In 2010 children aged eight to 11 spent 32.5 hours a week online, gaming or watching TV. In 2018 that had risen to just 33.5 hours. They just spend more time online than they do in front of the tube. — Dreamstime/TNS
The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers.
By the time UK youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published on Feb 4 by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening.
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