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Brief Published: 29 Nov 2013

Nickelodeon Consumer Insights


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.