Since its introduction the tablet has most often been a family device, like the desktop computer. Still, usage has often been ‘controlled’ by a parent. As the price of devices falls, with third and fourth generation tablets hitting the market, we see more kids ‘having their own’. Earlier adopter households have become resplendent with tablets.
Prior to the tablet the KidSay found that young kids (ages 5-7) had difficulty navigating the internet. Their limited ability to spell, read, and type on their own meant they needed assistance. The tablet’s swipe-screen technology eliminated most of those barriers.
But it wasn’t just young kids who had a new way to play. Tweens (ages 8-11) found that apps eliminated a barrier between them and fun. That barrier was the ‘Hey Mom can I buy…’ threshold. Hundreds, and soon thousands, of game apps were available for free. That’s a price point even the most frugal household could afford.
In KidSay’s 2011 Year End Trend Tracker less than half of kids (46%) reported their household had a tablet. One year later, that number rose to 65%. As of mid-December 2013 it was at 74%. That was BEFORE the tablet-buying binge that was the 2013 holiday season. We expect tablet penetration to be above 80% by next year’s Year End Trend Tracker
Their Tablets –
37% of kids ages 8-15 told KidSay that an iPad/tablet in their household is uniquely theirs. (32% share one and 25% don’t have a tablet.)
Additionally, 14% of kids include a tablet as one of the devices they most often use when they’re using two devices at the same time. Kids most often pair the tablet with the TV. KidSay expects the tablet to gain even more ground in dual device usage as more families eschew laptops and desktops for the ease and portability of a tablet.
What does this mean? Kids will have even more time to view what they want, when and where they want it. Kids own tablets – do you own the content?
Note: Unless otherwise noted all data is taken from KidSay’s 2013 Year End Trend Tracker.