Insights from the Kids Tech-Consumer Survey Executive Summary

Futuresource Consulting's latest Kids Tech-Consumer Survey Executive Summary for December 2023 provides a comprehensive look into the digital habits and preferences of children aged 3-16 across seven major markets: Brazil, China, France, Germany, Mexico, the UK, and the USA. The survey, which involved approximately 1,400 respondents per country, reveals significant trends in how children interact with technology and media.

Universal Video Consumption: The survey highlights that video content consumption is nearly universal among children, with around half of those under 16 watching videos daily. Music videos and general recreation are also popular activities.

Device Ownership and Access: TVs and Smart TVs are the most accessible devices for children, with a significant number also owning headphones and smartphones. Tablets and games consoles are commonly purchased for children, while laptops show varied access policies among parents.

Internet Access and Activities: Almost 90% of parents allow their children to access the internet, though supervision varies. Watching free videos and listening to music are the most common online activities, with social media and instant messaging becoming more prevalent as children age.

Social Media Usage: WhatsApp and TikTok are the most used social media platforms among children, with usage increasing significantly with age. In China, WeChat dominates, used by over 80% of children.

Gaming Preferences: The Nintendo Switch is the most popular gaming console among children, followed by the PS4 and Xbox One. Action and strategy games are the most played genres, with a notable increase in popularity for shooting and fighting games as children grow older.

Educational Technology: A significant portion of children use devices for educational purposes, with iPads and laptops being the most common. Books remain the most purchased educational resource by parents.

Streaming Services: YouTube and Netflix are the leading video streaming platforms for children, with high subscription rates across all surveyed countries. Amazon and Disney+ also have substantial reach, though their popularity varies by region.

Podcast and Audiobook Engagement: Over a third of children listen to podcasts, with gaming and educational content being the most popular genres. Audiobooks are also widely consumed, particularly in China, where nearly 90% of children listen to them.

This survey provides valuable insights for marketers, educators, and technology developers, highlighting the evolving digital landscape and the growing integration of technology in children's daily lives.