It is pretty much a no-brainer that touch interfaces seem made for kids. But publishers still need to understand just how much the tablet has become a content platform that families share with their children. According to new Nielsen research 70% of children in households with a tablet device are using it. That represents a 9% increase in just the most recently studied quarter of 2011 (Q3 vs. Q4).
Among the most common activities on tablets for children is gaming (77%) followed by educational apps (57%). And not surprisingly families use tablets as pacifiers and babysitters. The study found 55% of families with tablets had children using them to pass time while traveling, and 41% used them in restaurants. The babysitting factor has been known among mobile content providers since the emergence of rich media even on pre-smartphone gadgets. When the first higher speed data networks emerged five years ago for mobile video services on Verizon and Sprint, both providers discovered early that Sesame Street and SpongeBob Squarepants offerings suddenly rocketed to the top of the charts. Handing a child the adult’s cell phone on which to access kid entertainment was quickly became a parental reflex among early adopters. In fact, on-demand video and TV remains among the most popular activities on tablets for kids. Nielsen finds 43% of tablet-enabled children are watching some form of TV programming.
For publishers of service content on the tablets, the opportunity seems clear. Providing kid-friendly fare in app form to parents lets you become the trusted source for content they are accessing anyway. Parent-focused brands could even become a trusted gateway to aggregated content. Video provider MeFeedia, for example, enables video feeds for a number of major networks online and over devices. Seeing the explosion of interest in children’s streaming media on tablets, it released in December a Kids Video app that aggregates and curates kid-safe video from across multiple online sources. The default providers for the iPad are not kid-focused. Most parents do not want their kids loose on YouTube or perhaps even in the app store. Publishers who already have the ear and respect of parents are in a good position to provide these family-friendly portals into kid-safe alternatives