GfK: Young media consumers speak out
Our latest GfK research report, written by Susannah Palmer, looks at the firm’s new 1,500 strong children’s panel “rate it!”
Children aspire to be on TV… but would still rather be outdoors
Computer games, watching TV and social networking on the internet – isn’t that all that young people are into these days? GfK NOP Media were keen to hear from the young people themselves – so have conducted some research using their new panel of young people. The findings were very interesting – in some respects these stereotypes are indeed played out, but other findings you may find more surprising…
Who calls the shots?
Young people say they are in control of what they watch on television – over two thirds of those aged 15-17 have control of the remote in their home – and this drops to just over half for under 10 year olds. Appearing on TV is an aspiration for two thirds of over 12s who would like to star in their own TV show – younger children are less starry eyed with just under half of under 12s wanting to be on TV.
Over four fifths of young people have a computer they can play games on in their home, with the majority of these having more than 20 games. Ninetendo DS is the most popular console to own, followed by the Nintendo Wii.
Friendships – virtual and reality
Looking at the internet and social networking; three quarters of 15 to17 year olds have a profile on facebook and almost half of this age group has friends they speak to online that they have never met in real life – girls of this age group are the most likely to have these kinds of friendships. Facebook is popular with half of 10-14s but less than 10% of under 9s have profiles on the site. In terms of maintaining friendships over time, older children and teenagers are more likely to think they will remain friends with their best friend in 10 years time, (74% of 12-17 year olds) whereas less than two thirds of those aged 12 and under think they will still be friends.
Worries
When asked what they worry about the most, reassuringly over one third of those aged 12 and under said they don’t worry about anything. However, one fifth of those aged 12 and under worry about school the most and almost a third of over 12s are worrying about school or college. Girls are more likely to be worried about things than their male counterparts.
The Great Outdoors
Despite their apparent love of TV, nearly three quarters of children aged 12 and under say they prefer being outside to watching TV, and even two thirds of teenagers would prefer to be outside. Over two thirds of those surveyed has their own bike and over half of these cycle at least once a week. Under 12s are most likely to cycle with their family, older children are more likely to be out on their bikes with their friends or on their own.
All this information and much more is available from GfK NOP Media’s new rate it! panel dedicated solely to interviewing children aged 8-15. For more information, please contact susannah.palmer@gfk.com