interactive kids marketing week - september 2005

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INTERACTIVE KIDSMarketing Week - September 2005

Kids’ Relationship with Interactive Media - building an accurate

picture of your audience

Rosemary Duff, ChildWise

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KIDS AND INTERACTIVE MEDIA ...

• Children’s use of interactive media - what, how, why, and when?

• Kids’ online usage, and how this impacts on their lives

• Recognising and responding to parents and their concerns

• Balancing your communication methods

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ChildWise

Specialists in market research with children and young people

— ad hoc and published research, — qualitative and quantitative— via ChildWise panel of c 300 schools (GB)— plus parents, pre-schoolers, etc

Wide range of expertise :— TV, publishing, computers & internet, — toys, education, food & drink, — sports, leisure, licensing

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DATA SOURCES

• ChildWise Monitor– Annual survey of 1200 children– 5-16 year olds, boys & girls, across England– Face-to-face interviews in schools– Trends data from 1994-2004– Media use and attitudes, purchasing, brands– 2005 survey - fieldwork October, report December

• UK Children Go Online - LSE– National survey of 1511 children & young people, 9-19 years,

plus 906 parents– Fieldwork January - March 2004

5

721730

751 755

776788

777

799 793781

762751

732 733 727717

700

679669 670

695

500

550

600

650

700

750

800

850

900

19

83

19

84

19

85

19

86

19

87

19

88

19

89

19

90

19

91

19

92

19

93

19

94

19

95

19

96

19

97

19

98

19

99

20

00

20

01

20

02

20

03

‘000

D.O.B.

Age 11-16 - 4.7 mn Age 5-10 - 4.3 mnAge 17-22 - 4.5 mn

+4% -9%

CHILD NUMBERS - UK

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5-16 YEAR OLDS - WHO ARE THEY?

• 9 million children aged 5-16 years in the UK• Declining in number - down 4% by 2009, to 8.6 million• Moving steadily away from traditional family structure

– 33% of 5-16s born outside marriage– 40% of all births in 2001 were outside marriage– more single parent families (23%), step families

• Growth in working mums– 56% of mums with youngest aged under 5 work– 79% with youngest aged 11-16 work

• Growing proportion from ethnic minorities– 14% of children, compared with 10% for total

population

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THINGS THEY ENJOY ...

FriendsTV

FamilySwim / cycle / walkComputer games

McDonald’s

5-10s 11-16s

BOYS

GIRLS

FriendsSport for fun

TVMusic

Computer gamesCinema

FriendsFamily

Swim / cycle / walkMusic

TVCinema

MusicFriendsCinema

ShoppingTV

Mobile phone

ChildWise Monitor - 2004-2005

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KIDS - INTERACTIVE MEDIA

TV

RADIO

MOBILE PHONES

INTERNET

GAMES CONSOLES

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TV

- Central to their lives

- Choice is expanding

- Access is expanding

- But hours watched is beginning to decline

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TV

• 5-10s

• Average 2.4 hours/day

• 45% aware of digital at home

• 58% satellite/cable at home

• 69% claim multi-channel at home, 97% watched in last week

• 79% watch TV before school

• 69% own TV

• 44% own VCR

• 34% own DVD

ChildWise Monitor 2004-2005

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TV

• 11-16s

• Average 2.9 hours/day

• 66% digital at home

• 75% satellite/cable

• 82% multi-channel at home, 96% watched in last week

• 57% watch TV before school

• 87% own TV

• 64% own VCR

• 63% own DVD


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5-16 YEAR OLDS - TRENDS IN TV ACCESS

58

24

50

0

65

31

55

19

71

40

73

50

79

54

97

56

93

4950

73

0

20

40

60

80

100

Own TV Own video Watch multi-channel TV

Digital TV

1997 1999 2001 2003 2004

ChildWise Monitor

(2004: Own DVD 49%)

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TV - HOURS PER DAY - 1997-2004

2.42.6 2.6

2.4 2.4

3.23.3

3.5

3.12.9

2

3

4

1997 1999 2001 2003 2004

5-10s 11-16s


Digital TVlaunched

36%withDigital

50% with Digital

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TV

• Increasingly targeted and specialised - children’s, music, sport …

• But majority of children’s viewing is outside child airtime • Favourite programmes from age 9 upwards are predominantly

mainstream viewing - soaps, sitcoms, reality TV, sport (Monitor)

• Most viewing is when parent is not present (Youth TGI)• Multi-tasking - TV as background• Screens in children’s rooms - strong competition from PCs,

especially among older children• Slow-down in TV innovation means hours are falling back,

especially for older kids

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COMPUTERS / INTERNET

- Part of their lives

- Parents see proven benefits - educational, future prospects

- Children ahead of adults

- Growing confidence - parents, children

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• 5-10s• 87% have a PC at home• 27% claim own PC• 64% online at home• 25% claim Broadband at home• 75% access internet

- at home, at school- games, homework, information

• 3% have shopped online• 35% of 7-10s access more than

once a week, average 1.4 hours


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• 11-16s• 94% have a PC at home• 47% claim own PC• 85% online at home• 49% Broadband at home• 95% access internet

- at home, school, friend’s- homework, games, email, music

• 47% use daily, average 1.8 hours• 16% shop online, CDs / music,

games, videos / DVDs, clothes, tickets


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% WHO ACCESS THE INTERNET, BY AGE

38

75

94 97

0

20

40

60

80

100

5-6 YEARS 7-10 YEARS 11-14 YEARS 15-16 YEARS


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WHERE ACCESSED

68

50

27

11

11

2

20

0 20 40 60 80 100

AT HOME

AT SCHOOL

AT FRIEND'S HOUSE

OTHER FAMILY

LIBRARY

INTERNET CAFÉ

DO NOT ACCESS


7-10 11-16

51% 83%

30% 68%

9% 42%

5% 17%

5% 17%

- 3%

35% 5%

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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%


ONLINE ACTIVITIES

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FREQUENCY OF INTERNET ACCESS

38

14 18

49 48 45 39

28

33 27

30 25

20

28 36

1316

4444

1324 19

8 10 1117

0

20

40

60

80

100

TOTAL BOYS 7-10 GIRLS 7-10 BOYS 11-16 GIRLS 11-16 ABC1 C2DE

Daily More than weekly Weekly Less than weekly

ChildWise Monitor 2004-2005 - 7-16s who access / LSE - UK Children Go Online - 9-19s who access

% who access 88% 76% 74% 97% 93%

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TIME SPENT ONLINE

5871 70

57 52

22

17 17

22 25

105 5

10 14

7 2 2 10 7

0

20

40

60

80

100

TOTAL BOYS 7-10 GIRLS 7-10 BOYS 11-16 GIRLS 11-16

Over 3 hrs2 - 3 hrs1 - 2 hrsUp to 1 hr

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%

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5-16 YEAR OLDS - TRENDS IN COMPUTER AND INTERNET USE

54

148

66

15

29

80

35

58

88

30

67

91

36

70

0

20

40

60

80

100

PC at home Own PC* Internet on homePC (7-16s)

1997 1999 2001 2003 2004

ChildWise Monitor * Question format changed in 2001

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BROADBAND ACCESS, BY AGE

24

817

32 3440

12

3846

54

0

20

40

60

80

100

TOTAL 7-10 YEARS 9-10 YEARS 11-14 YEARS 15-16 YEARS

2003 2004


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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 broadbandDE: Fewest access points, unlimited dial-up rather than broadband

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3.38

3.13

2.74

2.41

2.17

0.991.46

1.82

0

0.5

1

1.5

2

2.5

3

3.5

4

AB C1 C2 DE

TOTAL NO OF ACCESS POINTS

ACCESS POINTS AT HOME

LSE - UK Children Go Online - Inequalities - April 2005All 9-19 year olds

Access in bedroom 20% 22% 21%13%

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43

3531

25

3843 43

53

19 2125

22

0

20

40

60

AB C1 C2 DE

BROADBAND ACCESS UNLIMITED DIAL-UP PAY-AS-YOU-GO DIAL-UP

LSE - UK Children Go Online - Inequalities - April 2005All 9-19 year olds

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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%


FAVOURITE WEBSITES

TV, Games, Sport, Communication

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WHAT THEY SAY ...

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WEBSITES

• “Runescape - you make your own person and you walk around. These bad guys ambushed me and killed me” (Boys age 9, Norfolk)

• “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)

• “There’s this Red Wings Sanctuary for horses, I sometimes go on that. You can adopt horses and stuff” (Girls age 9, Norfolk)

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MAKING YOUR OWN WEBSITE

• “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)• “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)

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WEBSITES - BOYS

• “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)

• “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)

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WEBSITES - GIRLS

• “If you don’t get the chance to see the end of something on TV, you can go on the internet”

(Girl, 9, Birmingham)• “Sometimes I just think of a word and type it in, and

see what happens” (Girl, 9, Birmingham)• “There’s nearly a website for everything”

(Girl, 9, Norfolk)

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EXPERTISE ...

• “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” (Boy, 9, Norfolk)

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PARENTS AND THE INTERNET

• UK Children Go Online• Parents underestimate children’s negative experiences

(31% had unwanted sexual comments, 7% of parents aware)

• Children divulge personal information online(46% have given out personal information)

• 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)

• 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)

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PARENTS AND THE INTERNET

• UK Children Go Online• REGULATION:• 85% of parents want tougher laws on online pornography• 59% want stricter regulation of online services• EDUCATION:• 75% want more & better teaching & guidance in schools• 67% want more & better information & advice for parents• CONTENT:• 64% want more sites specifically for children• TECHNOLOGY:• 66% want improved filtering software• 54% want improved parental controls• 51% want improved monitoring software

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GAMES CONSOLES

• 77% of 5-16s have a games console at home

• 54% have their own games console– 70% of boys– 38% of girls

• Decrease since 2001-2 peak• 10% of 7-16s go online via

their games console - primarily older boys– 21% of boys 11-16 go

online via games console

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5-16 YEAR OLDS - TRENDS IN GAMES CONSOLE OWNERSHIP

72 7379 80 77

6458

74 7570

32 28

4237 38

0

20

40

60

80

100

1997 1999 2001 2002 2003

AT HOME BOYS - OWN GIRLS - OWN


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MOBILE PHONES

• 5-10s

• 31% have their own mobile phone

• OF THESE:

• 85% play games, 75% text, 72% make / receive calls

• 48% listen to ringtones, 23% listen to music

• Parents mainly pay for calls

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MOBILE PHONES

• 11-16s

• 92% have their own mobile phone

• OF THESE:

• 98% text, 92% make / receive calls, 72% play games

• 56% ringtones, 27% music, 30% pictures / video clips

• Child pays for all (47%) or part (21%), av £14 per month

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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

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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

TRENDS IN MOBILE PHONE OWNERSHIP - 5-16 YEAR OLDS

18

37

310

60

80

210

76 78

11

26

7988

6

32

8288

13

41

91 95

0

20

40

60

80

100

5-6 YEARS 7-10 YEARS 11-14 YEARS 15-16 YEARS

1999 2000 2001 2002 2003 2004

ChildWise Monitor

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PARENTS’ ATTITUDES TO MOBILE PHONES

• Widespread dependence on mobile phones to keep in touch with kids

– Convenience, safety, reassurance

– Important tool for changing lifestyles (working parents, non-standard families, organised activities)

• Concerns:

– Uncontrolled call costs

– Handset - loss, target for mugging

– Sporadic concerns about radiation

– Minimal concern about undesirable calls

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RADIO

• 8-10s• 65% own radio• 85% own CD player• 14% own MP3 player• 7% listen to the radio on the

Internet• Listen to:

Smash Hits! (30%), Radio 1 (29%), talksport (Boys), Kiss (Girls)

• 65% listen up to 1 hr/day, 14% over 1 hr

50

RADIO


Internet• 16% listen via digital radio• Listen to :

Smash Hits! (38%), Radio 1 (35%), Kiss (33%), Kerrang! (19%), Five Live, talksport (Boys)

• 56% up to 1 hr/day,39% over 1 hr

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RADIO


Internet• 19% listen via digital radio• Listen to:

Radio 1 (67%), Smash Hits (19%), Kiss (19%), Kerrang! (15%), 1Xtra, Virgin, Radio 2, Five Live (boys)

• 41% up to 1 hr/day,52% over 1 hr

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TV

RADIO

MOBILE PHONES

INTERNET

GAMES CONSOLES TV

GAMES

RADIO

INTERNET

PHONES

54


TV

RADIO

MOBILE PHONES

INTERNET

GAMES CONSOLES TV

GAMES

RADIO

PHONE?

INTERNET

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SMRC ChildWise

The Old Bakery111 Queens Road

NORWICH NR1 3PL

01603 630054www.childwise.co.uk

interactive kids marketing week - september 2005

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