is we are about to tell you. toddlers are incredibly tech savvy. some real eye openers of what early adapters means. christine romans is here with us. the study is shocking. we used to call them cord cutters. people who started with a cord. now they re called the cord nevers. these little kids who have never, ever been tethered to a traditional device. the fastest growing segment is wearing diapers. 38% of children under two are watching shows or use apps. this is according to a study from common sense media. for some idea how powerful this explosion of apps has been. almost as many children have their own tablets as children did two years ago. that s how fast it s growing. it s cutting into family time. as it turns out, 60% of parents say media does not affect the time spent together. some miamilys say you spend time doing pictures, an app together.
it dominates children s mettia, no question t. time spent with the traditional media, dvds, video games, down substantially. replaced by little tim my and little sally on the ipad or other devices, kind alls, phones, playing with apps underage two. that s true. when you see that jump that, stat, that jump in how many kids are using it, that will change business. unbelievable. their next target. they re watching the cord cutters and cord nevers. two completely different markets. fastest growing consumers of this media. advertisers say they want to get them younger to build brand identity. the rest of us in the media find ways to compete and stay up with the game. but for advertisers, it s getting more and more easy, kids are so young. have you seen a kid flipping through the photo library? it s amazing. they are presented with something that doesn t have a touch screen.