Two thirds of toddlers are now using tablets

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by Stephen Chapman

A study by Manchester-based Parents Insights has shown that two thirds of under 2s are using tablets and a third can even open apps.

The study of 2500 parents suggested that one in five under 2s can unlock a smart device. However, parents are limiting access to smart devices to less than half an hour a day.

The study, which is provided to brands to help them understand families’ attitudes, also revealed that expectant parents were more likely to turn to the internet for help, over friends and relatives.

“Our latest data reveals a fascinating picture about how toddlers and babies as young as six months are interacting with technology – and how much their parents are seemingly willing to allow,” said lead analyst Nick Richardson.

“It seems that tablets are the first device that parents are happy for their little ones to use but their attitudes to social media are much less liberal. We found that just 17% said they would let one of their children use social media before the legal age of 13.

“It’s key information for brands to be aware of as they adapt to the way that both kids and parents consume information.”

When children are allowed on a tablet, the main activities they choose are: games (24%); YouTube (18%); and Apps (12%).

The most popular tablet is the iPad, with Amazon overtaking Samsung in second position. Amazon produces the Fire Kids tablet, which comes with a kid-safe browser and a one-year subscription to a range of content. 

"It’s not just the kids who are more into technology than ever. Parents are at it too and that provides brands with so many opportunities to interact with exactly who they need to,” continued Richardson.

“So many major global and UK brands are already waking up to the opportunities that our data offers them, and we’re excited to be collaborating with them.”