75% of British 11-year-olds have their own television set, video player and mobile phone according to Ofcom, Britain’s telecoms regulator. British children are spending considerably more time consuming media than their older sibling did a few years ago.

But the media usage has also become more diversified making it more challenging for advertisers and media players to keep up. From the ages of 8 to 15, regularly watching videos has dropped from 59% to 38% in just 2 years. These kids are spending more time on the mobile phone and the internet for entertainment and socialization. Is everyone seeing this with kids?

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