Children are spending more time online than they are watching TV, according to a new report.
An annual survey by research agency Childwise suggested young people now use the internet for three hours a day on average, compared with just 2.1 hours sitting in front of the television.
Video-sharing website YouTube, image-sharing sites Instagram and Snapchat and social network Facebook were among the most popular online destinations for children.
And half of the more than 2,000 five to 16-year-olds who took part in the survey had watched programmes on Netflix, ahead of ITV on 47% and BBC One on 46%.
The trend may have been aided by a surge in tablet ownership among children, which was up 50% on last year.
“Growing access to the internet at any time and in any place, and a blurring of television content across channels and devices, brings a landmark change in behaviour this year. TV viewing has been redefined,” said Childwise research director, Simon Leggett.
“Children are now seeking out the content of their choice. They still find traditional TV programmes engaging but are increasingly watching them online and on-demand or binge watching box sets.”
Among kids who do go on YouTube, 58% were found to access music videos, 52% watch funny content and a third watch vlogs, games content or instructional videos.
The report found the most popular YouTubers to be: fashion and beauty vlogger Zoella; Minecraft vlogger TheDiamondMinecart; Zoella’s younger brother Joe Sugg; gaming vlogger KSI; and Stampy, another Minecraft vlogger.
ChildWise is an independent market research agency specialising in children and young people. The research was drawn from online surveys completed by more than 2,000 UK schoolchildren.
Findings of the report also include:
· A new mental health section in Childwise Monitor 2016 reveals most children are happy but there is a small number for whom this is not the case. By age 11-16 one in 10 boys and one in six girls are not happy and feel life is worse than it was a year ago.
· Zoella was the top vlogger, especially among girls with 15 per cent naming her as their favourite. Her appeal is highest among 11-12 year olds. Minecraft vlogger
TheDiamondMinecart, younger brother of Zoella Joe Sugg, gaming vlogger KSI and further Minecraft vlogger Stampy were the next most popular.
· Little Mix top the chart this year as the most popular artist, with 5 per cent choosing them up from 1 per cent last year. One Direction fall to third most popular after three years of being children’s top pick.
· 63 per cent of children own their own mobile phone with an average monthly spend of £12.
· A further fall in book reading for pleasure with the majority (53 per cent) reading for half an hour or less per day. 8 per cent of children read magazines every day compared to 11 per cent last year.
· Children’s total spending power in the UK is £7.5 million per year. Regular pocket money continues to fall and children are increasingly likely to receive ad hoc handouts