Kids are disrupting the digital media space and have become an important target group for marketers, according to Marcus Hermann, Chief Operating Officer of TotallyAwesome.
With the largest kids’ digital engagement platform in the world, TotallyAwesome reaches 400 million kids globally each month. Every single day 170,000 new kids go online – that’s 62 million new kids a year discovering the digital space.
TotallyAwesome’s most recent APAC research study on kids, including those in India, revealed that 69% of kids in India would prefer internet over television, and this number is likely to reach 100% next year. Incidentally, this number was below 50% last year.
TotallyAwesome’s annual Kids’ Digital Insights Study was conducted across 14 markets – including Australia, China, India, Indonesia, Japan, Malaysia, Singapore and Thailand – with a sample size of over 4900 kids (aged 4 to 16) and families.
According to the study, the most widely-used social media platforms for kids between 4 and 12 are YouTube, Facebook and Instagram. A child in APAC will spend an average of two hours online per weekday, and 2.5 hours per day on weekends. In India, the smartphone is the kids’ favourite device by far, ahead of the television set and the tablet.