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More disturbingly the report indicates that a nightmarish scenario
of the baby couch potato is becoming a reality. 89 per cent of zero
to three year olds are tuning in. Further, two out of three kids
in this tender age bracket have turned the TV on by themselves,
while more than half can change channels with the remote.
The report also noted that these children spend as much time outside
as they do using screen media, like TV, videos and DVDs, computers,
and video games. These statistics, combined with the fact that 70
per cent of four to six year olds and 31 per cent of kids three
and under have used a computer, help to explain why the influence
of media on U.S. children, and children on parental buying decisions
through pester power is growing.
The report shows that 41 per cent of parents agree that kids significantly
influence brand purchasing, while 69 per cent agree that kids are
over-exposed to materialism. Packaged Facts has stated that perhaps
the most surprising finding was how kids have become adept at manipulating
the technology and their parents.
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