The NPD Group released the results of Kids and Apps: A New Era of Play, showing that there are an average of 12 apps on mobile devices that kids have access to, with 88 percent of those apps being acquired for free. Additionally, children spend approximately five days a week using mobile devices such as a smartphone, tablet or iPod Touch, with an average session generally lasting just under one hour.
There are an average of 6.5 gaming applications on a device, making gaming the most popular type of app used by children, followed by listening to or downloading music and taking pictures. Gender also plays a role in app usage, with boys being significantly more likely to be game players than girls (87 percent vs. 80 percent), while girls are more diversified in the apps they use on a device and are likely to have more types of apps than boys.
“The wide variety and sheer volume of free entertainment content available for app devices is clearly having an impact on kids and the way they play,” said Anita Frazier, industry analyst, The NPD Group. “While there are a number of engaging and entertaining apps available to kids, many are used and abandoned after a short time, so it’s important to get a clear, factual picture of the role that apps are playing in kids’ lives.”
While gaming applications are paid for 35 percent of the time, making them the most frequently paid for, they are followed closely by educational game and movie apps. Most of the apps downloaded to devices are free and even those apps that are purchased are relatively inexpensive.
Those parents that let their child use a device are likely to be influenced by unlimited data from their carrier, the availability of more educational apps and, of course, the free games. As for those who already own a device but don’t let their child use it, they would allow their child to do so if more educational apps were available or if the devices were durable enough to withstand the child’s use.
