Trends


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"A concise overview tracking children's media and purchasing habits from 1994-2006
by the experts in child research"

Introduction...

  • 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.

  • For the eighth year, trend data from this proven leading industry tracking study is available as a separate, 26 page, concise report - providing the ideal introductory reference for information on children aged 5-16.

Key trends...

  • Internet use is taking first place in children's lives.  Eight in ten 5-16s have Internet access at home, and half have broadband.  Users spend an average of 1.9 hours a day online

  • 93% of children have a PC at home, and a third have their own PC

  • The gradual downward trend in children's TV viewing continues, with children watching an average of 2.4 hours per day, compared to 3 hours 5 years ago

  • Almost all 5-16s have access to multi-channel TV, the majority at home : eight

in ten 5-16s have their own TV and seven in ten have their own DVD player
  • Almost six in ten now have their own MP3 player, nearly twice as many as a year ago

  • Mobile Phone penetration holds with two thirds of all 5-16s owning, rising to more than nine in ten 11-16s;  penetration amongst 5-10s is around four in ten owning

  • The number receiving a regular income remains at more than eight in ten, whilst average pocket money and earnings for 5-16s continues to fall, to £10.40 per week this year

  •    

    Report content...

    The Trends Report gives tracking data from 1994 to 2006 on media and purchasing behaviour, covering:

    • Internet access and usage, computers, 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 approximately 1200 children aged 5-16 years

    • Face-to-face individual interviews

    • Geographical coverage across England via 60 schools from the ChildWise panel

    User benefits:

    • Robust time series data.

    • Accessible summary of status and trend.

    • Sound basis for forecasting.

    • Comparisons can be made with internal company data for more holistic appreciation.

    To order:
    • The ChildWise Monitor Trends Report 2007 costs £175 + VAT (£205.63)

    • For more information on this report, please call Simon Leggett or Rosemary Duff on 01603 630054
    • To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk, or fill out the order form below:


    I would like to order a copy of the ChildWise Monitor Trends Report 2007 - at £205.63 (£175 + VAT)   Please tick: 

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    ChildWise, 111 Queens Road, Norwich, NR1 3PL  Tel: (01603) 630054  Fax: (01603) 664083  Email: research@childwise.co.uk
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