Disrupted Advertising – the new lost generation

Traditional advertising channels face another threat

iDisrupted Commentary

A report from Childwise (see below) indicating that children are now spending more time on their devices rather than traditional media should come as no surprise to Apple and Google whose devices dominate the sector.

It’s the confirmation (again) of disastrous happenings for the advertising industry – Apple blocking ads on iOS9 iPhones and iPads combined with new millennials using less traditional media mean a lost generation for advertisers and catastrophic falls in revenue for the media players.

There are plenty of new opportunities in media if the publishers looked and provided some innovation. . .

New millienials smartphone usage
Courtesy: www.neilsen.com

Report shows surge in tablet and computer use among pre-schoolers

Computer and tablet use has surged among British pre-schoolers with two out of five regularly using them, a report has revealed. Around a quarter of young children now own their own device – compared to just 4% in 2012.

The latest figures from the CHILDWISE Monitor Preschool report show that a total of 42% of children aged 0-4 use the devices – up from 27% in the last survey in 2012. CHILDWISE is a leading, independent research specialist in children and young people.

“Computer and tablet use and ownership have increased significantly in pre-schoolers since the last survey in 2012. Growth within this age group is predominantly among three to four year olds, both boys and girls,” says CHILDWISE research manager Jenny Ehren.

“Pre-schoolers appear to have rapidly adopted the tablet which has quickly emerged as a most- wanted device for children, even among the very young.

“Parents have encouraged this, considering tablets and the games and apps on them, as a great way to keep small children entertained and provide a learning benefit,” says Jenny Ehren.

“Competition and innovation have made tablets more affordable as well as introducing features that have made them more attractive to this demographic.”

The report also shows that using on demand services to watch TV has become a mainstream activity for pre-school children – with this age group watching more television on average since the last report in 2012.

“The recent rise in TV viewing among pre-school children is consistent with the growth in portable devices and greater access to on-demand services,” says Jenny Ehren.

Pre-schoolers account for around a third of all children under the age of 16 and are an important demographic, both in terms of numbers and because these are their earliest years, when patterns of behaviour and attitudes are first established.

One in five pre-schoolers uses the internet, according to the new data. One in three uses a mobile phone, generally a parent’s. The number using apps has more than doubled since 2012 with one in three now using them.

“Studies have previously shown the older the child, the greater the likelihood that they will own and use computers, smartphones and the internet. However, this new report breaks the traditional correlation previously seen between increasing age and device ownership,” says Jenny Ehren.

She says the rapid take-up and usage by such small children reveals how important truly intuitive technology now is. “New technology is becoming more accessible to very young children because you don’t need a manual. You can operate it easily and instinctively.” more. . 


The upcoming Millennial 20/20 Summit  will explore the Future of Next Gen Commerce for Brands, Retailers, Corporates & Start-ups. As a media partner, iDisrupted is pleased to offer our readers 25% off tickets. You can register here using the discount code: IDISRUPTED

The two-day event features over 150 world-class speakers including: Mark Adams, head of innovation at Vice Media; Paul Nugent, VP global marketing at Umbro; Nicolas Brusson, co-founder of BlaBlaCar; Faye Thomas, marketing director at Buzzfeed; Richard Herd, head of foodtube at The Jamie Oliver Group and Alejandro Agag, CEO of Formula E.

The Summit takes place on 13th and 14th April at B1 Victoria House in Bloomsbury, Central London.