NPD also found that most of these purchases come from music, as it accounts for 72 percent of all media, followed by movies, games, TV shows, books, and apps.
It's difficult to explain these figures, but there are four possibilites here:
1. Kids are collectors and they like physical objects to show their friends.
2. Kids buy on impulse and many times parents can't get out of a store without buying kids something - like a CD.
3. Most kids from 2 to 14 don't have credit cards (does a 2 year old even buy anything?), so that means their parents are buying for them, and they may be still steeped in the idea of a CD as entertainment.
4. Someone is very wrong here. Either NPD is way off the mark, or the conventional wisdom about kids being so digitally astute is wrong.
Frankly, I think it has more to do with the conventional wisdom more than anything. I know from the talks I give on social media (Social Media For Musicians And Engineers - or publishers, artists, or fill in the blank creative type), I'm always amazed at how little my audience knows about social media in particular and the digital world in general. Since most of these talks are in colleges, supposedly the sweet spot of the digital revolution, it makes me think that the Silicon Valley Illuminati thinks the world revolved around them, of which it has convinced the news media.That might not be the case at all, as the rest of the world (at least in the US) becomes increasingly hip to technology, but not at the same speed as we're led to believe.
Now obviously my experiences aren't with 2 to 14 year olds, but I just don't think the digital and social penetration is quite what the so called "common wisdom" would have us believe. Sure, I've seen the kids at the Apple store just as happy and engaged as can be, but is that really the case outside of the major media centers?
All I know is that studies like this make you re-evaluate just what we think we know about the digital world we live in. Some of us may be living in the future, while most are based squarely in slightly different reality.
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