Patricia McDonough, SVP Insights, Analysis and Policy, The Nielsen Company
American children aged 2-11 are watching more and more television than they have in years. New findings from The Nielsen Company show kids aged 2-5 now spend more than 32 hours a week on average in front of a TV screen. The older segment of that group (ages 6-11) spend a little less time, about 28 hours per week watching TV, due in part that they are more likely to be attending school for longer hours.
| Average Weekly TV And Peripheral Consumption | |||||
|---|---|---|---|---|---|
| Among All Kids 2-5 | |||||
| Total | TV | DVR | DVD | VCR | Game Console |
| Over 32 hrs | 24hrs 51mins | 1hr 29mins | 4hrs 33mins | 45mins | 1hr 12mins |
| Among All Kids 6-11 | |||||
| Total | TV | DVR | DVD | VCR | Game Console |
| Over 28 hrs | 22hrs 9mins | 59mins | 2hrs 28mins | 18mins | 2hrs 23mins |
This trend of increased viewing among children mirrors the overall increase in media consumption we’ve been tracking over the last two years across TV, Internet, Games and Mobile phones. And much like their older family members, the majority of viewing for these kids is still done watching live TV.
Very Early Adopters
While 97% of kids’ viewing is through live TV, younger kids spend more time than the older group viewing via DVR, DVD and, to a lesser extent, VCR. Four percent of kids aged 2-5 watch via those devices on average across total day compared to 2.3% for those aged 6-11. Their considerable use of these devices at a young age points to them being able to adopt new devices comfortably as they grow up.
One more thing younger kids do more than those age 6-11 is watch more commercials. Young kids also watch commercials in playback mode more than older kids and adults, as well as watch their favorite shows over and over and over on DVD, VOD and DVR.
Older kids may not use the DVR, DVD and VCR as much as the very young, but they spend twice as much time playing video games — 2 hours 23 minutes a week compared to 1 hour 12 minutes for those 2-5. Internet usage among older kids is also significantly higher as nearly half of kids 6-11 spent time on the Internet in August versus 20% of kids 2-5.
[...] 2-11 are watching more TV than they have in years with TV viewing at an 8 year high. Kids 2-5 spending more than 32 hours a week in front of a TV screen (includes DVD, video games, [...]
[...] Nielsen says Kids 2-11 are watching more television than they have in years. The under six set averages 32 hours or more in front of the set each week with Children ages 6-11 clocking in at 28 hours. The ratings company notes that their time is less because of that whole “school” thing which gets in the way of TV. [...]
[...] episode comes as Nielsen announces results from a study of US children’s TV habits. It found that children age 2-5 spend some 32 hours a week in front of the television, and that for [...]
[...] spend more than an entire day in front of the television each week. According to research from media tracking firm Nielsen, television viewing among children is now at an eight-year high. [...]
Parents today are to preoccupied to take the time to pay attention to what their kids are acually doing. I believe television is kids substitute for the parents.
tv is used as a baby sitter where parents don’t have to interact with their children. we say they are educational programs or vcr but we don’t watch with or interact with the child(ern). When they get a few years older they keep watching or playing games without us , this is still the baby sitter (keeps them out of trouble we think) but what really are they learning. What quality time are they getting. what us time have they recieved.
[...] go out and buy the newest gadgets, you might want to think about the recent findings released by Nielsen. Kids ages 2 to 5 watch on average 32 hours of television a week, while 6 to 11 year olds watch [...]
[...] according to this study, kids aged 6 to 11 also watch more commercials than older kids or adults. Thanks to the wonders of DVR, they also watch the same programs over and over [...]
[...] maybe. It appears that TV viewing among kids is at an eight year high. But if watching a lot of TV increases aggression, one might think that the deleterious effects [...]
I am trilled to be able to share this information in an effort to help people realize the opportunity we are missing. It is my goal to create greater understanding of how children’s brains optimally develop. In this work, I continuously emphasize that interaction with real people and real objects is what children’s brains need most. We have a wonderful opportunity to positively impact the physical development of children’s brains in the early years, but for the most part we are not taking advantage of that opportunity. We all benefit from well developed brains. So, it is critical that everyone realizes that what we need to promote most is loving interaction and play!
[...] other research has found that younger kids – ages 6-11 – the up-and-coming generation – are watching more television than they have in years. This increased viewing among kids mirrors the [...]
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