The average child devours over six hours of media per day.
Screens dominate their leisure time, with a plethora of options such as video gaming, social media, and streaming content.
Background
Our client was a leading media company interested in understanding how kids ages 6-10 engage with media. They wanted to get a 24/7 view of media consumption.
Goal
Determine areas of opportunity for programming and product development
Methodology
We took a mixed-methods approach:
- Digital ethnography. Using an online platform, we asked moms to diary their kids’ media usage for a week. We also included specific activities and questions for the kids to answer. This resulted in a “kid said/mom said” perspective, which provided insights around usage and media gatekeeping.
- Interviews. Afterwards, we conducted in-home video interviews with the kids and their moms. This provided deeper insights into their media consumption.
Result
Insights that helped fuel new programming and a successful app
