Presented in February 2013 at the Kidscreen Summit in New York City, this presentation discusses the behavioral impact of preschoolers being introduced to various digital platforms. Who is teaching them about the importance and value of digital experiences? What behaviors will stay with them as they mature and become the next consumer audience? Ipsos MediaCT's LMX Family has been tracking how preschoolers and their families are adopting and using technology for three years now. This presentation features data from our study and provides insight into how the world of our youngest citizens — and their parents—has changed, and what this means for your brand.

1. The Next Generation Preschoolers:
of Digital Consumers Playing and Learning
in Today’s Media and Technology
Ecosystem
Kidscreen Summit 2013
Donna.Sabino@Ipsos.com

2. A specialized resource
designed to bring innovative
approaches, expert thinking
and informed, actionable
insights to clients with an interest
in growing in the kids and “This is the first time in human history
family space when children are an authority on
something important,” contends Don
Tapscott, author of Grown Up Digital and
Macrowikinomics: New Solutions for a
Connected Planet. “Today, the 11-year-old
is an authority on this digital
revolution, which is changing
business, commerce, government,
entertainment—every institution in
society.”
-AD AGE 6/25/12 2

3. Are you ready?
 Looking at this generation of preschoolers and the media
environment in which they are growing up, what are they
learning about the world?
 If you started using a touch screen device before you were
two years old, what will your impressions be of the
traditional school experience?
 Do we understand enough about children’s experience with
technology to be able to deliver information to them in the
way they want to receive it—for education? for
entertainment?
3

4. What we will be discussing today
Preschoolers (kids aged 0-5 years old)
What preschoolers are doing these days
The role parents play in introducing their preschoolers to new
technology and media
The Media & Technology Ecosystem in which preschoolers live
 Devices they use
 Devices they use on their own
The impact of this environment on preschoolers’ behavior and
attitudes
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5. What are
PRESCHOOLERS
doing these days?
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6. Different ages, different activities
Preschoolers – Participation in Activities
Preschoolers Preschoolers
0-2 Years Old 3-5 Years Old
Traditional Media 84% 93%
Computer Activities 41% 55%
Mobile Activities 37% 53%
Time-Shifted Media 47% 61%
Gaming (Traditional) 28% 67%
There were no
significant
Non-Media Play 80% 89% differences
between preschool
boys and girls
Green = significantly higher than 0-2 Year Olds at the 95% confidence level
6
LMX Family (U.S. Online Consumers) Wave 4 2012. eDiary; Among 0-2 Year Olds n=345, 3-5 Year Olds n=339.

7. How preschoolers spend their time
7
LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Floating Base: Among Those Who Performed Each Activity.

8. Preschoolers’ activities trends
Green = significantly higher than 2011 at the 95% confidence level, Red = significantly lower than 2011 at the 95% confidence level
8
LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Base Provided Above.

9. What are
preschoolers doing
on their own?
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10. Young children’s independent activities
10
LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Base Provided Above.

11. About a third of kids 0-2 are independent media
consumers
11
LMX Family (U.S. Online Consumers) Wave 4 2012. Preschoolers; Floating Base: Among Parents Who Allow Their Preschoolers To Participate In Each Activity On Their Own.

12. Top networks, websites, DVD and video game types
Top Networks Watched On Their Own
Among Parents Of Preschoolers Who Watch Regular TV On Their Own
Nick Jr. 58%
Disney Channel 53%
Nickelodeon 51%
Top Websites Visited On Their Own
Among Parents Of Preschoolers Who Go Online On Their Own
Nickjr.com 38%
Disney.com 32%
PBSkids.org 30%
Top DVD Types Kids Watch On Their Own
Among Parents Of Preschoolers Who Watch DVDs On Their Own
Family/Children’s Animated Movie 81%
Children’s TV Series 60%
Educational 48%
Top Video Game Types Kids Play On Their Own
Among Parents Of Preschoolers Who Play VG On Their Own
Action 39%
Family/Party 39%
Music/Party 29%
Green = significantly higher than 2011 at the 95% confidence level
12
LMX Family (U.S. Online Consumers) Wave 4, 2012. Preschool A&U.

13. Parents are increasingly allowing their preschooler to do things
on their own
Green = significantly higher than 2011, Red = significantly lower than 2011 at the 95% confidence level
13
LMX Family (U.S. Online Consumers) Wave 3 2011 and Wave 4 2012. eDiary; Floating Base: Among Parents Of Preschoolers Who Participate In Each Activity

14. Preschoolers’ First
Technology Teachers
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15. Favorite time together choices changes as kids grow older
Parent's Favorite Way To Spend Time With Preschooler
Preschoolers Preschoolers
0-2 Years Old 3-5 Years Old
Reading A Book/Magazine 20% 27%
Playing With Toys 30% 12%
Watching TV 8% 12%
Playing Video Games On A Console 2% 5%
Playing Games On A Cell Phone 0% 2%
Green = significantly higher than 0-2 Year Olds at the 95% confidence level
15
LMX Family (U.S. Online Consumers) Wave 4 2012. eDiary; Among 0-2 Year Olds n=345, 3-5 Year Olds n=339.

16. Parent behavior related to generational cohort
Gen Y Parents Gen X Parents
• Born after 1980 • Born 1965-1979
• Age: under 32 • Age: 33-47
Boomer Parents
• Born 1964 or earlier
• Age: 48+
16

17. Ownership of and comfort with technology varies
by generation
Red = significantly lower than total parents at the 95% confidence level; Green = significantly higher than total parents at the 95% confidence level
17
LMX Family (U.S. Online Consumers) Wave 4, 2012. Among Boomer Parents n=337, Gen-X Parents n=1,666, Gen-Y Parents n=796.

18. Parents of different generations: different co-entertainment
Boomer Parents:
“My Child Helps Introduce
Me To New Media And
Technology”
Red = significantly lower than total parents at the 95% confidence level; Green = significantly higher than total parents at the 95% confidence level
LMX Family (U.S. Online Consumers) Wave 4, 2012. Floating base: Live TV, audio, read among total;
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All else among related device owners.

19. Many devices are used to stream video
Devices Used to Stream Video to TV with Child in the Past Week
Among parents of preschoolers 0-5 who streamed video to TV with child in the past week, n=365
Web Enabled TV: 17%
Gaming Console: 61%
Blu-ray Player: 34%
Digital Media
Receiver: 9%
Streaming
Parents: 53%
19
LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U. Base provided above.

20. Video sites such as Netflix, YouTube and Hulu are the most used
sources when streaming video to the TV
Parents of Preschoolers: Streamed Video TV Source
Among parents of preschoolers 0-5 who streamed video to TV with child in the past week, n=365
Netflix Watch Instantly: 57%
YouTube: 57%
Hulu/Hulu Plus: 20%
iTunes: 14%
Amazon Instant Video: 9%
Blockbuster On Demand: 8%
VEVO: 5%
Vudu: 3%
CinemaNow: 3%
20
LMX Family (U.S. Online Consumers) Wave 4, 2012. Parents A&U; Base provided above.

21. Preschoolers’
Ecosystem
21

22. Preschool families are increasingly connected
Nearly half of owners
(47%) say they “Have
Downloaded App/Content
Specifically For Their Child”
(vs. 39% in 2011)
55% of preschoolers
whose family owns a
tablet allow them to use it
Green = significantly higher than 2011, Red = significantly lower than 2011 at the 95% confidence level
22
LMX Family (U.S. Online Consumers) Wave 3, 2011 and Wave 4, 2012. Child A&U; Preschool HH n=684 for 2012.

23. Among device owners, the tablet computer is the top device for
co-viewing videos online
Parents of Preschoolers 5 or under: Watched Video Online w/Child
Past Week by Device
Floating Base: Among Family/Child Device Owners
62%
50% 48% 48%
40% 36%
Tablet Computer Laptop Computer Desktop Computer Netbook Cell Phone That iPod Touch
Can Access The
Internet
Red = significantly lower than Tablet Computer at the 95% confidence level
23
LMX Family (U.S. Online Consumers) Wave 4, 2012. Parent & Child A&U.

24. Preschooler behavior changes with access to new devices
YoY change 2012 2011
Watching TV Using VOD +4% 21% 17%
Playing Games On A Cell Phone +7% 21% 14%
Watching Videos On A Cell Phone +7% 17% 10%
Watching Streamed Video To TV N/A 25% -
Playing Games On A Tablet N/A 11% -
Watching Videos On A Tablet N/A 10% -
YoY change 2012 2011
Playing With Toys -6% 83% 89%
Playing Outside -7% 69% 76%
Watching DVDs -10% 59% 69%
Watching Live TV -12% 58% 70%
Reading A Book/Magazine -10% 56% 66%
Listening To Music On CDs -12% 46% 58%
Playing Elec. Educational Games -5% 31% 36%
Going Online -8% 18% 26%
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LMX Family (U.S. Online Consumers) Wave 3, 2011 and Wave 4, 2012. Child A&U; Preschoolers n=684 for 2012.

25. Ready or not, here they come!
Donna.Sabino@Ipsos.com
www.Ipsos-NA.com/Kids
Thank you