracking over previous waves it is clearly evident there is a transition underway, notably in the continual yet gradual rise in popularity of SVoD," says Hibbert.