Kids’ Usage of Smartphones and Tablets Outpaces Other Electronics, Says NPD

NPDGrouplogoAccording to Kids and CE: 2014, the latest report from The NPD Group, kids’ usage of smartphones and media tablets outpaces their usage of all other consumer electronic devices in U.S. households.

Seventy-one percent of households with a child ages 4 to 14 reported owning a smartphone this year, up from 55 percent two years ago. Furthermore, incidence of ownership of media tablets doubled between 2012 and this year, growing from 21 percent to 43 percent, respectively. Among those with kids in the household, 35 percent said that their child uses a smartphone, up from 21 percent two years ago. For media tablets, the figure was 31 percent, up from 13 percent two years ago.

As far as personal ownership of consumer electronic devices among children ages 4 to 14, portable devices were the only device group to exhibit steady increases in ownership among the children themselves. Incidence of personal ownership of cell phones—including traditional cell phones and smartphones—held steady at 19 percent this year.

The main reason cited by consumers for purchasing a consumer electronic device from any retailer is pricing, and in most instances, pricing, technology, and features dominate the decision-making regardless of the device.

The NPD report was informed by an online survey fielded between May 22 and June 9. It was completed by 3,028 individuals age 22 and older with a child in the house between the ages 4 and 14.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.

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