MERCADEO Versión en español
Brands must adapt their content to multiple platforms to attract children
Maye Albornoz| 10 de julio de 2015
Los niños disfrutan ver sus contenidos favoritos cuándo y cómo quieren
For millennials and their younger siblings, TV is no longer the most attractive screen. Research from Miner & Co. Studio revealed that 57% of parents surveyed stated that their children prefer consuming contents on mobile devices.Smartphones and tablets are so popular among children that almost half of the 800 parents surveyed declared that at some point they have used restriction of mobile devices as an effective punishment method.For Robert Miner, CEO at Miner & Co. Studio, it is difficult to predict how these findings will impact the future of TV, but consequences are already obvious on Nielsen ratings. Some of the most important US chains, devoted to broadcasting children’s contents, have reported a more than 30% decrease among 2 to 11 year old children.For the executive, one of the main reasons why children prefer mobile devices is the autonomy in the choice of content and the moments to enjoy it, a feature that TV does not offer. However, participating parents also said that 39% of children see the same content on different devices at the same time.Brands that expect to reach this group will have to restate their strategies and adapt their contents to multiple platforms if they don’t want their small and demanding clients to turn their gaze towards the competition.
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