Apple’s iPad is the #1 brand among kids 6-12

The iPad’s introduction five years ago forever changed the way kids and families consume entertainment. It is now the #1 brand among children 6-12, according to findings from the 2014 Young Love study, the nation’s largest survey of brands among youth and families. The annual study, conducted by leading youth and family research firm Smarty Pants, ranks more than 250 brands each year. In 2014, Apple’s iPad trumps iconic kid brands such as McDonald’s, Toys “R” Us, Nickelodeon, and Disney.

“iPad’s number one status among kids represents the culmination of the ‘tablet takeover’ – a movement from shared screens and TV network dominance to curated con- tent on personal devices,” says Wynne Tyree, president of Smarty Pants, in a statement. “Kids increasingly turn to iPad for games, TV shows, videos, books, homework help and communicating with friends and family.”

Kids see the iPad as the all-in-one digital tool, giving them a unique sense of independence. It is a highly personal portal that is easy to use for kids of all ages. A 9-year-old boy explained in the study, “I can watch YouTube and play Minecraft and use the internet anywhere I want. And I don’t have to share.”

Tyree notes that iPad’s march to the top has been dramatic. “In just five years, the iPad has risen from ranking 109th to being kids’ favorite brand. Early on, it captured the hearts of tweens and middle and upper class families, but iPad is now an indispensable part of childhood for the masses.”

Digital entertainment overall is seeing a surge among kids and families, with brands such as Netflix, Hulu, Amazon Instant Video, Android, and Samsung posting noteworthy increases in Kidfinity – a measure of kids’ awareness, popularity, and love for a brand. Along with iPad, these devices and services provide entertainment that is “always on.” Offering seemingly endless options, tablets and digital content providers are meeting contemporary kids’ needs – with fun and connectivity never more than a tap away.

2014 Young Love study
2014 Young Love study (source: Smarty Pants, LLC)

 
Methodology
Young Love is conducted online among a representative sample of U.S. households with chil- dren ages 6-12. In 2014, a total of 256 consumer brands across more than 20 categories were evaluated as part of the three-month study of 6,661 children and their parents. Kidfinity scores are a composite measure on a scale of 0-1000 that factor in brand awareness, love and popularity.

Source: Smarty Pants, LLC

51 Comments

    1. Seriously, Zuning was a thing, 30 years ago. Just wasn’t called that.

      The family, along with the Microwave and VCR, was also planning on getting a computer. Big brother, yes some of us had them, worked at Radio Shack. He was recommending TSR80. However baby brother knew better and wanted an Apple //e. Parents were smart enough to know where schools stood and what the roadmap looked like for education.

      Zuning was avoided with a brand new Apple //e and happy little kids, in our house.

      1. Ah, the TRS-80. And the firm wasn’t called Radio Shack without reason it would seem ;-).
        From Wikipedia: “One major drawback of the original system was the massive radio-frequency interference it caused in surrounding electronics.”

    2. One of my friends a long time ago gave me a Zune. He won one in a contest and they accidentally sent him 2 so he gave me the other one. It looked like a red Atari cartridge with a screen and buttons. But it had an 80 GB HDD in it.

      I actually never thought they were that bad for what they were. At least I never ran out of storage space.

  1. I was thinking, jeeze, how could these people get paid? “Oh, that ain’t workin’. That’s the way to do it.” Then, I realized their work is collecting a lot of data and reporting the direct results. Finally, I concluded they should get paid more than some stock analysts and tech pundits.

  2. Of course it is! Apple is a toy company! This proves it! Next thing you know, they’ll acquire Hasbro! For doing serious work, breadwinning adults use Surface Pro! Time for lemmings to wake up! /JM

  3. Is it just me, or shouldn’t we be bothered by the fact that grade schoolers’ brand awareness is limited to candy, junk food and video? No sports brands? Books? I fear for the next generation.

  4. Now if Apple created a lower priced ($400-500?) ARM based light MacBook for kids (MacBook Student), then kids who are going to need laptops too as they grow up will never know life without Continuity.

    With iPad’s popularity, Continuity, 64-bit ARM, Swift (which targets both Intel and ARM), and Metal (games) … Apple has all the pieces ready to meet all the computing needs of the next generation of kids if they want.

    I predict that Apple will release lower-priced, but light and relatively powerful ARM laptops in 2015 and we are seeing the last generation of kids that widely use Windows. PC wars 2.0 is going to Apple. Its not clear Microsoft even knows what is going to hit them. Apple should call ARM friendly Mac OS 11 Tsunami.

    1. Dude, an iPad is far more simple to use than a laptop. Easier to carry, easier to handle – hence better for kids and non-computer geek older folks.

      While the PC world was trying to sell those SubNote books, Apple slammed the world of PC with the iPad. Totally destroying the SubNote Book market. Such that, the popular device also began to eat into the Desktop sector of the PC also. Why… simple, because this highly efficient device, could handle the needs of what most PC users were using a computer for. Browsing, Chatting, texting, watching Youtube, watching videos, listening to music. When challenged that the iPad was useless at doing any work on it. Apple proved that wrong also with editing movies and the suite of iWorks – being keynotes, numbers and pages. Not to mention a million other apps that provided creative content to the iPad and iPhone universe. This entirety eroded the PC world… plus the iPad was virus free and beautifully portable and incredibly easy to maintain and upgrade. The perfectly natural touch UI left behind a generation that pointed and clicked. A massive change had occurred thanks to Apple.

  5. Not surprising in the least.

    Apple keeps the iPhone really simplified and dumbed down to a level that anyone with a 1st grade education can handle.

    Which is why I’ve always said Android is for people who can handle it. iPhone is for everyone else.

      1. Yep they totally copied the notification bar.

        No, wait. Android had that first. Apple copied that later.’

        They also copied MicroSD support.

        Oh wait, nope. Apple has always forced their customers to decide between deleting stuff to make more room for more things or buying a new phone to upgrade their storage.

        Android copied widgets too didn’t it?

        Oh no that’s not right. Apple copied widgets about 3 years later and totally butchered the implementation in the process

        What about that quad HD screen that Samsung ripped off the iPhone 6+?

        Oh wait. The iPhone 6+ is still using a 1080p screen like it’s still 2013.

        Apple is always 2 steps behind.

        1. Who needs a 4K screen on a phone, Dracaozule? No one except brain dead Android spec whores. No one can see any difference EXCEPT the lack of ability of the Android devices to move images and graphics around in any real time on such huge screen resolutions. The new Samsung Galaxy Note 4, aka the Ransom Note, can only hit 10.5 frames per second in one standard graphic test, where the iPhone 6+ easily more than doubled that figure. . . without breaking a sweat at half the clock speed on half the processors. Samsung and Android boost specs at high cost in speed and battery usage for absolutely ZERO user benefit, merely for spec bragging rights. Apple’s decisions are based on usability, battery life, and speed. . . and user experience. I saw an excellent example just yesterday when my daughter’s friend showed me a simple YouTube on her brand new Samsung Android high-end phone on Wi-Fi. It played, but the screen would freeze frame every five seconds for about three seconds while the sound continued, then the video would jump to catch up with the audio. I brought up the same YouTube on my iPhone 6 and it played contnuously, smooth as melted butter. No stutter screen. No freeze screen. Same Wi-Fi.

          1. More than likely the Note 4 they benchmarked was running the stock Samsung factory ROM. I’m willing to bet your daughters friend was also running the same ROM on their phone too. Samsung makes great phones but the ROM’s they put on them are notoriously slow, bloated, and badly coded. Which is why I think people should take the time to flash their phone to a debloated, more optimized ROM like CyanogenMod ((which, by the way, only takes like 10 or 15 minutes these days, 30 if you don’t know what you’re doing))

            When I got my Note 2, I decided to play around with the ROM that came with it. It was horrible. Doing something as simple as copying files to the phone was a complete hassle.

            I downloaded the CyanogenMod installer and had it on the most recent stable build of CyanogenMod Android within 10 minutes. All the lag, bloatware, and bugs went away just like that.

            This is why I’m waiting until CyanogenMod releases a build for the Note 4 before I buy mine.

            1. Few people are going to even LEARN about different ROMs dracoazule. You live in Fantasyland to think a large percentage of Android users will EVER flash a new ROM onto their phones. The vast majority use what it came with. That is human nature. Most people just use the phone as-is.

            2. Fewer than 15% of ALL Android devices capable of being rooted have been rooted. . . Most Android devices are not capable of even doing that. There are over 16,800 different Android devices and configurations out there. That is what Fragmentation is all about. It is a second rate environment. . . and even you admit a user has to take extraordinary steps to make the flagship, top of the line model perform even close to its potential. How ABSURD! No user should be required to jump through such hoops to use their device. That simply is NOT A GOOD USER EXPERIENCE! That, dracoazule, is a nightmare.

            3. An Android user needs to research the modifications, find the right one, take the RISK to their expensive device, voiding any warranty offered by their carrier/manufacturer, ROOT the phone, and trust the mod to install a new ROM over what the maker installed. That is quite a leap, and IS quite a few psychological hoops for the majority of users. Most simply won’t jump through them. As I said, dracoazule, you live in Fantasyland occupied by a few Droid geeks, certainly not populated by the millions of Android users.

            4. no one is saying samsung makes crappy phones… nor that the components they use suck — but what is clear is this:
              1) they stabbed a partner in the back
              2) they broke a partnership agreement over greed
              3) they copied the general form of both iPhone and iPad
              4) they refused the exclusive offering of IOS by Apple
              5) they still don’t make their OS
              6) they created a store based on iTunes apps
              7) they have been basically uninspiring and non innovative
              8) using google as a partner to grab sales from apple
              9) stealing and promoting against Apple thought they are still under certain partnerships

              Its just crappy business man. And you support this?
              A device that basically is open yet closed and dead without updates. Nice.

            5. That company’s rate of suicides was 25% of the suicide rate of the same age cohort for the Chinese population in general. In other words, workers at FoxConn were four times LESS likely to commit suicide than an average Chinese person of the same age. It is SAFER to work at FoxConn than to not work for Foxconn. In fact, the suicide rate among students at Yale and Harvard Universities were TWICE the rates of the workers at FoxConn in the same age cohorts during the same period. . . so you would have been safer working at FoxConn than going to either of those Ivy League schools!

              Don’t talk ethics to me unless you stop blithering idiotic nonsense!

            6. Also, the Galaxy Note 2 continues to receive CyanogenMod updates. I’m updating mine to the latest nightly build as I type this. It’s on Android 4.4.4, which is the latest currently available version of Android, thanks to CyanogenMod. No more having to wait for manufacturers to roll out updates. The Note 2 will also probably be one of the first phones to get CyanogenMod 12 which will be based on Android L.

        2. How many steps behind is the second generation A8 64 bit processor in the iPhone 6, Dracaozule? Oh, their two steps ahead of the 32bit processors used by the Android junk out there. Too bad, so sad. . . they have to use four cores at twice the clock speed and STILL lose.

            1. ARLiberator for Android has been out since 2012 and it lets you take complete, full control of your phone from your AppRadio 2. Rather than just select, ‘approved’ apps.

              Yet another example of Apple copying Android 2 years later and doing it poorly.

            2. Yes. Which is why I got an AppRadio 2 instead of the first generation AppRadio. AppRadio 2, 3, and 4 work with both the iPhone and Android devices.

              But ARLiberator only works with the AppRadio 2 and brings more features to the radio than the AppRadio 3, 4, or CarPlay.

            3. Actually, all Android devices built since the year 2011 have a mini-HDMI out port. Or at least embedded HDMI in their MHL port

              Also, it’s 2014. What the hell kind of caveman still considers their phone just a phone?

            4. Iphones have imbedded HDMI in the connection port, . . For a long time. It’s in the Lightning port now. More complete ignorance on your part, dracoazule. Abysmal ignorance.

            5. How about you do your own research, dracoazule? I might give you a hint. Store.apple.com search adapters. Question, dracoazule, why add an obscure port to a phone because 1% of users may want that functionality, saddling all users with that cost and weight, plus battery hit, to please a fractional minority of users when providing an economical adaptor servers the purpose for those who want/need that function? It IS available. Your ignorance is abysmal.

            6. So in other words, the iPhone can’t do HDMI out of the box. Add that to the list of things a completely stock iPhone can’t do.

              Also, simply having a port to plug in a cable doesn’t add any measurable weight to the phone or drainage to the battery

            7. Yes, dracoazule, it does add weight, and battery drain. What engineering school did you go to that taught you that a port jack was massless and that electronic components could be added that take no power to operate as well as added no weight or volume to a device? Do you think we are stupid, or is it you?

            8. I think you are stupid. Putting a port on a device would only add mere nanograms. A negligible increase in weight that’s hardly noticeable.

              And a port won’t add battery drain to a device unless there’s something plugged into it that is putting an electrical load on it.

        3. or to use the Cloud and your Mac to transfer files and gain space on your device – depends how you look at things and honestly where Apple believes the puck will be played… why because they have vision – where the competition nicely added a micro SDCard – a welcoming slot that came later on a Mac – one day might come on a iPhone or iPad… does not equal coping anyone.

          iPhone and iPhone OS came first. You can not separated the hardware from the software; for it is together those make for the innovative solution to the new device and user experience. Remove the OS and the Device is useless. Exchange the OS for what???? Android? Android came later though in development and such by yet another Apple defector and traitor, Andy Rubins, Danger will Robinson, you set stage for disaster not freedom of programming.

          Google mimicked the iPhone OS and gave it away freely.
          A traitor to America by which they allowed the Asian markets to use as catch up.

        4. who’s notification bar?

          with twenty handset makers out there, freely to change the Android interface — anything that Apple sees fit to adapt – is merely adding to what iPhone OS and iOS started… sure there are good ideas on Android but all implemented differently. If Apple looks at all twenty implementations of Notifications (from a freely distributed OS), and arrives at its’s solution (which could be seen as a better sleeker implementation or not) its not coping. Coping would be taking from the originator. And sorry to say, the originator even without Notifications to start as seen in Android — had types of notifications from day one, just not so slick.

    1. Most people… most people find the open flexibility and customization real far far beyond what they understand and need. Specially in a phone. PCs did have wonderful customization and for those who loved to tinker – it was fun. However, for most, seriously the things you promote are far beyond what the typical user wants. Complication that is simplified and made reliable and standard – such that a child of the age 1 can use such a device naturally is the way to go. That means it is so intuitive by nature. I wouldn’t say Apple succeeded in that – but I would say they are damn closer then anyone has ever gotten. IOS is far more beautiful than any — simply because of simplification for MOST users.

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