Ipsos Introduces Kids and Family Center of Excellence with Release of the Family Media Experience Fall/Winter 2019 Survey
New York, NY, February 20, 2020 - The changes that have altered the media experience for families have been gathering momentum for years – with new technologies, platforms and media-types driving enormous changes in behaviors and usage for families over a decade. Today more than ever, American families are exposed to myriads of choices by which to design their media experience and build their family lives. For this reason, Ipsos introduces its newly formed Kids and Family Center of Excellence with a release of findings from the longitudinal Family Media Experience Survey (formerly the LMX Study). “Our jobs as marketers and researchers and the purpose of the brands and content we create have evolved— to become facilitators to the family’s media experience, guiding them as they navigate the explosion of choice,” said Dorothy Ann Advincula, SVP Insights and Strategy.
Findings from the study reflect the evolution of the American family from the lens of the media they consume today. In an age when content is everywhere, families balance the old and the new to truly savor and own this unique era of choice. Marketers are given a glimpse of the right moments and touchpoints by which we can help families shape their world, at home.
In this study, we touch on trends we observe in the American family’s media experience, going into 2020:
- American families prefer options when it comes to their media experience: Families continue to subscribe to Live TV, while also subscribing to different types of streaming services. More families have started a TV service (21%) than cancelling (cord cutting) (8%), while also more families have started a SVOD service (20%) vs. cancelling (3%).
- They are always-on, literally: Kids are getting their own Smartphones at age 10, and parents make sure that mobile devices are personal devices – with their children’s apps staying on children’s own devices (48%) vs. shared with a parent (15%).
- It’s about the play, and not the games: While parents say their kids prefer playing video games vs. watching TV, we observe that video game play time is increasing significantly (4.8 hours in 2019 vs. 4.4 hours in 2017), although traditional play time sees an upward trend as well (5.7 hours in 2019 vs. 5.2 hours in 2017).
- Children have a voice in the American household: In fact, the impact of marketing and advertising could be amplified through the influence of a child, especially to a dad or an older parent.
The new study gives media companies and marketers a well-rounded look into the lives of American families. With thousands of data points across attitudes and behaviors, this robust study enables scalable audience profiling across demographics, as well as providing implications and direction for media campaigns. To register for our free Family Media Experience webinar on February 19, 2020, click here. For more information, contact Amy Hunt.
About the Ipsos Kids and Family Center of Excellence
At the core of the Ipsos Kids and Family Center of Excellence is the Family Media Experience Survey, a syndicated study that taps into the stand-alone youth (kids 6-17) and combined family media experience (parent’s co-entertainment with child 0-17) of today’s American family for an unprecedented look at the genesis, development and intersection of media and technology and how it manifests within families.
The Fall/Winter 2019 release from the study comprises 5,000 online interviews and diaries fielded year-round to families with Kids 0-17 (pre-schoolers, school-age children, and teenagers). The research covers media consumption of 93 TV networks, 65 gaming franchises, 51 websites, 15 app categories, 16 gaming categories, 33 video services. 31 subscription services, 11 social networks, as well as purchase/use of 25 toy brands.
For more information on this news release, please contact:
Elen Alexov
Marketing Operations Director, NA, Ipsos
[email protected]
+1 778 373-5136
About Ipsos
Ipsos is now the third largest market research company in the world, present in 90 markets and employing more than 18,000 people.
Our research professionals, analysts and scientists have built unique multi-specialist capabilities that provide powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data coming from our surveys, social media monitoring, and qualitative or observational techniques.
“Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients to navigate more easily our deeply changing world.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
