Over one-third of kids ages 2-12 can only be reached by marketers from digital platforms such as YouTube, online sites, social media, and VOD, according to study for Precise TV, an ad tech company, conducted by Giraffe Insights, a youth/family research company.
In particular, YouTube is a strong component -- 85% of the kids surveyed used the video platform — and 70% remembered seeing advertising on it.
This number is versus 36% those who remember TV ads on broadcast, 32% on video-on-demand; 18% on non-YouTube online videos; 17% on social media; and 14% on gaming.
After YouTube, 21% of the time the kids used Nickelodeon to access online content; 20% for Cartoon Network, and 14% for Nick Jr., according to the research.
YouTube is accessed by kids on portable devices 78% of the time; 15% on connected TV; 4% on regular TV; and 3% on gaming consoles.
While YouTube dominates overall use, non-YouTube videos on demand also scored high -- 71% consume content here; 60% for gaming; 46% with social media; 41% with live or recorded broadcast TV.Precise TV says 2,000 kids participated in a 15-minute survey with questions aimed at both kids and their mothers.
Precise TV, is a video ad technology company, with clients that include kids-targeted marketers Pokemon, Electronic Arts, Seaworld, Playmobil, as well as adult-skewing Adobe, Chanel, Hilton and Jaguar.