An Average Of 12 Downloaded Apps Are Currently On Mobile Devices
Used By Kids
The following press release was issued by The NPD Group on
May 22, 2012.
Port Washington, NY, May 22, 2012 – According to Kids
and Apps: A New Era of Play, the latest report from leading
market research company, The NPD Group, 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.
According to NPD analyst Anita
Frazier, toys still hold “a very stable place in kids’
lives,” she noted two weeks ago, speaking at PlayCon 2012. 85% of
children between 2 and 12 play with physical toys and engagement is very
high (nearly 100%) for kids aged 2-4.
According to the report, 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.
Though there are a multitude of activities that can be done with
these mobile devices, with an average of 6.5 gaming applications on a
device, gaming is by far 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.”
App Purchasing and Purchase Intent
While gaming applications are the apps most frequently paid for (35
percent) followed closely by educational game and movie apps, most of
the apps downloaded to devices are free. Even those apps that are
purchased are relatively inexpensive.
When it comes to allowing their child to use a device, those who
don’t own but are planning to purchase a device are more likely to
be influenced to do so by a number of factors. Aside from free games,
those planning to purchase say they would be influenced by unlimited
data from their carrier and the availability of more educational
Those who already own a device but don’t let their child use it
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
An online survey was fielded from March 6-21, 2012, to a
representative sample of male and female adults ages 18 and over whom
are members of NPD’s online panel and have children ages 2 to 14
in the household. Parents of very young children were asked to
complete the survey on behalf of their child, while parents of older
children were asked to either have the child answer the survey or join
them while answering the survey. Respondents with more than one
child in the specified age range were instructed to answer for a
randomly selected child. The study is based on 2,502 completed
surveys. Final data is weighted to US Census metrics and is
representative of kids age 2 to 14.