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KIDS USE MORE ELECTRONICS

Children are using consumer electronics and watching television at an increasingly younger age, according to two recently published studies focusing on the growing presence of digital media in the young consumer's lifestyle. This could benefit supermarkets offering entertainment software products, sources said.The first study, "Kids & Consumer Electronics II," published by the NPD Group, Port Washington,

Children are using consumer electronics and watching television at an increasingly younger age, according to two recently published studies focusing on the growing presence of digital media in the young consumer's lifestyle. This could benefit supermarkets offering entertainment software products, sources said.

The first study, "Kids & Consumer Electronics II," published by the NPD Group, Port Washington, N.Y., reported that kids are starting to use consumer electronics six months earlier than a year ago. The study found, on average, children begin watching TV at 3.8 years of age, using the computer at 5.5 years and using cell phones at 9 years.

For children ages 4-14, video game systems and CD players had the highest rates of personal ownership - both at around 40% - followed by TVs, stereos and DVDs. Laptop computers had the lowest rates at 3.1%.

Kids' earlier use of CE products makes sense since the children are kept occupied and the parents have relief time, said Bill Bryant, vice president of sales of home entertainment distributor Ingram Entertainment, La Vergne, Tenn.

For supermarkets that merchandise children's entertainment products, there may be an increased opportunity for sales. "The audience broadens when children begin watching TV at earlier ages," Bryant said.

Anita Frazier, an NPD industry analyst, agreed. "Any business that markets or sells products to kids needs to be aware of the role of these CE devices in their lives."

The study is based on data from 3,540 completed Internet surveys among individuals aged 25 and older with children ages 4-14 in their households.

The second study, a national survey of 1,051 parents, focused particularly on young children, ages 6 months to 6 years, and their level of media exposure. "The Media Family: Electronic Media in the Lives of Infants, Toddlers, Preschoolers, and their Parents," published by the Henry J. Kaiser Family Foundation, Menlo Park, Calif., found that 83% of children under age 6 use screen media, averaging about two hours per day.

"One thing this study makes clear is that even the youngest children in our society have a substantial amount of experience with electronic media," the report noted.

Kids' earlier media exposure gives retailers with video rental programs an opportunity to recover from recent losses in revenue, said Bob Gettner, video buyer, B&R Stores, Lincoln, Neb. "The rental industry continues to decline but this trend might keep things a little more steady."

According to the study, one in three children have a TV in their bedroom and live in homes where television is on all the time.

It has long been known that children want what they see at movie theaters and on TV. "This is clearly an opportunity for supermarkets that properly merchandise entertainment products as part of their one-stop shopping concept," Bryant said.

In 2005, children ages 3 to 11 spent $18 billion as consumers, according to Packaged Facts, New York, a consumer research firm. The company projected that this figure will reach $21.4 billion by 2010.

Overall, 66% of parents found television a positive influence, claiming that their child imitated positive behaviors such as sharing or helping. Parents also said that TV and other forms of media were used to keep their kids occupied.