INTERACTIVE KIDS Marketing Week - September 2005 Kids’ Relationship with Interactive Media - building an accurate picture ...
KIDS AND INTERACTIVE MEDIA ... <ul><li>Children’s use of interactive media - what, how, why, and when? </li></ul><ul><li>K...
ChildWise Specialists in market research with children and young people <ul><li>ad hoc and published research,  </li></ul>...
DATA SOURCES <ul><li>ChildWise  Monitor </li></ul><ul><ul><li>Annual survey of 1200 children </li></ul></ul><ul><ul><li>5-...
CHILD NUMBERS - UK ‘ 000 D.O.B. Age 11-16 - 4.7 mn Age 5-10 - 4.3 mn Age 17-22 - 4.5 mn +4% -9%
5-16 YEAR OLDS - WHO ARE THEY? <ul><li>9 million children aged 5-16 years in the UK </li></ul><ul><li>Declining in number ...
THINGS THEY ENJOY ... Friends TV Family Swim / cycle / walk Computer games McDonald’s 5-10s 11-16s BOYS GIRLS Friends Spor...
KIDS - INTERACTIVE MEDIA TV RADIO MOBILE PHONES INTERNET GAMES CONSOLES
TV - Central to their lives - Choice is expanding - Access is expanding - But hours watched is beginning to decline
TV <ul><li>5-10s </li></ul><ul><li>Average 2.4 hours/day </li></ul><ul><li>45% aware of digital at home </li></ul><ul><li>...
TV <ul><li>11-16s </li></ul><ul><li>Average 2.9 hours/day </li></ul><ul><li>66% digital at home </li></ul><ul><li>75% sate...
% WITH OWN TV, VCR, DVD ChildWise  Monitor 2004-2005
5-16 YEAR OLDS - TRENDS IN TV ACCESS ChildWise  Monitor (2004:  Own DVD 49%)
TV IN OWN ROOM - 1997-2004 ChildWise  Monitor 2004-2005
TV - HOURS PER DAY - 1997-2004 ChildWise  Monitor 2004-2005 Digital TV launched 36% with Digital 50% with  Digital
TV <ul><li>Increasingly targeted and specialised - children’s, music, sport … </li></ul><ul><li>But majority of children’s...
COMPUTERS / INTERNET - Part of their lives - Parents see proven benefits - educational, future prospects - Children ahead ...
COMPUTERS / INTERNET <ul><li>5-10s </li></ul><ul><li>87% have a PC at home </li></ul><ul><li>27% claim own PC </li></ul><u...
COMPUTERS / INTERNET <ul><li>11-16s </li></ul><ul><li>94% have a PC at home </li></ul><ul><li>47% claim own PC </li></ul><...
% WHO ACCESS THE INTERNET, BY AGE  ChildWise  Monitor 2004-2005
WHERE ACCESSED  ChildWise  Monitor 2004-2005 7-10 11-16 51% 83% 30% 68% 9% 42% 5% 17% 5% 17% - 3% 35% 5%
ONLINE ACTIVITIES Games 68% Homework 20% Games cheats 18% Websites 16% Download games 13% 7-10s   11-16s BOYS GIRLS Homewo...
FREQUENCY OF INTERNET ACCESS ChildWise  Monitor 2004-2005 - 7-16s who access  / LSE - UK Children Go Online - 9-19s who ac...
TIME SPENT ONLINE ChildWise  Monitor 2004-2005 - 7-16s using more than once a week Av hrs/day  1.7 1.4   1.3   1.8   1.8  ...
5-16 YEAR OLDS - TRENDS IN COMPUTER AND INTERNET USE ChildWise  Monitor * Question format changed in 2001
BROADBAND ACCESS, BY AGE  ChildWise  Monitor 2004-2005
TYPES OF INTERNET ACCESS,  BY SOCIO-ECONOMIC STATUS Source: LSE - UK Children Go Online - Inequalities and the Digital Div...
TYPES OF INTERNET ACCESS,  BY SOCIO-ECONOMIC STATUS LSE - UK Children Go Online - Inequalities - April 2005 All 9-19 year ...
TYPES OF INTERNET ACCESS,  BY SOCIO-ECONOMIC STATUS LSE - UK Children Go Online - Inequalities - April 2005 All 9-19 year ...
FAVOURITE WEBSITES CBBC 12% Miniclip 5% Cartoon Network 7% Cheats sites 3% Nickelodeon 2% Runescape 2% 7-10s 11-16s BOYS G...
WHAT THEY SAY ...
WEBSITES <ul><li>“ Runescape - you make your own person and you walk around. These bad guys ambushed me and killed me”  (B...
MAKING YOUR OWN WEBSITE <ul><li>“ On Miniclip, you can make your own website. You just go onto this game and click really ...
WEBSITES - BOYS <ul><li>“ I did a book, it was 20 pages long, and I was going to get it published, but then our internet b...
WEBSITES - GIRLS <ul><li>“ If you don’t get the chance to see the end of something on TV, you can go on the internet” (Gir...
EXPERTISE ... <ul><li>“ Google isn’t technically a website, it’s a search engine. You go on to it and you type in the thin...
PARENTS AND THE INTERNET <ul><li>UK Children Go Online </li></ul><ul><li>Parents underestimate children’s negative experie...
PARENTS AND THE INTERNET <ul><li>UK Children Go Online </li></ul><ul><li>REGULATION: </li></ul><ul><li>85% of parents want...
GAMES CONSOLES <ul><li>77% of 5-16s have a games console at home </li></ul><ul><li>54% have their own games console </li><...
GAMES CONSOLES ChildWise  Monitor 2003-2004
5-16 YEAR OLDS - TRENDS IN GAMES CONSOLE OWNERSHIP ChildWise  Monitor 1997-2003
5-16 YEAR OLDS - TRENDS IN GAMES CONSOLE OWNERSHIP ChildWise  Monitor 1997-2003
MOBILE PHONES <ul><li>5-10s </li></ul><ul><li>31% have their own mobile phone </li></ul><ul><li>OF THESE: </li></ul><ul><l...
MOBILE PHONES <ul><li>11-16s </li></ul><ul><li>92% have their own mobile phone </li></ul><ul><li>OF THESE: </li></ul><ul><...
BEST THING ABOUT HAVING A MOBILE ... You can text mates to see if they’re coming out to play It shows that I’m growing up ...
BEST THING ABOUT HAVING A MOBILE ... It’s nice to be able to talk to someone if you don’t want to talk to your family You ...
TRENDS IN MOBILE PHONE OWNERSHIP - 5-16 YEAR OLDS ChildWise  Monitor
PARENTS’ ATTITUDES TO MOBILE PHONES <ul><li>Widespread dependence on mobile phones to keep in touch with kids </li></ul><u...
RADIO <ul><li>8-10s </li></ul><ul><li>65% own radio </li></ul><ul><li>85% own CD player </li></ul><ul><li>14% own MP3 play...
RADIO <ul><li>11-14s </li></ul><ul><li>89% own radio </li></ul><ul><li>97% own CD player </li></ul><ul><li>22% own MP3 pla...
RADIO <ul><li>15-16s </li></ul><ul><li>91% own radio </li></ul><ul><li>98% own CD player </li></ul><ul><li>29% own MP3 pla...
% WHO DOWNLOAD MUSIC FROM THE INTERNET  ChildWise  Monitor 2004-2005 Ringtones:  6%   15%    24%    17% Music:
KIDS - INTERACTIVE MEDIA TV RADIO MOBILE PHONES INTERNET GAMES CONSOLES TV GAMES RADIO INTERNET PHONES
KIDS - INTERACTIVE MEDIA TV RADIO MOBILE PHONES INTERNET GAMES CONSOLES TV GAMES RADIO PHONE ? INTERNET
SMRC  ChildWise The Old Bakery 111 Queens Road NORWICH NR1 3PL 01603 630054 www.childwise.co.uk
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INTERACTIVE KIDS Marketing Week - September 2005

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Transcript of "INTERACTIVE KIDS Marketing Week - September 2005 "

  1. 1. INTERACTIVE KIDS Marketing Week - September 2005 Kids’ Relationship with Interactive Media - building an accurate picture of your audience Rosemary Duff, ChildWise
  2. 2. KIDS AND INTERACTIVE MEDIA ... <ul><li>Children’s use of interactive media - what, how, why, and when? </li></ul><ul><li>Kids’ online usage, and how this impacts on their lives </li></ul><ul><li>Recognising and responding to parents and their concerns </li></ul><ul><li>Balancing your communication methods </li></ul>
  3. 3. ChildWise Specialists in market research with children and young people <ul><li>ad hoc and published research, </li></ul><ul><li>qualitative and quantitative </li></ul><ul><li>via ChildWise panel of c 300 schools (GB) </li></ul><ul><li>plus parents, pre-schoolers, etc </li></ul><ul><li>Wide range of expertise : </li></ul><ul><li>TV, publishing, computers & internet, </li></ul><ul><li>toys, education, food & drink, </li></ul><ul><li>sports, leisure, licensing </li></ul>
  4. 4. DATA SOURCES <ul><li>ChildWise Monitor </li></ul><ul><ul><li>Annual survey of 1200 children </li></ul></ul><ul><ul><li>5-16 year olds, boys & girls, across England </li></ul></ul><ul><ul><li>Face-to-face interviews in schools </li></ul></ul><ul><ul><li>Trends data from 1994-2004 </li></ul></ul><ul><ul><li>Media use and attitudes, purchasing, brands </li></ul></ul><ul><ul><li>2005 survey - fieldwork October, report December </li></ul></ul><ul><li>UK Children Go Online - LSE </li></ul><ul><ul><li>National survey of 1511 children & young people, 9-19 years, plus 906 parents </li></ul></ul><ul><ul><li>Fieldwork January - March 2004 </li></ul></ul>
  5. 5. CHILD NUMBERS - UK ‘ 000 D.O.B. Age 11-16 - 4.7 mn Age 5-10 - 4.3 mn Age 17-22 - 4.5 mn +4% -9%
  6. 6. 5-16 YEAR OLDS - WHO ARE THEY? <ul><li>9 million children aged 5-16 years in the UK </li></ul><ul><li>Declining in number - down 4% by 2009, to 8.6 million </li></ul><ul><li>Moving steadily away from traditional family structure </li></ul><ul><ul><li>33% of 5-16s born outside marriage </li></ul></ul><ul><ul><li>40% of all births in 2001 were outside marriage </li></ul></ul><ul><ul><li>more single parent families (23%), step families </li></ul></ul><ul><li>Growth in working mums </li></ul><ul><ul><li>56% of mums with youngest aged under 5 work </li></ul></ul><ul><ul><li>79% with youngest aged 11-16 work </li></ul></ul><ul><li>Growing proportion from ethnic minorities </li></ul><ul><ul><li>14% of children, compared with 10% for total population </li></ul></ul>
  7. 7. THINGS THEY ENJOY ... Friends TV Family Swim / cycle / walk Computer games McDonald’s 5-10s 11-16s BOYS GIRLS Friends Sport for fun TV Music Computer games Cinema Friends Family Swim / cycle / walk Music TV Cinema Music Friends Cinema Shopping TV Mobile phone ChildWise Monitor - 2004-2005
  8. 8. KIDS - INTERACTIVE MEDIA TV RADIO MOBILE PHONES INTERNET GAMES CONSOLES
  9. 9. TV - Central to their lives - Choice is expanding - Access is expanding - But hours watched is beginning to decline
  10. 10. TV <ul><li>5-10s </li></ul><ul><li>Average 2.4 hours/day </li></ul><ul><li>45% aware of digital at home </li></ul><ul><li>58% satellite/cable at home </li></ul><ul><li>69% claim multi-channel at home, 97% watched in last week </li></ul><ul><li>79% watch TV before school </li></ul><ul><li>69% own TV </li></ul><ul><li>44% own VCR </li></ul><ul><li>34% own DVD </li></ul>ChildWise Monitor 2004-2005
  11. 11. TV <ul><li>11-16s </li></ul><ul><li>Average 2.9 hours/day </li></ul><ul><li>66% digital at home </li></ul><ul><li>75% satellite/cable </li></ul><ul><li>82% multi-channel at home, 96% watched in last week </li></ul><ul><li>57% watch TV before school </li></ul><ul><li>87% own TV </li></ul><ul><li>64% own VCR </li></ul><ul><li>63% own DVD </li></ul>ChildWise Monitor 2004-2005
  12. 12. % WITH OWN TV, VCR, DVD ChildWise Monitor 2004-2005
  13. 13. 5-16 YEAR OLDS - TRENDS IN TV ACCESS ChildWise Monitor (2004: Own DVD 49%)
  14. 14. TV IN OWN ROOM - 1997-2004 ChildWise Monitor 2004-2005
  15. 15. TV - HOURS PER DAY - 1997-2004 ChildWise Monitor 2004-2005 Digital TV launched 36% with Digital 50% with Digital
  16. 16. TV <ul><li>Increasingly targeted and specialised - children’s, music, sport … </li></ul><ul><li>But majority of children’s viewing is outside child airtime </li></ul><ul><li>Favourite programmes from age 9 upwards are predominantly mainstream viewing - soaps, sitcoms, reality TV, sport (Monitor) </li></ul><ul><li>Most viewing is when parent is not present (Youth TGI) </li></ul><ul><li>Multi-tasking - TV as background </li></ul><ul><li>Screens in children’s rooms - strong competition from PCs, especially among older children </li></ul><ul><li>Slow-down in TV innovation means hours are falling back, especially for older kids </li></ul>
  17. 17. COMPUTERS / INTERNET - Part of their lives - Parents see proven benefits - educational, future prospects - Children ahead of adults - Growing confidence - parents, children
  18. 18. COMPUTERS / INTERNET <ul><li>5-10s </li></ul><ul><li>87% have a PC at home </li></ul><ul><li>27% claim own PC </li></ul><ul><li>64% online at home </li></ul><ul><li>25% claim Broadband at home </li></ul><ul><li>75% access internet - at home, at school - games, homework, information </li></ul><ul><li>3% have shopped online </li></ul><ul><li>35% of 7-10s access more than once a week, average 1.4 hours </li></ul>ChildWise Monitor - 2004-2005
  19. 19. COMPUTERS / INTERNET <ul><li>11-16s </li></ul><ul><li>94% have a PC at home </li></ul><ul><li>47% claim own PC </li></ul><ul><li>85% online at home </li></ul><ul><li>49% Broadband at home </li></ul><ul><li>95% access internet - at home, school, friend’s - homework, games, email, music </li></ul><ul><li>47% use daily, average 1.8 hours </li></ul><ul><li>16% shop online, CDs / music, games, videos / DVDs, clothes, tickets </li></ul>ChildWise Monitor - 2004-2005
  20. 20. % WHO ACCESS THE INTERNET, BY AGE ChildWise Monitor 2004-2005
  21. 21. WHERE ACCESSED ChildWise Monitor 2004-2005 7-10 11-16 51% 83% 30% 68% 9% 42% 5% 17% 5% 17% - 3% 35% 5%
  22. 22. ONLINE ACTIVITIES Games 68% Homework 20% Games cheats 18% Websites 16% Download games 13% 7-10s 11-16s BOYS GIRLS Homework 56% Games 54% email 38% Games cheats 37% Download music 36% Websites 29% Instant messaging 29% Games 50% Homework 24% Getting info 24% Websites 17% email 13% Homework 61% email 52% Instant messaging 39% Games 38% Websites 30% Download music 30% ChildWise Monitor - 2004-2005
  23. 23. FREQUENCY OF INTERNET ACCESS ChildWise Monitor 2004-2005 - 7-16s who access / LSE - UK Children Go Online - 9-19s who access % who access 88% 76% 74% 97% 93%
  24. 24. TIME SPENT ONLINE ChildWise Monitor 2004-2005 - 7-16s using more than once a week Av hrs/day 1.7 1.4 1.3 1.8 1.8 Using > weekly 58% 36% 34% 76% 68%
  25. 25. 5-16 YEAR OLDS - TRENDS IN COMPUTER AND INTERNET USE ChildWise Monitor * Question format changed in 2001
  26. 26. BROADBAND ACCESS, BY AGE ChildWise Monitor 2004-2005
  27. 27. TYPES OF INTERNET ACCESS, BY SOCIO-ECONOMIC STATUS Source: LSE - UK Children Go Online - Inequalities and the Digital Divide - April 2005 AB: More access points (total, and at home), more likely to be broadband DE: Fewest access points, unlimited dial-up rather than broadband
  28. 28. TYPES OF INTERNET ACCESS, BY SOCIO-ECONOMIC STATUS LSE - UK Children Go Online - Inequalities - April 2005 All 9-19 year olds Access in bedroom 20% 22% 21% 13%
  29. 29. TYPES OF INTERNET ACCESS, BY SOCIO-ECONOMIC STATUS LSE - UK Children Go Online - Inequalities - April 2005 All 9-19 year olds
  30. 30. FAVOURITE WEBSITES CBBC 12% Miniclip 5% Cartoon Network 7% Cheats sites 3% Nickelodeon 2% Runescape 2% 7-10s 11-16s BOYS GIRLS Miniclip 7% Football 7% ebay 5% Newgrounds 2% BBC, MSN, Nike, Habbo Hotel (all 1%) CBBC 14% Smile 5% Miniclip 5% Nickelodeon 4% C Beebies 4% Polly Pocket 4% CBBC 5% Hotmail 4% MSN 3% BBC 3% ebay 2% Miniclip 2% ChildWise Monitor - 2004-2005 TV, Games, Sport, Communication
  31. 31. WHAT THEY SAY ...
  32. 32. WEBSITES <ul><li>“ Runescape - you make your own person and you walk around. These bad guys ambushed me and killed me” (Boys age 9, Norfolk) </li></ul><ul><li>“ Junior Star, if you want to meet a pen pal. You can send games to the other person to play, instead of pictures. You can find out information about each other” (Girls age 9, Birmingham) </li></ul><ul><li>“ There’s this Red Wings Sanctuary for horses, I sometimes go on that. You can adopt horses and stuff” (Girls age 9, Norfolk) </li></ul>
  33. 33. MAKING YOUR OWN WEBSITE <ul><li>“ On Miniclip, you can make your own website. You just go onto this game and click really quickly on MAKE YOUR OWN WEBSITE, before it starts the game, and it brings up this black screen, and it gives you loads of ideas, and you can go on different websites and take games from them” (Boy, 9, Norfolk) </li></ul><ul><li>“ You can make your own website, so you can save all your stuff, and people can see your work, but they can’t log into it, they can just see it” (Boy, 8, Birmingham) </li></ul>
  34. 34. WEBSITES - BOYS <ul><li>“ I did a book, it was 20 pages long, and I was going to get it published, but then our internet broke. I heard about this kids publishers, and you could do it on the internet” (Boy, 8, Birmingham) </li></ul><ul><li>“ There’s this website called Swap It, it’s like an auction website, like Ebay, but instead of paying money for things, you pay with Swap Its, which is like imaginary money that you can earn, by putting in little things that you don’t want, and people bid for it. I got a floppy disc and a Beanie Baby” (Boy, 9, Norfolk) </li></ul>
  35. 35. WEBSITES - GIRLS <ul><li>“ If you don’t get the chance to see the end of something on TV, you can go on the internet” (Girl, 9, Birmingham) </li></ul><ul><li>“ Sometimes I just think of a word and type it in, and see what happens” (Girl, 9, Birmingham) </li></ul><ul><li>“ There’s nearly a website for everything” (Girl, 9, Norfolk) </li></ul>
  36. 36. EXPERTISE ... <ul><li>“ Google isn’t technically a website, it’s a search engine. You go on to it and you type in the thing you want to search for, and you click on SEARCH, and it’s either pages from the world, or pages from the UK, and it comes up with lists and lists of websites. You can narrow it down using the advanced search, though” </li></ul>(Boy, 9, Norfolk)
  37. 37. PARENTS AND THE INTERNET <ul><li>UK Children Go Online </li></ul><ul><li>Parents underestimate children’s negative experiences (31% had unwanted sexual comments, 7% of parents aware) </li></ul><ul><li>Children divulge personal information online (46% have given out personal information) </li></ul><ul><li>Parents seek to manage their children’s internet use, but face some difficult challenges (18% say they don’t know how to help their child use safely) </li></ul><ul><li>There are considerable gaps in understanding between parents and children, in expertise, awareness of risk, perceptions of regulation (63% of 12-19s hide online activities from parents) </li></ul>
  38. 38. PARENTS AND THE INTERNET <ul><li>UK Children Go Online </li></ul><ul><li>REGULATION: </li></ul><ul><li>85% of parents want tougher laws on online pornography </li></ul><ul><li>59% want stricter regulation of online services </li></ul><ul><li>EDUCATION: </li></ul><ul><li>75% want more & better teaching & guidance in schools </li></ul><ul><li>67% want more & better information & advice for parents </li></ul><ul><li>CONTENT: </li></ul><ul><li>64% want more sites specifically for children </li></ul><ul><li>TECHNOLOGY: </li></ul><ul><li>66% want improved filtering software </li></ul><ul><li>54% want improved parental controls </li></ul><ul><li>51% want improved monitoring software </li></ul>
  39. 39. GAMES CONSOLES <ul><li>77% of 5-16s have a games console at home </li></ul><ul><li>54% have their own games console </li></ul><ul><ul><li>70% of boys </li></ul></ul><ul><ul><li>38% of girls </li></ul></ul><ul><li>Decrease since 2001-2 peak </li></ul><ul><li>10% of 7-16s go online via their games console - primarily older boys </li></ul><ul><ul><li>21% of boys 11-16 go online via games console </li></ul></ul>
  40. 40. GAMES CONSOLES ChildWise Monitor 2003-2004
  41. 41. 5-16 YEAR OLDS - TRENDS IN GAMES CONSOLE OWNERSHIP ChildWise Monitor 1997-2003
  42. 42. 5-16 YEAR OLDS - TRENDS IN GAMES CONSOLE OWNERSHIP ChildWise Monitor 1997-2003
  43. 43. MOBILE PHONES <ul><li>5-10s </li></ul><ul><li>31% have their own mobile phone </li></ul><ul><li>OF THESE: </li></ul><ul><li>85% play games, 75% text, 72% make / receive calls </li></ul><ul><li>48% listen to ringtones, 23% listen to music </li></ul><ul><li>Parents mainly pay for calls </li></ul>
  44. 44. MOBILE PHONES <ul><li>11-16s </li></ul><ul><li>92% have their own mobile phone </li></ul><ul><li>OF THESE: </li></ul><ul><li>98% text, 92% make / receive calls, 72% play games </li></ul><ul><li>56% ringtones, 27% music, 30% pictures / video clips </li></ul><ul><li>Child pays for all (47%) or part (21%), av £14 per month </li></ul>
  45. 45. BEST THING ABOUT HAVING A MOBILE ... You can text mates to see if they’re coming out to play It shows that I’m growing up I can text my dad to keep in contact with him You can get lots of ringtones and games When you are in trouble you can ring your mum 5-10 year olds
  46. 46. BEST THING ABOUT HAVING A MOBILE ... It’s nice to be able to talk to someone if you don’t want to talk to your family You feel safer when you’re out Being able to keep in touch with my friends, and making calls my mum doesn’t know about Taking pictures and making videos The texting - you don’t always have to talk 11-16 year olds
  47. 47. TRENDS IN MOBILE PHONE OWNERSHIP - 5-16 YEAR OLDS ChildWise Monitor
  48. 48. PARENTS’ ATTITUDES TO MOBILE PHONES <ul><li>Widespread dependence on mobile phones to keep in touch with kids </li></ul><ul><ul><li>Convenience, safety, reassurance </li></ul></ul><ul><ul><li>Important tool for changing lifestyles (working parents, non-standard families, organised activities) </li></ul></ul><ul><li>Concerns: </li></ul><ul><ul><li>Uncontrolled call costs </li></ul></ul><ul><ul><li>Handset - loss, target for mugging </li></ul></ul><ul><ul><li>Sporadic concerns about radiation </li></ul></ul><ul><ul><li>Minimal concern about undesirable calls </li></ul></ul>
  49. 49. RADIO <ul><li>8-10s </li></ul><ul><li>65% own radio </li></ul><ul><li>85% own CD player </li></ul><ul><li>14% own MP3 player </li></ul><ul><li>7% listen to the radio on the Internet </li></ul><ul><li>Listen to: Smash Hits! (30%), Radio 1 (29%), talksport (Boys), Kiss (Girls) </li></ul><ul><li>65% listen up to 1 hr/day, 14% over 1 hr </li></ul>
  50. 50. RADIO <ul><li>11-14s </li></ul><ul><li>89% own radio </li></ul><ul><li>97% own CD player </li></ul><ul><li>22% own MP3 player </li></ul><ul><li>18% listen to the radio on the Internet </li></ul><ul><li>16% listen via digital radio </li></ul><ul><li>Listen to : Smash Hits! (38%), Radio 1 (35%), Kiss (33%), Kerrang! (19%), Five Live, talksport (Boys) </li></ul><ul><li>56% up to 1 hr/day, 39% over 1 hr </li></ul>
  51. 51. RADIO <ul><li>15-16s </li></ul><ul><li>91% own radio </li></ul><ul><li>98% own CD player </li></ul><ul><li>29% own MP3 player </li></ul><ul><li>33% listen to the radio on the Internet </li></ul><ul><li>19% listen via digital radio </li></ul><ul><li>Listen to: Radio 1 (67%), Smash Hits (19%), Kiss (19%), Kerrang! (15%), 1Xtra, Virgin, Radio 2, Five Live (boys) </li></ul><ul><li>41% up to 1 hr/day, 52% over 1 hr </li></ul>
  52. 52. % WHO DOWNLOAD MUSIC FROM THE INTERNET ChildWise Monitor 2004-2005 Ringtones: 6% 15% 24% 17% Music:
  53. 53. KIDS - INTERACTIVE MEDIA TV RADIO MOBILE PHONES INTERNET GAMES CONSOLES TV GAMES RADIO INTERNET PHONES
  54. 54. KIDS - INTERACTIVE MEDIA TV RADIO MOBILE PHONES INTERNET GAMES CONSOLES TV GAMES RADIO PHONE ? INTERNET
  55. 55. SMRC ChildWise The Old Bakery 111 Queens Road NORWICH NR1 3PL 01603 630054 www.childwise.co.uk
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