Children and teens (aged eight to 18) in the US are viewing 15.5 hours of media each week, according to a new survey by global consultancy PwC.
The survey, which was conducted between May and June 2015, found that children spend more time viewing media and playing video games as they get older, with 15-18-year-olds spending around three more hours a week than eight to 11-year-olds.
The survey points to 12-18-year-olds as the key age group for brands across media types. They claim to spend the most time viewing media overall, are more aware of media options and brand websites, and feel strongly that they have influence and control over content viewing at home.
Perhaps surprisingly, the survey found that kids and teens prefer to watch most media content on TV, with the exception of short-form video on their mobile phones and gaming on their laptops.
Respondents ranked streaming TV shows as their favourite type of content, followed by cable drama or reality series and video games. The least favoured content was news and live events. This emphasises the importance of on-demand viewing. "What I want when and where I want it continues to be the mantra for media consumption among kids and adults," the report concludes.
Children's viewing habits may also be shaping the type of content entering households: 82% of kids and teens believe they are somewhat or very influential in viewing decisions. See our recent post about Gen Z's influence on their parents for more. Marketing to Kids provides strategies to reach this important demographic.