Viacom-owned children's TV channel Nickelodeon has found that 24 per cent of UK children are so-called 'social sharers', in a study that explores how they use digital devices and the roles they play in their lives.
The research, Me, My Selfie & I, which questioned 1,000 children between the ages of six and 11 identified four 'digital tribes' or groups of kids differentiated by how they used digital media.
A total 32 per cent of children interviewed fell into the 'playful newbie' category, made up of 53 per cent girls, while 23 per cent of children had 'digital discoverer' behaviours, dominated by boys at 61 per cent.
A further 21 per cent were put in the 'games master' tribe, skewed towards boys who accounted for 68 per cent of the total. Nearly a quarter (24 per cent) of the respondents were 'social sharers', with boys very slightly dominating at 52 per cent.
“What Me, My Selfie & I reveals is that the ways kids use and feel about devices is more complex than current advertising models may allow for,” said John Conlon, vice president, UK research and insight, Viacom International Media Networks.
“Transcending gender or age, kids’ usage and engagement with devices is defined by their need to discover, play, communicate, create and share. With this insight, content producers, promotional partners and sales teams can reach audiences in a more effective and meaningful way.”
In addition to the identification of these groups, the research also found that there is a clear hierarchy of screens within UK households with kids preferring devices with larger screens. The TV remains the top device used for entertainment by UK kids with tablets and laptops also rating favourably.