MRG Looks At Children And The Media

The latest MRG evening meeting looked at children and the media, with ChildWise research director, Rosemery Duff, unveiling research looking at how youngsters in the UK use different media.

The research found that children aged 5-16 years spend about five hours and 20 minutes a day in front of a screen.

Although children’s TV viewing was down from a peak in 2001, it is showing signs of recovery. Duff said: “Television is a thread that’s running through children’s lives.”

Moving on to the internet, a Childwise found that a massive 90% of 5-16 year olds have a PC/laptop at home, with the percentage of children accessing the internet continuing to grow.

Over the years, there has been a shift in what children do on the internet, from work to leisure.

More than 70% of 7-16 year olds said that they have visited a social networking site, with 52% saying that they have a profile on a site.

Advertisers will be interested to know that, according to the research, 25% of 7-16 year olds can recall seeing online adds, while 60% of them have a favourite TV ad.

Media Research Group: www.mrg.org.uk