Kids mobile entertainment apps report

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The new Kids Mobile Entertainment & Apps Report helps you understand when and how kids interact with mobile entertainment devices – specifically the iPhone and other smartphones, iPod Touch, and iPad. It reveals exactly how much time kids spend using apps on their parents’ (or their own) devices, how much they are willing to pay for these apps, and what motivates them to pay for an app.

Answer your questions about kids and mobile content
How can toy manufacturers, consumer tech manufacturers, content providers, movie/TV studios, and retailers take advantage of the growing popularity of apps among kids?How can you defend your current toys, video games, consumer electronics, and other real-world products?
How can you develop strategies for creating, marketing, and selling apps based on your existing intellectual property?
Where should content and apps providers market their apps to reach parents and kids?We talked to kids and parents so you can make better business decisions

Guide your product development strategy by understanding usage patterns and the types of mobile content and applications kids and parents want
Improve advertising and marketing effectiveness among different age groups with a clear view of purchase drivers for apps and downloads
Develop new mobile entertainment products based on the kids’ app usage lifecycle
Create marketing strategies targeting family decision-makers and gauge the power parents have over the specific downloads and applications their kids use

The market for mobile applications has experienced explosive growth over the past three and a half years. When Apple’s iTunes App Store and Google’s Android Market first
launched in 2008, smartphone users could choose from about 600 apps.
2
Today, there are more
than 500,000 apps in the Apple App store
3
and 380,000 apps in the Android Market,
4
which
consumers can access from a variety of mobile devices, including smartphones and tablets.
Consumers have downloaded these apps more than 28 billion times,
5
and young children and
teens are increasingly embracing smartphone technology for entertainment and educational
purposes.
6
As consumers increasingly rely on their mobile devices for multiple activities, the
quantity and diversity of mobile apps continue to expand.
This rapidly growing market provides enormous opportunities and benefits for app
users of all ages, but raises questions about users’ privacy, especially when the users are
children and teens. Mobile apps can capture a broad range of user information from the device
automatically – including the user’s precise geolocation, phone number, list of contacts, call
logs, unique device identifiers, and other information stored on the mobile device – and can
share this data with a large number of possible recipients. These capabilities can provide
beneficial services to consumers – for example, access to maps and directions, and the ability
to play interactive games with other users – but they also can be used by apps to collect
detailed personal information in a manner parents cannot detect.
Protecting children’s privacy is one of the Commission’s top priorities. In order to better
understand and evaluate the emerging app market and the products and services it offers
to children, Federal Trade Commission staff designed and conducted a survey of the apps
offered for children in the two largest U.S. app stores, the Android Market and the Apple App
store. Staff focused in particular on the types of apps offered to children; the age range of the
intended audience; the disclosures provided to users about the apps’ data collection and sharing
practices; the availability of interactive features, such as connecting with social media; and the
app store ratings and parental controls offered for these systems. This report highlights the lack
of information available to parents prior to downloading mobile apps for their children, and
calls on industry to provide greater transparency about their data practices.
72
Mobile Apps for Kids: Current Privacy Disclosures are Dis appointing
Staff searched the app stores using the word “kids,” and examined hundreds of pages
promoting apps, which ranged from alphabet and word games, math and number games, and
memory games to books and stories, flash cards, and puzzles. Most of the apps’ descriptions
specifically indicated that the apps were intended for use by children, and some promoted
use by children of certain ages, stating, for example, “teach young children, ages 2 to 5.”
Prices ranged from free to $9.99, but most apps were $0.99 or less, and free apps were
overwhelmingly the most frequently downloaded.
While staff encountered a diverse pool of apps for kids created by hundreds of different
developers, staff found little, if any, information in the app marketplaces about the data
collection and sharing practices of these apps. Staff found almost no relevant language
regarding app data collection or sharing on the Apple app promotion pages,
8
and minimal
information (beyond the general “permission” statements required on the Android operating
system9
) on just three of the Android promotion pages. In most instances, staff was unable to
determine from the promotion pages whether the apps collected any data at all, let alone the
type of data collected, the purpose of the collection, and who collected or obtained access to
the data.
As part of its mission to protect children, the Commission vigorously enforces the
Children’s Online Privacy Protection Act (“COPPA”) and the FTC’s implementing Rule,
which require operators of online services (including interactive mobile apps) directed to
children under age 13 to provide notice and obtain parental consent before collecting items
of “personal information” from children.
10
Since collecting the data for this survey, the FTC
settled its first COPPA enforcement action against a mobile app developer
11
and issued a
Notice of Proposed Rulemaking to amend the Commission’s COPPA Rule.
12
Those initiatives,
along with this report, are a warning call to industry that it must do more to provide parents
with easily accessible, basic information about the mobile apps that their children use.
Most of the apps in the study appear to be intended for children’s use, and many may,
in fact, be “directed to children” within the meaning of COPPA.
13
This survey focused on the
disclosures provided to users regarding their data practices; it did not test whether the selected
apps actually collected, used, or disclosed personal information from children. Over the next
six months, staff will conduct an additional review to determine whether there are COPPA
violations and whether enforcement is appropriate.
14
Staff also will evaluate whether the
industry is moving forward to address the disclosure issues raised in this report.

I just wanted to share with everyone a great website I discovered the other day. They offer downloads of classic fairy tales with fantastic images and entertaining narration and character acting. Not only do my kids love them, but I find them enjoyable as well. These timeless stories can be downloaded to computer or mobile device and they are very inexpensive. They gave me a coupon code to be shared. Enter 10off at download.
http://www.knowledgeworksco.com/It’s quite often that we see children using their parents’ handsets more than them, while they play games or listen to music. NPD Group has exhibited their latest report namely Kids’ Mobile Entertainment & Apps, which concentrates on understanding the patterns of app downloads carried out by children.
The company noticed that most of the devices owned by kids or parents contain less than 20 apps which have been specifically downloaded for the child, while around seven percent amass over 60 apps for their child. The most often downloaded apps usually belong to the gaming category followed by music. Gaming applications are the most popular ones with an average device containing almost 10 gaming-related apps used by children.
“Free is key. The most common place for kids to use these devices is in their own home and I do believe free content is cannibalizing sales in many entertainment related industries. While these type of gaming experiences aren’t as immersive as those available for console or portable systems, they are competing for time and dollars spent among the much broader casual gaming audience, and for time spent involved in other categories of entertainment,” stated Anita Frazier, industry analyst, The NPD Group.
However, even though gaming is popular music dominates the overall downloading scenario, while games place second with videos coming third. Over half of all downloads are related to music, totaling up to 61 percent of all child-related downloads. Ringtones, TV shows and movies amount to a meager 10 percent of all downloading activity.
On comparing paid apps with free ones, it was reported that 82 percent of free apps were downloaded for children. Interestingly, those who’ve purchased a software for their kids won’t mind spending twice the amount on the second. The willingness to pay for an app increases with the child’s age in device owners.
75 percent of respondents stated that the free nature was the single highest motivating factor for downloading applications. Childs’ request/desire for the app, recommendations by family and friends, and the apps’ affiliations with a character or personality were the other motivators for app acquisitions.
It was believed that after using an app for the first time it’s forgotten, however most of the kids would reuse the same app quite a few times. Whereas, only 1 percent stated that they would delete or abandon the app after the first use. This survey could help app developers understand how to reach children in order to market their products better.

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