MarketingProfs

MediaBuyerPlanner: By age 7, a surprisingly high number of kids use personal music devices, digital cameras and DVD players on a daily basis, according to NPD Group’s new “Kids and Consumer Electronics Report,” proving astonishing growth in the category among youth, with twice as many children aged 4-14 owning personal music devices and digital cameras as did in 2005, writes AdAge.
The study also found that just over 40 percent of kids personally owned video-game systems. While just less than 40 percent owned CD players, 31 percent owned a TV. In households with kids from age 4 to 14, 94 percent had a desktop computer, followed by a little less than 90 percent that had DVD players and TVs.
According to NPD analyst and study author Anita Frazier, marketers “have to take into account this new digital reality of kids’ lives and consider it in all product design and marketing plans. From the kinds of products that appeal to kids to the way you talk to them on packages and in advertising – it has to be a consideration.”