CHILDWISE Monitor Trends Report 2010

The CHILDWISE Monitor Report has been published each year since 1994 - a comprehensive annual survey of children's media use, brand attitudes and purchasing habits.

Trend data from this proven leading industry tracking study is available as a separate, 33 page, concise report - providing the ideal introductory reference for information on children aged 5-16.


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Key trends...

  • The number of 5-16s owning their own PC or laptop is now six in ten; laptop ownership has increased from a third last year to more than four in ten this year
  • Half of all 7-16 year olds can access the Internet in their own room, up from two in five last year
  • Social networking is the main online activity for 5-16s, with the proportion doing this last time they were online doubling since last year
  • Facebook and YouTube are now the top favourite websites across boys and girls, younger and older children      
  • The recent recovery in children's TV viewing continues, with children watching an average of 2.8 hours per day, up from a low of 2.4 hours in 2006 
  • Access to multi-channel TV has plateaued, nine in ten 5-16s are now able to access at home, and four in ten can access multi channel TV in their own room  
  • The proportion of children with their own TV continues to fall; seven in ten 5-16s now have their own TV, down from a high of more than eight in ten in 2005.  Watching via other platforms continues to grow  
  • Penetration of mobile phones has levelled off this year - seven in ten 5-16 year olds own a mobile; half of 5-10 year olds, and nearly all 11-16 year olds 
  • The effect of the recession is evident with a drop in the proportion of 5-16s ever buying for themselves from each of the categories used. The amount given as pocket money or ad-hoc handouts has also dropped this year 


Report content...

The CHILDWISE Monitor Trends Report gives tracking data from 1997 to 2009 on media and purchasing behaviour, covering:

  • Computers, Internet, games consoles
  • TV viewing, access to TV and channels, favourite TV programmes
  • Magazines and reading, music and radio, mobile phones
  • Pocket money and self purchase across key product fields

Data is presented in total, and separately for boys and girls, within two broad age bands, 5-10 years and 11-16 years. More detailed 2 year age breakdowns are available in the full CHILDWISE Monitor Report, together with further topic areas and analysis.


Research Detail:

  • Annual sample of over 2000 children aged 5-16 years (2009)
  • Online interviews in schools for children aged 7+, face-to-face in school for 5 and 6 year olds 
  • Geographical coverage across England, Scotland and Wales via c. 100 schools


User benefits:

  • Robust time series data
  • Accessible summary of status and trend
  • Sound basis for forecasting
  • Comparisons can be made with an organisation's own internal data



To order:

  • The CHILDWISE Monitor Trends Report 2010 costs £195 + VAT (£229.13)
  • You can order by filing out the order form, or emailing us at orders@childwise.co.uk 
  • Alternatively, pay by credit or debit card by clicking on the button below



  • On receipt of your order, the CHILDWISE Monitor Trends Report 2010 will be emailed to you as a PDF file, and a hard copy will be posted
  • For order form / email orders, we will issue an invoice payable within 7 days
  • For credit / debit card orders, we will email a VAT receipt.  Please email if you wish hard copy of the report to go to an address other than the billing address
  • By ordering you agree to abide by our terms and conditions of use

For more information please call Simon Leggett or Rosemary Duff on 01603 630054