that markets or sells products to kids needs to be aware of the
role of these CE devices in their lives.
Anita Frazier, industry analyst, The NPD Group
|"More than twice the amount of kids personally
own portable digital music players and digital cameras
this year versus 2005."
On average, kids ages 4 to 14 are
using consumer electronics (CE) devices six months earlier than
they were in the 2005 study, according to
The NPD Group's
recently released report, Kids and Consumer Electronics II.
According to the report, both CE devices and video game systems
are becoming more entrenched in the lives of kids today, with
nine of the 11 CE devices measured in the study being used more
today than in the past.
Portable CE products are showing strong growth in usage and
purchase intent, especially among older kids. Purchase intent
for kids is highest for "hot ticket" items such as digital
cameras, cell phones and portable video game systems, which are
all leaders and/or big gainers in terms of kids' personal
ownership & usage.
Overall household ownership shows desktop PCs, DVD players,
non-portable televisions and cell phones dominating, with
digital cameras, portable digital music players and laptop
computers gaining ground. In terms of personal ownership, more
than twice the amount of kids personally own portable digital
music players and digital cameras this year versus 2005, while
cell phone ownership is up by 50 percent.
"Any business that markets or sells products to kids needs to be
aware of the role of these CE devices in their lives," said
Anita Frazier, industry analyst, The NPD Group. Frazier added
that today's kids are digital natives whose activities are
fundamentally different than previous generations.
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