A recent study from the nonprofit Common Sense Media reveals that US children between the ages of eight and 12 spend more than four hours a day using devices with screens, and almost six hours a day using media of any kind. Teenagers, on the other hand, use devices with screens for more than 6.5 hours a day and close to nine hours total using various forms of media. Nine hours is greater than a full-time work day!
The sheer time kids spend today with their phones in hand means that they have a 24/7 reality with media and technology which is shaping their lives, their preferences, their loyalty and buying behaviour in so many ways.
These kids are multi-tasking without thinking they are multi-tasking – it is just a common means everyday.