Alison Preston

Digital Day: a snapshot of children’s
media use
MRS Conference, 29 January 2015
Alison Preston, Head of Media Literacy Research, Ofcom

Methodology
2
Stage 4: Qualitative
Stage 3: Follow-up-survey on final day
Stage 2: 7 day diary (3 days for under 16s)
Stage 1: Recruitment survey
Diary Fieldwork
5th March – 15th April 2014
Completed diaries
(respondents)
1,644 UK adults aged 16+
186 Primary school 6-11s
173 Secondary school 11-15s
Days and activities
(records)
11,508 adults diary days
108,782 adults diary activity
records
5.9m adults diary activity
minutes

3
The paper diary
A5 SIZE FOR PORTABILITY
FLIP-OUT ACTIVITY KEY
ENTIRE DAY VIEWABLE FOR EASE OF COMPLETION
CLEAR AND
CONSISTENT
BRANDING FOR
RESPONDENT

5
Average time spent using media and communications
per day, by age group
667
336
573
847
556
521
306
423
548
495
All adults 16+ Children 6-11 Children 11-15 16-24 65+
Including simultaneous activity minutes Excluding simultaneous activity minutes
9:33
11:07
14:07
9:16
5:36
Adults carry out over 11 hours of media activity each day; over 14 hours
for younger adults; and 9.5 hours for teens

6
Average time spent using media and communications
per day, by age group
667
336
573
847
556
521
306
423
548
495
All adults 16+ Children 6-11 Children 11-15 16-24 65+
Including simultaneous activity minutes Excluding simultaneous activity minutes
9:33
8:41
11:07
9:08
14:07
8:15
9:16
7:03
5:36
5:06
11-15s put their 9.5 hours into 7 hours of actual time

8
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All
adults
16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips
Radio On Radio Set Radio On Another Device Other Audio
Print Media Voice Comms Text Comms
Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
Confidential
Proportion of media and comms time, by age group

9
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults
16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media

10
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults
16+
6-11
11-15
16-24
65+

11
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults
16+
6-11
11-15
16-24
65+

12
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults
16+
6-11
11-15
16-24
65+

13
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults
16+
6-11
11-15
16-24
65+

14
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults
16+
6-11
11-15
16-24
65+

15
69%
64%
52% 50%
82%
16%
8%
9% 16%
12%
5%
5%
7%
7%
5%
6%
6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
Short online video clips on e.g.
YouTube, News sites (inc. those
through Social Networking sites)
TV or films on DVD, Blu-ray, VHS
video
Downloaded or streamed TV or films
(paid-for) e.g. Lovefilm instant,
Netflix, iTunes, Blinkbox
On-demand / catch-up TV or films
(free) e.g. BBC iPlayer, 4oD, Sky on
demand
Recorded TV (programmes or films
stored on your personal/ digital video
recorder….)
TV (live – at the time it is broadcast,
including using the red button)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)
Proportion of watching activities
Half of all time spent watching AV by teens and young people is ‘pull’
content

16
69%
64%
52% 50%
82%
16%
8%
9% 16%
12%
0%
20%
40%
60%
80%
100%
video
demand
recorder….)
content

17
69%
64%
52% 50%
82%
16%
8%
9% 16%
12%
5%
5%
7%
7%
5%
6%
6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
video
demand
recorder….)
content

18
69%
64%
52% 50%
82%
16%
8%
9% 16%
12%
5%
5%
7%
7%
5%
6%
6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
video
demand
recorder….)
content

19
69%
64%
52% 50%
82%
16%
8%
9% 16%
12%
5%
5%
7%
7%
5%
6%
6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
video
demand
recorder….)
content

20
18%
26%
36%
25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%
20%
6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
By video calls (including Skype,
Facetime, etc)
By phone call
By photo or video messages (MMS,
viewing or sending) or Snapchat
By text message (SMS, including
iMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,
WhatsApp, BBM)
Through a Social Networking site
e.g. Facebook, Twitter (excluding
checking updates)
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people

21
18%
26%
36%
25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%
20%
6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
Facetime, etc)
By phone call
WhatsApp, BBM)
checking updates)

22
18%
26%
36%
25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%
20%
6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
Facetime, etc)
By phone call
WhatsApp, BBM)
checking updates)

23
18%
26%
36%
25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%
20%
6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
Facetime, etc)
By phone call
WhatsApp, BBM)
checking updates)

24
18%
26%
36%
25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%
20%
6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
Facetime, etc)
By phone call
WhatsApp, BBM)
checking updates)

25
18%
26%
36%
25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%
20%
6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
Facetime, etc)
By phone call
WhatsApp, BBM)
checking updates)

27
Weekly reach of devices by timeslot – TV set
Base: All adults 16+ (1644) - data aggregated to 15 min slots
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults 16+ 6-11 11-15 16-24
TV is predominantly an evening activity

28
Weekly reach of devices by timeslot – print
0%
20%
40%
60%
80%
100%
All adults 16+ 6-11 11-15 16-24
Small children still get a bedtime story

29
Weekly reach of devices by timeslot – tablet
0%
20%
40%
60%
80%
100%
All adults 16+ 6-11 11-15 16-24
Tablets are most used by 11-15s around 8.30pm …

30
Weekly reach of devices by timeslot – games console
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults 16+ 6-11 11-15 16-24
Games consoles are used steadily by 11-15s from 4 – 9pm

31
Weekly reach of devices by timeslot – mobile phone
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults 16+ 6-11 11-15 16-24
And mobiles are the device of choice after the TV set

www.ofcom.org.uk/medialiteracyresearch
www.ofcom.org.uk/marketresearch
alison.preston@ofcom.org.uk
emily.keaney@ofcom.org.uk
32
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