CHILDRENS CHANGING MEDIA USE

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CHILDRENS CHANGING MEDIA USE

• MRG Evening meeting
• - 29 April 2008
• Rosemary Duff
• ChildWise

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CHILDREN IN THE UK
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CHILD NUMBERS - UK - BIRTHS BY YEAR
000
11-16s 4.55 million
5-10s 4.16 million
2007-8 numbers
Birthrate up from 2003 onwards, but still well
below 1990 peak - No. of children aged 5-10
likely to rise over the next 3-5 years - But no.
of 11-16s will continue to fall until beyond 2010
(mirroring recent decline in 5-10 year olds)
D.O.B.
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SCREEN TIMETVINTERNETSOCIAL NETWORKINGADVERTS
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Children today spend an average of 5 hours 20
minutes a day in front of a screen TV,
Internet, Games
ChildWise Monitor 2007-08 Base all aged 5-16
(1147)
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SCREEN TIME Growing importance of the Internet,
but TV, games, remain strong
TV all Internet regular users Games console
own console
ChildWise Monitor 2002-03 2007-08 Base all
aged 5-16
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TV VIEWING
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TV VIEWING Down from 2001 peak, but showing
signs of recovery
ChildWise Monitor 1997-98 2007-08 Base all
aged 5-16
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TV VIEWING Older viewers are more volatile
ChildWise Monitor 1997-98 2007-08 Base all
aged 5-16
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TV VIEWING Part of their lives children eat,
sleep, and breathe TV
83
65
63
58
ChildWise Monitor 2007-08 Base all aged 5-16
(1147)
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TV CHANNELS Watched in the last week wide
choice
CBBC 36 Disney 32 Sky 1 31 MTV 27
Sky Sports 1 27E4 27The
Hits 27Nickelodeon 27Smash
Hits 23ITV2 23Cartoon
Network 22 TMF 22 CITV 20 CBeebies 18

TERRESTRIAL CHANNELS BBC1 65 ITV1 50 Channel
4 46 BBC2 33 five 25
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TV VIEWING Channels watched in previous week
Childrens Music Other
ChildWise Monitor 2007-08 Base all aged 5-16
(1147) / 7-16 (967)
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FAVOURITE TV PROGRAMMES Autumn 07
Simpsons Spongebob Dr Who Power Rangers, Tom
Jerry Ben 10 Suite Life of Zak Cody Raven
Tracy Beaker Hannah Montana Simpsons Bratz,
Zoe101 High School Musical Spongebob East Enders
5-10 girls
5-10 boys
Simpsons Top Gear Prison Break, Scrubs, Skins Sky
Sports East Enders, Friends Dr Who, Spongebob
Hollyoaks East Enders Friends Tracy Beaker,
Hannah Montana Simpsons, Coronation St X Factor,
CSI, Charmed
11-16 boys
11-16 girls
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INTERNET USE
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INTERNET USE The connected generation
5-16s 90 have a computer / laptop at home 85
access the internet - 77 access at home, 42
access at school 37 have their own computer /
laptop 23 have internet access in their own room
9-16s 90 have an internet connection at
home 73 have a broadband connection at home
7-16s 69 go online more than once a week
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INTERNET - accessing continues to grow
ChildWise Monitor 1998-99 2007-08 Base all
aged 5-16
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but frequency of Internet use is plateauing
ChildWise Monitor 1999-00 2007-08 Base online
users aged 7-16 (2007-08 895 92)
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INTERNET - Hours per day continues to rise for
older kids
ChildWise Monitor 2000-01 2007-08 Base online
users aged 7-16 (2007-08 895 92)
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INTERNET Frequency of use grows sharply with
age
ChildWise Monitor 2007-08 Base online users aged
7-16 (895 92)
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INTERNET ACTIVITIES Shift from schoolwork to
leisure
MAIN REASONS FOR USE 2007-08 Communication 46
Fun 42 Information / study 35
FAVOURITE WEBSITES 2007-08 Bebo 13 MySpace 6
YouTube 4 CBBC 4
ChildWise Monitor 2007-08 Base all aged 5-16
(1147)
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INTERNET Main uses games, communication, and
a bit of schoolwork
7-10 boys
7-10 girls

• Play games 47
• Look up leisure information15
• Look up info for school 14
• Instant messaging 6
• Watch video clips 5

• Play games 36
• Look up leisure info 21
• Look up info for school 14
• Instant messaging 11
• Social networking 11

11-16 boys
11-16 girls

• Instant messaging 34
• Play games 31
• Social networking 20
• Look up info for school 19
• Look up leisure info 8
• Watch video clips 8
• Download music 7
• Check sports results 7

• Instant messaging 59
• Social networking 32
• Look up info for school 29
• Play games 14
• Look up leisure info 8
• Send emails 7
• Download music 6
• Listen to music 5

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SOCIAL NETWORKING Sites used currently
SOCIAL NETWORKING SITES 7-16s 72 have visited
a social networking site 52 have a profile on a
site 48 currently use a social networking site
ChildWise Monitor 2007-08 Base all aged 7-16
(909)
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MOBILE PHONES
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MOBILE PHONES Use among younger children is
still growing
ChildWise Monitor 2007-08 Base all aged 5-16
(1147)
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5-10 boys
5-10 girls
73 Own TV 46 Own DVD player ? 26
Multi channel TV 68 CD player 39 MP3
player ? 26 Own PC / laptop 13
Internet access in own room 76 Own games
console 39 Own mobile phone 2.5 Hours of
TV per day 0.6 Hours on Internet per day
(7-10s) 1.3 Hours on games console per
day 4.4 Hours of screen time per day
70 Own TV 53 Own DVD player 27
Multi channel TV 74 CD player 39 MP3
player ? 25 Own PC / laptop 9
Internet access in own room 51 Own games
console 45 Own mobile phone 2.2 Hours of
TV per day 0.5 Hours on Internet per day
(7-10s) 0.9 Hours on games console per
day 3.6 Hours of screen time per day
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11-16 boys
11-16 girls
89 Own TV ? 67 Own DVD player ? 44
Multi channel TV 88 CD player ? 76 MP3
player 47 Own PC / laptop 36
Internet access in own room 82 Own games
console 90 Own mobile phone 3.0 Hours of
TV per day 1.7 Hours on the Internet per
day 1.5 Hours on games console per day 6.2
Hours of screen time per day
85 Own TV 73 Own DVD player 34
Multi channel TV 95 CD player 84 MP3
player 46 Own PC / laptop 31
Internet access in own room 49 Own games
console 98 Own mobile phone 2.8 Hours of
TV per day 1.8 Hours on the Internet per
day 0.9 Hours on games console per day 5.5
Hours of screen time per day
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OVERALL Internet users confident and informed?

• Children who are heavy internet users are more
  likely to agree that
• Brand names matter to me
• I like clothes with popular labels
• I wish my parents gave me more money to spend
• My parents dont understand what kids need to
  have nowadays
• Being cool is important to me
• They are more likely to disagree that
• I certainly feel useless at times

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OVERALL TV viewers independent minded?

• Children who are heavy TV viewers are more likely
  to agree that
• I argue with my parents a lot
• My parents dont understand what kids need to
  have nowadays
• Brand names matter to me

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ONLINE ADVERTISING 25 of 7-16 year olds can
recall seeing online ads
Words to describe online ads
Annoying
Sneaky
Useful
Fun
Clever
Informative
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TV ADVERTISING 60 of 7-16 year olds have a
favourite TV ad, 39 have one they hate
Favourite TV ads
Cadburys Drumming Gorilla 21
Skoda cake car 3
Citroen transformer car Walkers crisps Sheilas
Wheels Bratz High School Musical Coco Pops - all
1
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ABOUT ChildWise
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About ChildWise

• Research with children and young people -
  pre-school to higher education
• Plus relevant adults - parents, carers, teachers
• All aspects of childrens lives
• Media - Publishing, TV, Internet
• Education - Internet resources, TV, creativity
• Sport Leisure - playing and watching, clubs
  and activities eating out
• Food and drink - product, pack, brand
• New product development
• Advertising and promotions

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ChildWise Monitor Report

• Report published annually since 1994
• 1200 5-16 year olds boys and girls
• Sampled from 60 schools nationwide
• 150 pages of insight and charts
• Scope for exclusive client questions
• Comprehensive and essential info on
• Children and their media
• Computers / Internet / Games consoles /Mobile
  phones / TV viewing / CD, radioand music /
  Magazines, comics and books
• The Child Consumer
• Money / Child self-purchase
• Children and the Outside World
• Food / Sport / Current affairs

http//www.childwise.co.uk/monitor.htm
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The Monitor Trends Report

• Report published annually since 2000
• Summarising Monitor data year on year
• Gives a sound basis for forecasting
• 30 pages of tablature and charts
• Robust time series data on
• PC ownership and usage
• Internet access and usage
• Games console ownership
• TV / DVD / Video ownership
• TV viewing habits
• Music and radio
• Magazines and reading
• Mobiles phones
• Money

http//www.childwise.co.uk/trends.htm
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ChildWise Special Reports

• Published on topics of current interest
• Exploring and extending Monitor findings
• Previous subject matter includes
• 2008 - Children the Environment
• 2008 - Children and Sport
• 2006 - Children, Music Downloading
• 2005 - Children and Sport
• 2004 - Attitudes to Diet Health
• 2003 - Perception of Advertising
• 2002 - Characters Crazes
• 2001 - Pre-School Children

http//www.childwise.co.uk/specialreports.htm
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• 111 Queens Road
• NORWICH NR1 3PL
• 44(0) 1503 630054
• www.childwise.co.uk