iPad Is Now The #1 Brand Among Kids 6-12

iPad Is Now The #1 Brand Among Kids 6-12

Digital Entertainment Is Replacing Traditional TV

NEW YORK, Oct. 6, 2014 /PRNewswire/ -- 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 content on personal devices," says Wynne Tyree, president of Smarty Pants. "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 explains, "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 109(th) 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(TM) - 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.


TOP 25 KID BRANDS, Young Love 2014


RANK BRAND KIDFINITY(TM) SCORE RANK BRAND KIDFINITY(TM) SCORE
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1 iPad 898 14 Crayola 842
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2 Hershey's 894 15 McDonald's 839
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3 Oreo 885 16 Wii 838
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4 M&M'S 883 17 Reese's 836
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5 Doritos 868 18 Chips Ahoy! 836
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6 Cheetos 864 19 iPod 836
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7 Skittles 858 20 Kraft Macaroni & Cheese 834
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8 Disney 858 21 Popsicle 833
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9 YouTube 852 22 Netflix 833
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10 Xbox 850 23 iPhone 832
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11 Lay's 847 24 Toys"R"Us 830
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12 Kit Kat 846 25 Apple 829
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13 Nickelodeon 846
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Methodology

Young Love(®) is conducted online among a representative sample of U.S. households with children 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(TM) scores are a composite measure on a scale of 0-1000 that factor in brand awareness, love and popularity.

About Smarty Pants

Smarty Pants, LLC is a market research consultancy with offices in New York, San Diego, Boston and Johnson City, Tenn. The firm conducts youth and parent research and guides marketers on brand positioning, new products and consumer trends. For more information on Smarty Pants and the Young Love study, visit www.asksmartypants.com.


Contact: Meredith Franck / 914.939.1897

mfranck@asksmartypants.com


SOURCE Smarty Pants, LLC

Smarty Pants, LLC

Web Site: http://www.asksmartypants.com


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