Y&R Survey On Kid’s Media Habits

Y&R have this week released a research report on children’s media habits. It was conducted amongst 40 children, evenly chosen by area and class, and completed by children filling in diaries of their day’s viewing.

Amongst the most interesting parts of the report are:

• Kids have 80% attention to videos vs 68% for terrestrial TV.
• Kids choose over 90% of videos themselves.
• The highest incidence of watching TV alone is when watching videos.
• Parents have more influence over what is viewed after 6pm but have considerably less influence in the winter (42% chosen by parents) than summer (61% chosen by parents) when kids are in more.
• Children choose over 91% of satellite programmes/channels. The remaining 9% tended to be sport channels which the children were prepared to watch with their parents.
• Satellite viewing has higher attention levels than terrestrial TV.
• Children still read a lot of books, with 31% reading more than 5 books a month.
• Access to the Internet is low at 9.7%.
• The most popular radio station was Atlantic 252 (21.9%) with Radio 1 being the second (15.6%). Power Rangers is the most popular TV programme followed by football.
• Cinema viewing is very low amongst children with the majority only going once a year (25%) vs none going weekly and only 3% going fortnightly (7% go once a month).

Y&R, Cate Politi 0171 387 9366