Generation Touch: Where are digital children looking?
Whether using a smartphone, tablet, or computer, 45% of children between the ages of 6 and 9 in Latin America prefer browsing the internet to watching TV. Apps, games, and online video platforms have also become a solution for parents, offering them countless options to satisfy the demands of a curious and discerning generation.
Children born between 2003 and 2010 who have come into an interconnected world and whose relationship with new technologies is almost instinctive.
Moreover, this is especially true when it comes to touchscreens; a space where they navigate naturally and amazingly well. Often, even better than an adult.
In this context, it's not surprising that 50% of children spend an average of 10 hours a week online. Nor is it surprising that 36% begin using the internet between the ages of 3 and 6. Consequently, many children have experimented with mobile devices as babies, even before they learn to walk or talk. These new habits were already reflected in the American Academy of Pediatrics' 2016 report. At that time, 90% of parents acknowledged that their children under 2 years old were using some type of electronic media.
And the motivations of young children for accessing the internet are not much different from those of adults. In Mexico, Argentina, and Colombia, children primarily use the web for entertainment (54%), educational purposes such as doing homework (41%), and, in general, to watch short videos (39%). The truth is that touch devices have become the new favorite toy for young children. This is a generation that experiences the world with all its senses, where touch and sight are ideal mechanisms for exploration and learning.
The magic of interaction captivates and entertains them, while also encouraging experimentation and urging them to go a step further. This reality has also had an impact on consumption habits. According to an Ibope study conducted in Colombia, Mexico, and Argentina, children are spending less and less time watching broadcast television. Consequently, ratings have fallen by around 10% between 2014 and 2015. On the other hand, the use of mobile devices for content consumption has been gaining popularity among young children. So much so that, according to the firm Influence Central, the average age at which children get their own smartphone is around 10 years old. According to an Ofcom study, children between 5 and 15 years old use cell phones and tablets most frequently, with the latter being the preferred device for Latin American parents when considering their children.
There's no doubt that children's consumption habits are changing. Today, children, like adults, demand that new technologies meet their diverse needs. While children seek to explore and learn about the world through all available resources, parents find mobile devices to be a true ally in entertaining and educating their children. That's why it's increasingly common to find various children's apps on adults' phones for families to enjoy together.
