We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Brief Published: 29 Nov 2013

Nickelodeon Consumer Insights

Extra
Children

Today’s children are developing a mindset distinct from their millennial predecessors, according to new insights from US children’s entertainment company Nickelodeon. Its study, The Story of Me, was presented to advertisers earlier this week and provides new insights into the emerging behaviour traits of US children born after 2005.

"We're in an important generational moment as the millennials age up and these younger, post-millennial kids take their place," said Ron Geraci, executive vice-president of research and planning for Nickelodeon.

The report identifies key shifts in the attitudes of today’s children. They are closer to their parents than previous generations – eight in 10 children say they wish they could spend more time with their parents. They place a high value on intelligence and humour and, in contrast to the millennial generation, believe being different is more important than fitting in when making friends.

Nickelodeon also highlighted key statistics on media use among the under-10s, including:

  • Children’s media consumption stands at nearly 35 hours per week on average – an increase of 2.2 hours since 2009.
  • TV still rules as the most popular entertainment medium – which has risen by 12% over the past nine years – but mobile devices are growing in importance.
  • Gaming is the number one activity across all devices.

For more on how technology is changing the experience of growing up, see Children’s Media Use 2013 and Touch-Screen Toddlers.

PANTONE®TPX
COATED
RAL
RGB
HEX
NCS