REPORT Kids and Apps

Transcription

1 Exclusive REPORT 26 Kids and Apps

2 TKWM 26 Editorial Digitalisation of families continues apace % In the third annual survey on the use of mobile devices, we questioned a total of 2086 parents and it became clear that families are using an increased number of mobile devices, primarily because children are now being given their own devices. Almost all children aged 13 now possess at least a smartphone and at least a smartphone or a tablet, if not both. The preferred operating system by some way is Android by Google, and not just for smartphones but more recently also for tablets: over 5 of families now have an Android tablet and twice as many families are now using Android tablets than ipads. We went more in depth in some areas this year and asked parents what equipment their devices have, which services are active and how the devices receive updates. The study also reveals parents motivations and what type of apps children use. This document gives a broad overview of the results of the study. If you are interested in the details of a particular question, please feel free to get in touch with us. We will then find the relevant facts for you. Contact: KB&B - The Kids Group fact - Family Access Tool Moritz Nolte Schellerdamm Hamburg Phone: Chapter : Mobile devices in families Devices used by family and operating systems Results of general questions n = 2086 parents Does your family own one or several smartphones or one or several tablets? Which operating system do the smartphones use? % 6.21% 1.53% % 27.75% 66.87% 6.98% 1.79% 1.54% 4.29% % 6.86% 0.96% 1.82% 3.36% ios (Apple) Blackberry (RIM) Smartphones Tablets Android (Google) Windows Phone (Microsoft) others don t know 2

3 24 Which operating system do the tablets use? 3.71% % % % % 2.84% 24.81% 47.23% 26 Chapter TKWM % 0.48% 1.73% 3.55% 25.93% 51.73% Storage, services and updates How much storage does the device have? 05 Which services are normally active? > 4 Gb = GPS 5% 12% 27% 18% 1 3% 1% 27% > up to 8 Gb > up to 16 Gb > 32 Gb > up to 64 Gb > 128 Gb < 128 Gb = don t know 16% 18% 6 22% 14% 0,5% 12% = Game centre, Google Play = Wireless LAN = Mobile data = Bluetooth = NFC = Social Media Does your child have his/her own smartphone or tablet? 08 How do apps receive their updates on this device? 5 07 Usage: What type of device does your child use the most? Windows Phone & Smartphone 05 Android Smartphone Android Tablet Apple iphone Apple ipad 09 = not updated 6% = automatic updates = manually, once a week = manually, once a month 05 = update when remember Do you check the size of apps? No (N) 54% 54% 13% 9% 18% Yes (Y) 46% Household net income Below 900 Up to

4 TKWM 26 Chapter Chapter : Children s usage Duration of use How often is your child allowed to use a smartphone? How often is your child allowed to use a tablet? rarely Daily 1-2 times a week 3-5 times a week Always (e.g. if your child has his/ her own device with unlimited access 6 Location where device is used and monitoring Where does your child use his/her device? If your child uses an app, does someone monitor your child s use of the app? % % 6 6 When waiting At a friend s At school On the go At home My child uses the app alone My child uses the app with other children My child uses the app with parents/adults 4

5 Chapter TKWM 26 App content and social media What apps does 05 your child use? 06 How much time does your child spend using mobile devices each week? % % 6 6 Video/audio Painting/creativity Communication/social media Reading/reading aloud Advice Knowledge/learning Playing + 5 h/per week 1-5 h/per week - 1 h/per week not at all 07 What kind of games does your child play on mobile devices? 45% 3 15% 42% 11% 11% 12,5% 26% 24% Adventure Logic Learning Strategy Puzzle Skill Video 08 Does your child sometimes watch videos on a mobile device? 09 Which apps do you use if your child wants to watch a video? 82% Yes 18% No 5

6 TKWM 26 Chapter Chapter : Parents as gatekeepers Motivation and rules You allow your child to use apps. What s your motivation? Do you have clear rules for when your child uses apps? 20 = Yes, we limit the time spent 25% 10 = Yes, we limit the content accessed 9% 6 = Yes, we limit the time spent and content accessed 59% Child is interested Getting child used to device/interacting with digital media Child should have fun Child should learn something = No, there are no specific rules7% Child should be able to keep in touch with friends Keeps child occupied App store and recommendations Do you review apps in the relevant app store? How do you get recommendations for new apps? = Yes, regardless of whether I give a positive or negative review = Yes, but only to give a negative review 2 2% 6 45% 3 = Yes, but only to give a positive review 4% 15% = No, I do not review apps 74% App store Television Internet Play store ads reviews Media Friends App ads Acquaintances Parents: born in the 90s Parents: born in the 80s Parents: born in the 60s Parents: born in the 50s Parents: born in the 70s 6

7 Chapter & TKWM 26 App content 05 Do you read the notes for parents that are available for many apps? Household net income Yes (Y) up to Chapter : Pay for apps? Price points and differences How much would you be willing to pay for an app that your All Mothers Fathers Game app 1.72 child wants? Learning app 1.99 Reading aloud/ picture book app Music/ video app Creative app What is the maximum you would pay for a very good app for your child? 71.39% 58.% 44.75% 40.% 16.34% %

8 TKWM 26 Chapter 05 Payment models 05 Which payment models do you prefer for the apps that your child uses? = 1 x download payment, no additional costs 4 = Free download + additional in-app payments = Prefer offers for free apps from brand manufacturers = Apps should not cost anything, happy to have in-app advertising 9% 05 = Apps should not cost anything, happy to give personal details in return 23% 22% 6% Have you already paid for additional content in an app that your child uses? No (N) 81% Yes (Y) 19% Chapter 05: Favourite apps Favourite apps What are your child s favourite apps? Children from 1-5 overall Children from 6-9 overall Children from overall n = 2086 parents with children between 0-13 years participated in the study. The study is representative of families who use the Internet. The answers were collected in an online survey. 8