中国孩童数字时代白皮书2019 REACHING DIGITAL CHILDREN REQUIRES DIVERSIFIED CHANNELS, CONTENT, ANDFORMATS 他们接触着多元渠道、多样的内容与形式 （1）THE MEANING AND CHALLENGE OF DIGITAL MEDIA数字渠道的意义与挑战 In China, children are a huge butinvisible Internet user group. They use digital devices but a lot of them do NOT have their own digital ID; therefore, it is worth to consider how to precisely identify them via technic solutions (e.g. machine learning) in the future. 在中国，孩童是一个庞大的隐形互联网民群体。他们接触数字设备,但有较大比例没有专属的数字ID或身份，因而如何通过科技手段(如机器学习)更精准识别儿童用户是未来需要考虑的方向。 （2）THE IMPORTANT ROLE OF OUT-OF-HOME MEDIA (OOH)户外媒体的角色同等重要 Outdoor life is abundant for children of all stages. Their high visit frequency makes 00H play same important role as digital media in their life. It is highly recommended to combine 00H with digital media to optimize marketingeffects. 无论是哪个学级，孩童群体的户外生活都非常丰富精彩，对户外媒体有非常高的接触频率。户外媒体的重要性不亚于数字媒介，需要和数字媒个精密组合来优化营销效果。 （3）DIVERSIFI ED CONTENT AN DFORMATS多样化的内容与形式 Digital children have mature tastes and are avid consumers of different types of content beyond those aimed directly at children. 当下的孩童群体对内容的消费呈现出明显的早熟趋势，随着年级的提升,他们越来越多的开始消费成熟的内容,接触的内容形式也愈加多样。 【更多详情，请下载：中国孩童数字时代白皮书2019】