According to a survey conducted by U.S. media consulting firm Minor & Company Studios, mobile devices have become more appealing to children than traditional television, as reported by Ad Age.
The company surveyed 800 U.S. parents with children aged 2 to 12 who own mobile devices about their children's media consumption habits. The results showed that 57% of respondents—more than half—said "children prefer watching videos on mobile devices over television." When asked what children would choose between candy and watching videos if forced to pick one, 41% of parents answered "they would choose videos."
The survey also revealed that in over half of households, when children behave inappropriately, devices are taken away as a "punishment," with TV viewing offered as an alternative. Fifty-eight percent of children own their own personal mobile device.
Robert Miner, CEO of Miner, analyzed that children prefer viewing on mobile devices because "they likely feel a sense of 'autonomy' not found with TV." Indeed, a boy featured in a video compiling Miner's interviews stated, "iPads are cool because I can control them myself."
These viewing trends among children appear to be significantly impacting the television industry. According to Nielsen data, since January this year, the "C3" ratings (combining live viewing on the broadcast day and DVR viewing within the following three days) for most children's television networks have been sluggish. Among them, Viacom's Nickelodeon saw a particularly sharp decline, recording a 30% drop in ratings for children aged 2 to 11.
