Kids & teens: between digital and real

The first research on the consumption and habits of children and young people of BVA Doxa Kids is 30 years old and it offers a richer and more current view of the «kids & family» universe in which the game is played between TV, digital content and video games. But it remains always connected to the real world.

The «baby» universe is increasingly digital, but still has its roots in the real world of books, toys and TV. This is what Junior of BVA Doxa Kids reveals, the first research on consumption and habits of the 6.2 million of kids and teens in Italy and that this year has reached its 30th edition. In fact, for three decades, BVA Doxa Kids has been tracing the behaviors of kids and teens between 3 and 16 years old, to anticipate and interpret macro-trends and success phenomena. Trends that, in the 2019 edition, start from a given fact: mobile penetration among adults is close to 100% and is also growing among teens starting from 14 years old. And among the little ones? According to BVA Doxa Kids, as many as one out of two children, between 10 and 11 years old, have a smartphone. And yet… even the youngest are close to the “digital” world, thanks to the mom’s and dad’s smartphone. Therefore, not even among the under-10s, they give up their favorite digital contents: video games and YouTube videos.

IT’S SOCIAL TIME – With the smartphone, chat and social network applications also arrive. BVA Doxa Kids still reveals that Whatsapp and YouTube are at the top of the rankings, while Facebook loses ground on all the targets. But  Instagram is the real protagonist. If the profile of Whatsapp users is in line with that of smartphone owners, Instagram is used by one out of four teens aged 12-13 years old and by over 40% by those between 14 and 16 years old. Is YouTube the only web platform used by kids & teens: today, more than one kid out of four (aged 8-9 y.o.) usually accesses YouTube and its video sharing and viewing growth rate is double-digit year on year with a percentage of use that grows to 50% among older kids and a penetration that, in the last 4 years, has gone from 1% to 14%.

THE GAME BETWEEN TV, DIGITAL AND VIDEO GAMES – No surprise: TV is still fundamental for Italian kids. Yet, BVA Doxa Kids has asked kids between 5 and 16 years old to complete diaries to record their digital consumption over the week, from which it emerges that the activities of kids are concentrated on the TV, while the same cannot be said for the teens. Today, TV is also giving way to online videos and video games (mainly among the male target). In other words, among the 5 to 7 year-olds, about 80% of the time they spend “connected” is limited to TV, while the same percentage drops to 56% among 11-13 year olds. They also spend their time playing video games (29%) and online videos (15%).

CONNECTED TO THE REAL WORLD – In this digital boom, the connection between kids and teens and the real world, made up of books, toys and television, remains strong. According to the BVA Doxa Kids Junior survey, to prove it, is the analysis of those sectors dedicated to the very young target and which, in contrast with other sectors, have better withstood the periods of crisis and recorded significant growth. This is the case of editorial services for children, with a positive growth for at least four years, and the cinema for the youngest. And again, the toy market or the video game industry. All increasingly complex and interconnected markets and sectors.

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