NPD: More Children Using Handheld Games, PCs

The NPD Group has released a new report titled “Kids and Consumer Electronics II”, that indicates homes with children under 14 are more likely to to have a PC than a television, while children in the home are more apt to own a video game console than a personal TV. The study was comprised of internet surveys of 3,540 individuals aged 25 and older with children ages 4 to 14 in their households. According to the report, children aged 4 to 14 were found to be using consumer electronics six months earlier than they were a year prior. The report also found that portable electronics such as handheld game systems showed strong growth in usage and purchase intent, especially among older children. “Any business that markets or sells products to kids needs to be aware of the role of these CE devices in their lives,” said Anita Frazier, industry analyst, The NPD Group. “Today’s kids are digital natives whose activities are fundamentally different than previous generations, making the information within this report critical for more effective product development and marketing strategies.” According to the NPD report, the top products personally owned by children were video game systems, with just over 40 percent of households surveyed, followed by CD players at just below 40 percent, and televisions at 31 percent. The most predominant electronic device in homes with children aged 4 to 14 was a PC, with an impressive 94 percent of those surveyed indicating that they own a computer. DVD players and televisions were also ranked highly in the report, at just below 90 percent.