ChildWise: Trends Report

"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 Ł10.40 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 Ł175 + VAT (Ł205.63) 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: