MEDIA – Watch streaming Violetta or series Naruto adventures, share with their friends or to fight their avatars on Dofus, these activities are- they become the everyday life of 7-12 years?
Comfortably anchored in our daily lives, the Internet has redrawn the contours of our consumption habits. Purchasing, processing information through recreation, no pan is spared, for all generations. And if a generation was to undergo more profound changes than others in recreational activities, the digital natives and especially the “7-12″ pivotal age of discovery recreation would probably the first affected.
A tenfold increase opportunities
It is true that we speak here of the first generation to have, at this age, a range of media consultation / communication infinitely larger than its predecessors. The cause? A massive arrival of smartphones and tablets in French homes in 2014 reaching 61% and 46% completed by a widely democratized Internet access in French households (80.4% in 2014). This multiplication of screens and thus the potential is naturally reflected in 7-12 years by increasing the time spent on the internet (in 3 years, time spent per week on the Internet has increased from 4:30 to 5:30).
Internet for entertainment “pioneers”
From there arises the question of activities carried out on the Internet by 7-12 years. And we see that these activities are almost the same as they practiced before the arrival of the internet. Thus 82% of them watch videos (cartoons, children’s programs, series, etc.) and 56% consult the replay (eg Tfou Max, Gulli) when 62% play games online video. The video and video games, two pioneering activities with playing for this age before the advent of the Internet, which are today the most practiced activities on computers, tablets and smartphones all confused.
To increase the overall entertainment consumption
Therefore, the democratization of Internet does mark the decline of these activities on traditional media says? It is clear that it is not. Indeed, the “small screen” remains by far the most popular medium of 7-12 years (9:30 per week). Followed by two other key activities: video games and reading whose practice continues to grow in recent 3 years. Internet has thereby generated a massive increase in global consumption of entertainment in 7-12 years. In contrast to their elders, for whom the Internet consumption has come at the expense of other entertainment.This increase can be explained by two reasons:
- the still strong presence of parents in the entertainment discovery process, focusing on traditional media (TV, book …)
- The child will consume itself through means of digital.
Autonomy, wealth, content personalization and customized: the perfect combo
But then why are they so attached to 7-12 Internet while they consume the same content as the media Traditional?
First, promoting the consumption of “anywhere, anytime” Internet gives them, compared to past generations, a much greater autonomy and conciliatory. Nothing prevents such check on their other tablet adventures of “Tom-Tom et Nana” after reading their “I like to read” monthly. And with the approval of parents.
On the other hand, the autonomy acquired allows them to translate their commitment “to be more adult” and that, through access to content for a higher age bracket. So they can watch an episode of “Nicky Larson”, initially for a teenager target, and that will be generated by the YouTube algorithm at the end of the consultation of a cartoon episode dedicated to him 7- 12.
Other attachment factor, richness and complementarity of content offered. As seen above, this generation is the only one to be able to consume more and more content, require that only internet can fully satisfy. So after “swallowed up” several episodes of “Ninja Turtles” after the young surfer will fight the terrible “Shredder” through an online video game and entertainment prolonging his time.
Finally, ages 7-12 are particularly fond of the possibility of a customized program. If a boy is a fan of manga, he can view exclusive episodes of “One Piece”, “Naruto” or “Bleach” he likes without having to wait the end of an episode of “Winx Club” that have suffered while watching TV.
So many showing that the 7-12 years do not consume the same on internet contents intended for them. One way to entertain freer, more responsive and rich as in traditional media.
A huge untapped potential
Today, offering multiple opportunities for those 7- 12 years, Internet has developed their autonomy and increased their vis-à-vis requirement of choice of content offered to them. Besides having to analyze how and where to deliver their messages and content to 7-12 years, brands and youth sector actors are now obliged to offer a diversity and complementarity of content echoing those already offered on the conventional carriers.
issues may seem complex, but much potential with this target in its ability to consume more entertainment. This generation is indeed the first to be active in their research processes by mastering digital tools instinctively and much better than his parents.
This provides an opportunity for brands targeting much more precise and quantifiable on Internet. In the near future, brands will reflect more only in terms of presence on a particular TV channel at a specified time range. They will have the ability to target a type of content (cartoons, online games, reading, etc) on the types of platforms for a more accurate profile child. This active child profile that may, in one click, discover the contents of the brand instead of the TV for example.
Finally, it is an opportunity for brands like actors youth sector who have not yet taken the step of creating a real powerful digital ecosystem. An ecosystem that would have the capacity to build a virtuous circle of varied and complementary content allowing children to meet their perpetual discovery requests, and to bridge the gap with existing content on the off line. Imagine the
is to provide a capture 7-12 via a display ad on the web relaying to a program of your YouTube channel. Then, at the end of the episode, with a push, it visits your content platform and can download origami of his favorite characters to ride with her parents. And while taking care to subscribe itself to your system and your newsletter to discover even more recurrently content. This is one of many scenarios as trademarks, licenses and distributors might consider. Scenarios where connected TV will also complement the range of digital possibilities offered to ages 7-12.
As you can see, with such a receptive audience required, it is essential for actors to 7-12 years, to create a digital strategy complementary on-line to an existing offline content
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