GfK launch new panel research into kids and technology

A new panel of 8-15 years old has been launched by GfK, which aims to deliver understanding of the next generation of media consumers.

Called “rate it!”, the 1,500 strong panel provides daily feedback on the top TV programmes that teenagers choose to view, as well as analysis on top websites and radio stations, and plans to report on press and magazine readership soon.

Findings so far have shown that the internet is twice as likely to be found in children’s bedrooms as a television, while the internet is used every day by 70% of this age group compared to only 44% who watch TV every day.

Television still remains the medium of choice for sourcing news, with 48% picking this as one of their news choices, compared to newspapers at 34% and radio at 33%, while the internet is only picked by 28% as a source of news.

Communication is very important for this generation, with mobile phones possessed by nearly 83% of this 8-15 year old panel, with more females having phones than the boys.

The panel is intended to help media owners, advertiser and agencies investigate who their consumers are, what they consume and why, and what they want from the media they use.