Study: Second Screen First With Kids

Parents Cite Mobility, Independence Among Draws

Kids prefer a mobile second screen as their first screen for watching video, according to a survey of 800 parents of children 2-12 conducted by marketing and branding firm Miner & Co. Studio.

A majority of the parents polled (57%) said that their child "prefers a device other than the TV" to view video content.

In fact, almost half of the parents said that when their kids act up, they take away the tablet and "make" them watch TV,  "creating a generation of kids for whom TV is punishment," Miner said.

Moreover, 41% of the parents said their child would choose time using a tablet over having a dessert, according to the study.

The parents surveyed cited the following reasons for their children's second-screen preference over a TV set:

1. They can take it anywhere;

2. It has a touch screen;

3. Ease of use;

4. Independence; and

5. Ability to re-watch content.

The study's margin of error is plus or minus 3.46%.