The study, LMX Family, is completed in two parts: a ‘(M)eDiary’ among children to capture past day activities, and an ‘Activities & Usage’ module involving kids and parents that adds device ownership, usage, and co-entertainment activities.

Donna Sabino, senior vice president of kids and family insights, said: “Understanding this demographic is critical for marketers and content creators as it provides a view of what the future of media and advertising will look like. Unlike adults who have had to adapt to this new media environment, kids have never known a world where content was not available 24/7, across a wide variety of technologies, wherever they are.”

Data will be available through the Harmoni data delivery platform developed by Infotools, which has struck up a partnership with Ipsos OTX MediaCT. The agreement encompasses outputs from other syndicated studies produced by the research agency.