NPD: Kids Still Love the TV

27 Apr, 2010 By: Erik Gruenwedel

Despite the onslaught of social media, video games and notebook computers, watching television still ranks tops among children, according to a new report.

The NPD Group found that 74% of kids ages 4 to 14 consider the TV their most commonly used consumer electronics device, followed by the laptop computer at 70%.

The report found that parents are just as likely to purchase an HDTV for their children as they are to purchase a cell phone or digital camera. In fact 18% of parents surveyed stated they plan on purchasing an HDTV for their kid in the coming year, while only 17% plan on purchasing a cell phone or digital camera.

Although TV usage remains high, portability of CE devices — spearheaded by the mobile phone — is key to wider adoption of electronics among children, the report says.

The report found that while the HDTV and laptop surpassed the digital camera in the percent of households that acquired one in the past 12 months, the cell phone remained the most purchased CE device with 30% of households, with kids purchasing at least one in the past year.

The NPD said that 2010 data shows more households downloading content to the various devices for kids compared with last year. It said portable and console video game systems, cell phones and laptop computers all showed a 2% to 3% increase in downloading of digital content compared with 2009.

Indeed, four of the top five CE devices owned by kids are portable. Portable video game systems, portable digital music players, digital cameras and cell phones all rank in the top five CE devices personally owned by kids ages 4-14. Console video game systems are the only non-portable devices to rank in the top five.

“Computers are really the hub for many kids’ digital lives, simply due to the sheer variety of activities that can be accessed online,” said Anita Frazier, industry analyst for The NPD Group. “Over the last year, there has been a notable increase in the percent of kids going online to visit social networking sites. However, the percentage of kids who use a computer to play a CD-ROM game or to download or stream music has declined.”