The new research from market research company Childwise has found that three quarters of under-fives have access to a connected device, such as a tablet, phone, PC or laptop, compared to 23 percent in 2009.
This year marks ten years since the Childwise pre-school survey began, and the changing technological landscape is reflected in the findings.
Under-fives now spend more than two- and- a half hours watching video content per day in total, up from just over two hours in 2009.
Access to media is still predominantly via a traditional TV set, but by the age of three, tablets are beginning to challenge traditional TV viewing in the peak evening slot, the report found.
CBeebies remains the most popular TV channel among pre-schoolers, with an audience share more than twice that of any other listed channel.
However, more than eight in ten households with pre-school children also have access to on-demand services, according to the research, which also found that uptake was beginning to stabilise following several years of rapid growth.
Subscription-based service Netflix was 2019’s most popular destination for pre-school content, moving ahead of YouTube for the first time.
Other findings include:
- Voice recognition gadgets have increased in popularity this year, with Apple’s Siri remaining the most accessible virtual assistant.
- Watching programmes and video clips remains the number one activity for children with access to a tablet.
- Blippi is the most popular YouTube channel among pre-school children.
Julia Donaldson’s The Gruffalo is the book pre-school children are most likely to have read recently.
‘Today’s pre-schoolers are growing up completely exposed to technology in one form or another,’ said CHILDWISE associate research director Jenny Ehren. ‘Connected devices such as tablets and mobile phones have become second nature to most of them.
‘Today’s pre-schoolers are confidently navigating digital platforms with purpose and determination. By the age of three, almost all watch programmes on-demand and have access to a connected device, and more than half have their own tablet or computer.
‘The battle to forge a healthy digital lifestyle is now a very real consideration for parents of children this age.’
