US Activities of Toddlers and Pre-schoolers Report May 2014

Parents are keeping their 2-5-year-olds entertained through traditional activities like reading and physically active play. Traditional gender roles influence the way that moms and dads interact with their children. Moms are more likely to shop with kids and try to play outside as much as possible. Dads lean toward self-directed play and the use of digital devices.

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Table of Content

Scope and Themes

What you need to know


Data sources

Consumer survey data

Abbreviations and terms



Executive Summary

Toddlers and preschoolers by the numbers

Figure 1: Total US population distribution including toddlers and preschoolers aged 2-5, 2014

Toddler and preschooler population projected to grow 6.6% by 2019

Figure 2: US population and projections of children younger than 18, by age, 2014-19

The consumer

Most parents watch TV, but skill building is also important to parents

Figure 3: In-home activities with toddler/preschooler within the last three months, January 2014

Young children are shoppers in training

Figure 4: Out-of-home activities with toddler/preschooler within the last three months, January 2014

Family first when it comes to sources parents use to learn about activities

Figure 5: Top sources used to learn about toddler/preschooler activities, January 2014

Young kids’ activities should be the complete package – educational, creative, and fun

Figure 6: Top five most important qualities in choice of toddler/preschooler activities, January 2014

Parents may feel guilty about the disconnect between what they want to do and what they actually do with their kids

Figure 7: Parent attitudes about activities and time spent with toddler/preschooler – busy parents, January 2014

What we think

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