Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- Market factors
- Hardware releases in 2013 set to reverse console sales downward trend
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- Figure 1: Value of gaming console and games software sales, 2007-12
- Mobile phone sales increase 9% since 2007
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- Figure 2: Value of mobile phone sales, 2007-12
- Tablet sales surge 54% in 2012 to £2.6 billion
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- Figure 3: Value of desktop, laptop and tablet computer sales, by device, 2007-12
- Ownership of smartphones among children is increasing
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- Figure 4: Ownership of mobile phones/smartphones, by age of child, 2011 and 2012
- Physical retailers remain the preferred method of purchasing video games
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- Figure 5: Methods of purchasing video games, 2011 and 2012
- The consumer
- Two thirds of 10-15-year-olds use a smartphone in the home
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- Figure 6: Children’s technology use in the home, March 2013
- Educational application is a key driver behind tech purchases for children
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- Figure 7: Factors influencing purchasing decisions, March 2013
- Strangers and explicit content are parents’ primary concerns
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- Figure 8: Parental concerns, March 2013
- Over half of parents trust their children to use devices unsupervised
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- Figure 9: Behaviour and attitudes of parents, March 2013
- Awareness of parental controls far outweighs usage
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- Figure 10: Use of parental controls, by device, March 2013
- Playing games is the most popular digital activity performed by children
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- Figure 11: Activities performed by children on technology devices in the home, March 2013
- 42% of children’s smartphones are Google Android, 20% are Apple
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- Figure 12: Type of smartphone owned by child, March 2013
- Gift cards are the primary vehicle for generating revenue from children
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- Figure 13: Children’s smartphone behaviour, March 2013
- Nintendo Wii has the highest penetration of any gaming console
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- Figure 14: Type of gaming console(s) used in the home, March 2013
- Indy revival and micro-transaction model to fuel digital delivery purchases
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- Figure 15: Children’s gaming console behaviour, March 2013
- A third of children acknowledge the possible health implications of gaming
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- Figure 16: Children’s general gaming behaviour, March 2013
- Social networks need to accommodate, rather than prohibit, child users
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- Figure 17: Children’s general technology behaviour, March 2013
- What we think
Issues in the Market
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- How can brands address concern over the health risk posed by using technology devices?
- How will the changing role of consoles affect parental concerns?
- How will the shift towards digital delivery affect the youth market?
- How can brands use children to gain traction among older consumers?
Trend Application
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- Click and Connect
- Help Me Help Myself
- Mintel Futures: Human
Market Background
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- Key points
- Hardware releases in 2013 set to reverse console sales downward trend
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- Figure 18: Value of gaming console and games software sales, 2007-12
- Mobile phone sales increase 9% since 2007
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- Figure 19: Value of mobile phone sales, 2007-12
- Tablet sales surge 54% in 2012 to £2.6 billion
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- Figure 20: Value of desktop, laptop and tablet computer sales, by device, 2007-12
- Ownership of smartphones among children is increasing
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- Figure 21: Ownership of mobile phones/smartphones, by age of child, 2011 and 2012
- Gaming consoles move out from children’s bedrooms
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- Figure 22: Presence of a TV or gaming console in children’s bedrooms, by age of child, 2009-12
- Internet access in the bedroom is largely the preserve of older children
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- Figure 23: Presence of technology devices/internet access in children’s bedrooms, by age of child, March 2012
- Study shows children three clicks away from explicit material on YouTube
- UK enforces PEGI video game ratings system
- Physical retailers remain the preferred method of purchasing video games
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- Figure 24: Methods of purchasing video games, 2011 and 2012
- Child safety online is attracting the attention of government
- In-app spending by minors leads to Apple lawsuit and OFT investigation
- Opt-in internet pornography filter rejected by UK government
- CEOP partners with Facebook, Windows and Disney to encourage safety online
- Welsh government introduces social media safety lessons
Who's Innovating?
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- Key points
- Digital pocket money account PKTMNY aims to promote cash management
- MiiPC designed from the ground up as a PC for children
- Microsoft Kid’s Corner set to wean children on to technology safely
- Google Play gift cards launch in UK, available from Tesco and Morrisons
Case Studies – Parental Controls
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- Smartphones and tablets
- Apple iOS
- Google Android
- Microsoft Windows 8
- Gaming consoles
- Xbox 360
- PlayStation 3
- Nintendo Wii/Wii U
- Mobile network providers
- O2
- Everything Everywhere (including Orange and T-Mobile)
- Vodafone
- Internet service providers
- TalkTalk
- BT
- Sky
- Virgin Media
- Internet-connected smart TV
Children’s Technology Use in the Home
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- Key points
- Two thirds of 10-15-year-olds use a smartphone in the home
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- Figure 25: Children’s technology use in the home, March 2013
- Age a barrier to trading up from a basic handset to a smartphone
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- Figure 26: Children’s smartphone, basic mobile phone and tablet use in the home, by age of child, March 2013
- Portable gaming console usage higher among younger children
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- Figure 27: Children’s computer and gaming console use in the home, by age of child, March 2013
Factors Influencing Purchasing Decisions
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- Key points
- Educational application is a key driver behind tech purchases for children
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- Figure 28: Factors influencing purchasing decisions, March 2013
- Parents fail to adjust their purchasing habits for the connected world
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- Figure 29: Factors influencing purchasing decisions, by device used by children, March 2013
- Desire for parental controls declines with age of child
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- Figure 30: Factors influencing purchasing decisions, by age of child, March 2013
Parental Concerns
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- Key points
- Strangers and explicit content are parents’ primary concerns
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- Figure 31: Parental concerns, March 2013
- Half of parents are concerned about cyber bullying
- 10% of parents cite in-app spending as their primary concern
- Concern over health risks provides opportunities for the industry
- Concern over cyber bullying is failing to drive interest in parental controls
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- Figure 32: Factors influencing purchasing decisions, by primary parental concern, March 2013
Behaviour of Parents
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- Key points
- Over half of parents trust their children to use devices unsupervised
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- Figure 33: Behaviour and attitudes of parents, March 2013
- Just 31% of parents use a password to prevent in-app purchases
- Only 10% of parents try out games or apps before their child
- Some 43% involve themselves in their child’s digital interests
- Trust and autonomy increase with the age of the child
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- Figure 34: Behaviour and attitudes of parents, by age of child, March 2013
- Figure 35: Behaviour and attitudes of parents (continued), by age of child, March 2013
- A third of 15 year olds help their parents use technology devices
- Parents concerned over health risk lack the time to micromanage their child
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- Figure 36: Behaviour and attitudes of parents, by primary parental concern, March 2013
Use of Parental Controls
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- Key points
- Awareness of parental controls far outweighs usage
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- Figure 37: Use of parental controls, by device, March 2013
- Mobile networks could offer brand-specific opt-in content filters
- Just 56% of parents of 10 year olds use parental controls
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- Figure 38: Use of any parental controls, by age of children, March 2013
- Parental concerns have failed to translate into parental control usage
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- Figure 39: Use of any parental controls, by primary parental concern, March 2013
Activities Performed by Children on Technology Devices
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- Key points
- Playing games is the most popular digital activity performed by children
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- Figure 40: Activities performed by children on technology devices in the home, March 2013
- 21% of children stream video on their console, 14% browse the web
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- Figure 41: Activities performed by children on technology devices in the home, by device, March 2013
- 15 year olds are twice as likely as 10 year olds to use social networks
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- Figure 42: Activities performed by children on technology devices in the home, by age of child, March 2013
- Figure 43: Activities performed by children on technology devices in the home (continued), by age of child, March 2013
Children’s Smartphone Ownership
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- Key points
- 42% of children’s smartphones are Google Android, 20% are Apple
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- Figure 44: Type of smartphone owned by child, March 2013
- 60% of children are on a smartphone contract
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- Figure 45: Smartphone payment plan for smartphone owned by child, March 2013
- Figure 46: Smartphone payment plan, by type of smartphone owned, March 2013
Children’s Smartphone Behaviour
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- Key points
- Just 12% of child smartphone owners pay their own bills
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- Figure 47: Children’s smartphone behaviour, March 2013
- Gift cards are the primary vehicle for generating revenue from children
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- Figure 48: Children’s smartphone behaviour, by type of smartphone owned by child, March 2013
- 14% of child iPhone users have made in-app purchases
Type of Gaming Consoles Used in the Home
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- Key points
- Nintendo Wii has the highest penetration of any gaming console
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- Figure 49: Type of gaming console(s) used in the home, March 2013
- Wii penetration is highest among children aged 13 or under
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- Figure 50: Type of gaming console(s) used in the home, by age of child, March 2013
- Boys are more likely to have access to an Xbox 360 or PlayStation 3
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- Figure 51: Type of gaming console(s) used in the home, by gender of child, March 2013
Children’s Gaming Console Behaviour
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- Key points
- Indy revival and micro-transaction model to fuel gift card penetration
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- Figure 52: Children’s gaming console behaviour, March 2013
- 26% of child users stream video on demand through their gaming console
- Boys are twice as likely to play multiplayer games online
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- Figure 53: Children’s gaming console behaviour, by gender of child, March 2013
- Motion controllers have a higher penetration in large families
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- Figure 54: Children’s gaming console behaviour, by number of child’s siblings, March 2013
- Xbox 360 gift card usage fuelled by subscription model
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- Figure 55: Children’s gaming console behaviour, by type of gaming console(s) in the home, March 2013
Children’s General Gaming Behaviour
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- Key points
- A third of children acknowledge the possible health implications of gaming
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- Figure 56: Children’s general gaming behaviour, March 2013
- High demand for free demos provides scope for the shift to freemium
- 30% of children only play games that their friends play
- Dynamic age ratings could cater to parental concern over game content
Children’s General Technology Behaviour
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- Key points
- Social networks need to accommodate, rather than prohibit, child users
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- Figure 57: Children’s general technology behaviour, March 2013
- Half of 15 year olds know more about the internet than their parents
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- Figure 58: Children’s general technology behaviour, by age of child, March 2013
- Figure 59: Children’s general technology behaviour (continued), by age of child, March 2013
Appendix – Children’s Technology Use in the Home
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- Figure 60: Children’s technology use in the home, by demographics, March 2013
- Figure 61: Children’s technology use in the home, by demographics, March 2013 (continued)
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Appendix – Factors Influencing Purchasing Decisions
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- Figure 62: Factors influencing purchasing decisions – any device, by demographics, March 2013
- Figure 63: Factors influencing purchasing decisions – smartphone, by demographics, March 2013
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- Figure 64: Factors influencing purchasing decisions – tablet, by demographics, March 2013
- Figure 65: Factors influencing purchasing decisions – portable gaming console, by demographics, March 2013
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- Figure 66: Factors influencing purchasing decisions – static gaming console, by demographics, March 2013
- Figure 67: Factors influencing purchasing decisions – laptop computer, by demographics, March 2013
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- Figure 68: Factors influencing purchasing decisions – desktop computer, by demographics, March 2013
- Figure 69: Factors influencing purchasing decisions – internet-connected smart TV, by demographics, March 2013
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Appendix – Parental Concerns
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- Figure 70: Parental concerns, by demographics, March 2013
- Figure 71: Top ranked parental concerns, by demographics, March 2013
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- Figure 72: Second ranked parental concerns, by demographics, March 2013
- Figure 73: Third ranked parental concerns, by demographics, March 2013
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- Figure 74: Fourth ranked parental concerns, by demographics, March 2013
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Appendix – Behaviour of Parents
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- Figure 75: Behaviour and attitudes of parents, by demographics, March 2013
- Figure 76: Behaviour and attitudes of parents, by demographics, March 2013 (continued)
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Appendix – Use of Parental Controls
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- Figure 77: Use of parental controls, by demographics, March 2013
- Figure 78: Use of parental controls on the smartphone my child uses, by demographics, March 2013
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- Figure 79: Use of parental controls on the tablet my child uses, by demographics, March 2013
- Figure 80: Use of parental controls on the portable console my child uses, by demographics, March 2013
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- Figure 81: Use of parental controls on the static gaming console my child uses, by demographics, March 2013
- Figure 82: Use of parental controls on the desktop or laptop computer that my child uses, by demographics, March 2013
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- Figure 83: Use of parental controls on the internet-connected smart TV that my child uses, by demographics, March 2013
- Figure 84: Use of network-wide parental controls, by demographics, March 2013
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- Figure 85: Use of parental controls from a mobile network provider, by demographics, March 2013
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Appendix – Activities Performed by Children on Technology Devices
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- Figure 86: Most popular activities performed by children on technology devices in the home, by demographics, March 2013
- Figure 87: Next most popular activities performed by children on technology devices in the home, by demographics, March 2013
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- Figure 88: Most popular activities performed by children on a smartphone, by demographics, March 2013
- Figure 89: Next most popular activities performed by children on a smartphone, by demographics, March 2013
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- Figure 90: Most popular activities performed by children on a tablet, by demographics, March 2013
- Figure 91: Next most popular activities performed by children on a tablet, by demographics, March 2013
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- Figure 92: Most popular activities performed by children on a portable gaming console, by demographics, March 2013
- Figure 93: Next most popular activities performed by children on a portable gaming console, by demographics, March 2013
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- Figure 94: Most popular activities performed by children on a static gaming console, by demographics, March 2013
- Figure 95: Next most popular activities performed by children on a static gaming console, by demographics, March 2013
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- Figure 96: Most popular activities performed by children on a laptop or desktop computer, by demographics, March 2013
- Figure 97: Next most popular activities performed by children on a laptop or desktop computer, by demographics, March 2013
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- Figure 98: Most popular activities performed by children on an internet-connected smart TV, by demographics, March 2013
- Figure 99: Next most popular activities performed by children on an internet-connected smart TV, by demographics, March 2013
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Appendix – Children’s Smartphone Ownership
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- Figure 100: Type of smartphone owned, by demographics, March 2013
- Figure 101: Smartphone payment plan, by demographics, March 2013
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Appendix – Children’s Smartphone Behaviour
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- Figure 102: Smartphone behaviour, by demographics, March 2013
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Appendix – Type of Gaming Console Used in the Home
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- Figure 103: Type of gaming console(s) in the home, by demographics, March 2013
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Appendix – Children’s Gaming Console Behaviour
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- Figure 104: Gaming console behaviour, by demographics, March 2013
- Figure 105: Gaming console behaviour, by demographics, March 2013 (continued)
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Appendix – Children’s General Gaming Behaviour
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- Figure 106: General gaming behaviour, by demographics, March 2013
- Figure 107: General gaming behaviour, by demographics, March 2013 (continued)
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Appendix – Children’s General Technology Behaviour
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- Figure 108: General technology behaviour, by demographics, March 2013
- Figure 109: General technology behaviour, by demographics, March 2013 (continued)
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