iPad Now #1 Brand Among Kids 6-12 – Digital Entertainment Replacing Traditional TV

The iPad’s introduction five years ago forever changed the way kids and families consume entertainment, and it is now the #1 brand among children 6-12, according to findings from the 2014 Young Love study, the nation’s largest survey of brands among youth and families. The annual study, conducted by leading youth and family research firm Smarty PantsÆ, ranks more than 250 brands each year. In 2014, Apple’s iPad trumps iconic kid brands such as McDonald’s, Toys”R”Us, Nickelodeon, and Disney.

“iPad’s number one status among kids represents the culmination of the ‘tablet takeover’ ñ a movement from shared screens and TV network dominance to curated content on personal devices,” says Wynne Tyree, president of Smarty Pants. “Kids increasingly turn to iPad for games, TV shows, videos, books, homework help and communicating with friends and family.”

Kids see the iPad as the all-in-one digital tool, giving them a unique sense of independence. It is a highly personal portal that is easy to use for kids of all ages. A 9-year-old boy explains, “I can watch YouTube and play Minecraft and use the Internet anywhere I want. And I don’t have to share.”

Tyree notes that iPad’s march to the top has been dramatic. “In just five years, the iPad has risen from ranking 109th to being kids’ favorite brand. Early on, it captured the hearts of tweens and middle and upper class families, but iPad is now an indispensable part of childhood for the masses.”

Digital entertainment overall is seeing a surge among kids and families, with brands such as Netflix, Hulu, Amazon Instant Video, Android, and Samsung posting noteworthy increases in Kidfinityô ñ a measure of kids’ awareness, popularity, and love for a brand. Along with iPad, these devices and services provide entertainment that is “always on.” Offering seemingly endless options, tablets and digital content providers are meeting contemporary kids’ needs ñ with fun and connectivity never more than a tap away.

Methodology

Young Love is conducted online among a representative sample of U.S. households with children ages 6-12. In 2014, a total of 256 consumer brands across more than 20 categories were evaluated as part of the three-month study of 6,661 children and their parents. Kidfinityô scores are a composite measure on a scale of 0-1000 that factor in brand awareness, love and popularity.

Smarty Pants, LLC is a market research consultancy with offices in New York, San Diego, Boston and Johnson City, Tenn. The firm conducts youth and parent research and guides marketers on brand positioning, new products and consumer trends. For more information on Smarty Pants and the Young Love study, visit:
http://www.asksmartypants.com