Kid’s Usage of Smartphones and Tablets Outpaces All Other Electronics

Port Washington, NY, Sept. 22, 2014 – Kids’ usage of smartphones and media tablets outpaces their usage of all other consumer electronic devices in U.S. households, according to Kids and CE: 2014, the latest report from global information provider, The NPD Group.

Seventy-one percent of households with a child age 4-14 reported owning a smartphone in 2014, up from 55 percent in 2012. Furthermore, incidence of ownership of media tablets doubled between 2012 and 2014, growing from 21 percent to 43 percent, respectively. Among those with kids in the household, 35 percent said that their child uses a smartphone, up from 21 percent in 2012. For media tablets, the figure was 31 percent, up from thirteen percent in 2012.

Personal ownership of consumer electronic devices among children age 4-14 slightly bucks the trend the data have shown thus far in that portable devices were the only device group to exhibit steady increases in ownership among the children themselves. Rather than growing, incidence of personal ownership of cell phones, including traditional cell phones and smartphones, held steady at 19 percent in 2014.

Pricing rises to the top of the list
The main reason cited by consumers for purchasing a consumer electronic device from any retailer is pricing, and it is a particularly important consideration among those who purchased from mass merchants. Sales support/services as a reason for purchase becomes more meaningful to consumers who purchased from electronic/specialty retailers. In most instances, regardless of the device, pricing, technology, and features dominate the decision making.

“Technology devices are as much staples for American families as traditional toys, perhaps more so considering their ability to engage with almost any member of the family,” said Juli Lennett, president of the Toys division at The NPD Group. “Marketing smartphones and tablets for family use, rather than the traditional primary user, and offering pricing and payment options to meet the needs of families, will engage this audience even further.”

Methodology
An online survey was fielded from May 22, 2014 through June 9, 2014 to members of NPD’s online panel. The survey was completed by 3,028 individuals age 22 and older with a child in the house between the ages 4 and 14. Respondents were asked to bring their child to the computer to help them complete the survey. Those with more than one child in the specified age range answered for a randomly selected child. Household metrics, such as ownership and recent purchasing of consumer electronic products, were collected among all respondents. In order to qualify for the remainder of the study, the respondent’s child had to use at least one consumer electronic device being measured in the study.


Related Press Releases

Desire for Bigger Screens Is Driving Replacement TV Purchases in the U.S.
Desire for Bigger Screens Is Driving Replacement TV Purchases in the U.S.

Consumers are purchasing bigger and better TV screens. According to the TV Ownership Trends Report from NPD Connected Intelligence, 40 percent of U.S. consumers who replaced a TV over the last two years were most motivated by a desire to purchase a bigger screen.

Unit Sales of Voice-Enabled Speakers in the U.S. Were Up 36 Percent Heading Into the Holiday Season
Unit Sales of Voice-Enabled Speakers in the U.S. Were Up 36 Percent Heading Into the Holiday Season

The NPD Group's new Streaming Audio Speaker Total Market Report reveals voice-enabled speaker sales in the U.S. were up 36 percent and 15 percent in unit and dollar sales, respectively, year over year.

2018 Baker’s Dozen +1: Stephen Baker’s Annual Holiday Expectations
2018 Baker’s Dozen +1: Stephen Baker’s Annual Holiday Expectations

Superior screens, advances in audio, and all things ‘smart’ will be hot this holiday. See more holiday consumer electronics predictions from NPD’s technology industry advisor, Stephen Baker.

Nearly Half of U.S. Smartphone Owners Report Shopping on Their Device
Nearly Half of U.S. Smartphone Owners Report Shopping on Their Device

The role of the consumer device is evolving, as content that was once the domain of the computer continues to migrate to smartphones. In fact, 45 percent of smartphone users now report they shop online via their device.


Press Contact

David Riley
917-543-5465
david.riley@npd.com

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.