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Muse of the Month
A perfect screen-to-screen balance
10-year-old Gabriel from Arizona explores and interacts
online and then winds down with TV
Cool or Not? The collectible fi gure edition
44 May/June 2012
5-yearolds
(120)
6-yearolds
(117)
7-yearolds
(124)
19.2% 19.7% 17.7%
18.3% 26.5% 22.6%
27.5% 27.4% 24.2%
11.7% 11.1% 16.9%
G
Totally un-cool *
Not cool *
Kinda cool *
Very cool *
abe wanted a tortoise. So, he did what many kids his age do these
days. He Googled it. “I looked up what they eat and how they live
and I got a house ready for it.”
Via sites like Google, eHow, Netfl ix and YouTube, Gabe taught
himself not only the ins and outs of Tortoises 101, but also how to do the
“Thriller” dance (Michael lives!), grow crystals and pop an ollie on his skateboard.
Because he has to click to experience it, interactive technology encourages
Gabe to lean forward, engage, fi nd his passions and master skills.
By contrast, Gabe uses broadcast TV to help him cuddle in the comforts
of childhood, which is also important. He doesn’t watch much (the family
doesn’t have cable—a growing trend), but when he does, he often chooses
shows that don’t challenge him intellectuallyand allow him to share the sofa
with mom or dad. He likes long-running animated PBS series Arthur, he says,
because “it’s meant for little kids, so I understand it more.”
From a child development standpoint, Gabe’s behavior makes perfect
sense. To best do the work of growing up, he needs to control the pace at
which he blazes his own trail. And, when he’s done learning, he can kick
back, relax, watch some TV and play with his thriving tortoise, Shelly.
Insight Kids is a research and strategic consulting company dedicated to catalyzing
our clients to build innovative, impactful, and inspiring experiences for
kids and families. To be further inspired by Gabe and by Insight Kids,
visit www.insightstrategygroup.com/insightkids/.
23.3% 15.4% 18.5%
Totally way cool * 46.9% 48.5% 50.8%
Littlest Pet Shop Lego
7% 8.6% 3.9% Don’t know what it is
0% 0.8% 0%
5-yearolds
(130)
6-yearolds
(130)
7-yearolds
(130)
3.8% 3.1% 4.6%
6.2% 7.7% 6.9%
13.1% 15.4% 20%
30% 25.4% 17.7%
* Excludes “Don’t know what it is” responses
Cool or Not? is part of KidSay’s Moms of 5 to 7 year olds Trend Tracker. These one-of-a-kind research reports provide a quantitative and qualitative picture of kids’ likes,
dislikes and trends gathered through surveys of US moms with kids ages five to seven. Contact Bob Reynolds (913-390-8110 or bob@kidsay.com).