HERE - Michael Cohen Group

Toys, Learning, & Play Summit

TOUCH SCREENS Michael Cohen Group LLC | February 17, 2014

TOUCHSCREEN DEVICE OWNERSHIP Percentage of U.S. 2- to 10-year-olds living in homes with: iPad Touch or similar Educational gaming device Hand-held video games Tablet Device Smartphone 0%

10%

20%

30%

40%

50%

60%

70%

80%

(Rideout, 2014)

•

From 2011 to 2013, the percentage of children with a “smart” mobile device at home increased from 52% to 75% (Common Sense Media, 2013).

•

36.4% of children 2-8 in households with at least one touch screen device, own their own device (MCG, 2013) .

•

Families at all income levels own touch screen devices, although higher-earning families tend to own a greater number of devices (MCG, 2013). Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

WHAT CHILDREN ARE PLAYING Frequency of Play Type Children 12-years-old and under

Board Games Very Often

Puzzles

Often

Play Vehicles Game Consoles Construction and Blocks Arts and Crafts Dolls & Action Figures Touch Screens 0%

20%

40%

(Michael Cohen Group, 2014) Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

60%

80%

100%

WHAT CHILDREN ARE DOING ON TOUCHSCREENS Frequency of Use by Activity Children 12-years-old and under

Very Often

Utility

Often

Communication Viewing Learning Playing Games

0%

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

(Michael Cohen Group, 2014)

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

WHAT CHILDREN ARE PLAYING ON TOUCHSCREENS Role Playing

Frequency of Play by Type Children 12-years-old and under

Board Games

Very Often

Sports

Often

Racing Arcade Action Adventure Puzzles Free Play Music Educational 0%

10%

20%

30%

40%

(Michael Cohen Group, 2014) Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

50%

60%

70%

80%

90%

100%

WHEN A TOUCHSCREEN DEVICE IS A TOY "Always" 10%

Parents say: "Never" 32%

Sometimes 58%

(Michael Cohen Group, 2014) Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

TOUCHSCREENS & LEARNING Parent Ranking of Toy Purchasing Criteria Age Appropriateness 1st Priority

Educational Value

2nd Priority 3rd Priority

Price

Child's Request Play Value Innovative Technology 0%

10%

20%

30%

(Michael Cohen Group, 2014)

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

40%

50%

60%

70%

80%

90%

100%

PLAY & LEARNING TOUCHSCREEN DEVICES • Defined/rule-based play • Play/game defined by app • Ongoing feedback/leveling • Single-player play • Personal best • Non-mediated • Approximates physical reality • Fine motor skill use/development

• Window to the world • 3D and 4D simulation of experience

TRADITIONAL TOYS • Open-ended free play • Toy integrated into child’s play Creativity • Mastery is subjective

Social

Sensory

Experience

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

• Pair/group play • Interpersonal competition • Mediated • Physical reality—touch, sight, sound, smell and taste • Fine and gross motor skill use/development • Direct experience • Local experience/2D representation

NEW TRENDS Touschcreen Toys

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

9

PERCEPTIONS OF NEW TRENDS TYCHE

APPTIVITY

CARBOTS

IBITZ

My child would ask for this

33%

33%

42%

28%

I would buy this for my child

29%

24%

28%

37%

My child would continually play this This is an exciting use of technology This combination is better than a toy alone

24%

25%

25%

21%

27%

21%

21%

32%

18%

10%

17%

18% (Michael Cohen Group, 2014)

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

E M E R G I N G N E W P L A Y P A T T E R N S ?

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014

R E F E R E N C E S Common Sense Media (2013). ZERO TO EIGHT: CHILDREN’S MEDIA USE IN AMERICA 2013. New York, NY. Michael Cohen Group. (2013). Survey on Ownership and Usage of Touch Screen Devices Among Parents of Young Children (Report of research conducted as part of ELC initiative within the Ready to Learn program). New York, NY. Michael Cohen Group. (2014). Patterns of play in Birth to 12-year-old children (Unpublished survey). New York, NY: The Michael Cohen Group. Rideout, V. (2014). Learning at home: Families’ education media use in America. The Joan Ganz Cooney Center: The Families and Media Project. Retrieved from http://www.joanganzcooneycenter.org/wpcontent/uploads/2014/01/jgcc_learningathome.pdf

Michael Cohen Group, LLC | Toys, Learning, & Play Summit | February 2014