Table of Contents
Executive Summary
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- Market factors
- European Commission and OFT weigh in on in-app purchasing debate
- ISPs introduce Cameron-supported internet filters to protect children
- Next-generation console releases to fuel recovery in the market
- A falling average smartphone price could drive adoption among children
- Entertainment hub positioning pushes consoles out of the bedroom
- Booming tablet market cannibalises desktop and laptop sales
- The consumer
- 86% of children use a mobile device in the home
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- Figure 1: Technology used in the home, March 2014
- Personal ownership is high for the majority of devices
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- Figure 2: Technology ownership, March 2014
- Android continues to dominate, but iPhone 5C has boosted Apple’s share
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- Figure 3: Smartphone ownership, March 2014
- Contract penetration is roughly on par with that of adults
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- Figure 4: Smartphone payment type, March 2014
- Interaction with strangers is the primary parental concern
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- Figure 5: Parental concerns, March 2014
- Children are most likely to have an equal input when making a purchase
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- Figure 6: Influence of children in the purchasing process, March 2014
- Educational value is the primary feature looked for when buying a device
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- Figure 7: Purchasing priorities, March 2014
- 69% of parents say their child uses some form of social media
- Half of parents of social media users are aware of age restrictions
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- Figure 8: Parental attitudes towards social media, March 2014
- Instagram and YouTube are more popular among children than adults
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- Figure 9: Social media websites/apps used, March 2014
- Poorly enforced age restrictions have little impact on usage
- Half of children who use social media interact with brands online
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- Figure 10: Children’s attitudes towards social media, March 2014
- Consoles are still used primarily for gaming rather than entertainment
- Nintendo Wii’s family positioning has translated to a higher penetration
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- Figure 11: Games console ownership, March 2014
- Next-gen console war has no clear winner, but Nintendo is out of the race
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- Figure 12: Demand for next-generation games consoles, March 2014
- Brand loyalty plays a major role in the next-gen console war
- What we think
Issues and Insights
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- What can brands expect from the next generation of young consumers?
- The facts
- The implications
- How influential are children in the technology device purchasing process?
- The facts
- The implications
Trend Application
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- Trend: Mind Mapped
- Trend: Totophobia
- Mintel futures: Brand Intervention
Market Drivers
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- Key points
- European Commission and OFT weigh in on in-app purchasing debate
- ISPs introduce Cameron-supported internet filters to protect children
- Next-generation console releases to fuel recovery in the market
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- Figure 13: Forecast value of UK video game and console sales, 2008-18
- A falling average smartphone price could drive adoption among children
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- Figure 14: Forecast value of UK mobile phone sales, 2008-18
- Figure 15: Ownership of mobile phones/smartphones, by age of child, 2011-13
- Entertainment hub positioning pushes consoles out of the bedroom
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- Figure 16: Presence of a TV or games console in children’s bedrooms, by age of child, 2009-13
- Figure 17: Presence of technology devices in children’s bedrooms, by age of child, April-June 2013
- Booming tablet market cannibalises desktop and laptop sales
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- Figure 18: Value of UK desktop, laptop and tablet computer sales, by device, 2008-13
Who’s Innovating?
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- Key points
- Amazon tablets lock out games until kids are done learning
- Japan combats internet addiction with ‘fasting camps’
- Zact gives parents even greater control over mobile usage
- GeoPalz introduces fitness tracker for children
- Oink gives parents control over online spend
Parental Control Features on Social Media
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- Tumblr
- Google+/YouTube
- Steam Community
- Snapchat
- Myspace
The Consumer – Technology Used in the Home
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- Key points
- 86% of children use a mobile device in the home
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- Figure 19: Technology used in the home, March 2014
- Penetration of smartphones increases with age
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- Figure 20: Technology used in the home, by age of child, March 2014
- Portable games consoles have a weaker appeal among teenagers
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- Figure 21: Technology used in the home (continued), by age of child, March 2014
- Personal ownership is high for the majority of devices
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- Figure 22: Technology ownership, March 2014
The Consumer – Smartphone Ownership
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- Key points
- Android continues to dominate, but iPhone 5C has boosted Apple’s share
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- Figure 23: Smartphone ownership, March 2014
- Microsoft’s Kid’s Corner has failed to drive penetration among children
- Contract penetration is roughly on par with that of adults
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- Figure 24: Smartphone payment type, March 2014
The Consumer – Parental Concerns
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- Key points
- Interaction with strangers is the primary parental concern
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- Figure 25: Parental concerns, March 2014
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- Figure 26: Primary parental concern, March 2014
- Parental concerns differ by gender of child and gender of parents
- Parents of console and laptop users are more concerned about bullying
- Concern over in-app spending is highest among parents of tablet users
The Consumer – Device Purchasing Process
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- Key points
- Children are most likely to have an equal input when making a purchase
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- Figure 27: Influence of children in the purchasing process, March 2014
- Children have significantly more input when buying a games console
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- Figure 28: Influence of children in the purchasing process, by device, March 2014
- Educational value is the primary feature looked for when buying a device
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- Figure 29: Purchasing priorities, March 2014
- Over half of parents demand good parental controls
- Just 17% of parents would look to buy a device designed for children
- Brand loyalty across generations has room for growth
The Consumer – Parental Attitudes towards Social Media
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- Key points
- 69% of parents say their child uses some form of social media
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- Figure 30: Use of social media, March 2014
- Parents of older children are more likely to be aware of social media use
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- Figure 31: Use of social media, by age of child, March 2014
- Children of younger parents are more likely to use social media
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- Figure 32: Use of social media, by age of parent, March 2014
- Half of parents of social media users are aware of age restrictions
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- Figure 33: Parental attitudes towards social media, March 2014
- A fifth of parents of social media users would prefer children-only sites
- Explicit content concerns are driving unease over apps like Snapchat
- Heavy social media use is driving parental concerns over health
The Consumer – Social Media Websites/Apps Used
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- Key points
- Instagram and YouTube are more popular among children than adults
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- Figure 34: Social media websites/apps used, March 2014
- Poorly enforced age restrictions have little impact on usage
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- Figure 35: Social media websites/apps used, by age of child, March 2014
- Parental concerns have no impact on children’s use of social media
The Consumer – Children’s Attitudes towards Social Media
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- Key points
- Half of children who use social media interact with brands online
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- Figure 36: Children’s attitudes towards social media, March 2014
- Privacy concerns suggest a demand for a more exclusivity
- Instagram and Snapchat users are the most fearful of being left out
- Tumblr users feel the most confident expressing themselves online
- Children’s attitudes towards social media are overwhelmingly positive
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- Figure 37: Word associations with social networks, March 2014
The Consumer – Activities Performed on each Device
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- Key points
- Smartphones are the preferred device for messaging and sharing photos
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- Figure 38: Activities performed on each device, March 2014
- Consoles are still used primarily for gaming rather than entertainment
The Consumer – Games Console Ownership
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- Key points
- Nintendo Wii’s family positioning has translated to a higher penetration
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- Figure 39: Games console ownership, March 2014
- Next-gen console war has no clear winner, but Nintendo is out of the race
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- Figure 40: Demand for next-generation games consoles, March 2014
- Brand loyalty plays a major role in the next-gen console war
Appendix – The Consumer – Technology Used in the Home
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- Figure 41: Technology used in the home, March 2014
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- Figure 42: Technology used in the home, by demographics, March 2014
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- Figure 43: Technology used in the home, by demographics, March 2014 (continued)
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- Figure 44: Technology ownership, March 2014
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- Figure 45: Technology ownership – Smartphone, by demographics, March 2014
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- Figure 46: Technology ownership – Tablet, by demographics, March 2014
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- Figure 47: Technology ownership – Portable games console, by demographics, March 2014
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- Figure 48: Technology ownership – Static games console, by demographics, March 2014
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- Figure 49: Technology ownership – Laptop computer, by demographics, March 2014
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- Figure 50: Technology ownership – Desktop computer, by demographics, March 2014
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- Figure 51: Technology ownership – Internet-connected smart TV, by demographics, March 2014
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- Figure 52: Technology ownership – E-readers, by demographics, March 2014
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Appendix – The Consumer – Smartphone Ownership
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- Figure 53: Smartphone ownership, March 2014
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- Figure 54: Smartphone ownership, by demographics, March 2014
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- Figure 55: Smartphone payment type, March 2014
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- Figure 56: Smartphone payment type, by demographics, March 2014
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Appendix – The Consumer – Parental Concerns
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- Figure 57: Parental concerns, March 2014
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- Figure 58: Parental concerns, by demographics, March 2014
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- Figure 59: Parental concerns, by technology used in the home, March 2014
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- Figure 60: Parental concerns, by technology used in the home (continued), March 2014
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- Figure 61: Primary parental concern, March 2014
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- Figure 62: Primary parental concern – Rank 1, by demographics, March 2014
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- Figure 63: Primary parental concern, by technology used in the home, March 2014
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- Figure 64: Primary parental concern, by technology used in the home (continued), March 2014
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Appendix – The Consumer – Device Purchasing Process
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- Figure 65: Influence of children in the purchasing process, March 2014
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- Figure 66: Influence of children in the purchasing process – Any device, by demographics, March 2014
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- Figure 67: Influence of children in the purchasing process – Smartphone, by demographics, March 2014
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- Figure 68: Influence of children in the purchasing process – Tablet, by demographics, March 2014
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- Figure 69: Influence of children in the purchasing process – Portable games console, by demographics, March 2014
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- Figure 70: Influence of children in the purchasing process – Static games console, by demographics, March 2014
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- Figure 71: Influence of children in the purchasing process – Laptop, by demographics, March 2014
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- Figure 72: Influence of children in the purchasing process – Desktop, by demographics, March 2014
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- Figure 73: Influence of children in the purchasing process – Internet-connected smart TV, by demographics, March 2014
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- Figure 74: Purchasing priorities, March 2014
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- Figure 75: Purchasing priorities, by demographics, March 2014
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- Figure 76: Purchasing priorities (continued), by demographics, March 2014
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- Figure 77: Purchasing priorities, by parental concerns, March 2014
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- Figure 78: Purchasing priorities, by primary parental concern, March 2014
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Appendix – The Consumer – Parental Attitudes towards Social Media
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- Figure 79: Use of social media, March 2014
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- Figure 80: Use of social media, by demographics, March 2014
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- Figure 81: Parental concerns, by use of social media, March 2014
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- Figure 82: Primary parental concern, by use of social media, March 2014
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- Figure 83: Parental attitudes towards social media, March 2014
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- Figure 84: Parental attitudes towards social media, by demographics, March 2014
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- Figure 85: Parental attitudes towards social media (continued), by demographics, March 2014
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- Figure 86: Parental concerns, by Parental attitudes towards social media, March 2014
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- Figure 87: Parental concerns, by Parental attitudes towards social media (continued), March 2014
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- Figure 88: Parental attitudes towards social media, by parental concerns, March 2014
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- Figure 89: Primary parental concern, by parental attitudes towards social media, March 2014
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- Figure 90: Primary parental concern, by parental attitudes towards social media (continued), March 2014
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- Figure 91: Parental attitudes towards social media, by primary parental concern, March 2014
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Appendix – The Consumer – Social Media Websites/Apps Used
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- Figure 92: Social media websites/apps used, March 2014
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- Figure 93: Social media websites/apps used, by demographics, March 2014
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- Figure 94: Social media websites/apps used, by demographics, March 2014 (continued)
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- Figure 95: Social media websites/apps used (continued further), by demographics, March 2014
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- Figure 96: Social media websites/apps used, by parental concerns, March 2014
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- Figure 97: Social media websites/apps used, by primary parental concern, March 2014
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- Figure 98: Social media websites/apps used, by Parental attitudes towards social media, March 2014
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- Figure 99: Social media websites/apps used, by Parental attitudes towards social media (continued), March 2014
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Appendix – The Consumer – Children’s Attitudes towards Social Media
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- Figure 100: Children’s attitudes towards social media, March 2014
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- Figure 101: Children’s attitudes towards social media – I am worried about strangers seeing my photos and messages online, by demographics, March 2014
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- Figure 102: Children’s attitudes towards social media – I share entertaining adverts on social media with friends, by demographics, March 2014
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- Figure 103: Children’s attitudes towards social media – I often click on adverts that I have seen on social media, by demographics, March 2014
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- Figure 104: Children’s attitudes towards social media – I check a social networking profile/app at least once each day, by demographics, March 2014
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- Figure 105: Children’s attitudes towards social media – I feel more confident expressing myself online than I do in real life, by demographics, March 2014
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- Figure 106: Children’s attitudes towards social media – I have uploaded photos or images to social media, by demographics, March 2014
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- Figure 107: Children’s attitudes towards social media – I have ‘liked’ or ‘followed’ a company that I like on social media, by demographics, March 2014
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- Figure 108: Children’s attitudes towards social media – I play games with my friends through social media websites/apps, by demographics, March 2014
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- Figure 109: Children’s attitudes towards social media – I’d feel left out of my friendship group if I didn’t use any social media, by demographics, March 2014
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- Figure 110: Children’s attitudes towards social media, by social media websites/apps used, March 2014
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- Figure 111: Social media websites/apps used, by children’s attitudes towards social media, March 2014
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- Figure 112: Social media websites/apps used, by children’s attitudes towards social media (continued), March 2014
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Appendix – The Consumer – Activities Performed on each Device
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- Figure 113: Activities performed on each device, March 2014
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- Figure 114: Activities performed on each device – Smartphone, by demographics, March 2014
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- Figure 115: Activities performed on each device – Tablet, by demographics, March 2014
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- Figure 116: Activities performed on each device – Static games console, by demographics, March 2014
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- Figure 117: Activities performed on each device – Laptop or desktop computer, by demographics, March 2014
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Appendix – The Consumer – Games Console Ownership
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- Figure 118: Games console ownership, March 2014
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- Figure 119: Games console ownership, by demographics, March 2014
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- Figure 120: Games console ownership, by demographics, March 2014 (continued)
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- Figure 121: Activities performed on static games console, by games console ownership, March 2014
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- Figure 122: Demand for next-generation games consoles, March 2014
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- Figure 123: Demand for next-generation games consoles, by demographics, March 2014
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- Figure 124: Demand for next-generation games consoles, by games console ownership, March 2014
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- Figure 125: Demand for next-generation games consoles, by activities performed on static games console, March 2014
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