Shifting Family Dynamics Give Kids Influence on More Media Purchase Decisions

“This is a world in which kids are very much in control of consumption,” said Stacey Matthias, founder of New York-based research firm Insight Strategy Group, speaking at the Launch Kids conference at Digital Book World 2014 in New York.

Parents are deferring to children more often when it comes to media purchase decisions, according to Matthias.

Four years after the introduction of the iPad, children now have access to multiple devices in the home and they are more connected with each other through social media than any time in history. Through that access and connectivity, they share a tremendous amount of information on what they want to do what they’re always doing, according to Matthias, “Kids are always doing the work of growing up.”

When it comes to that business, reading has a unique position in that experience for kids, said Matthias.

“It allows them to immerse themselves in a way they can’t with other kinds of content,” she said, adding, though, that, “Kids are always expecting a 360 degree experience.”

She offered the example of Harry Potter. Many children experienced the “story-world” first through the movies but then expanded their experience through books. Matthias implored publishers to think about building those kind products.

Related: Kids and E-Reading Trends 2012-2013

 

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