2015-08-05-尼尔森-Kids_Audience_Behavior_Across_Platforms_30页_5mb

报告摘要

Traditional TV: Remains the primary media consumption platform for all age groups despite a slight decrease in weekly viewing time.
Mobile Growth: Mobile devices show widespread adoption among children and are becoming increasingly integrated into media behavior, especially video watching and gaming.

Teens: Decreasing TV viewing time (≈2 hours decrease from 2011 to 2014) with continued higher overall media engagement.
Kids 2-4: Primary drivers of overall media consumption and active co-viewing with adults; shows strong preference for children's programming and games.
Age 8: marks a significant shift in behavior; kids become more independent content consumers, spending more time online and less on TV.
Kids 8+: Simultaneous TV and computer usage has been declining since 2011. They increasingly consume more informational and social-content websites.

Overall: Higher co-viewing rates for younger children. Decreases across platforms as children mature.
Computers: Lower co-viewing compared to TV; when children do co-view, they tend to prefer interactive activities like online games.
Mobile: Initial data shows younger children more likely to co-view videos on tablets than through smartphones.

Tablet Use: Highest adoption rate by young kids (especially ages 2-4), but usage decreases with age.
Smartphone Use: Increasingly common among older kids (candidates for “driver” status); adoption significant among teens.
Activities: Both devices are heavily used for videos, apps, gaming, and social networking; usage patterns vary by type and age.

TV remains foundational for child media use but is declining slightly over time.
Age 8 is a pivotal developmental stage in shifting media behaviors, independence, and platform usage.
While traditional computers are being replaced by mobile devices, TV usage remains strong, possibly supplemented by mobile as a primary driver for video content.