Insight Strategy Group provides research and consulting services to big brands and media companies. CEO Stacey Matthias will take a look at general kids' digital media trends and how books fit into larger digital ecosystem. She'll look at how, when, where kids are consuming their books, games, movies, and video; and she’ll examine how child development impacts media consumption at each stage, and the role of books at each level.

1. January 2014
Sizing Up the
Kids’ Media
Market
Growing up today
with media from
toddlers to teens
| January 2014 | 1

2. Insight is a research and
strategy firm that inspires its
clients to build enriching and
impactful experiences for kids
and families.
| January 2014 | 2

3. Ask us about our work with:
Our team of developmental
experts understands who kids are
and why their needs, wants, and
expectations shift as they grow.
We dive daily into how kids use
media to imagine, connect,
socialize, express, and learn.
Our work in the media and content
realm has helped clients understand
how to create impactful
experiences that inspire kids!
| January 2014 | 3

4. | January 2014 | 4

5. | January 2014 | 5

6. Percent of screen time among kids
Cable TV is still the most
popular choice, but other
methods are making a play
for kids’ screen time.
The use of tablets has grown
immensely in the past few years:
40% of kids have access to one
(compared with just 8% in 2011)
9%
10%
Live TV
On-Demand TV
34%
13%
Watching DVDs
Smartphone or tablet
Computer
19%
16%
Currently,
72%
Video Game System
of kids are using
mobile devices
(compared with
38% in 2011)
Source: Zero to Eight: Children’s Media Use In America, Common Sense Media, 2013
| January 2014 | 6

7. NEW
Thinking
OLD
Thinking
PEERents
KIDS
PARENTS
KIDS
| January 2014 | 7

8. Play
Learn
Communicate
| January 2014 | 8

9. | January 2014 | 9

10. Play
It used to be just…
Now it also includes…
Compete
Move
Watch
Listen
Pretend
| January 2014 | 10

11. Learn
It used to be just…
Now it also includes…
Reading
Writing
Arithmetic
| January 2014 | 11

12. Communicate
It used to be just…
Now it also includes…
| January 2014 | 12

13. 4
7
11
15
| January 2014 | 13

14. 4
•
Seek adult attention and approval (“watch me!”)
•
Are working on sharing and turn taking
Social• Are easily frustrated
Emotional
•
•
Are process-oriented
•
Can make visual representations of the world
•
Are mastering cause and effect
•
Physical
Are imaginative and silly
•
Cognitive
Don’t like transitions
Can easily identify colors and numbers
•
Are developing fine motor skills
•
Are learning their physical abilities and limits
| January 2014 | 14

15. Familiar
settings and
activities
Predictable
format
Clear
take-away
messages
Engaging
but relatively
simple look
& feel
| January 2014 | 15

16. 7
• Are sensitive, so need extra encouragement and less competition
Social• Are building social attachments
Emotional
• Are discovering themselves as individuals
• Thrive on order and orderly thinking – love to collect!
• Incorporate more real world thinking, less symbolic play
Cognitive
• Can find similarities and differences between two objects
• Can write in complete sentences
• Are still mostly process-oriented (not confined by success)
• Are developing inferences based on concrete observations
• Have refined motor skills – can manipulate a pencil
Physical
• Have uneven and incomplete muscle development
– no juggling yet!
| January 2014 | 16

17. Humor for
“their age”
High-stakes
situations
Breaks the
rules… a little
Offers
interactive
control
| January 2014 | 17

18. 11
• Are more social
SocialEmotional
• Enjoy being with peer groups, usually of the same sex
• Are becoming more self-conscious
• Can recognize delayed gratification
Cognitive
• Can think about the future and the big picture
• Can understand concepts without direct experience
• Categorize with more abstract and complex thinking
• Are dealing with body changes and hormones kicking in
Physical
• Have improved coordination and reaction time
• Have increased hand dexterity and body strength
| January 2014 | 18

19. Let’s them
still be a kid
Models
(older) social
behavior
Edgier, more
rule breaking
Aspirational
| January 2014 | 19

20. 15
• Are very socially oriented and curious about relationships
• Exploring their identity (e.g., sexual, religious, political)
SocialEmotional
• Are questioning who they are and developing a strong sense of
self
• Are often extremely self-conscious
• Are venturing out into the world independently
• Are constantly connected to their peer group
• Have ability to think abstractly
Cognitive
• Can bucket tasks and concepts to give them meaning and
priorities
• Are able to create a plan and put it into action to achieve goals
Physical
• Have raging hormones
• Can sometimes beat their parents in athletic engagements
| January 2014 | 20

21. Makes them
laugh
Showcases
how to
navigate
challenges
Has social
drama
Helps them
escape the
intensity of
their own lives
| January 2014 | 21

22. Platform
Practical Benefits
Emotional Benefits
TV
Big-screen experience, sharable
Control
Complete kid control (parents don’t
have to help), usually solo, variety
(gaming, clips, long-form, interactive
participation), experiences last for 1
minute to 1 hour
Control, Share
Toys/Games
(digital included)
Collecting; good for solo,
intergenerational, and peer play
Collect,
Collaborate, Play
Licensed Products
Self-expression, expressing fandom
Express
Publishing
Quiet time (alone or with one parent)
Explore, Immerse,
Reflect, Internalize
Theatrical
Big-screen experience
Experience
Mobile
| January 2014 | 22

23. | January 2014 | 23

24. Watch
Express
Experience
Connect
Play
| January 2014 | 24

25. 4
7
11
15
| January 2014 | 25

26. Thank You!
staceym@insightstrategygroup.com
| January 2014 | 26