作者：Dean Takahashi

总部位于英国的初创企业SuperAwesome在一项调查中发现，比起美国，东南亚6至14岁的孩子们在手机使用的活跃度上高出了20%。

这项报告涉及了印度尼西亚，马来西亚，新加坡，泰国和越南等市场。这一发现之所以很有趣是因为，尽管这些孩子们对于家庭购买决定具有很大的影响力，但是对于这个年龄群体我们却找不到足够详细的分析数据。结果显示，从手机平台来看，孩子们是地球上最受数字化内容吸引的群体。

superawesome(from venturebeat)

该调查发现，在东南亚有87%的孩子们在使用智能手机，并且有一半的孩子们拥有自己的设备。通过比较，我们可以发现同样年龄层的美国孩子中只有不到30%的孩子们拥有自己的手机。不过却有47%的美国孩子拥有自己的平板电脑。

对于亚洲的孩子来说，手机设备是他们消费媒体的主要方式。在市场上，智能手机的使用率快速赶超了电视的收视率，手机游戏也成为了孩子们在休闲时间第三大受欢迎的活动，仅次于观看电视。对于那些经常收看电视的孩子来说，有1/4的孩子会在同一时间使用智能手机。

大约有70%的东南亚孩子会在空闲时间玩手机游戏，相比之下在美国只有56%的孩子会这么做。在东南亚孩子间，十个孩子中有八个最常使用的应用就是游戏，而美国孩子们最喜欢的还是那些社交内容引用。

SuperAwesome的首席执行官Dylan Collins说道：“13岁以下的用户是世界上最有影响力的用户之一，但是对于他们的数字化媒体行为却不存在足够的数据分析。就像我们在美国和英国做的那样，我们也希望对东南亚孩子的数字化行为进行首次综合研究。这已经出现在了所有代理和品牌的心愿列表中了，所以它一定会成为大受欢迎的阅读内容。”

SuperAwesome访问了1800个来自东南亚的孩子。

SuperAwesome创造了一个数字广告平台，该公司表示他们可以无需触犯任何隐私法规而安全地瞄准孩子们。面向孩子的数字广告市场拥有巨大的发展机遇，根据产业估算，到2018年该市场的利益将增至20亿美元。

VB Insight的分析师Stewart Rogers说道：“据说对于孩子的数字广告市场还没有官方的数据分析，并且因为各种严格的法规，这是一个很难大肆开发的市场。广告商们需要注意到各种限制因素，即包括FTC，IAB和其它世界机构所执行的各种规定。”

（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转发，如需转载请联系：游戏邦）

Southeast Asian kids are 20% more active on mobile than U.S. kids

DEAN TAKAHASHI

U.K.-based startup SuperAwesome found in a survey that children ages six to 14 in Southeast Asia are 20 percent more active in mobile usage than U.S. kids.

The report examined markets such as Indonesia, Malaysia, Singapore, Thailand, and Vietnam. The finding is interesting because, despite the big impact these kids have on family purchase decisions, there is very little detailed analysis for the age group, according to SuperAwesome. The results showed that, in terms of mobile, the children in these markets are among the most digitally engaged on the planet.

The study found that 87 percent of kids in the region use smartphones, with half owning their devices. By comparison, U.S. kids in the same age group own less than 30 percent of their phones. U.S. kids, however, own more tablets, at 47 percent.

For Asian kids, the mobile device is the core way to consume media. Smartphone usage is rapidly catching up to TV viewing in the market, and mobile gaming is the third most-popular activity for kids in their spare time, only slightly behind TV viewing. Of kids who watch TV regularly, a quarter use a smartphone at the same time.

About 70 percent of Southeast Asian kids play mobile games in their spare time, compared to 56 percent in the U.S. Eight out of 10 of the most-used apps for Southeast Asian kids are games, while U.S. kids favor social content apps.

SuperAwesome CEO Dylan Collins said in a statement, “The under-13 audience is one of the most influential in the world, yet there is very little direct data on their digital media behavior. As we have done in the U.S. and U.K., we’re pleased to bring one of the first comprehensive studies of what kids’ digital behavior actually looks like across the [Southeast Asia] region. This has been at the top of almost every agency and brand wish-list for some time, and it will make for fascinating reading.”

SuperAwesome interviewed 1,800 kids in the region for the report.

London-based SuperAwesome has created a digital advertising platform that the company says can safely target children without running afoul of privacy regulations. The digital ad market for kids represents a big opportunity, with industry estimates saying the market could grow to $2 billion by 2018.

“That being said, there is no official measurement of the digital ad market for kids, and it is one of the more difficult markets to leverage thanks to the high level of regulation – an area SuperAwesome knows well,” said Stewart Rogers, analyst at VB Insight. “Advertisers will need to be cognizant of various restrictions, including those applied by the FTC, IAB, and other worldwide bodies.”(source:venturebeat)