Kids-oriented digital marketing platform SuperAwesome released a report of its research on Southeast Asian kids’ media consumption behaviour. With focus on kids aged six to 14 years old, the research gives a deeper look into how kids in Indonesia, Malaysia, Singapore, Thailand and Vietnam are using the digital media.

“The under-13 audience is one of the most influential in the world, yet there is very little direct data on their digital media behaviour,” said Dylan Collins, CEO of SuperAwesome, on the background of the research.

As expected, mobile plays a crucial role in Southeast Asian kids’ media consumption. Smartphone use is rapidly catching up with TV viewing, with 70 per cent of kids aged six to 14 years old take part in mobile gaming in their spare time, TV follows with only 10 per cent.

Another interesting find is that a high percentage of kids — almost 50 per cent — actually own the device themselves, in particular smartphones. Fifteen per cent of kids also admit that checking their smartphone is the first thing they do in the morning.

Kids’ playground has also moved to the digital platform. Of the top 10 apps targetted at kids, eight of them are gaming apps.

An infographic summarising the survey’s findings is below:

Revision - ASEAN infographic Final Jan 13th_INDO (1)-page-001-resized

Image Credit: SuperAwesome