NPD Group has been surveying 4-14 year-olds in the US about their use of consumer electronics, and found that on average, kids own 11 different devices, from mobile phones to laptops, game consoles and digital music players. The topline finding is that they’re gravitating towards digital consumption, whether listening to music, watching videos and TV shows on YouTube and Hulu. 30% own a personal digital music player, versus 6% in 2005. And running across all of it is their love of gaming – not necessarily on consoles and handhelds, but on websites and virtual worlds. Which ties into our belief – expressed before in this Bulletin and the Report – that the reason virtual worlds ARE still important for music isn’t to do with thirtysomethings in Second Life, but teens and tweens in Habbo and the like.

EarPods and phone

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