David Kleeman - Changing Media, Changing Content, and Changing Minds

I Read, You Read, E-Read!Launch Kids - January 2015

PlayCollective is a consumer research, product and brand development group

that helps organizations better UNDERSTAND and ENGAGEkids, families, the next generation of consumers and their communities

WE CONNECT THE DOTS!

Print &

Digital PublishingCable, TV & Film

Non-profits &

Associations

Real World &

Digital Integration

Digital Entertainment &

Consumer Products

Education &

Global Citizenship

Confidential 2 © 2015 PlayCollective

The ABC of Kids and E-Reading 1-3

January 2013

• Over half of all kids e-reading

• 85% of those doing so ≥ 1x per week

Summer 2013

• Unique “back to school” study

January 2014

• 67% e-reading

• 92% of those ≥ 1x per week


The ABC of Kids and E-Reading 4

Online survey in 10/14

• 1140 families contacted; 752 had children

who e-read *

• 67% is same as 1/14; up from 54% in 1/13

• 92% e-read ≥ 1x/week is same as 1/14;

up from 85% in 2013)

* Child 2-13 who reads digital books on

at least one device in the household


Left to Their Own Devices…


82%

73%

64% 63%

27%

82%77%

64% 62%

26%

72%

85%

41%

63%

31%

Tablet Computer E-reader Smartphone Children's e-reader

Device OwnershipWhich of the following do you have in your house?

January 2015

January 2014

January 2013

Top Devices by Age:

2-5: Kids Tablet, iPad (exc. Mini), Kindle

6-9: Kids Tablet, iPad (exc. Mini), Kindle/Fire (tie)

10-13: iPad (exc. Mini), Computer, Kindle/Fire (tie)

Most Common Devices for E-Reading


82%

76%

43% 41%

73%71%

41%

34%

48%

57%

43%

37%

Tablet E-reader Computer Smartphone

January 2015

January 2014

January 2013

Which devices does your child read ebooks on at least once a week?

81% 80%75% 75%

61%

74%

82%

68%63%

KindleFire HD

iPadMini

KindleFire

iPad (allbut Mini)

OtherTablet

January 2015

January 2014

“Books don’t just compete against books”

Compared to 2011, in 2013 kids spent:

• :12 less per day watching TV

• :09 less watching DVDs

• :06 less using a computer

• :04 less playing video games

• :10 MORE using smartphones/tablets


https://www.commonsensemedia.org/research/zero-to-eight-childrens-media-use-in-america-2013

https://gigaom.com/2014/12/02/amazons-bezos-thinks-ebooks-made-the-book-industry-healthier/

What’s “Better”: Print or eBook?

Lois Lowry:

“If an e-book doesn’t grab my attention, I

dump it too quickly…[But,] we need to

learn to live with them. You just want to

be careful there are no games or other

distractions on the device.”


http://www.nytimes.com/2014/12/14/fashion/holiday-gifts-giving-children-books.html?_r=1

http://www.literacytrust.org.uk/news/6268_technology_engages_boys_and_poorer_children_to_read_for_longer

UK Literacy Trust Study:

Twice as many boys as girls look at or

read stories on a touch-screen for longer

than they look at or read printed stories

Do Parents Prefer Print or Ebooks?


Parents say…

• their kids prefer reading ebooks

(41% / 27%)

• they prefer reading print books to

them (23% / 44%)

• ebooks and print are equally good

for their kids’ learning (27% / 27%)

• > 50% of kids requested an ebook

they own in print (and vice-versa)

Enhanced Features: Aid or Distraction?

35% of parent reported

greater willingness to

purchase an ebook if it

has enhanced features

(+30% from 2014)


http://www.theguardian.com/science/head-quarters/2014/dec/15/shiny-appy-children

http://www.joanganzcooneycenter.org/wp-content/uploads/2012/07/jgcc_ebooks_quickreport.pdf

Pluses Minuses

Enhanced Features Personalization

Depth & Explanation

Easily adapted

Distract from the story

Recall fewer details

Less effective co-reading

Parents’ Spending Expectations Rise


$9.35

$7.37

$8.54

$11.12

$10.07

$11.79

$6.34

$5.53 $5.76

2 to 5 6 to 9 10 to 13

Children's Ebook

Children's Print Book

Children's App

How much do parents expect to pay

for ebooks, print books, and apps?

198%

Of

2013

144%

Of

2013

145%

Of

2013

Buy, Borrow or Free:

Parents More Willing to Pay


7.32 7.38 7.246.96

5.87

8.23

7.637.3

7.6

5.36

Borrow from thelibrary

Download freeversion withadvertising

Buy full version,advertising-free

Start with free "light"version and upgrade

if child likes it

Purchasesubscription with

periodic paymentsfor new content

January 2015

January 2013

Willing to pay

monthly:$13.18 (unlimited)

$9.26 (w/o newest content)

$7.37 (w/advertising)

APPROACH FIELDING


Who Selects New eBooks for Children?

54% (89% in 2013)

46% (11% in 2013)

24%

54%

93%

43%

34%

0%

29%

6% 5%5% 6%2%

2 to 5 6 to 9 10 to 13

Children take turns readingebooks

Children read ebookstogether

Parent reads with all childrentogether

Parent reads individuallywith children

All Together Now: Sharing & Co-Reading

14Confidential © 2015 PlayCollective

Let’s Play Together!

David Kleeman, PlayVangelist

[email protected]

Data & Analytics

David Kleeman - Changing Media, Changing Content, and Changing Minds