Uses and gratifications of a tablet computer for children: an analysis of online customer reviews

Purpose The number of children using and owning mobile devices has grown significantly in the last decade. By applying a uses and gratifications approach, this paper aims to explore what customers of a tablet computer for children report about the use and expectations of these devices from an information behavior perspective. Design/methodology/approach For this study, 1,185 online customer reviews published for two different versions of the Amazon Fire Tablet Kids Edition on the German Amazon website between June 16, 2019, and June 15, 2020, were analyzed. A content analysis of the reviews was conducted using different inductive coding methods. Findings Findings indicate that customers describe different aspects of children's use and families' expectations of tablets within their reviews. The expressed gratifications mostly relate to the aim of entertainment. Intentional information seeking activities were hardly mentioned within the reviews, but many customers emphasize learning as an important activity with the devices. Overall, the customer reviews reveal a mix of gratifications that differ from reported motivations for adults' tablet use. Research limitations/implications The possibility of manipulated online customer reviews must be considered. It should also be viewed critically that the children's perspectives are only indirectly included in the data. Originality/value Families' expectations of tablets as a device for children have not been a focus of research to date. This study uses an innovative research design by applying a uses and gratifications approach to online customer reviews for children's tablets. The findings add to previous research on children's use and families' expectations of tablets and contribute to our understanding of children's information behavior in connection with mobile devices.